Most creatives underprice for one reason: they quote their time instead of their value. A grade that takes you two hours but makes a client's ad convert 30% better isn't a two-hour job — it's a revenue lever. Here's a framework to price like one.
Stop selling hours
The moment you quote by the hour, you cap your income at your speed and you train the client to see you as a cost. Price the outcome: the finished video, the campaign-ready asset, the look that makes their brand feel premium. Faster delivery should raise your value, not lower your invoice.
The three-tier method
Never send a single number — send three. A single price is a yes/no; three prices turn the conversation into which one.
- Essential — the core deliverable, scoped tightly
- Signature — the version you actually want them to pick, with the extras that make it shine
- Premium — the all-in option that makes Signature look reasonable
When you offer one price, clients negotiate against you. When you offer three, they negotiate with themselves.
Anchor high, then justify
Lead with the premium tier and the full vision. The number that lands second always feels smaller. Then justify with value — revisions, turnaround, the grade, the rights — not with apologies.
How to raise your rates
You don't announce a price increase; you grow into one. Raise rates on new clients first, let your portfolio catch up, and quote the new number without flinching. Silence after a price is a skill — practice it.
The studios that thrive aren't the cheapest; they're the ones who price with conviction and back it with work that's worth it. If you'd rather hand the whole thing to a team, tell us about your project.