The Four Mistakes Creatives Often Make When It Comes To Business

Creatives and business may not be a natural fit, but with some guidance and direction, it can work. All it takes is someone who is good at something to set up a website and promote their business on social media. While that does not necessarily guarantee success, of course, with a bit of hard work, determination and effort, it can and does happen. However, mistakes do happen along the way.

As we deal with many startups and creative entrepreneurs, one thing that we recognise fairly widely across the board is that creatives are just not that great at blowing their own trumpet. Representing yourself, particularly when you are new to the business world, can be difficult.

1. Try to appeal to everyone

There is often this misguided conception that you should aim to appeal to everyone – but it couldn’t be further from the truth. Everyone has a niche – even a creative. If you are a web designer then perhaps you prefer working on a particular kind of website. A painter’s artwork will not appeal to everyone – a person who prefers contemporary artwork, for example, will not be too appreciative of a post-impressionist piece, and vice-versa.

You need to understand who your audience is and fine-tune your message and marketing so it reaches them specifically. Rather than blanket the overall marketplace, seek out those who are looking to buy your product and then target them personally. By doing so, you will have more chance of actually making a sale and building up your business reputation.

2. Worry you are not the best

When you go into business, there is always the risk that someone is going to be better than you. If entrepreneurs dwelled on this fact, then they would never even come up with an idea, let alone open for business. Rather than look at trying to be better than someone else, look at being different. What is unique about the service you offer? How can you best help others?

So you may not be technically the best at what you do – who cares? Will your customers dwell on the fact that you may not the best? Or the cheapest? Not as long as you are true to yourself, and can offer a product or service that fills their need. Often we are own worst enemy and our negativity can get in our way even before we have opened our doors. Focus on your difference and the benefit you give to others.

3. Undercharge for your product or services

How much you charge can often be linked to the fact you want to appeal to everyone. Creatives often believe that if they lower their price, then more people will be willing to buy their product or take on their service. But the problem with this fact is that once you begin with low prices, it is challenging to raise them again. You become known for offering low prices and it can be difficult to convince people otherwise.

Start as you mean to go on. Set a price that will cover your living expenses and time, and forget about the fact that not everyone will be able to afford your product or services. If you have the skills and the expertise to get the job done, then your clients will be happy – regardless of the cost. While your product may not sell itself, lowering your prices may not necessarily help you either.

4. Take on too much

Promising something which is hard to deliver can cause you to burn out. While you may not be in a position to turn down work, you need to ensure that you have enough time in your schedule to do it in a timely fashion. Burning the candle at both ends will leave you struggling. And promising something and then failing to deliver is much worse than turning down work because you are too busy.

It is essential you keep all of your clients happy, particularly your existing ones, and refrain from taking on more work because you think that your current workload will dry up. If you are doing everything right, then the customers will find you at just the right time. It is not worth getting yourself into a knot over it and working 80 hours weeks just to get it done.