Video Client Prep - Specifics, Logistics, and Considerations

Before you can agree to take on a video project for someone else, there are a few things you’ll need to understand, especially if you expect to be paid. No two videos are the same, even if it’s similar content from a similar source. Some are going to be basic with a flexible deadline, others more complex with measurable milestones and hard timelines. Completing your due diligence here really matters, as it will streamline the rest of the project and, more importantly, set proper expectations for your potential client.

My first client as a freelance video editor was a previous employer who brought me on as a contractor. I had been working at this company for over 4 years and knew the business inside and out. I knew their color palette, brand guidelines, and editing preferences. Heck, 95% of their YouTube channel featured content I had worked on when I took them on as a client. But I quickly realized that video production as a solopreneur looked a lot different than video production as an employee.

You may have started your freelance journey as a creative outlet to showcase your skillset, but to be successful, you need to treat your time like a business. Yup, that’s right! If you’re getting paid, you’re in business. Congratulations! Now, with this brand new information (I’m sure), let’s address a few areas you’ll want to consider before ever saying ‘yes’ to that next project. I’m less concerned about the order you choose to collect this information, and more concerned that you get it…

Get to know the Audience > Viewers > Person

In my YouTube series, “How to Film a Video From Scratch,” the first step is The Message, and in that lesson, we spend a lot of time describing our Ideal Viewer Profile (IVP). This is a hyper-specific description of the individual who will be consuming your content, and how they’ll best receive it.

When conducting your scoping call to better understand your client’s needs and vision, you’ve got to press them on their audience. This will do two things that will help improve the project:

1. It will force your client to reevaluate their ‘big idea’ and frame it from the lens of their intended viewer. Is this a customer? Colleague? Organization? Volunteer-base? There’s a possibility that your client has not even thought about this, or they may respond with something like, “Oh, we want this to reach a large audience, so it’ll be for anyone. Friend, if you create something for anyone, you create something for no one. 
2. By truly understanding the ‘who’ behind the ‘what,’ you’ll be able to better guide your client through the production process, and offer feedback that ultimately drives the project toward better results in the form of viewer engagement.

Once you’ve landed on a detailed description of your client’s IVP, you need to understand the message or story they wish to share with that person. Here you can simply ask, “What is it that you want your viewer to know?” You can follow that up by asking about your client’s call to action. Ask, “What is it you want your viewer to do?” All of this is pointing to one of the most important (and often uncomfortable) questions you can ask: “Why should they care about what you have to say?” There is a lot of noise in the world today, with a million things battling for our attention. Why should your viewer give their attention to your video?

Keep the dialogue open and allow for other questions to pop up, but these questions are a great way to set the stage for what’s next: the vision.

Show me your VISION and I’ll show you your FUTURE

Now that we know who this message is for, we need to help our client articulate their video vision. This is easier said than done, but creates an opportunity for you to position yourself as the expert or trusted advisor. If a client has requested your video services, there’s an extremely high likelihood that you know more about video production than they do. If the reverse was true, your client would shoot the video themselves and you would be none the wiser.

So what does this conversation look like? Let’s start by asking a simple question: What is your vision for this project? Some clients may provide you with a well thought out plan with imagery and may even use video language. Others may need a little help putting into words what only resides in their head. Elementary questions and phrases like, “what else?” and “tell me more” can go a long way in helping your potential client unpack their vision.

Disclaimer: It can be really tempting to start adding your own ideas to the mix. After all, you’re the creative expert, right? Wrong. During this time you will listen, take notes, and ask probing questions, but your client should do most of the talking. Resist the temptation to offer your own suggestions unless, of course, you are being asked for advice. 

Timelines & Milestones

While your client explains their vision, you (as the video expert) will be thinking about the mechanics required to bring this vision to life on screen. You’ll be able to identify the most appropriate storytelling method (talking head, interview, commercial, etc.), and this should help you determine a general timeframe for the length of production and post-production. Keep that in the back of your mind for now, or better yet, jot it down in your notes somewhere.

Your client will likely have their own deadlines in mind, and it’s totally appropriate to ask them point blank, “When do you want this to be published?” Always start with the end here so that you can work backward. Once you’ve agreed on a publish date, set a couple of milestone dates for filming, and feedback sessions to review rough cuts and determine revisions. This establishes accountability and trust between you and your client by keeping you on task and getting them to commit to reviewing your footage.

Some clients will say they are flexible and don’t need to set a deadline. Set one anyway. I’ve heard it said that what gets measured gets done, and if there is no measurable milestone, your client will have no way of knowing whether you met or exceeded the mark. I, unfortunately learned this the hard way and once received negative feedback for not hitting fluid timelines that didn’t exist. Not a good look. When in doubt, use your judgement and set achievable, measurable timelines. You and your client will be grateful you did. Better yet, set a date, then deliver ahead of schedule. This is a great way to win favor with current AND future clients!

There’s no such thing as a free lunch…

It’s officially time to address the elephant in the room. Payment. But realistically, it’s no elephant at all, just a figment of your imagination. Have you ever been offended when your favorite fast food joint gave you your total at the drive thru? You have no problem smashing the “Buy Now” button on your Amazon app. You even link your credit card so you can pay faster! So why then is it that when discussing payment for creative work, it can make our skin crawl, and we’re quick to undersell ourselves and punt altogether and do things pro bono?

Personally, I think this stems from a case of imposter syndrome, especially when you’re just starting out. The truth is, your potential client doesn’t know what you’re worth or how much you charged your last client (even if it was $0). There’s also no shame in sharing your talents by offering free work from time to time, but you should be compensated for your time and expertise. Remember, you know more about this than they do! So how can we navigate this conversation with tact and grace, while earning what you deserve?

You can always start by asking another simple question: “Have you set aside a budget for this project?” This question isn’t very strong, because while your client may elaborate, chances are they will respond with a yes or no. In my experience, a better approach is to offer package deals. Now, I moved away from an hourly pricing model some time ago to a packaged rate model. The beautiful thing about this, is that each package can be custom-built for each unique scenario. This involves some homework behind the scenes, but you should have the details for your packages written down somewhere. Then during your client call, you can begin to fit their video project into one of your packages. When it comes time to discuss pricing, you can confidently describe what is included in the package you think best suites the needs of the project, and monetary value of the project. From here you’ll ask one question, and wait.

Given the complexity of this project, does this align with your budgeting expectations?

If yes, congratulations on securing the deal! If the answer is no, ask some follow-up questions to bridge the gap and see whether a compromise can be negotiated. If you can’t reach a fair agreement, there’s nothing wrong with parting ways as friends.

Considerations

If you’ve paid attention, you may notice the rudimentary nature of this framework. We’ve simply asked our client about the who, what, when, how, and why of their project. By showing genuine interest, and asking good digging questions, you will position yourself as someone who knows what they’re doing and this, in turn, will earn your client’s trust. By the end of the conversation, they should feel comfortable and confident that you’re the best choice to help bring their vision to life. Even if you don’t agree on pricing terms, leave them with some helpful ideas so that they leave the conversation having received value either way. Lastly, find ways to under-promise and over-deliver. Not just because this could land you future paying clients, but because it’s the best way to run your business.

As I wrap up this post, I’ll leave you with a list of questions you can bring to your next scoping call.

Helpful questions to reference:

• Know the Audience
  • Describe to me your Ideal Viewer. Imagine your audience as one person and be specific.
  • What is it that you want them to know?
  • What is it that you want them to do?
  • Why should they care? In other words, how will this message motivate your viewer to take action?

• Discover the vision
  • What is your creative vision for this project? Be as detailed as possible.
  • Tell me more about that.
  • What else do you have in mind?
  • How do you think this will be received by your audience?

• Budget & Pricing
• Have you set aside a budget for this project?
• My rate for this type of project is $X. Does this align with your expectations?
• Would you be willing to share your preferred budget?
• How did you come to this amount?
• If you could wave a magic wand and you received a video that achieved all your goals, would you find value at this price point?

One final note to remember: This is a conversation, not an interrogation. Be yourself, and go make something amazing.