Clients come in all shapes and sizes. For some of our video projects, we simply shoot and then turn over all raw footage to the client so they can edit it themselves. Some businesses we work with have their own in-house marketing team. They create the concept, write the script, and hire us to produce the final piece. Other clients will lean on our expertise to conceptualize, write, shoot, and edit their marketing videos. Every client is different. They have different needs, different expectations, different ideas, and different ways of doing things. Your job as a video producer/director is to listen to their needs, respect their opinions, and advise them when they need guidance throughout the production process.
A friend of mine recently sent me an email asking for my advice on a particular situation. She is currently working on a video and her client has some great ideas, but there is one problem: the client is trying to put too much into the video.
I’ve been in creative meetings when the client throws a lot of information at me. But that’s not a bad thing. When you first get started on conceptualizing and writing a video, you want as much information as possible. The biggest challenge comes when you have to narrow your focus and sculpt that information into usable material for the final script. If you’re having trouble convincing your client to reduce the amount of info that he/she wants in the video, here’s some advice:
- Listen and Take Notes - during those creative meetings, pay attention to everything they say and take notes as you go. The act of physically writing down your client’s ideas tells them that you value their input. By engaging them in this way, you will earn their respect and trust and they will be more receptive to your creative suggestions.
- After getting all the information, it’s time to trim the fat. Ask your client a few follow-up questions. These questions will encourage your client to narrow his or her focus and concentrate on those elements of their business that are most important: a) How do you want the public to perceive you?
b) Using one sentence, how would you describe your company’s identity/mission?
c) What is your mission statement?
d) What are three key selling points for your business?
e) What objections do people have when it comes to making a purchase? i.e. what prevents them from buying from you?
- Explain the process - As politely as you can, explain the process of creating a video. Emphasize the importance of creating a video with a strong, central theme and a simple message. Bombarding the viewer with too much information will only confuse the audience and will result in more questions being asked than being answered.
- Make Comparisons - Show the client samples from your reel and walk them through the case study of each project. Show them through these videos how a simple approach is usually the best approach. You might also ask your client to think of their favorite commercials or favorite long-format videos. Walk through those videos and ask your client, “What makes these videos so memorable? Why do you like them? Why are they successful?” Usually, it’s because the director boiled everything down to a simple concept that an audience could easily digest.
And remind your client of that adage, “The simplest solution is the best solution.”
When I first started in my business, one of the biggest things I worried about was the caliber of my work. After landing work with those early clients, I was afraid that they would hate the final product once it was delivered. I was unsure of my abilities. I was faced with a lot of doubt early on. Although I had plenty of production experience as a college student and as a freelancer, I knew that there was a lot yet to be learned. And I knew that working for someone else on a particular shoot is a lot different than running your own business.
Perhaps you are currently facing a similar situation. You’re passionate about your creative work - whether it be video production, writing, graphic design, web design, etc. - but you’re just getting started and don’t yet have a strong reel or portfolio. You want to make it on your own, but struggle with self confidence. If you’re in this situation, remember the adage, “Never let them see you sweat.”
It may be simplistic to say this, but despite your own fears, you have to maintain a self-assured appearance. Always portray confidence, no matter what. A potential client can pick up on self-doubt from the moment of the first hand shake. Here are a few reminders:
- KNOW YOUR STUFF - When a potential client starts asking you questions about your particular field and what you have to offer, you have to respond in a clear, confident, knowledgeable manner. Read books if you feel as though you need a little more education. Get out there and practice your craft, even if it’s on your own time. Talk to more experienced people in your field and ask them questions about their particular style.
- GET SOME BUSINESS CARDS - It’s professional and it provides your potential client with all pertinent contact information. And if you can, get rid of that email address from your high school years - the one that says “misshottie123@yahoo.com.” You don’t have to have a business domain, but everything about you should be professional.
- GET A REEL - If you haven’t edited a demo reel, do it. Even if all you have are some short films from college, it will give a potential client an idea of your particular style of writing, cinematography, editing, etc. Believe me, in three years you will look back on that first reel and gag with horror as you see the quality of your work, so that’s why it’s crucial that you keep the reel up to date. And always put your contact info on the reel and on the disc label.
- NEVER SAY NO - Some people debate this point, but I think it’s important when you’re first starting out to accept any job, even if you feel as though you don’t have the resources. Go ahead and take the job, then hire others to come on board to help in areas that might be beyond your level of expertise. You can build their cost into the budget, then mark that up 15% as a commission for yourself (after all, it’s your client). There are always a number of available freelancers out there. You just have to know where to look. And working with people more experienced than you will only help you to learn more about your field.
- FREELANCE FOR OTHERS - I did this a lot when I was first starting out. Landing my own clients was a rare occurrence in the early days, so I would jump on board with any other production company hiring freelancers. I worked as a PA, cable wrangler, camera assistant, camera operator, etc. just to fill in the gaps. Once you have built up your own client base, you can slowly cut back on how much you have to work for others.
Remember, the more confidence you demonstrate to your leads, the more inclined they will be to hire you. It won’t be easy. It will be slow and sometimes it will be very discouraging. But don’t let those slow periods drain you of your own self-worth. If you’re passionate enough about what you do, it will pay off.
When you finally meet with potential clients interested in your creative services, it’s easy to sit back and allow them to describe the project for you. It’s easy to listen as they tell you what they would like. But what do you do when your contact turns and says, “I’d like to hear some of your ideas.”
One of the best ways to attract new work is to spend some quality time preparing for that first meeting. Research your contact’s company. Learn what you can about the way they do business. Examine their current brand and their current marketing efforts. Read what other people are saying about them. And see what their competition is doing. If you take the time to do your homework then you can be better prepared to ask relevant questions offer creative solutions to their marketing problems. It’s a great way to establish a strong business relationship.
