Know Your Creative Value

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Hiya,

3 x announcements—

Vancouver creative friends! On April 4th, I’m speaking at the Beaumont Studios. The talk is called, From Creative to Creator. My hope is that it inspires you to start making something for yourself. You can snag your ticket here. They're $20 but I make $0 for this talk. It’s volunteer-run by Creative Pulse and includes a slice of pizza and a beer. Or two if you’re fast.

If you’re not in Vancouver and want to create more for yourself, add your name to this waitlist. I have an idea for a thing. If there’s enough interest, I’m making the thing. Creatives FTW!
Your hair looks nice today.

This week, I’m writing about...

Your creative value

Most of us only have a vague idea of our worth.

It’s why so many of us take on the same kind of projects from the same kind of clients for the same kind of budgets. Years pass and we're like, “How the fugg am I still doing this exact same sh*t?”

It’s because, for most of us, our sense of value is determined by things outside us. We get a raise or a fancier title or have a client say nice things about our hair and we feel valued. But if we get lowballed or get negative feedback or feel like our expertise is being discounted...

We let the perception of others determine our worth.

But here's the juicy thing I'm realizing about perception...

How we're perceived is limited to our perception of ourselves.

To start billing more and getting clients and projects in line with our value, we must first prove it to ourselves. No one else. Because once we're convinced of our value, shit gets real.

I’ve struggled with this throughout my career but now I can confidently call myself an expert. And now that I'm convinced, shit is indeed getting real.

But you can’t just start saying you’re more valuable, start billing more and demand a fancier title. I've tried that too. It no worky.

Here are 3 ways I've convinced myself of my value over the last few years (I was stubborn, this wasn't easy)—

1) Building my craft

I didn’t write a book because I was an expert. I wrote a book because I was an insecure creative who couldn't believe that after 20 years I still had as much self-doubt as I did. I was like, “How is this even possible? I must have learned something in 20 years! This 10,000-hour thing is bullshit!”

And so I wrote what I always needed. It's why it's called A Self-Help Guide for Copywriters. I was helping myself. As I chipped away at it for over 8 years, two things happened:

I proved to myself I did know a few things.
I learned a few more things.

And then after the book, I spent a million hours making my course.

Much to my inner critic's disappointment, I started believing I was as an expert.

You don't have to write a book and make a course to know your value but if you're not convinced of your worth, set time aside every week to deliberately work on your craft. Even if it's to prove to yourself how much you know. Take the power away from bosses and clients. Determine your own worth.

Making stuff

When you put stuff out into the world, you start receiving feedback. Part of it comes in the form of—

“Your book is too cheap.”
”Your course is too cheap.”
“Your hourly rate is too cheap.”
“Your talks are too cheap.”
“Why are you wearing Old Navy?”
“What are you an advertising thrift store?!”

The world said to me, "Dan, you're more valuable than you think you are." The gap between how others viewed me and how I viewed me was the Grand Canyon. It's what inspired today's email.

Take my course, for example. The initial course pricing likely cost me, without any exaggeration, about $300,000. And the book, probably $35,000. So, yes, I am wearing Old Navy.

Since launch, I raised the price from $100 to $150, to $300 and then $400.

But when it would sell at $400, I felt guilty every time I made a sale. I hadn’t convinced myself of the value.

Which led me to…

Seek out the feedback you REALLY need.

I started reaching out for feedback on the course. But not the kind that felt good. This was the kind where the people giving it were apologizing.

I assured them they were not hurting my feelings, even though they were. But I wanted this. I wanted a deeply honest assessment of the value of the course (a-hem, my value). I knew it was good. I wanted to know how I could make it even better.

Then, I reached out to 50 former students about the value of the course through a series of questions.

All of this convinced me it was worth a minimum of $500. I then improved several lessons and added 45 minutes of additional content.

I not only convinced myself it was worth $500 but double.

Similarly, when I started giving talks to brands and agencies, I had only a vague sense of the value. I reached out to a local agency and asked if I could share the talk in exchange for hurting my feelings.

I had already given this talk to several companies but I needed feedback to be able to sell it with confidence.

I got what I needed but I also got tidbit like, "Your self-deprecating humour is funny but don’t overdo it. Make sure it doesn't take away from your value. It's clear, you’re an expert and a master in the craft. Own it.” (Thanks, Lisa ❤️)

I didn't need to hear that to know my value but it did help confirm my suspicion.

Your rates are a reflection of your confidence. Start raising it and the rates will follow.

How to start increasing your value.

Build your craft

Schedule a weekly meeting with yourself for 30 minutes every Friday afternoon. This is time dedicated to working on your craft. You'll learn new stuff and prove to yourself that you already know stuff. You'll get a front-row seat to your value every Friday.
Make stuff

Start creating content. Don't be limited to the projects that come into your inbox. And if you're thinking, "Who am I to be creating anything?", stop! Who gives a shit? I don't know if you need permission but just in case, it's okay for you to be valuable. It's more than okay. Yes, it's hard. But it's worth it. And if you want to make more for yourself, add your name to this waitlist. I'm making a thing, remember?
Seek out feedback

Seek out the bad stuff but from good people. That's the good stuff.

It's like tearing muscle fibres in the gym. It hurts but it's necessary for growth. No creative pain, no creative gain.

Thanks for reading.

To say hi or 🪓 me any questions, hit reply.

Your inner critic is a ding-dong.

Dan

P.S. If you're a creative (writer or otherwise) who deals with self-doubt, invest in your craft with my course, Writing Under Pressure. At 4 x monthly payments of $124.75, it's so worth it. Especially if your company picks up the tab. Seriously, I wish I had this content at any point throughout my career.

You can also have me come in virtually or in-person to speak with your team and gain group access to the course. There are options.

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