How to Create Commercial Photography on a Budget

There is nothing more annoying than a company low balling you to create content. At least that is what I originally thought! Companies are just trying to get as much as they can within their budget, there is nothing wrong with that. Heck, I always try to get as much money as possible for a job, so am I any different? Not really. So, what should we do to try to fix this budget confusion around creating content?

As a creator, you can always say, "NO!" But, what if you take a different approach? An approach where we focused on value proposition and worked together to create the best content we can with the resources we have hand. What would that approach look like and feel like? As a content creator, could we just create what you can within clients budget. Yes, we can! How is that so? A dirty little secret, not everything you create needs to be portfolio work.

If we realign our goals as creators and become happy the company reached out to us and to understand our value, that would be perfect. As a creator, if we spoke with honesty and showed real numbers, then we could work together to achieve the best that we can. Budgets don’t need to be an enemy, they are just a metric for what is possible! In this article we will explore how a content creator can do the best work with the limited resources at hand, and most importantly have fun!

What is branded content?

Branded Content is a broad term for marketing materials created specifically for a brand to put their logos on. The type of content here ranges from photography, videography, short form videos, and copywriting. Most companies use branded content for marketing purposes making the goal of branded content to attract customers and sales through a curated brand identity.


The words “branded content” can be swapped out for “commercial content” or “ commercial photography”.

 

I mean, who doesn’t love a good jump photograph? While I still have more to edit from Alaska, this is one of my favorite self-portraits of the trip. Photograph by Dalton Johnson

 

What are the budget constraints you’ll often run into?

Budget constraints don’t have to be the enemy, nor a devaluation of your work. As a content creator, the goal is to understand the budget your client has so that you can build a project within the allotted budget. Most companies have a range they need the project to fall into, if so, they will share. If not, then they are shopping, or just don’t know, so you will need to educate the client on the costs. So, what budget constraints will you typically run into?

  1. Client doesn’t understand the true cost of production

  2. Client has a lump some of money and it is an all or nothing solution

  3. You, the content creator, don’t know how to quote a job

  4. You, the content creator, don’t understand the industry

  5. The both of you are not speaking the same language

Let’s dive into these five common budget constraint issues:

  1. Client does not understand the true cost of production

    Solution: This is an easy fix. After you have a conversation with the client about creating their dream project, send them an estimate with the line items built out. When doing this, most likely you know that the price is higher than their budget, so you ask do two things. First, educate the client on the cost difference. Second, propose a solution to fix/adjust the budget and ask for their imput as well, they might be willing to cut something. One of my favorite “go-to’s” in situations like this is to deliver three “packages” showing the difference in deliverables with price-points.

  2. Client has a lump some of money and it is an all or nothing solution

    Solution: This is a hard fix. If a client is playing the “all-or-nothing” game with you, I suggest walking away. This is a power play, but you have to stand up for yourself. I’ve found in the end, these clients are a pain to work with and often make you feel icky inside when the job is done. However, if you believe in your heart you “need this job” then take it, but make sure to lay out the harmful short cuts will you have to take to complete the job. Additionally, make sure your contract is well written and signed before starting the project!

  3. You, the content creator, don’t know how to quote a job

    Solution: Ask around and search the web. If you are unsure how to quote a job, ask your peers for help. Most are willing to help. Additionally, seek out advice from agents and peers who are a bit “ahead” of you. If you don’t have access to either of those, then give the company a price you think is fair. To do this, calculate your cost of doing business, add a little fluff to the price (roughly 10%) for negotiations, and give it to the client. If they say no, ask for feedback. If they say yes, ask for feedback. Regardless, this is a learning process, embrace it.

  4. You, the content creator, don’t understand the industry

    Solution: This is a content creator problem. Yup, it is a you problem, but have no worries, you can fix that. Education. I would suggest getting on CreativeLive and watch course after course. Additionally, find creators who are willing to help you. This might mean they share blogs, have online courses, or offer digital downloads. Regardless of how you consume your knowledge, make sure you are learning about the industry you are working in, that is your responsibility. If you are just starting out, calculate your cost of doing business and start quoting jobs. Most likely your difficulty isn’t going to be pricing, it’ll be getting a client.

  5. The both of you are not speaking the same language

    Solution: A tricky situation. If you realize that you and the client are not speaking the same language, you need to change how you are talking. If the client wants to talk in terms of deliverables, talk in terms of deliverables. If the client wants to talk in terms of creativity, talk in terms of creativity. If the client wants to talk in terms of dollar signs, talk in terms of dollar signs. I think you get the picture, listen to the client. They will tell you what they need, follow along with that. Ultimately, the goal is to create something fun and get paid to create it.

Tips and Tricks for talking with a small budget client:

If you are given the opportunity to create for a company with a small budget, most likely they just don’t know what it takes to create branded content. So, part of your job is going to be educating the client. At times, educating a client can be frustrating, but remember, you are the specialist and that is why they are coming to you! So, here are a few pointers for talking with a client who has a small budget to create commercial content:

  • Be honest and realistic with what you can create

  • Be patient and open with a client

  • Voice what you need to create the job

  • Share what could be done with a larger budget

  • Provide a realistic timeline

 
 

When should you say no and walk away as a content creator?

There are tons of reasons to say yes to projects and it takes a certain level of privilege and prestige to be able to walk away saying “no” to paid work. But, when should you say no to a client as a content creator? For myself, I do a triple check and it kinda goes like this:

  1. Is this a project I want to do? yes/no

  2. Is this project going to make me money to do something else I want to do? yes/no

  3. Is this project going to be a portfolio piece? yes/no

If I get two yes’s I will most likely do the job. If I get two no’s I will most likely not do the job. However, that is not totally the case.

The second question, in this grouping, is the most important to me, “Is this project going to make me money to do something else I want to do?” If a door is going to open because I take this job, I will most likely do it. If a job gives me access to something I want to do in the future, I will most likely take it. However, I do have to weigh the other options. Having doors open to us is the most difficult part of the job. Access to new clients, a peak behind the door to the next level, different opportunities are all hard to manifest as a content creator. So, as a content creator weighing saying yes or no to a project, access to something new is the most important key for myself.

 

Sometimes a client just wants a simple shot, hold our product to the sky with a pretty backdrop. There’s nothing wrong with that. Photograph by Dalton Johnson

 

Gear to help you create on a budget?

I will be the first to admit that I am not a gear head, nor do I think we should rely on gear as crutch, but sometimes you just have to, especially if you are solo shooting. So, what gear have I found to be a great crutch?

 

Commercial photography is often product driven, so make sure to capture the product in use. Photograph by Dalton Johnson

 

Final Thoughts on Budget Content Creation

If you are doing work on a budget, be respectful all the way around. That means to yourself and your client. The best way to do that is to be honest a transparent with your pricing and what you are capable of doing. That is exactly what I did in this video while in Alaska. Dermatone knew that their budget was low and they were asking for a lot of content. So, they knew we couldn’t hire talent, there wasn’t the budget for an assistant, and they had to release creative control to me. Overall, we were both happy with the project. Why was that? Taking on this sunscreen project gave me an opportunity to do something with my girlfriend that I would not have done otherwise and Dermatone got the content they wanted within their budget.

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