A message from the PIC chair, Sharon Aschaiek

• 28.1% of respondents have not yet raised their fees. Somewhat surprisingly, this was true among some with 15 or more years as an indie as well as some with less than a year or two in business. 
• As for raising our rates, 12.3% did so in 2014; 22.8% in 2013; 17.5% in 2012; 3.5% in 2011.
• Two respondents with an average 12 years as independent lowered their rates, in 2010 and 2011.
• Nearly half of Company of One's respondents raised their fees in 2011 and 17.6% in 2013. 
• The rates on which we base our fees range from $45 to $250 an hour, with a median of $100. Most respondents (76.4%) charge the same amount for the majority of our work. 
• Company of One respondents' fees ranged from $50 to $300, with a median of $123, and 59% charge the same amount for most of their work. 
• Two-thirds of PIC respondents offer reduced rates (10% to 50% less) for long-term clients, extended projects, working on a retainer or as a single-client contractor.  
• Nearly 43% of PIC respondents also charge lower fees for charities and non-profits, or use other methods of cutting these organizations a deal.
• Our years as a consultant range from less than a year to 30, with a median of 10. Our experience in communications range from four to 43 years, with a median of 20.
• We have a range of clients, from one major or long-term client to 20, with a median of five.

Based in Toronto Ontario, Brant Males is a senior writer and marketing consultant with 25 years of experience. Brant's current list of active clients includes advertising agencies, marketing, web development and production companies, design and communications firms as well as direct clients. You can learn more about Brant at www.clearwatercreative.com and can reach him at (416) 941-9260 or bmales@clearwatercreative.com.

What's your background?

I always knew I wanted to be a writer in the advertising industry. I graduated from university with an English degree and minors in business and economics and went directly into that field. I worked with agencies until I decided to become a freelance writer 15 years ago.

The agencies I worked with had national level accounts, so I was lucky to work with national brands and launches starting with the first agency I worked for. I was also fortunate to work with extremely competent creative directors and art directors, so I understood the strategic work that needed to be done.

Why did you decide to launch your own business?

When I came to realize what the agencies were billing for my time, I knew it would be financially viable for me to go out on my own. It would be a win-win; I would make a comfortable living and my clients would be charged much less than an agency would charge them.

My father had his own business. I grew up understanding the value of being independent and self-employed -- making your own way. It felt natural for me to go out on my own. It's hard work and sometimes it's difficult, but there are great rewards in being so independent.  

What do you enjoy most about being an independent?

I love feeling that it's up to me. I know that if I need more revenue to do something in my life, I don't have to walk into someone else's office and ask for it; I need to work extra hours -- sometimes hundreds of extra hours, it's true -- but it's up to me to make that happen.

I know it sounds cliché, but I do love the flexibility and being able to create your own path.

And I enjoy variety in the projects and clients I work with. In an agency, you work with two or three key accounts and you do that for a long time. With freelancing, I never know what's around the next corner and that's fun and exciting.

What are some of the things you're working on right now?

I have good things happening in the travel and tourism industry; I'm working on web content. And I'm continuing my work in the luxury condominium sector. There is a lot happening in Toronto in that area. I'm also working with companies that have loyalty programs.

Do you have any advice for those who are new to or are contemplating taking the leap to independent life?

You have to take a long view of this; if you have an idea that everything will come together in just a few months and it doesn't, you might be deterred or give up. It may and it can happen, but it took me a long time to develop real relationships with my customers, agencies, production companies. The length of time it takes really depends on the person.  

You have to make a real commitment for the long term. I have planted seeds with clients and then didn't hear for a year or a year and a half and then they suddenly call about a project. If I had been expecting a quick response, I might have figured they were never going to respond. It takes a while for things to come to fruition.  

Some people feel that freelancing is precarious. I'm not necessarily of that mind. I think to a certain degree there is more control in freelancing. Job security is an oxymoron. Very few people feel secure in their jobs. There is always change happening above them and they can't be sure when there might be cut backs and then they are starting from scratch. In freelance, I feel we are better prepared to weather uncertainties. If I need to, I can always go out and get more clients.

What value have you experienced from your PIC membership?

I wondered at first about networking with other writers -- basically networking with the "competition." But what I've found is that peer-to-peer networking can generate opportunities you might not expect.  

I have had PIC members seek me out when they know a client needs additional help. And, when members are aware of what you do, they will pass opportunities along and vice versa. A project might not be my thing, but I know it would be right up someone else's alley.

It's also nice to not feel isolated. PIC provides a great opportunity to get out have fun and also have a productive evening.