The first time a brand or client offers you money, it’s tempting to want to say “yes” before they change their mind.
Please take a breath. Read this and digest it first. It will save you millions and make you millions over the years.
Yesterday we talked about pricing: how to arrive at a baseline rate for your work. So you have the number. Now, what happens when the brand says, “That’s above our budget”? What do you do?
Here’s how I want you to think about negotiation:
Understand the whole deal.
Before you negotiate anything, understand what you’re actually being asked to give.
How many deliverables?
Which platforms?
How many revisions?
What’s the timeline?
When are you getting paid?
And then there are two things creators often overlook:
Usage rights and exclusivity
If a brand pays you to post a video on your page, they’re paying for access to your audience through that post.
But if they also want to use that content in paid ads, on their own pages, billboards, websites or elsewhere, they’re getting additional value from that content. That’s a different transaction. The longer they want to use it and the more places they want to use it, the more that right is worth.
Exclusivity is similar. If they don’t want you working with any competing brands for six months, they’re not just buying the content. They’re buying your ability to work with someone else. That has value, and it should cost money. Why?
If a brand that didn’t pay you for exclusivity is still running ads on your content 6 months later, that publicly associates you with them. Another brand may see it and assume you’re already tied to their competitor and decide not to reach out, so you end up losing opportunities.
So define the terms:
Which competitors?
Which category?
Where can they use the content?
For how long?
A lot of questions, I know, but sometimes what sounds like a good fee becomes terrible when you analyse these things.
You need to know what you’re negotiating before you start negotiating.
Negotiate value, not just the number.
Money is important, but it’s not the only thing that can make a deal valuable.
Maybe the brand is strategically important to your portfolio.
Maybe they give you access to an audience you want.
Maybe you genuinely want the relationship.
Maybe part of the value is a product or service you actually need.
Be honest with yourself about what is actually valuable to you.
Also, the price isn’t the only thing on the table. You can negotiate the scope, timeline, payment terms, and deliverables.
Remember… It’s a dance.
Never give something away without getting something back.
If you reduce your price, reduce the scope.
If they need it urgently, charge a rush fee.
If they want more usage, charge for it.
If they can’t move on price, maybe they can move on payment terms.
Don’t just keep giving.
Negotiate.
So if you charge 1000 and they say, “We only have 700,” don’t immediately say, “Okay, I’ll take it.”
And don’t immediately say, “No, my rate is 1000, get out ”
There are more options.
Ask yourself: What can we change to make 700 make sense?
Can you have fewer deliverables?
Or make the content only for organic use?
Or cut out exclusivity? Longer timeline?
Price is not the only thing that can move.
Know when to walk away. You can say no.
A negotiation is not successful just because you got the deal.
Sometimes the best outcome is deciding that the deal is not worth taking.
And remember, you have something they need.
You’re not asking for a favour. You’re trying to reach an agreement that is beneficial for both sides.
And finally, never negotiate against yourself.
Don’t volunteer a discount before they’ve even pushed back.
Let them tell you what isn’t working, then solve the actual problem. And please take out the “prices are negotiable” from your rate card.
Know your value. Understand your leverage. Know what you’re willing to trade. Know your limits.
And never be afraid to walk away from a deal that doesn’t make sense.
This is Creator 101, your daily dose of creative momentum. I’ll see you tomorrow.
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