{"id":919,"date":"2020-10-05T10:35:57","date_gmt":"2020-10-05T15:35:57","guid":{"rendered":"http:\/\/capertongillett.com\/blog\/?p=919"},"modified":"2020-10-05T10:35:57","modified_gmt":"2020-10-05T15:35:57","slug":"dear-baby-copywriters-youre-worth-more-than-exposure","status":"publish","type":"post","link":"https:\/\/capertongillett.com\/blog\/dear-baby-copywriters-youre-worth-more-than-exposure\/","title":{"rendered":"Dear Baby Creatives: You\u2019re worth more than Exposure."},"content":{"rendered":"\n<div class=\"wp-block-image is-style-default\"><figure class=\"alignright size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/capertongillett.com\/blog\/wp-content\/uploads\/2020\/10\/exposure.jpg\" alt=\"\" class=\"wp-image-929\" width=\"500\" height=\"276\"\/><figcaption>Not that kind of exposure. <em>(<a href=\"https:\/\/www.flickr.com\/photos\/eddiequinones\/166971663\/\" target=\"_blank\" rel=\"noreferrer noopener\">Eddie Quinones<\/a>)<\/em><\/figcaption><\/figure><\/div>\n\n\n\n<p>Dear Baby Creatives,<\/p>\n\n\n\n<p>When you\u2019re just starting out, you might be tempted to take any job that comes at you, even if it\u2019s for little to no pay, just to get some work under your belt. You might be asked to do a favor for friend\u2019s mother\u2019s dentist. You might be asked to take a \u201cwriting test\u201d for a job (and might be surprised at the sheer volume of copy requested). You might be asked to do a free job now for someone who\u2019ll give you paying work in the future (<em>probably\u2026<\/em>). You might receive an offer to work For Exposure by someone who promises, cross their heart, to drop your name whenever they display your work.<\/p>\n\n\n\n<p>And it might be pretty tempting. You\u2019re new, you don\u2019t have a lot of work under your belt or in your portfolio, and something\u2019s better than nothing, right? Especially that last one \u2014 your entire goal right now is to get your name out there, and that\u2019s basically what Exposure is, right? And besides, you\u2019re getting something. Your friend\u2019s mother\u2019s dentist wants you to work for free. These other folks, though, they want to give you something. They want to give you Exposure.<\/p>\n\n\n\n<p><a href=\"http:\/\/capertongillett.com\/blog\/2019\/12\/02\/how-to-fill-an-empty-copywriting-portfolio\/\" target=\"_blank\" rel=\"noreferrer noopener\">In a previous post<\/a>, I outlined ways to fill your portfolio if you don\u2019t have any professional work yet. And I was careful to differentiate between <em>spec work<\/em> (making fake ads and such for a brand that isn\u2019t actually your client, while making it clear that they\u2019re fake) and working <em>on spec<\/em> (doing creative work for a company without actually knowing if they\u2019ll pay you or not). Working For Exposure is both more exploitive and more brazen than working on spec, because there isn\u2019t any question of whether the client will pay you or not. You\u2019ll know from the beginning that they won\u2019t pay you. Because Exposure isn\u2019t a form of currency.<\/p>\n\n\n\n<p>Exposure doesn\u2019t pay bills. You can\u2019t use Exposure to pay rent, buy food, or put gas in your car. Exposure has no cash value. \u201cExposure\u201d is someone\u2019s way of disguising the fact that they\u2019re taking something from you and giving you nothing.<\/p>\n\n\n\n<p>(Also, those \u201cwriting tests\u201d are <em>so<\/em> frequently a scam \u2014 a way for a company to get work out of you and then neither hire nor pay you. A little bit of copy you can knock out in half an hour? Probably legit. A lot of work with no guarantee of payment? If it smells funny, walk away.)<\/p>\n\n\n\n<p>The point is, your work has value.<\/p>\n\n\n\n<p>Let me say that again:<\/p>\n\n\n\n<p>YOUR WORK HAS VALUE.<\/p>\n\n\n\n<p>See the all-caps there? That\u2019s because this is important. No matter how new at this you are, no matter how uncertain you might be about your skills as a baby creative, your work has value. You\u2019ve put your actual time into it, and your creativity (which isn\u2019t nothing), and your effort, and that is worthy of remuneration.<\/p>\n\n\n\n<p>A lot of remuneration? Not necessarily. You\u2019re not going to be commanding high-dollar rates right out of the gate. You\u2019re unproven, and agencies know that early on, they\u2019re going to have to do some work of their own to get good work out of you. But you should be able to feel you aren\u2019t being exploited. Broke-ass? Potentially \u2014 thus is the life of the junior creative. But not exploited.<\/p>\n\n\n\n<p>And for that matter, remuneration doesn\u2019t necessarily have to come in a cash form, <em>as long as it\u2019s something valuable to you<\/em>. If the client can\u2019t give you money but can hook you up with a set of tires when you really need them? That might not be a bad trade. Doing work for a personal trainer, and happen to be in need of personal training? You might be able to work something out. Your client is a nonprofit you personally support, and the warm, fuzzy feeling (and maybe a tax write-off) you get from helping them out is all the thanks you need? If the warm fuzzy is worth the effort you put into creating the work, that sounds like a reasonable trade.<\/p>\n\n\n\n<p>But <em>having done the work<\/em> is not compensation for doing the work. <em>Putting the work in your portfolio<\/em> is not compensation <em>Having other people look at it and know you did it<\/em> isn\u2019t compensation. It\u2019s just the end product of doing the work. You wouldn\u2019t knit a sweater or bake a cake or build a car for a stranger and then accept \u201cThanks! I\u2019ll tell people you made it\u201d as payment. So why would you accept Exposure for your creative work?<\/p>\n\n\n\n<p>It can be scary to turn down an opportunity. And a lot of creatives aren\u2019t in a financial position to turn down paying work. But this isn\u2019t even turning down paying work \u2014 this is turning down non-paying work. It\u2019s saying, \u201cMy work isn\u2019t worth nothing, and I\u2019m not doing work for someone who thinks my work is worth nothing.\u201d<\/p>\n\n\n\n<p>Seriously, if you need advice or suggestions about how to get work into your portfolio without doing it for Exposure, get in touch with me \u2014 <a href=\"http:\/\/capertongillett.com\/blog\/a-portrait-of-the-artist-as-a-young-artist\/\" target=\"_blank\" rel=\"noreferrer noopener\">all my contact info is right here<\/a>. I\u2019ll do whatever I can to get you hooked up. Because your work has value, and also your work has value, and in case I haven\u2019t made myself perfectly clear: Your work has value.<\/p>\n\n\n\n<p>Best of luck with everything, let me know if I can do anything to help, and also, your work has value.<\/p>\n\n\n\n<p>XOXO,<\/p>\n\n\n\n<p>Caperton<\/p>\n\n\n\n<p>Former baby copywriter, now wildly successful in the industry<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dear Baby Creatives, When you\u2019re just starting out, you might be tempted to take any job that comes at you, even if it\u2019s for little to no pay, just to &hellip;<\/p>\n","protected":false},"author":1,"featured_media":929,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[24,31,58],"class_list":["post-919","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dear-baby-creatives","tag-dbc","tag-exposure","tag-portfolio-building"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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