After 12 years of running my own video production business, here are some key values that I try to keep in mind on every job.
- Regular communication with my client
- A realistic budget based on what my client can afford
- Giving them the best advice about how to achieve their objectives
- Making sure I prepare well
- Delivering a quality product, ahead of schedule and under budget
Let’s look at each of these in turn:
Regular Communication
I’m in the Communication business and so I want to make sure my clients have the right information at the right time to make the right decisions for their business.
Remember that your client is not an expert in video production, that’s your role, so be prepared to over explain each step of the process and communicate regularly with them throughout the production.
Make sure you prepare well for the shoot day(s). Check, check and re-check your equipment.
A realistic budget
You should have this locked away before you start shooting. In my experience, most clients have a figure in mind when they start thinking video production. Don’t be afraid to ask them what their budget is. If it’s too low, explain to them the various steps you need to go through to deliver the finished video. Breaking a budget down into pre-production, the shoot and post-production will help them understand the time and hence the costs involved.
If it’s more than you had in mind (this does happen), be honest and tell them that you can deliver a great product for a lot less/less. They will appreciate your honesty.
Good advice
Remember, your client has come to you to produce a video for their business. I always asked my clients three things:
- What product/service do you want to promote/advertise?
- Who is your audience?
- What do you want people to do after they have seen your video?
You’d be surprised how many clients can’t answer (2) or (3) above. Help them to think through their answers to these key questions. This will help them work out their strategy and make you feel more confident that you are giving them the best result.
If you have previously produced similar videos for other clients, make sure you show them. This will make them feel even more confident about your skills.
Prepare Well
I have spoken about preparing well in a previous post. You need to arrive at the shoot well in advance with everything ready to go. I try to have all cameras, lights and sound rigged and waiting, so that when the client arrives, there is a slight ‘wow’ factor as they watch/take part in their own corporate video.
Deliver under budget and ahead of schedule
Nothing impresses a client more than delivering under the set budget and ahead of schedule. Even if the ‘under budget’ is only by $100, it’s worth doing. When I am asked by a client how long it will take for me to send them the ‘first cut’, I always add a few days, so I know I can deliver ahead of time. Mostly I find that any hold up in finishing a video is because the client hasn’t had time to review the final edit.
Remember, they are running a business just like you, except they make widgets, not videos.
