The videos I create have a lot of moving parts. Pre-production, crew, post-production. And with so many businesses getting on board with video, it means a lot of "first timers" are coming to the space. Which, is awesome - right? More people experiencing the power of video marketing! It's so fun to hold their hand as they step into this new world.
But, when it's your first time at anything, there are typically growing pains. And usually, that means a bit of sticker shock when they receive their first estimate. This used to bum me out, I took it personally, telling myself, "They don't think you're worth it. This sucks!" When, in reality - that has nothing to do with it.
Here is the thing: being offended gets you nowhere.
It simply means their budget is not allocated for that much money, and they're probably scrambling and not sure what to do - because nobody wants to tell their boss they need more money, right?
I instruct a lot of "how to" video workshops. And, recently, a fellow video producer said to me,
"It just drives me crazy when people like you talk about video for social media and digital marketing it's all "this is great" "you need to do this" and how to promote it. Yet, when I get clients who ask me for video, and I explain the workflow and prices involved they get sticker shock."
Here is the thing...many of the workshops I give, are honestly a direct result OF sticker shock, and I'm completely OK with that. Sometimes it's because a client and I have really explored what goals they're looking to accomplish, and how often they should be producing videos - and we realize, they just don't have the budget capacity to keep up high/professional level of production all year. But, if they're looking to do simple things like video blog, or learn how to do a timelapse with their phone to capture and event...why wouldn't I just teach them how to do it? I'd rather lose a big video project, and gain the trust of a new collaborator via a workshop, then alienating them to the process overall because they didn't get results with their grand idea that was mis-targeted. Because, honestly - I LOVE video, and think it's a beautiful way to communicate with your target audience. I want you to love it. And if you don't love it, I at least want you to understand it.
One of the biggest mistakes I see video producers making, is huffing and puffing about clients who don't understand budget. If they don't understand it...it's actually your fault. My business advisor pointed this out to me, early on. He noticed that I was waiting until we were knee deep in creative, and 3 meetings in, before mentioning price at all. Therefore, I'd feel very sad about the fact that I was giving creative away "for free" only to not have a conversion. Now, I bring up a rough price range upon first meeting, every time. It saves a lot of headache. And, I also offer to sit down and itemize the quote with the clients, so they can understand why the price is higher than expected.
Not all companies "need" pro level video. Gasp. Yes, it's true. Depending on their industry, something along the amateur lines may even be more effective. It's up to me as a producer, to help them figure out how to best reach their audience. Example: a non-profit approached me last summer about doing a grand "about us" video. But, when we drilled down and looked at goals - we realized their biggest goal was to prove to donors on a monthly basis that their money was doing good. One video wouldn't have accomplished that goal. So, providing a workshop about how to capture events on a mobile phone was the best option. This way, they could interview people who are impacted by this service (in this case, a food shelf), and send out little clips via email - bringing donors monthly story snippets. Instead of giving them one amazing "We Are Awesome" video, that probably would have left donors wondering, "Did my money go towards making that video, instead of directly to the people who were hungry?"
Often times when I sit down with a client to explain the process, they immediately get on board and realize professional grade production is a lot more time and work than an iphone and an actor. In fact, I had two clients last year that, after going through this process - came back to me, and offered to pay above the budget I had proposed, because they felt I was underbidding for what I'd be doing.
So, to the bitter folks who rant and rave about clients not "getting it" I encourage you to look in the mirror. Because if they don't get it, chances are you might not be explaining it in a clear fashion. Or, there is the slim chance that they're just a d-bag...and in that case, aren't you lucky that you are missing that "opportunity" to work with someone who's close minded about your craft? ha! Taking it personally doesn't help anyone. You have a budget for your business, in the same way that they have a budget for theirs. Help them learn more about the process, and who knows - maybe next year they'll fight for a bigger bucket for video, and come back with a request for a really cool project.
Clients refusing to pay a certain amount of MONEY...does in no way hurt or lower, your actual VALUE.
Thanks for reading,
6 time Emmy Winner