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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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