Retainer vs. project pricing: which is better for marketing consulting?

Choose a project when the deliverable is defined and finite, such as a brand strategy document, a website or a capabilities statement. You pay once, typically 50% upfront, and own the result. Choose a retainer when the work is ongoing: content production, monthly reviews, profile management, continued advice. Retainers make sense only if there's a clear monthly scope and you'll use it; ask for deliverables in writing. A common pattern is a project to set strategy, then a retainer to run the system, or a retainer with a minimum term of a few months so there's time to see signals. Avoid open-ended hourly billing for marketing unless you set a monthly cap, because it rewards slow work. McCrawAI uses monthly tiers with a 4-month minimum and check-ins at 30, 60, 90 and 120 days, and we also spell out the monthly scope in writing.