Being a Starving Graphic Artist Sucks

The Graphic Design Freelancer Advice Mailbag: Managing Cheap Clients

Thanks to Gene in Ontario, Canada, for writing in, "Here's a question for you; however, please do not get the wrong impression, we have certain clients that cost us money, maybe not every time we do a job for them, but every few times we work for them , we lose money on the project. These clients are hagglers to begin with, so any profit we make on the first couple of jobs is typically lost on the third or fourth.  

I would like to be rid of these types of clients. Actually, we (my design production team and I) had this discussion today but exactly how to get rid of them stumped us. Would you have any suggestions?"

My Response:
Thanks for the opportunity to share some thoughts, Gene. I’ve had clients like this as well—they exist everywhere. Ultimately, you need to determine whether the client is just ignorant or cheap when it comes to haggling with you. 

For example, sometimes clients just don’t know the real value of your services. They are ignorant. While that sounds bad, it really isn’t. It’s your job to help to educate your clients about the value of their services. Please note that I used the word “value” instead of “cost.” All too often, clients are more concerned with how much something costs, rather than its value. I might get a cheap tire from a mechanic for $5 (instead of paying $85), but if that cheap $5 blows out while I am going 70mph on the highway, it doesn’t have a lot of value. Work with your clients on understanding the value of the services you provide. They might not be considering the great customer service, the quick turn-around, the wonderful creative ideas you come up with, the peace of mind knowing that you will do the job right, or the ability to reach you anytime, etc. I have a maintenance guy that helps me out once in a while around the house. He charges about $35/hr, but I always know that he’s going to be on-time, friendly, and fair…and I know his work is going to be good. His cost is $35/hr, but his value is a lot more to me. I am not interested in haggling with him or price shopping because I recognize that being able to rely on his honesty and expertise is far greater than what he charges me. I am more interested in value than price.  

Of course, there are going to be some clients that don’t see the value in what you do for them. They are not ignorant, they are cheap. These people aren’t looking for a good value; they just want a good price. They are often called “bottom feeders, ” and don’t care that their logo looks horrible or that they may have to call the designer eight times before they get a response (bad customer service), these clients only care about price. It has always been my experience that these types of clients are not worth having. Not only do these clients typically take up an incredible amount of energy, but they don’t see the value in paying for my time or experience. 

By the way, sales professionals will advise you that every time someone haggles for a cheaper price, you’ll want to reduce the value of your services—don’t give away stuff for free. For example, let’s say I’ve sent a client a contract to design a logo for $750, and she tries to haggle me down to $500. I would respond with something like this, “Thanks for the response, Sue. I appreciate you being honest with me about your design budget. The $750 is a great value for a logo design/corporate branding. Remember that package comes with up to five rounds of revisions. I’d really like to find a way to work within your budget, so we’ll just reduce the number of revision rounds to three instead of five, which will get us right where we need to be in terms of your budget. If I am able to do this, would you be ready to get started today?”

Graphic Designer/Freelancing Tip: Not Telling Clients Your Prices

Been looking into getting a dog walker lately. Unfortunately, most of these folks we’ve looked into online do not list their prices. While price isn’t the only variable we’re considering, it is important. This is probably true with your freelancing clients. Seems like everyone is looking to save a few bucks nowadays.

Last week, we reached out to one vendor (hoping he would shed some light on what his services might cost). I emailed him a specific list of what services we'll need. Here was his reply:

"We will need to discuss your pets and their needs to accurately provide a quote because we work with each client to customize a plan based on those needs. We'll find out how many days per week you may need, if they may need walking, etc."

This isn’t a bad reply, but I was a little miffed that I still couldn’t even get a ballpark quote out of the guy. He seemed elusive. I wondered, “Why won’t this guy tell me his prices, is he hiding something?”

Shifting gears to your freelancing business, here’s how you might handle an email potential client who is looking for a price quote.

"Thanks for the email, Jeremy. If it’s okay with you, why I don’t I give you a call when it’s convenient for you, and we’ll talk about a couple of options that will save you some money? I want to make sure you get the best price possible. I would be available on Thursday or Friday, may I contact you between 9:00-11:00AM on either of these days?"

See the difference?

The dog walker talks about an “accurate quote” and a “customized plan”. As a potential client, I don’t care about either of those things.

However, in my example (the second example), you can see the reason why a specific quote wasn’t given was to help save the potential client money. Everyone cares about that.

Bottom line: 
There’s always going to be a debate about offering your prices to clients upfront versus holding off. I’ve discussed this elsewhere, so I’ll avoiding covering it here. The bottom line is, if you decide to hold off on talking about price, you need to explain to the potential client why you’re not telling them…AND tell them how not telling them upfront will benefit them. 

What do you think?  

Freelance graphic and web designers: It’s crazy, but consider listing prices on your website

Before you chalk this idea up to idiocy, which I know I am flirting with, let’s have an honest look at this. Give me a chance to persuade you :)

As a freelancer, I am more than familiar with the reasons why many of us do not list pricing on our website; however, as a client and consumer (of other products and services), I’ve often found upfront pricing extremely helpful. Perhaps I’d go further than that…sometimes, online pricing is essential to me. If I don’t see it, I move on to someone else’s website.

After looking at the grammar of some of my earlier blog posts, I recently began looking into hiring a writing coach. I was surprised at the number of writing coaches that can be found online. That said, I’d wager there are ten to twenty times more freelancer designers online that are looking for work.

As I clicked from website to website, I had to admit that I wasn’t entirely sure what I was looking to find. While I did see some notable differences in what type of clients the coaches were looking to work with, what caught my attention was the significant cost difference from one coach to another. Some coaches charged per project, some per hour (up to about $600/hr) and many of them didn’t list any prices at all. This made it difficult for me to decide how I wanted to move forward. I quickly found myself getting overwhelmed. The unsavory thought of, “Am I going to have to sit here all day before I find someone? If I find someone at all,” began to creep into my head. With so many available options, I decided that I didn’t want to take the time to individually call or email a coach and ask them, “I visited your website today and was interested in learning more about your services, can you give me an idea of what you would charge?”

I know it may sound like heresy, but if I did not see some indication of how much the coach was charging for her or his services – I moved on to another website. And yes, I recognize that shopping on price alone is hypocritical and foolish, but after this experience I have a new appreciation as to what clients go through when looking for a designer. Price wasn’t the only factor I was looking at, but it was important. I didn’t want to invest even more time contacting coaches that didn’t list their pricing (which may have wasted their time and mine, and might have been embarrassing or awkward if their prices were too high). I didn’t want to incur risk: the risk of potentially wasting my time, possibly having to fend off a high pressure coach or feeling awkward if a coach’s fees were especially out of my price range. Can you relate to that? If you can, you can also begin to relate to how potential clients feel about contacting freelance designers with no prices.

To finish this little anecdote, I’ll share with you that I didn’t end up hiring anyone, which just goes to prove the old marketing adage, “The confused mind always says, ‘No.’” Nevertheless, the experience gave me a small paradigm shift in how I saw clients and their process to hire a freelancing consultant or designer. I could see things more from their perspective. As ridiculous as the idea might have seemed before I started looking for a coach, I began to wonder if freelancers should include a pricing section on their website. I fell back on the tried and true “Pro versus Con” model to help me decide if the idea should even be contemplate. Here’s what I came up with:

Pros

• Avoid attracting bottom-feeder, bargain-hunting clients.
• Won’t have to waste time on leads that are not qualified to work with you.
• Shows leads that you are upfront and confident.
• In learning your prices up front, you reduce the risk/fear clients may have in contacting you. Referring to my story above, remember that many clients may be apprehensive about contacting you for fear that you’ll be too far out of their price range.

Cons

• Other designers can readily see your prices. Personally, I don’t believe this is an issue, but I know many designers that loathe the idea of other designers scoping out your prices.
• Prices might scare potential clients off, especially if they don’t know
• Your website visitors (potential clients) may immediately jump to the Pricing webpage rather than explore what you can offer them, and then visit the Pricing webpage.
• Listing your pricing may limit your ability to negotiate and adjust your prices. 

Solution
If you were looking for a concrete set of guidelines that will never fail you, I am afraid you’ll be disappointed with my conclusion. There are no hard and fast rules in deciding whether or not to list pricing on your web site or collateral material. You have to decide what is best for you.

What I can share with you is that I did not have pricing on my website; however, after the experience I had looking for a writing coach, I am beginning to give it some thought. Most of industry doesn’t list their prices, so maybe it’s something I should consider (we’re all looking for ways to stand out and above the crowd).

If you like the idea of reducing the risk/apprehension clients may have in contacting you if you don’t list your prices, at the same time, you want to avoid scaring price-conscious clients off if you do list your prices, I think I have a solution. Try something like this, “Projects typically start at $XXXX. Most clients happily find their projects fall within the $XXXX to $XXXX range; most designers with the same skill level and expertise charge upwards of $XXXX for the same service. Rates are reasonable and you’ll rave about the results. Let’s talk about how I can help you today; give me a call at xxx-xxx-xxxx. I am sure we’ll be able to develop a specific package that fits both your budget and goals.”

If you’re still not sold on the idea of listing any of your prices on your website or collateral material, that’s okay; it’s really up to you. My goal in sharing this information wasn’t to convince you either way, but to provide you with some of my observations and thoughts. I’ll leave the decision making to you.

Graphic Designer/Freelancing Tip: Nickeling and Diming Your Clients

Every now and again I have packages couriered here in Phoenix. If you've ever been to "the Valley" you know that even though traffic moves fast (too fast actually), the city is fricken' huge. With the price of gas and the time lost with me on the road I decided a long time ago that I'd just use a delivery service. In fact, I've been using the same service for years.

A few days ago I called them up at about 2:00 PM and informed them I needed some Verbal Kung Fu for Freelancers books taken over to the Art Institute of Phoenix the next day (sometime before 5:00 PM). By coincidence, later that night a client asked me to meet her over in that area the next day. It turns out that I would be able to take the books to the school myself, and it wouldn’t be out of my way.

I called the courier first thing in the morning and left them a message apologizing for the change of plans (they didn't answer and didn't end up calling back, which was kind of unprofessional). I did indicate that if they did want to charge me for setting up the order I told them that was okay.

In fairness to them, I offered and they took me up on the offer - the next day I received this email and an invoice for $8:

"Hi Jeremy, This is for the job that you cancelled. Unfortunately, our driver was already on his way to your place when you cancelled.* Please let me know if you have any questions."

Hmmm, actually yes I do have a question, is it worth it to charge a client who's been with you for years an $8 penalty for a first-time cancellation fee when the driver had not even arrived?

Keep in mind that I didn’t say, "Is it right?" Instead I said, "Is it worth it?" There's a big difference there, I hope you can see it.

As freelancers we have to make similar decisions in whether or not we charge clients for small stuff / expenses as well. The challenge is that each individual situation is different (sorry, there are no concrete rules to follow), but what I've found helpful is asking myself the following questions to help me decide whether to charge or not: 

• Do I expect to get more business from this person?
• Am I trying to send a message (don't cancel on me) by charging them even a little amount?
• How will they most likely react in having to pay this?
• Is there a chance I'll really up set them and perhaps lose the account by doing this?
• Do I need the money that badly?
• What is the best outcome I can expect from doing this? What is the worst outcome I can expect from doing this?
• Compared to how much business this client has given me, is this a small amount or large amount?
• Is this a first time thing or does this client repeatedly abuse my generosity? Have I told the client about this before?

In this example, sure I'll probably use these guys again but even though I did offer to pay them for the inconvenience I was surprised (not in a good way) that they actually went to the bother of charging me eight bucks for a first time offense. In this case the vendor risked losing an account for $8...and it actually worked out in their favor.

I'd just advise you to really think about those questions I have above before you send out invoices for small things (office supplies, 15 minutes of work, canceling, etc), you may find it's not worth ticking the client off and losing the business. If the amount isn't too much, I'd suggest giving the client a "free pass" the first time it happens, just casually mention it to them so they're aware of it. If the situation comes up again, then you might consider charging them.

* - Don't you also find it a little suspicious that by "mere coincidence" the driver (even though she/he has several pickups in a day) was on their way to my place exactly when I called? Hmmm, makes me wonder...

Graphic Design / Creative Freelancer Advice: Should You Take the Check Even if You're Not Into Your Client?

Whether you're looking to break into the business world as a hired graphic/web designer for a company, looking to find another full-time gig as a graphic/web designer or you're out there working for clients as a freelancer, it's bound to happen to you sooner or later: you have to decide to work for a client/company that you're just not that interested in.

Over the years I've had the chance to work with: an online document company, insurance company, contact lens distributor, realtors, laundry mat chain, an auto garage and even a manufacturer of a hang-over pill (yes, you read that right). None of these businesses were all that bad to work with (well, maybe the hang-over pill); I just wasn't that into them.

I suppose a situation like this is kind of like dating a girl/guy that you're not all that into, isn't it?
Sure, you're with someone (which for some people is better than being with no one), but it's not all that fun.

Of course your list of "not-so-fun" businesses to work with will be different than mine, and that's cool - everyone is going to have a slightly different list. The question is, "Should you consider still working for a client/company that you're not all that into?" What do you think?

In looking at this dilemma from somewhat of a logical standpoint, here's what I am seeing:

PROS:

• Money...good for paying bills and getting cool stuff
• Opportunity to add to, and diversify portfolio
• Opportunity for testimonial, referrals

CONS:

• You're design, focus and effort might not be that good if you're not into what you're doing
• Borrrrrrrrrrrrrrrring work, you'll often end up procrastinating / perhaps missing deadlines
• If this is a longer-term or permanent position (like a job), it really might start to suck after a while...whether you're getting paid or not. There's nothing worse knowing you've got a butt-load of work ahead of you that you're really not all that into. 

Graphic Designers: Here's My Advice on Taking the Money and Running, or Moving On:

For me, there really was no concrete answer, although I'll tell you that more often than not, I often regretted, "sucking it up, doing the project and taking the money".

On a short-term basis I'd personally take the money and run, especially when the economy is rough. If it's not a permanent position and you feel that you'll probably only be doing one or just a few small projects for a client, I'd go forward, take the project and get paid.

Longer-term, which would include on-going/big freelancing projects and of course a full-time gig, I'd most likely pass. My logic here is that if I am totally not in to what my client/employer's doing, it's going to be challenging for me to design for them - I am not going to be nearly as effective, nor will I be providing my best work and effort. There's a good chance that I am going to be slower in delivering the project (since I won't be motivated to do it) and worst of all, I am not going to enjoy the experience.

I've found that I can stay with a client/company for a little while even if I am not into what they're doing (especially if I needed the cash), but I never found that over time that I became more interested in working with them. Longer-term, permanent positions never seemed to work out, so I've elected to just be honest with myself up-front and ask:

• "Do I really want to work with this client/company?"
• "Is this a long or short term gig, and can I just tough it out?"
• "Will I be able to deliver a great effort in spite of not really digging what they're doing?"
• "Are there other clients/companies I can work with instead of this one, or do I really need the money?"

If you've been in this situation before, how have you handled it? What questions do you ask yourself? How did it all work out?

PS - Give yourself a pat on the back if you recognized the Steve Miller Band reference in last subheading. If you recognized it you're probably cool but old :) 

Web Designers and Graphic Designers: How to Address those Unbelievably Uncomfortable Budget Questions with Clients

YOU: Let me ask you, do you have a budget you'd like me to stay within? Do you have a budget?

CLIENT: No, not really.

YOU: That's okay, I have few clients that came to me without a budget, but it's always a good idea to have one.

What I have found though is that a lot of clients have kind of an idea of how much they can spend or how much they think the project should run them...even though they're not really sure how they came up with that cost figure? Do you have a number in your head?

CLIENT: No, not really.

YOU: That's okay too, not a problem. In working with clients for almost 5 years I've found that while some have worked with a designer before, most haven't. The ones that haven't typically have about $1000 in mind for the project, if you had a number in your head it might have been less than or more than that, right?

I've found that on the low end, you'll be able to have one of these projects done for as little as $500 by a student or struggling designer. I have a few I can refer you to, but I honestly don't feel you're going to like the quality and service you're going to receive. Clients have often told me the trouble with this route is that their focus on designing something that their design colleagues would be impressed with, not necessarily something that your customers would even understand or be attracted to - the result is your sales suffer and you end up feeling you wasted your time and money. Does that make sense?

CLIENT: I suppose.

YOU: On the other end of the spectrum, you've got designers charging upwards of $3500 for the same project. Make no mistake these designers are talented, but I don't know any small business that has $3500 to drop on something like this, do you?

 I am priced right in the middle of these two extremes, at $1500 my clients have found they get an outstanding value by not having to pay an exorbitant price, and they always comment that they got a good return on their investment and their customers rave about what I've come up with.

If I was able to get you the same great results for your project and still keep the price between $1250 and $1750 is that something that would be comfortable for you.

CLIENT: Yes that might be something we can work with.

Like the way this was worded? Check out my Verbal Kung Fu for Freelancers book – the entire text is set up this way.

The Freelancer Advice Mailbag: What Graphic Designers and Web Designers Are Asking Me:

 Do you by any chance know how I could find out the pricing of the services I offer for my specific area?

I am finding that most people I meet with think that my prices are too high. I have created my pricing based on surveys from advertising agencies from books and based on how many hours it takes me to do the work x 50 per hour which is my rate.

My Response:
Good question but I am not really sure of central location where you can survey other’s pricing structures. You could hire someone to call your competition (maybe $7-$10/hr) and see what they charge.

It’s a good idea to have an idea of what others are charging, but at the same time I’ve found that clients are always willing to pay for someone who has a history of being able to bring in money and customers for the client. If you can prove to your clients through verifiable testimonials, a solid guarantee and case studies that you will be a great investment rather than an expense, you have a much better chance of being able to charge what you want. Remember, people will ALWAYS say you’re too expensive no matter what you charge, your success will be a function of your ability to convince clients that you will help them make money rather than cost them money.

Graphic Designers and Web Designers: Handling Clients That Ask You to Reduce Your Price Because of Their Bad Decisions

Below I have an actual email a client sent me after meeting in-person and him receiving my project proposal:

"It was great to meet you as well, Jeremy.  Thank you for your time and your proposal. I am aware of the average, going rate for a logo design and a project like this. At this time, I can not budget this amount.  I'm a start up small business, non profit effort in nature and everything at the present is being funded directly from my own pocket to initially get this started.  

I am waiting on a couple of other quotes but I feel that you would do a great job.  I can probably budget $XXXX for this and even that is a big expense for me.  I have already invested $XXXX in to a logo that I can not use.  Please let me know your thoughts and from there, I can make a final decision by the end of this week, if not sooner."

As you look at the email, how would you describe what the client's really driving at in one short sentence. I'd say he's, "Trying to build a case why I shouldn't charge fairly for my time."

What do you think?

Managing this situation can be a complicated one: you need to stand your ground and at the same time, you need to be sensitive to the client's viewpoint. Here's what I'd come up with:

"No worries Randy, I understand that it’s always difficult to invest more money in a project that you feel you’ve wasted some in, but hopefully it will serve as a reminder to avoid inexpensive design. Sadly, I’ve met so many people in your same position that hired a designer thinking they got a great deal, only to end up with a logo, business card or web site that they really couldn’t or just didn’t want to use. They ended up wasting time, a lot of money and got really frustrated – it’s a shame.

While I feel badly for you and other owners who might have invested money in the project w/o a good result, I still need to charge fairly for my skills. So while I can empathize with you investing $XXXX already, that shouldn’t affect me charging a fair price for my time and expertise, should it?"

This format and approach is similar to what I've included in my Verbal Kung Fu for Freelancers book. If you received this email, how might you have responded?

Negotiating As a Sub-Contracting Freelance Designer - What You Can and Can't Do

I dug this email exchange out from my archives years ago; it illustrates a great point to keep in mind in negotiating with a company or agency that's feeding you work. This is personally a pet-peeve of mine, and in speaking to other hiring agents, I know it's one of there's as well.

Here's what I sent out to a freelancer:

"Hi Lisa, 
Right now I do have a logo project I am working on, which I think might be right up your alley. If you’re interested in doing a little extra work I’d be happy to send it your way, the budget is $XXX, would you be interested?"

Lisa's response, "I'm interested! Thanks for thinking of me Jeremy. The budget is very low. I usually charge about $1500 for a logo with 7 options for client review, but let me hear what the details are and we can talk."

Lisa walks a fine line here telling me how much she normally charges, as a hiring company or agency I don't care how much she charges, in fact, I find it almost insulting that she feels she needs to tell me. After all, if she was able to get clients to pay $1500 for a logo, why does she need to work with me another other hiring companies/agencies? If you try this approach you may find that you bidded yourself right out of a project - not a good idea if you need work.

As an interesting final point, I found it funny that even though Lisa tells me that the project is way under budget, she's interested and willing to talk to me about it - odd.

Lisa, and a lot of freelancers forget that when they work with a company that feeds them work, they aren't paying for any marketing or sales costs, and they aren't investing any time or energy either - they're essentially getting work delivered to them on a silver platter, so what they normally receive in terms of revenue is not only immaterial, it's inaccurate.

I know this all may sound harsh, but if you're sub-contracting I want you to be able to see things from the other perspective so you can make better decisions.

If you feel what you're receiving isn't fair, you have the following options:

1. Indicate the rate is a little low, formally pass on the project but stick with the company or agency.
2. Focus your time and energy on bringing on your own clients, so you don't have to pay someone else.
3. Walk...decide to work with someone else.

Personally, I suggest option 2 - it's the only one that you'll make any money. If you think you're going to become rich or charge full-rate as a sub-contractor, you're in for a rude surprise. The freelancers who make the most are the ones that know how to bring on and manage clients. Sub-contracting isn't a bad idea when work is slow, but something you don't want to do on a consistent basis.

If you're not finding business out there, maybe it's not because you're not talented or there isn't any business to be found...maybe it's that you were never taught how to effectively market and sell your services. I certainly can offer help in this area, and there are other business mentors out there that can help as well.

No one ever got rich off of sub-contracting...you have to develop your own clients.

Graphic Designers: The Truth About Sub-Contracting Through Another Creative Firm or Placement Agency

When I first started freelancing I tried to bring some work in by teaming up with an employment agency that specifically placed creative professionals. What a match huh? I am a creative professional, I know...or think I have talent, and these people can bring work to me - it's perfect!

Well I found out it's not so perfect, and after going through this story you'll have a better idea of how to protect yourself if you decide to go that route as well.

I contacted the agency by email (I sent them a quick cover letter). They looked at my online portfolio and asked me to come in for an interview and to take a few timed tests on my Adobe software skills and comfort levels.

During the interview of course the topic of money was bound to come up, and it did. The interviewer asked, "So what's the lowest amount you would take per hour?

Tough question...if you're too high it'll prevent you from getting some jobs, if you're too low then you might be asked to take on some lower paying projects. I wasn't prepared and ended up blurting out, "Twenty-five dollars." Oh jeez, that was stupid (but more on that later). To make a long story short, the entire process took about 4 hours.

A few days later I got a call from the agency, they had a position they'd like me to interview for. All right! They told me a little about the company and what I'd be doing, and together we set up a time I could go in and interview - end of conversation. Hours later it dawned on me that I was so excited about the interview that I'd forgotten to ask how much the job paid (it was a big company so I figured it would be pretty good).

I emailed the agency, "By the way, I know we’d talked about my floor being $25/hr., what we’re these guys offering or is that something they will address while I am there?"

A couple of minutes later I received an email back, "$25/hr."

How odd...this company was paying the EXACT amount I said was the lowest I would take. Kind of an unusual coincidence, don't you think?

Moving ahead in the story, at roughly the same time they found this position, they found another client to work for and we set up an interview. I then asked how much this new company was paying - and surprise, again it was $25/hr!

Hmm, do you get the feeling that ALL of the jobs this agency sets me up with will only pay $25/hr? I do...and I know that the company's/clients are willing to pay more but the agency will keep me at the $25/hr. so they can make more.

I am a little slower than most people so it took me a while to figure out what was going on here - this is what you need to be aware of when working with one of these agencies...

• I told the agency that I would be "content" with making $25/hr
• The agency (I found out) actually bills the client at between $100-$150 an hour (of course they should be making a profit, but wow, that's a big profit)
• The agency's goal is to get me out there to work at the lowest rate I'll accept so they make more money per hour. If they negotiate a deal with a client paying them $150/hr and get a designer to work for $25/hr, they are making $125/hr...wow!

The fact of the matter was the agency made it seem like my pay was based on how much THE CLIENTS were willing to pay, and that's simply not true. The amount the client's were willing to pay had very little to do with what I was offered, I was offered what THE AGENCY was willing to pay - which was the lowest I would accept.

I could go on and on about this but the bottom line is, when you're sub-contracting with an agency or another creative freelancing firm, understand that it's a business relationship. These agencies are out to maximize THEIR profits (and there's nothing wrong with that), they're goal is not to make you rich but to make money for the agency...and despite how friendly they may appear, they often don't have your best interests at heart.

Of course you may get lucky and find a great agency - I am not saying they're heartless or bad to work with, but no freelancer will ever become rich from just doing sub-contracting work.