@BRANDED.

PSD @THECREATIVESGAMBIT

Strategies to Build a
Profitable Creative Business

James Ihima
 The
Author

HELLO THERE! I'M JAMES.

A Brand Identity Designer and the Founder of Branded Creative Agency.
I would like to personally thank you for getting a copy of The Creative’s
Gambit. You've already leveled up your creative business by making this
investment, and I promise to make this worth your while. This e-book is
a collection of my strategies to making more sales as a creative.
It is inspired by my own journey, one that started with confusion and
struggles as a beginner graphic designer. Now, I run a creative agency,
and have reached a point where I live comfortably with just my laptop
(and my super supportive girlfriend!) at my side.
While I can’t promise you’ll find a partner like mine through this guide, I
can promise that you’ll become more valuable to businesses and clients
alike. Let’s get into how to manage the business of design and make
more sales.

THE AUTHOR
 CLIENT ACQUISITION

CHAPTER N.1

Client Acquisition:
The Millionaire DM
Strategy

The Step-by-Step Strategy to Dominate the DM

5 Steps to a Well-Crafted
DM Strategy
THE POWER OF THE DM
Twenty years ago, selling your services meant physically attending networking events,
armed with business cards and a rehearsed elevator pitch. Fast forward to today, the
entire game has changed. The Internet has broken down barriers, allowing you to reach
anyone, anywhere, from the comfort of your phone or computer.
And the tool that makes this possible? The DM (direct message).
While a well-crafted DM can lead to extraordinary business opportunities, it's not as
simple as sending a message. High-profile individuals are bombarded with hundreds of
DMs daily, and getting noticed among the noise requires strategy, finesse, and a strong
foundation.

DMs have opened doors for countless professionals. Whether it's agency owners landing
lucrative clients, videographers securing full-time jobs, or small creators getting shared
by larger accounts, the potential is endless.
Yet, 98% of DMs are ineffective. Here are common mistakes to avoid:
Generic greetings like “Hey, how are you?”
Immediate sales pitches
Requests for calls right off the bat
Walls of text
Even when the DM itself isn't bad, it might lead to an unoptimized profile that repels rather
than attracts. Here are 5 steps to crafting the perfect DM:

1. BUILD YOUR PROFILE

The foundation of any successful DM strategy is a strong personal brand. Your profile
must communicate legitimacy, trustworthiness, and your ability to solve problems.
Profile Basics:
A) Succinct Bio – Clearly state who you are and how you can bring value. Include a link to
more information if needed.
B) Strategic Content – Pin posts that showcase your expertise. For example:
One post that tells your story.
One post that demonstrates your authority.
One post promoting your product/service.
2. LEAD WITH A 3. PROVIDE VALUE
COMPLIMENT
Compliments break the monotony of Even if you get a response, don't jump
salesy DMs. A heartfelt compliment can into a sales pitch. Instead, offer
start a conversation on the right note, something of value for free, such as a
increasing your chances of getting a resource, a connection, or a tip. Tailor it
response. to your area of expertise to make it
Effective Example: relevant.
“Hi James, I'm a big fan of yours. Your Value Offer Example:
podcast has really helped me shape my “I noticed you're expanding your
marketing strategies. Keep up the YouTube channel. You might find
amazing work!” TubeBuddy helpful—it helped me grow
The key is to make it genuine. Instead of my subscribers by 40% in two months.”
a bland "Love your work," provide
specific details that show you’ve done
your homework.

4. PROVIDE EVEN 5. THE ASK

MORE VALUE
If you've built rapport, you can offer Once you’ve established a meaningful
something even more substantial, like a relationship and provided consistent
resource or collaboration. But if you value, it’s time for the ask. By this point,
haven't yet earned their trust, continue the recipient has developed an affinity for
adding value until they ask for more. you and is more inclined to respond
Email Example: favorably.
Subject: Quick Question Example Ask:
“Hey [Name], recently I designed a “Hey [Name], I’d love to hop on a 15-
campaign for [niche] brand (link included). minute call to explore how I could
I’d love to create something similar for support your upcoming project. Let me
your brand, incorporating your unique know if you're available!”
identity. I even have a free template for Remember, asking for too much too
you to try out. Let me know if this sounds soon will backfire. Build a relationship
interesting!” first, then ask later! That will feel natural.
Overcoming Rejection
DMing requires persistence and resilience. Just as posting content helps expand your
brand’s reach, sending DMs increases your chances of connecting with the right people.
You will face rejection and silence—but it's part of the process.
Real-life example:
Ryan, an app developer, sent 50 DMs to potential collaborators and received no
responses. But he kept refining his approach, tweaking his profile and messages. After a
few weeks, he landed a meeting with a tech CEO that led to a profitable partnership.
Important Note:
Personalize every message: Copy-pasting generic messages won’t work. Tailor each
DM to the recipient.
Be patient: Relationship-building takes time. Nurture connections before making asks.
Track your efforts: Keep a log of your DMs to monitor what works and refine your
approach.
 CLIENT RETENTION

CHAPTER N.2

Client Retention:
5 steps to closing
and retaining
clients

How to properly conduct yourself in

the sales meeting
What Does It Mean to Sell?
Selling isn’t about pitching or convincing—it’s about helping. Selling is serving. In this
book, you’ll learn how to inspire potential clients, ask the right questions, listen,
empathize, and summarize their needs to provide the perfect solution.

The Goal of Sales

The primary goal of sales is to inspire the prospect and help them get clarity on what they
need. Emmy Award-winning creative director Chris Do famously breaks down sales into
five key steps, which I like to call the SALES acronym: Serve, Ask, Listen, Empathize, and
Summarize. We’ll explore each of these steps in detail.

1. SERVE
Serving means showing up with the intent to help, without expecting anything in return.
Your role is to make life easier for your clients—not to just sell them something. If you're
recommending a cheaper solution or even directing them to someone else, you're doing
it right. This builds trust.

Real-Life Example:
A tech brand once reached out to me for simple logo and flyer design for their upcoming
event. After helping the client get clarity on what they needed for a successful event,
they realized their real problem was brand awareness. Instead of pushing for the logo and
flyer design, I recommended a marketing campaign. The client appreciated the honesty
and hired me for the broader task.
2. ASK QUESTIONS
Sales conversations thrive on the right Types of Questions:
questions. Questions bring clarity, What questions: Focus on the big
uncover client needs, and show you care picture.
about the outcome. Example: “What’s important to you in
this project?”
The Discovery Meeting: How questions: Get tactical, but be
Before diving into projects, always hold a cautious—they can overwhelm the
Discovery Meeting. Whether in-person or client.
online, this meeting sets the stage for Example: “How might we approach
understanding the client’s needs. this task to meet your goal?”
Example Question: Why questions: Use sparingly, as they
“What would success look like for you at can put clients on the defensive.
the end of this project?”
This simple question opens up
discussions about goals and helps you
identify how to best serve the client.

3. LISTEN 4. EMPATHIZE
Listening is crucial. It’s tempting to jump in Empathy helps you connect with clients
with advice, but resist that urge. The most emotionally. Acknowledging their
important part of the sales conversation is challenges can make a big difference in
fully understanding the client’s problem. closing deals.
Phrases that Show Empathy:
Tips for Active Listening: “It sounds like…”
1. Nod to show you’re paying attention. “It feels like…”
2. Take notes to demonstrate the value Real-Life Example:
of their words. I once worked with a fashion brand that
3. Quote back their statements to show was struggling with delays from their
understanding. previous designer. When I said, “It sounds
like you’ve had a really frustrating
experience,” the client immediately
opened up, allowing me to suggest a
faster workflow that solved their issue
 5. SUMMARIZE
Summarizing is your chance to confirm your understanding of the client’s needs. After the
discovery meeting, repeat back what you’ve gathered:
Example Phrase:
“If I understand correctly, your primary goals are [X, Y, and Z]. Does that sound right?”
This also helps you transition smoothly into discussing pricing.
 PRICING STRATEGY

CHAPTER N.3

Pricing Strategy:
The creative
service price
guideline

How to price your creative service

Why do you need a
Strategy for Pricing
For the first six years of my career, I struggled to turn my creative business into a
profitable business. I found myself constantly questioning why my work wasn't translating
into the financial success I had envisioned. My skills were there, but something crucial
was missing—a strategic understanding of pricing.
The reality hit me: the way I was pricing my services was hindering my business growth.
My rates were either too low to sustain my business or inconsistent, causing potential
clients to hesitate. It wasn't until I committed to learning about pricing strategies that
everything began to change.

WHY DOES PRICING MATTER

Before we dive into the details, it's crucial to understand why pricing is so important for
your creative business. Proper pricing not only affects your income but also impacts how
your services are perceived by potential clients. Here are a few reasons why getting your
pricing right is essential:
1. Reflects Your Value: Your pricing communicates the value of your work. It positions
you in the market and influences how clients perceive your expertise and quality.
2. Attracts the Right Clients: Well-structured pricing helps you attract clients who
appreciate and are willing to pay for the value you provide, leading to more satisfying
working relationships.
3. Ensures Sustainability: Pricing correctly ensures that your business is sustainable in
the long run. It allows you to cover costs, invest in growth, and avoid burnout from
undercharging.
4. Builds Confidence: Knowing that your pricing is fair and justified gives you the
confidence to negotiate and discuss rates with potential clients without hesitation.
The Five Fundamental
Pricing Models
1. PRICING FOR INPUTS (TIME AND MATERIALS)
This is one of the most straightforward pricing models and is often used by freelancers
and contractors. In this model, you charge clients based on the time and materials
required to complete a project.

Imagine you're a freelance graphic designer hired to create a logo. You estimate that the
project will take 20 hours of work and your hourly rate is $50. You also anticipate needing
$100 worth of design materials.
Calculation:
Time: 20 hours x $50/hour = $1,000
Materials: $100
Total Cost: $1,000 + $100 = $1,100
You would charge your client $1,100 for the project.
Pros and Cons:
Pros: Easy to calculate and transparent for clients. It allows you to cover your costs
and ensures you're compensated for your time.
Cons: Puts the risk on the client, as they pay for the time regardless of the outcome. It
may not reflect the value of your work if you're exceptionally efficient.

2. PRICING FOR OUTPUTS (FLAT FEE)

Pricing for outputs involves charging a flat fee for a project, regardless of the time it takes
to complete. This model shifts the risk to you, the creative, as you must deliver the
project within the agreed-upon budget.
Suppose you're a web developer hired to build a website for a client. You assess the
project's requirements and determine that you can complete it for a flat fee of $5,000.
Calculation:
Flat Fee: $5,000
Regardless of whether the project takes 50 hours or 100 hours, your fee remains $5,000.
Pros and Cons:
Pros: Provides clarity for clients, as they know the total cost upfront. It can be more
profitable if you work efficiently.
Cons: Places risk on you if the project takes longer than expected. It requires a
thorough understanding of project scope and potential challenges.
3. PRICING BASED ON VALUE
Value-based pricing focuses on the perceived value of your work to the client. This model
requires a deep understanding of your client's business needs and how your services
contribute to their success. The “value” conversation isn’t the value of your time, it’s the
value of the outcome you achieve for the client.

How It Works:
Client-Centric: You assess the client's needs, goals, and how your work impacts their
business outcomes.
Value Assessment: Determine the monetary value your work can bring to the client,
such as increased revenue, brand recognition, or cost savings.
Percentage-Based Pricing: Charge a percentage of the estimated value your work
brings to the client.
Example:
Let's say a company approaches you to design a marketing campaign. You evaluate that
your campaign could potentially increase their sales by $100,000. You decide to charge
10% of that value.
Calculation:
Estimated Value: $100,000
Percentage: 10%
Total Cost: $100,000 x 10% = $10,000
Pros and Cons:
Pros: Aligns pricing with the value delivered to the client. It can lead to higher earnings
if your work significantly impacts the client's success.
Cons: Requires excellent negotiation skills and a deep understanding of the client's
business; which isn’t really a bad thing because you now understand SALES

4. PRICING BASED ON ROYALTY

Royalty pricing involves a partnership where you earn a percentage of the client's revenue
or sales generated from your work. This model is often used in industries like music,
writing, and licensing.

Example:
Imagine you're a musician who licenses a song to a company for use in their advertising
campaign. You negotiate a royalty rate of 5% of the sales generated from the campaign.
Calculation:
Sales Revenue: $1,000,000
Royalty Rate: 5%
Royalty Payment: $1,000,000 x 5% = $50,000
You would earn $50,000 in royalties IF the campaign's success.
Pros and Cons:
Pros: Offers the potential for significant earnings if the client's sales are high. It creates
a win-win scenario where both parties benefit.
Cons: Risky if the client's sales do not meet expectations. Your income depends on
factors beyond your control.

5. PRICING BASED ON SUBSCRIPTION

Subscription pricing involves offering your services on a recurring basis, typically monthly
or annually. This model provides clients with ongoing support and creates a stable
income stream for you.
How It Works:
Recurring Payments: Clients pay a fixed fee at regular intervals for continued access
to your services.
Service Tiers: Offer different subscription tiers with varying levels of service to cater to
different client needs.
Example:
Imagine you're a digital marketing consultant who offers a subscription package for
ongoing social media management. You charge $500 per month for your services.
Calculation:
Monthly Fee: $500
With 10 clients subscribing to your services, you earn $5,000 per month.
Pros and Cons:
Pros: Provides a steady income stream and fosters long-term client relationships. It
reduces the need for constant client acquisition.
Cons: Requires ongoing commitment and consistent delivery of value to retain clients.

Choosing the Right Pricing

Model for You
Starting out, there were only 3 pricing models that I focused on;
Royalty Pricing: Perfect for partnerships where you share in the client's success.
Value Pricing: Ideal for high-impact projects where your work directly influences the
client's success.
Subscription Pricing: Great for long-term relationships and consistent service delivery.
As a creative, I wouldn’t advice you charge clients based on time or charge a flat free;
reason being that both models are eliminating the risk factor from your pricing strategy. I
advice that you charge based on the value of the outcome you’re helping your client
achieve, that’s where the money is! It’s risky but in this business, the higher the risk, the
higher the potential income.

No matter which pricing model you choose, there are key strategies that can enhance
your pricing effectiveness and ensure you are getting the value you deserve.

1. Know Your Worth:

Understanding the value you bring to the table is crucial. Research industry standards
and assess the unique value you provide. Don't undervalue your skills or services.

2. Communicate Value Clearly:

When discussing pricing with clients, focus on the value your work delivers rather than
just the cost. Highlight how your services can solve their problems, improve their
business, or achieve their goals.

3. Be Transparent:
Transparency builds trust with clients. Clearly outline your pricing structure, deliverables,
and any potential additional costs. This openness helps manage expectations and avoids
misunderstandings.
 THE PROPOSAL AND CONTRACT

CHAPTER N.4

The Proposal and

Contract

The Perfect Proposal and Legal Kit

There are two indispensable tools every designer and creative must master: the proposal
and the contract. These documents are more than just formalities; they are the foundation
for a creative to show professionalism and build rapport, and of course, ensures you get
paid for your work.

Why Proposals and

Contracts Are Essential
Set Clear Expectations: A proposal outlines the project details—deliverables,
timelines, and costs. It ensures that both you and the client are on the same page
from the start. A contract, on the other hand, legally formalizes the agreement. It
defines the scope of work, payment terms, revisions, ownership of deliverables, and
safeguards for both parties.
Showcase Professionalism: Sending structured proposals and legally sound
contracts highlights your professionalism, building trust and confidence in your
abilities.
Prevent Miscommunication: Both documents help avoid misunderstandings by
documenting every agreed term, serving as a reference in case of disputes.
Secure Payments: A signed contract protects your right to payment and sets clear
terms for when and how clients pay you.

The Goldilocks Effect

A proposal is your chance to sell your services and present options that appeal to your
client. Incorporating The Goldilocks Effect—offering three pricing tiers—can significantly
boost your chances of closing deals.
Why the Goldilocks Effect Works:
People naturally gravitate toward a middle option when presented with three choices:

1. The Low-Tier Offer

Simplified version of your services.
Basic deliverables with limited revisions or additional features.
Ideal for budget-conscious clients but not the most robust option.
Example: Logo design with one concept and two revisions.
2. The Mid-Tier Offer (Your Star Option):
The most value-packed offer, priced closer to the high tier.
Includes extra features and benefits that justify the price difference.
Designed to feel like the “best deal” for the client.
Example: Logo design with three concepts, 10 revisions, and brand guidelines.

3. The High-Tier Offer:

Premium, all-inclusive package with additional perks.
Positioned as the ultimate solution, often used to anchor the perceived value of
the mid-tier.
Example: Logo design, brand guidelines, website design, unlimited revisions and social
media templates.
Pro Tip: Ensure the middle-tier option is not only the most appealing but also the most
profitable for you. Clients are more likely to choose this option, so make it irresistible.

CONTENT OF A ESSENTIAL
STRONG PROPOSAL COMPONENTS OF A
CONTRACT
1. Title Page: Project name, your 1. Contact Details: Full names and
business name, and client details. contact information of both parties.
2. Executive Summary: Briefly 2. Project Scope: Based on the
summarize the client’s needs and chosen proposal tier, detail the
your proposed solution. deliverables and expectations.
3. Scope of Work: Define specific 3. Payment Terms: Specify the total
deliverables and inclusions for amount, payment schedule, and
each pricing tier. methods. Include penalties for late
4. Timeline: Outline milestones and payments.
deadlines. 4. Revisions Policy: Define the
5. Pricing Tiers: Present the three number of revisions included and
options with clear details of what costs for extras.
each includes. 5. Ownership and Rights: Clarify
6. Terms and Conditions: Address intellectual property ownership
payment terms, revision limits, and after project completion.
project boundaries. 6. Confidentiality: Protect sensitive
7. Call to Action: State the next steps, client information.
such as approving the proposal or 7. Termination Clause: Outline terms
signing a contract. for ending the contract early and
associated costs.
8. Signatures: Ensure both parties
sign to make the agreement
binding.
The Creative’s Gambit Pack
Website: www.branded.framer.website

Congratulations on completing The Creative's Gambit! Now it’s time to take everything
you’ve learned and apply it with confidence.
Introducing the Creative's Gambit Pack—your ultimate toolkit for success. This pack
contains all the documents and templates I used to grow my creative business and
streamline my workflow:

Proposal Template: Impress clients with a professional and persuasive proposal.

Contract Template: Protect your work and ensure clear agreements with clients.
Invoice Template: Get paid faster with a clean, easy-to-use invoice format.
CV Template: Showcase your skills and expertise in style.
70 Cold DM Templates: Reach out to potential clients and start conversations with
ease.
30 High-Value Discovery Call Questions: Lead powerful discovery calls that convert
leads into paying clients.

The Creative's Gambit Pack is valued at ₦25,000, but as a thank-you for reading this
eBook, you can grab it at a 60% discount with the discount code CLC!
This exclusive offer is only available for a limited time, so don’t miss out.
 60% DISCOUNT CODE: CLC

Have you ever seen a N500,000 Proposal Template?

The Creative’s
Gambit Pack
Take the guesswork out of running your creative business. With the Creative's Gambit Pack, you’ll save
time, close more deals, and confidently navigate every client interaction.

GET THE PACK