Podcast Summary: The Good Ship Illustration

Episode Title: “I’m not sure how to price my illustration work. I think I panic and undercharge because I’m worried they’ll change their mind if it’s too much.”

Release Date: April 25, 2025

Hosts: Helen Stephens, Katie Chappell, and Tania Willis

1. Introduction to Pricing Challenges

The episode kicks off with Katie addressing a common concern among illustrators: pricing work appropriately. Annabelle King's question resonates with many creatives who struggle with undercharging due to fear of clients rejecting their rates.

Katie [00:25]:
"I'm not sure how to price my work. I think I panic and undercharge because I'm worried they'll change their mind if it's too much."

2. The Importance of Valuing Your Work

Helen emphasizes the dangers of undervaluing illustrations, highlighting how it can lead to undesirable projects like freebies or favors that often become "nightmare jobs." She underscores the necessity of changing one’s perception to gain respect for their work.

Helen [00:36]:
"People undervalue things. If you undervalue them, you know, freebies, favors, those will be the worst jobs you'll ever do."

Maintaining self-worth is crucial. Katie adds that recognizing the value of one’s work is foundational to commanding higher prices.

Katie [01:09]:
"You do totally have to value your own work first. Because if you think you're having a laugh, there's no way your work's worth a thousand pounds."

3. Understanding Market Variability

Helen and Katie delve into how different sectors within the illustration industry have varying pricing structures. Publishing and editorial fields often have fixed rates, whereas advertising and private clients offer more flexibility.

Helen [02:13]:
"Your worth is what your work is worth, depending on your profile, how long you've been an illustrator, where it ends up."

Katie reflects on her personal experience in publishing, where initial low rates eventually increased as her reputation and client base grew.

Katie [03:19]:
"I was too cheap, obviously. People saw my work, liked what I was doing, and started signing me up. Then I upped my rates to control the flow of work."

4. Negotiation Strategies

Annabelle shares insights on negotiating with publishers and agents, emphasizing the importance of always asking for higher compensation. She illustrates how initial offers often leave room for negotiation.

Annabelle [05:11]:
"Always go back and ask for some more. Because the worst is they'll say no. But they usually don't."

Helen echoes this by advising illustrators to not base their pricing purely on time but to consider the value their work brings to clients.

Helen [07:18]:
"You need to know what your bottom line is and what you could and couldn't live on for years."

5. Tools and Resources for Pricing

The hosts recommend practical tools to help illustrators set and evaluate their pricing. Helen mentions the Association of Illustrators (AOI) pricing calculator as a reliable resource that categorizes clients into different sectors, providing national rates for comparison.

Helen [05:38]:
"The AOI pricing calculator is really solid... They divide the job into sectors from big companies to local businesses."

Katie also suggests using structured methods to calculate necessary earnings based on desired working hours and expenses, referencing the "Freelancer's Bible" as a valuable resource.

Helen [12:42]:
"The Freelancer's Bible is a good, easy to read and to fill in book about how to figure out what you need to earn."

6. Building Confidence and Managing Self-Doubt

Confidence plays a pivotal role in pricing. Katie shares her journey from undercharging to recognizing her worth by adjusting her rates strategically.

Katie [11:02]:
"One of the best things my big sister did was help me calculate what I needed to earn... It worked out at like £35 an hour."

However, she notes the challenges of maintaining higher rates once they’ve set in, highlighting the balance between demand and pricing.

Katie [04:53]:
"I was too busy all the time that I upped my rates. It just kept doing that dance... until it felt like a good place."

Annabelle adds that as illustrators gain recognition and demand, they naturally grow into the ability to charge higher rates.

Annabelle [14:12]:
"You sort of follow how much demand there is for your work."

7. Real-World Examples and Experiences

Annabelle discusses a case where an illustrator received a low offer from a publisher and a high commission from an agent, illustrating the financial strain of accepting such deals.

Annabelle [06:12]:
"The agent took 35%. The publisher offered £7,000... after taking out commissions and taxes, she couldn't make it work."

Katie shares her personal experience dealing with VAT and realizing that adding a 20% increase to her rates was manageable and unnoticeable to clients.

Katie [16:12]:
"I was sweating thinking nobody's gonna want to work with me 20% more. And I did it and nobody even noticed."

8. Conclusion and Final Tips

The episode concludes with a consensus on the necessity of setting appropriate prices and the benefits of leveraging resources and community support. Helen invites illustration agents to join their business course to provide further insights on pricing and fees.

Helen [18:30]:
"Who would like to come and talk about pricing and fees? We'd love it."

The hosts reiterate the importance of not basing prices on personal costs alone but recognizing the broader value provided to clients.

Helen [16:41]:
"Don't base your sense of value on what you would pay... your prices need to reflect your value."

Final Takeaway: Illustrators must actively assess and value their work, utilize available resources to set competitive rates, confidently negotiate, and continuously adapt their pricing strategies based on demand and market standards.

Notable Quotes:

• Katie [00:25]:
  "I'm not sure how to price my work... worried they'll change their mind if it's too much."

• Helen [00:36]:
  "If you undervalue them, you know, freebies, favors, those will be the worst jobs you'll ever do."

• Annabelle [06:12]:
  "She couldn't make that work. This is why I have a literary agent."

• Katie [16:22]:
  "Everybody, you can just charge 20% more. If you're going to start anywhere, just do that."

This episode provides a comprehensive exploration of the complexities surrounding pricing illustration work. By sharing personal experiences, practical tools, and strategic advice, Helen, Katie, and Annabelle offer valuable guidance for illustrators striving to achieve fair compensation and career sustainability.