competition: is it real?

Everyone looks around at other artists and how they get the gigs they do or tries to compete in the market by lowering their rates.  Is that really necessary?  

I  am here to tell you that no, it really isn't.  

Look at the structure of your business and seeing what changes you can make, what key areas are thriving and who your target audience is will make a huge difference. 

When you are setting up (or reviewing) your business heres some key areas to look at: 

  1. Website: is it clear?  Concise?  Does it showcase your work properly?  Is the spelling and grammar on point?  
  2. Images in your portfolio:  if you are looking to capitalize on the multi million pound bridal industry or work in fashion, does your portfolio represent that?  Film and TV: you site says you do fx but you have nothing to show in that field.  Your work needs to reflect the customer base you want to attract. 
  3. Pricing structure: this can be a tricky one,  I do agree there is a customer for everyone and you may offer a budget service and want to move away from that, which brings us back to point one and two.  
  4. Are your expectations realistic?  If you can only work set hours then maybe targeting films is not the best option for you, lets be fair here, we do not set the hours the client does and if you cannot do a job from the 8am start to the 6 pm finish then perhaps you are being unrealistic.  

When it comes to the actual work side, I cannot say this strongly enough, do not undercut to get business.  Your time has a value, if you are working at a loss to gain a credit or three then you are doing yourself a disservice and the rest of us too. 

Find your unique selling point. 

  1. "I have multiple awards in bridal" 
  2. "My work has been featured in xxxx number of magazines" you will need to be able to back this up with tears or screenshots with credits.  
  3. "On my website you will find links to IMDb pro, my cv and of course images of the work from my film projects." 
  4. "Here is my portfolio and references for your approval and you will find testimonials on my website."  Ideal for special occasions and bridal.  

You need to be the one you are competing with, the other artists in your area may be have a better cv or have worked longer, they maybe assisted another artist to gain credits or have an agent, they might be working for a company.  

However you need to focus on your business first and make sure that you are getting the work you want by ensuring your work hits the mark for what they are looking for, if it doesn't and you are cutting prices, working free to gain "exposure" then you are not a business your a hobby.  Be confident in your skills but also be real in your approach. 

I have offered business coaching for a few artists over the years and I still work with companies across the globe because I earned every credit, I did not work free on everything  I was selective.  I earned my craft. 

Artist coaching is something I am passionate about, Scotland is an amazing place with potential and I see so many people failing to do the most fundamental things and then they wonder why they are not getting the right clients or are in the red each month.  

I offer support and advice but now I am seeing more and more people just trying to fast track a career that takes years to build. Use your skills wisely and take a class  or book a consultation to discuss your business.  It will benefit you long term.