Jeremy Tuber

What videographers, graphic designers, and creative professionals don’t tell small business clients about deadlines

Rome wasn’t built in a day, and it’s not ideal that your marketing, video or design project is either

Deadlines are a part of business—particularly in the business of video production, graphic design, website design, and branding. It’s not unusual for clients to approach video marketers and designers in the 11th hour, expecting, or maybe just hoping for, a miracle. The truth is, while accomplished creative professionals can create extraordinary artwork in a shorten amount of time, it’s more advantageous for small business owners to afford the designer ample time to go through her/his creative process. Good videos, good design, and good logos, like Rome, were never and shouldn’t be created in a day.

The amount of time needed by a video storyteller or designer to work through the creative process depends on a number of factors—some are more measurable than others. As a general rule, the more creative energy and thought that a video or design project requires, the more time the artist needs to create it. Furthermore, the scope and size of the project also has a direct bearing on the time needed to complete a project.

Logic dictates that marketing efforts and creative projects with short timelines adapt better to a compressed time frame, as do less creative projects with slightly longer timelines. However, projects that are both lengthy and creative should be given ample time to conceptualize and create.

To discourage clients from waiting until the last minute, videographers, graphic designers, and other creative professionals often charge rush fees, which can range from 1.5 to 3X her normal rate. These fees can be exorbitant, and should be avoided whenever possible. It should be noted that sometimes the videographer or designer will be upfront about charging a “rush fee,” other times they’ll just build it into the cost of the project.

In a perfect world, small business owners and creative professionals would have all the time they need to collaborate and complete a project. But the real world often doesn’t work out that way. Notwithstanding, small business owners who are looking to save money and end up with a more effective, better end result from their designer or video filmmaker should do what they can to avoid last-minute projects. Allowing creativity to take its optimal course will save the small business owner time, funds, resources, and sanity.

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