Michael Janda on the business of sketchnoting - SE09 / EP13

Apr 26, 2021

In this discussion, Michael Janda—a seasoned business coach, author, and agency veteran—provides crucial insights for sketchnoters looking to monetize their craft. He breaks down his three pricing variables and emphasizes the importance of knowing your worth when discussing budgets with clients. Michael also highlights the significance of written contracts for clear communication and effective management. Personal connections are key, and he advocates for face-to-face meetings to enhance trust and collaboration, ultimately elevating client experiences.

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ANECDOTE

Michael's First Sketchnote Experience

Michael Janda shared his first sketchnote experience from a 2007 AIGA conference.
Receiving sketchnotes of his lecture emotionally impacted him and sparked his interest.

ADVICE

Pricing Sketchnote Work

Calculate your floor price based on your time spent and hourly rate to know your minimum.
Ask clients about their budget and use a high-to-low price range to anchor expectations.

ADVICE

Build Relationships With Clients

Get clients on calls, not just emails, to build trust and understand their body language.
People buy from those they know, like, and trust, enhancing relationship boosts price potential.

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In this episode, I have a fantastic discussion with Michael Janda, a business coach for creatives, author, and agency veteran.

Michael shares his suggestions for sketchnoters who are asked to create sketchnotes for money but don’t know where to start.

If you’re doing sketchnoting for hire or are considering it, this episode is a great foundation to help you think about your clients and your work differently.

RUNNING ORDER

Intro: Who is Michael Janda?
Michael’s origin story: from agency employee to creative coach
How do we answer the question: How much does you sketchnote cost?
Michael’s 3 pricing variables
1. What’s the baseline cost this sketchnote work will be? Your floor pricing.
2. What’s the market value of my sketchnotes? Someone else or market cost.
3. What’s the client’s budget? What will they actually spend on this?
Don’t be afraid to ask! What’s your budget?
No client price range? Reply with a price range.
Price ranges should be anchored with the high price first, then low!
Anchor against others who to the work.
People buy you: don’t just email, call them to talk.
The better your relationship, the higher your price could go.
Calls let you see more client body language.
Question 1: Red flags to watch out for!
How to counter the red flags before you get stuck
Phasing and invoicing sketchnoting projects
The benefit of teaching clients about your process
Be the expert, lead the discussion!
Question 2: Should you have a contract? YES!
How contracts shape projects, good and bad!
Contract basics
1. Nothing done unless it’s in writing and confirmed
2. Clear, detailed contracts are better
3. Present the contract, don’t just email it!
Watch Michael’s free proposal and contract course!
How can I deliver more than expected for the customer?
Exceeding expectations and relationship are the secret sauce
Presenting the work is important!
Not just a delivery but a full presentation of the experience
Think ahead of the customer: come with solutions and ideas
The importance of framing your work
What gets Michael excited? The global creative community
Tools
Talk yourself into the better version
Outro

LINKS

Amazon affiliate links below support the Sketchnote Army Podcast.

TOOLS

Amazon affiliate links below support the Sketchnote Army Podcast.

CREDITS

Producer: Alec Pulianas
Theme music: Jon Schiedermayer

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