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Creating Video Production Offers

Want a more predictable, efficient and profitable business?

Package up your services and create offers.

Offers are great because they:

  • Are easy to explain and sell
  • Are unique to your business
  • Have a higher perceived value
  • Help you stand out from the competition
  • Help you create demand instead of responding to it
  • Give you something to push your marketing towards
  • Let you create a fixed process you can take clients through.

Here are 7 steps for creating an offer. Along with context based on my own experience.

1. Identify a common type of project 

A few years ago, I got a lot of enquiries about company introduction videos. They were from B2B companies who wanted to showcase their business online. This was after the pandemic halted face-to-face sales. I saw an opportunity to create an offer.

2. Discover the client’s motivation behind the project

I went to a few previous clients and asked them about why they wanted a company introduction video. 

I discovered it wasn’t about getting direct leads and customers. 

It was about perceptions, warming up prospects and saving time in the sales process. This step was important for later.

3. Document your process 

I revisited those previous projects and broke down the process for completing them.

There was a discovery phase, script writing, production and post. In some cases, I helped the client distribute the video too.

4. Package it up into a standardised offer

Next, I standardised the process and made it unique to me.

The process I created was as follows…

Rather than a random phone call or meeting to understand the client’s business, I created a ‘Messaging Workshop.’

The workshop would guide the client through a standard questionnaire. This would help unpack their customer’s problems, USPs and offerings.

This info would then be turned into a script using a template. We’d record it as a voiceover. (We know how painful interviews can be!)

The script would inform the shot list and we’d organise the shoot. 

The client would choose from a selection of royalty free tracks.  And their preferred motion graphic templates.

I also created a PDF with best practices for using the video.

The edit would be delivered within 48 hours of shoot completion.

There would also be some optional bonuses to increase the profitability and value of the offer. Including professional photography and drone footage.

Finally, I gave the offer a unique name and a high margin price.

5. Use the client’s motivations to write promotional copy

Now I had a standardised offer, I turned my client research into a PDF to help me sell it. 

I included the pain points and motivations I uncovered in the research phase. As well an overview of the unique process, example videos and pricing.

6. Direct your marketing and sales efforts towards the offer

Now I had a unique and in-demand offer, a fixed process and an info pack. 

That made my marketing and sales efforts much easier.

I knew who I was targeting and what messages to use.

My online content fed into the offer. 

And I reached out to my existing network about it via email.

When people showed interest, I sent the PDF and booked a call.

That’s so much more powerful than posting generic content in the hope someone sees it and has a brief for you.

7. Win clients, then create new offers to increase their lifetime value

This offer would get people through the door.

Once I’d delivered the video and they were happy, I’d look at further ways of working with them. 

If the video was for their homepage, I offered to create monthly social content to drive people there. 

If it was a sales tool, I asked if other assets would be useful. Like case study videos and service/product specific videos.

I also created email templates to ask them for reviews and referrals.

To see an example, go to NuTreeLife’s website.

TL,DR

1. Identify a common type of project 

2. Discover the client’s motivation behind the project

3. Document your process 

4. Package it up into a standardised offer

5. Use the client’s motivations to write promotional copy

6. Direct all of your marketing and sales efforts towards the offer

7. Win clients, then create new offers to increase their lifetime value

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Strategy For Attracting Dream Clients

In 2018, I was feeling underwhelmed with my work.

I wanted to be telling inspiring stories across music and sports in the mini-documentary format… Not creating corporate videos for local accountants.

So, I decided I needed to do something about it. 

To get the clients I wanted, I figured I needed two key things.

  1. A portfolio of work in the style that I wanted to get hired for
  2. A network of people who could hire or refer me

First, that meant looking for a story that would become the centrepiece of my portfolio.

Second, I needed to make sure that the story would get distributed to my target audience.

Here’s what I came up with…

I was once the head coach of my local rugby team, and there was a player there who was an immigrant from Zimbabwe.

He had gone from being a very average player to one of the best props in the league.

To do that, he was always at the club training on his own.

I decided to tell his story.

Also…

The club had a great social media following.

And with my background in rugby, I knew I could get the video shared far and wide.

My hope was that the film would get noticed in the rugby community.

Which in turn would get me in front of brands and clubs who might want to hire me.

Anyway, we shot the film, and it turned out great.

The club shared it first on Facebook, and it went crazy – 30k hits overnight.

Then I sent it to RugbyDump, and they made it their featured news story.

I started Tweeting pro players and a few shared it.

Soon, the film was all over social media.

Here’s the mad part.

The player lived in a village where Skiddle, the big ticket selling platform, had their office.

The founder of the company saw the film, and they got me in for a meeting.

I ended up shooting 4 mini docs for them on upcoming bands, which got over 200k views online.

The film also got me loads of corporate gigs as a side effect – because the club sponsors wanted to work with me.

England Rugby even offered to buy the film to use in one of their advertising campaigns.

I’d say that one film has now been responsible for over £100k of work.

Since then, I’ve carried on doing calculated passion projects with great results.

Example: 

I asked a Salomon ambassador if he wanted to make some social media content.

We shot an edgy piece in the Lakes which looked great on my portfolio.

But Salomon said it wasn’t a fit for their channels.

That wasn’t the end of it though.

When Speedo asked that same ambassador to feature in a paid project, he came to me to shoot it.

And now Speedo is on my client list, and I’m on their agencies’ radar.

So, here’s the strategy in a nutshell:

  1. Decide the type of work you want to do
  2. Find a project in that style that will look great in your portfolio
  3. Ensure the project has the potential to get you in front of the right people

Simple. But it’s not easy.

It requires hard work, investment of time and a bit of luck.

But it beats sitting around waiting for your dream clients to land in your inbox.

And the effects of this strategy will keep compounding over time.

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The Best Sales Question

Back in 2014, I was crap at selling my video services.

This was for a few reasons:

  • I did all the talking.
  • I was always trying to convince people.
  • I put the lead on the defensive (by asking about the budget within minutes).

After many meetings that led to nothing…

And prospects ghosting me…

I decided to get clued up on sales.

That’s when I came across this Zig Ziglar quote:

“You can have everything in life you want, if you just help other people get what they want.”

That one simple sentence changed the game for me.

I switched from talking to listening…

From convincing to understanding… 

And from asking about the budget to asking about the desired results.

And that leads us into the point of today’s email.

I want to arm you with the best question you can open a sales meeting with.

Here goes:

“What needs to happen to make this project a success?”

So simple, yet so effective.

Why?

Because the prospect will tell you exactly what results they want in their own words.

Once they start talking, you start taking notes.

Then you act like a 4 year old and keep asking, ‘Why?’

Do that a few times, and you will have uncovered their true wants and needs.

This is so powerful.

Because when you come to pitch your services…

You can repeat back to them the results you’ll help them achieve – in their own words.

It’s like music to their ears.

Now you can provide the greatest value to the client, because you understand what matters to them.

And your pricing can reflect that value.

Example:

In lockdown, I got an enquiry from an engineering firm.

Here’s how the convo went:

Client: Hi Garth, we need a corporate video.

Me: Okay, why is that?

Client: To show our clients what we do.

Me: Let’s say it’s 3 months from now, and we’ve made a corporate video. What needs to happen to make it a success?

Client: Well, because of Covid, we can no longer do site visits with our prospects. I’m worried that if we can’t show them around, they’ll think we don’t have the capabilities to service them. So to be a success, we need a video that shows off our facilities and skillsets.

Me: Why do you think it needs to be done by a production company?

Client: Perceptions matter. We’re targeting the likes of the Navy and Rolls Royce. Doing it on a phone won’t do. They need to know we’re not a tin pot outfit.

Me: Why would they think you’re a tin pot outfit?

Client: Our facility surprises our clients, because they often think we’re working out of a porta cabin near Manchester.

Me: So it’s about showing off your facilities and capabilities in a premium way?

Client: Exactly.

Me: And how will you use the video?

Client: We’ll send it to the prospective client before a virtual meeting to warm them up to our offering. It’ll also sit on our homepage.

Etc etc.

Can you see how much info I uncovered?

I know the motivation for the project, what we need to get across, and what channels I need to optimise the video for.

And because he’s mentioned ‘perception’ and ‘premium,’ I know that he’s not looking for a cheap and quick solution. He wants it done right.

So I can charge accordingly.

Anyway, that’s enough from me for this week.

Bottom line:

Help other people get what they want…

So you can get what you want.

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How I Got A £4k Referral On LinkedIn

Sales and marketing doesn’t have to be complicated. 

Sure – SEO, Facebook ads and content marketing are cool… But they take time, money and expertise to master.

Instead, I find the best opportunities are right under your nose – referrals from your existing contacts.

Here’s an example.

A few years ago, I was doing a project for a health brand.

The founder of the company is well connected in that space.

So, I went to his LinkedIn profile and viewed his connections.

I did this by clicking the ‘500+ connections’ link under his name.

On the next page, I clicked ‘All Filters’ at the top to narrow down his list of connections.

Under ‘Industry’ I selected ‘Health, Wellbeing and Fitness.’

Finally, I narrowed it down further to my geographic location.

I now had a list of his connections in the health industry from my area.

I started scrolling and one connection stood out.

He was the founder of a nutrition brand based nearby.

Their website was using stock photos and had no video content.

So, I emailed my client asking if he knew the founder personally, because I felt I could help them improve their web presence.

He sent an introductory email and I booked a meeting.

A few weeks later, they accepted my proposal and I had a simple £4k project in the bank.

Bottom line:

The easiest and cheapest way to get new business is through your existing network. 

Referrals are always the best quality leads and have the highest conversion rate for me.

TL,DR

  • Identify your best client
  • Visit their profile and look at their connections
  • Use LinkedIn’s filters to narrow down your search
  • Email your client asking for a specific introduction
  • Explain how you can bring value to their connection
  • Bonus tip: Write the intro email for them to reduce friction

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