Welders, know the value of your work

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You own your name, and whether you’re a welder, an artist, a writer, or a small-business owner, your name is worth something. You might be hanging iron, sculpting, writing a blog, making how-to videos, or representing a brand as an ambassador. In all of these cases you are giving the world commodities that don’t have a specific price tag: time, skill, energy, insight, credibility, and experience. These things have value.

How much is up to you.

I’ve done a bit of all these things, and it’s been in a new world. Back in 2004 I took a welding metallurgy class at the UAW/Chrysler training center in metro Detroit. Tom Soley, the instructor and one of my mentors early on, dabbled in art and had a few decades of welding experience behind him. A few years before I started Brown Dog Welding LLC, while the ideas were rolling around in my head, Tom said to me:

“You won’t be able to make any money creating art. To sell your work, you need exposure. To get exposure you’ve got to travel cross country to shows every weekend. With working a day job, it takes too much time, too much energy. It’s a fun outlet, but it will never create much of an income.”

This was about the only thing Tom ever told me that wasn’t gold.

I started selling my art around 2008, and I’ve done very well with it.

Tom wasn’t a psychic. Times change. When he said that to me he wasn’t taking into account the reach of the information age. Through social media avenues like Facebook, Instagram, YouTube, and Twitter, I was able to put my work in front of an audience that was, literally, unprecedented in scope. That being said, everyone else has the same opportunity to sell their work. It takes a creative touch to cut through the clutter, as well as some intuition and trial and error to maximize your value.

I get asked how I price sculptures just as much as I’m asked how I craft them. No artist begins their career getting peak money for their work. A few years ago at the Detroit Autorama, a young man walked by my display and looked at a motorcycle sculpture. His eyes grew large and his brain seemed to explode when he saw the price tag.

“Oh man, you may not believe this, but I do the exact same stuff! I had no idea it was worth this much! I just give them away to friends.”

“Uh, well … it’s probably not worth this much,” I replied. “Nobody knows who you are. Nobody is familiar with your work. And you’re literally giving it away.”

Detroit welder Josh Welton works on a project. Josh Welton

No, his work was not the exact same as my work, but let’s pretend for a second that it was. He still hadn’t spent years growing his worth. The first bikes I made sold for $35. Then $50. Then $100, $300, $500, $1,000, $1,700, and so on. This progression is the product of two things. First, my work has evolved, and second, it has gained exposure over the years.

At a certain point a collector wants to know the artist and know he or she has a track record of work and sales. Collectors also want to know that they’re investing in something unique, well thought out, nonderivative, and inventive. I attempted to explain this, but it just went over the dude’s head.

“Well, yeah. I just didn’t know my work was worth this much.”

I just stared blankly at him as he giddily walked away.

The folks that create cool stuff and engage with the world in fun and informative ways via social media, podcasting, and select events will begin to see their following grow. And a responsive audience is valuable, perhaps even beyond the scope of their specific niche. I think back to a conversation I had with another welder—someone who was beginning to see opportunities and requests for his time rise, mainly from industry brands. He wasn’t exactly sure how he should be compensated. I said to him:

“Man, it's tricky. Welding is easy; business is hard. All brands do things differently. You can usually feel them out, but I tend to let things happen organically, and I only work with companies and people I like and trust, which is why I don't have a bunch of sponsors. The real thing is, what's important to you—money, or product, or getting recognized—and how do you value your time?”

Never forget that your work is your resume, your brand is your credibility, and your time is worthwhile. They all mesh together to create worth. If a person or a company is reaching out to you, they must feel you provide some value. This remains true across the board, whether you’re building a product or representing a brand. And if they’re putting out feelers, be ready to tell them why they want your skills or need your voice. Always be ready to provide evidence to back up your worth.

I understand the pull of doing this merely for exposure, especially early on, but don’t fall into the trap of doing it too often. There comes a time when what you cost is what you cost and nothing less is acceptable.

This last bit is the most important. And for many, the most difficult: Do not be afraid to say no or to hear no.

As Heath Ledger’s Joker says in “The Dark Knight”: “If you’re good at something, never do it for free.”

Your work won’t be for everyone, but to those it’s meant for, it is worth the price of admission. Never undervalue what you do.