About the author : Rodrigo Branco Matsumoto
Meet Rodrigo, our chief remote pilot here at Sky Perth, where he's been transforming aerial videography into captivating stories for over eight years. At the heart of Rodrigo's work lies a profound passion for both the art of flying and the art of storytelling. This combination has led his work to be featured on platforms like Netflix, Stan, AppleTV+, Paramount+, Disney+, SBS On Demand, and even internationally with ZDF in Germany.
Rodrigo's aerial videography and photography journey is a testament to his dedication to mastering this unique craft. From capturing the vast beauty of Australia's landscapes to the dynamic energy of urban life across the globe, his work offers viewers a fresh, sky-high perspective. It's not just about the technical expertise of handling a drone; for Rodrigo, every flight is an opportunity to tell a story, to reveal the unseen, and to share a new viewpoint with the world.
Renowned for his collaborative spirit and innovative approach, Rodrigo brings more than technical skills to every project at Sky Perth. Whether working on a documentary, a TV series, or a bespoke project, his focus remains on creating visuals that resonate deeply with audiences. His commitment to quality and ability to capture the heart of a story make him a skilled pilot and a storyteller of the skies.
Do you want to know more about Rodrigo? Check his website: rodmatsumoto.com
For creative professionals, setting prices can feel daunting. The fear of turning away clients or feeling “too expensive” can often lead to underpricing services, but this comes at a hidden cost. Underpricing doesn’t just impact your earnings; it affects your well-being, self-worth, and reputation. Here’s a closer look at why undervaluing your work is harmful and how to set prices that confidently reflect your actual value.
The Hidden Impact of Underpricing
Underpricing is a common issue among creative professionals, especially freelancers and those just starting. It may feel like a strategic way to get your foot in the door or beat competitors, but it can backfire in several ways:
- Burnout and Exhaustion: When you’re charging less than what your time and expertise are worth, you may end up overworking to make ends meet. This can quickly lead to burnout, affecting your work’s quality and overall motivation.
- Loss of Confidence and Self-Worth: Consistently charging less can make you feel like your skills aren’t valuable, lowering your self-esteem and creating a cycle of undervaluation. Over time, this can affect how you present yourself and your work to clients.
- Attracting the Wrong Clients: Low rates often attract clients who focus only on price rather than the quality or uniqueness of your work. These clients may be more demanding, more challenging to please, and less likely to value your creative expertise.
- Limited Professional Growth: When you consistently undervalue your work, you have little room to invest in tools, training, or opportunities to grow your skill set. This limits your ability to take on more advanced projects or compete in higher-paying markets.
How to Price Your Work with Confidence
The good news is that with some research and a mindset shift, you can confidently set prices that reflect your expertise. Here’s how to start:
- Research Industry Rates: Start by researching the going rates in your industry, considering factors like experience, specialisation, and geographic location. Don’t just look at what beginners are charging; check what established professionals with similar skills earn.
- Consider the Full Scope of Your Work: Creative projects are rarely just about the hours logged. Think about the unique perspective, experience, and creative problem-solving you bring to each job. Factor in project management, revisions, and the intellectual property clients gain from your work. By calculating these elements into your rate, you’ll find a more realistic number that reflects your overall contribution.
- Create a Rate Structure: Having a rate structure. For example, hourly rates, project-based fees, or retainers for ongoing work make presenting your fees easier. Create a few rate tiers so you can offer options without needing to discount your work.
- Communicate Your Value Clearly: One of the most powerful ways to justify your pricing is by clearly outlining the value you bring to each project. Instead of simply presenting a number, share what that price includes and how it benefits the client. For instance, you might explain that your experience in a niche industry means the client will get highly targeted work or that your design skills will make their brand stand out in a crowded market.
- Use Contracts and Stand Firm on Rates: A clear contract sets the tone for a professional working relationship and helps you stand firm on your rates. Spell out your deliverables, payment terms, and revision limits to avoid scope creep, often contributing to feeling underpaid.
- Reflect on Your Achievements and Client Feedback: Confidence comes from recognising the value you’ve already provided. Collect feedback from clients and take time to acknowledge your achievements. Reviewing this regularly can help you resist the urge to lower your rates.
How Fair Pricing Benefits You and Your Clients
Fair pricing doesn’t just benefit you; it also leads to better client relationships and outcomes. Clients paying rates that reflect your true value are more likely to respect your work and engage fully in the creative process. This creates an environment where both parties are invested, which leads to a stronger, more rewarding collaboration.
Pricing reasonably also allows you to bring your best self to every project. You’ll have the time and resources to focus on quality, stay inspired, and build a portfolio that attracts the kinds of clients who appreciate and support your creative vision.
Embrace Your Worth
Underpricing can feel like a safe choice, but it’s often a roadblock to reaching your potential as a creative professional. By pricing your work confidently and valuing your skills, you can avoid burnout, attract the right clients, and create work that reflects your talent.
So, the next time you feel pressured to lower your rates, remember that your creativity, expertise, and unique vision are worth it.
Stand by your values and give yourself the foundation to grow a sustainable, fulfilling, creative career.
Text adapted from: https://rodmatsumoto.com/video-production/the-cost-of-underpricing-video-production/
