Running the practice.
WHAT THE WORK ACTUALLY INVOLVES
Producing media Finding clients Quoting Invoicing and chasing payment Maintaining equipment Administration
WHAT PROPORTION IS PRODUCTION
Less than expected.
WHAT FINDING CLIENTS REQUIRES
Visible work A reputation Relationships
WHAT PRODUCES MOST WORK
Referrals from satisfied clients.
WHAT THAT MEANS
Delivering well matters more than marketing.
WHAT TO ESTABLISH
Written agreements, always Deposits before work Clear payment terms
WHY DEPOSITS SPECIFICALLY
Unpaid work is the commonest problem in this field.
WHAT TO DO ABOUT LATE PAYMENT
Follow up promptly and consistently, without embarrassment.
WHAT TO AVOID
Starting work without agreement Handing over final files before payment Clients who negotiated hardest on price
WHY THAT LAST POINT
They are consistently the most difficult afterwards.
WHAT TO TRACK
Time per project Actual profit per project Which sources produce good clients
WHAT TO DO WITH THAT
Pursue more of what works, and decline what does not.
WHAT TO PLAN FOR
Irregular income Equipment replacement Quiet periods
WHAT TO PROTECT
Your ability to keep working: health, equipment and reputation.
