If you do things outside of scope, you’re doing them for free. Many of my agency clients do free work for their clients they want to keep, or because they aren’t comfortable raising their project asking price. If you don’t even tell your clients about it, you are doing secretly free work, not strategically free.
I don’t recommend doing free work on a regular basis, but if you do it occasionally, make sure it’s strategically free, not secretly free.
When something is secretly free, your agency is taken advantage of. The client doesn’t know that their marketing agency delivered pro bono work, and it sets an unhealthy precedent: if your agency did something at this price before (and didn’t call it out as a special deal), why can’t you do it again? Good luck recovering from that. [Read more…]