For the first year of Carnelian Cooks, we lived project to project. Every month was a scramble to find new work. We'd land a $2,000 project, celebrate, then immediately panic about next month.

Then we landed our first monthly retainer. Everything changed.

Today, 78% of our revenue comes from retainer clients. Our average monthly retainer is $3,200. We have predictable income, we work with brands we love, and we're not constantly pitching.

Here's how we did it—and how you can too.

What Even Is a Retainer?

A retainer is when a brand pays you a set monthly fee for an agreed-upon scope of work. Think of it like a gym membership, but for content creation.

Example of what we deliver in a $3,200/month retainer:

• One shoot day per month in our studio
• 15 final edited images
• 3 short-form videos (Reels/TikToks)
• 1 recipe development
• Content calendar planning & strategy calls

The brand knows what they're getting. We know what we're delivering. Everyone's happy.

Why Retainers > One-Off Projects

1. Predictable Revenue

Instead of $0 one month and $8K the next, you know exactly what's coming in. You can plan. You can budget. You can sleep.

2. Less Time Pitching, More Time Creating

We used to spend 10-15 hours per week pitching new clients. Now? Maybe 2 hours. The rest is actual paid work.

3. You Become Part of the Team

When you work with a brand monthly, you're not just a vendor. You understand their goals, their challenges, their upcoming launches. You become invaluable.

4. Higher Lifetime Value

Our average one-off project: $2,500. Our average retainer client lifetime value: $38,400 (12 months × $3,200).

Even if they only stay for 6 months, that's $19,200 from ONE client acquisition.

How to Land Your First Retainer

Step 1: Start With a One-Off Project

You rarely land a retainer cold. First, prove you can deliver. Knock their socks off with a campaign or one-time project.

Step 2: Identify the Right Timing

The best time to propose a retainer is when:

• They're asking you to create content monthly anyway
• They mention "we need more consistent content"
• They're spending hours coordinating one-off shoots with multiple creators
• They ask "Can we just keep working together?"

Step 3: Position It as a Solution, Not a Sale

Don't say: "Would you be interested in a monthly retainer?"

Say: "I noticed you're creating content every month anyway. What if we formalized this into a monthly partnership? You'd get priority scheduling, dedicated shoot days, and a more strategic approach to your content calendar."

Step 4: Show the Math

If they're currently paying you $1,200 per project and hiring you 3 times a year, that's $3,600 total for inconsistent work.

Propose: $2,800/month = $33,600/year, but they get content every single month, priority access, and better planning.

It costs more, but the value is obvious.

Our Actual Retainer Pitch Email

Common Retainer Mistakes to Avoid

1. Underpricing to "Get Your Foot in the Door"

Don't charge $1,200/month because you're desperate. Charge what the work is worth. Low prices signal low value.

2. Not Defining Scope Clearly

Be specific about what's included and what's not. "Unlimited revisions" will ruin you. Specify: "2 rounds of revisions included."

3. No Contract

Always have a contract. Specify deliverables, payment terms, cancellation policy (we require 30 days notice), and usage rights.

4. Working With the Wrong Clients

Not every brand is retainer-ready. Good retainer clients:

• Post content consistently (at least 3x/week)
• Have budget allocated for content
• Value strategic partnerships over transactional work
• Respond quickly and are organized

The Numbers That Changed Our Lives

Before retainers:

• Average monthly revenue: $4,200 (highly variable)
• Hours spent pitching: 10-15/week
• Stress level: 🔥🔥🔥🔥🔥

After retainers:

• Average monthly revenue: $19,000 (predictable)
• Hours spent pitching: 2/week
• Stress level: 😌

Retainers didn't just grow our business. They made it sustainable.

Your next step: Look at your current clients. Which one would benefit most from consistent monthly content? Send them the pitch.