Your Clients Don’t Want Video (Why VIDEO STRATEGY Matters)

Your clients are coming to you to produce them an awesome video, but here’s the thing – they don’t actually want a video, nope, it’s not the video that they want – it’s what the video will do for them that they’re really after, the result that the video will provide for their business. So, let me ask you something, as a video producer are you selling a product or a solution?

There’s an old marketing adage that goes something along the lines of – people don’t want a quarter-inch drill bit, what they want is a quarter inch hole.

But I reckon we really should take this a few steps further and recognise that people don’t want a quarter inch hole, they really want the solid fixing to the wall, so they can hang a shelf, which will finally give them the space to display their family photographs, to allow them to remember their grandfather who passed away last year through the only framed photograph they actually have of him.

That’s what they really want.

So as a video producer, when you’re working with clients to produce a video it’s important to understand and get clear on the underlying business goal that is driving the desire for the video.

And make THAT the focus of your approach. Sell the result, not the video.

Let’s look at it another way.

As a typical video producer you’re effectively paid for the content you create. Make video – get paid. Move on to make a new video. And so the perceived VALUE of that video is aligned to the act of producing that video. How many hours, how many people, how fancy is your camera…

Effectively – as a video producer you’ll often be trapped in the concept of ‘commodity based’ pricing. The video is your product, and your clients will pay what they think that commodity is worth in the market.

However – the paradigm shift that I want you to make here is that as a video STRATEGIST you’re positioning yourself as selling the SOLUTION – the content you create is simply the vehicle that will get your client to the result they desire. As such you can move away from commodity-based pricing and towards value-based pricing.

You’ll establish what is the ‘value’ that this video marketing strategy will have for the business and be able to position how much your client is willing to pay based on that.

Is there potential for the video strategy to drive 10 new clients a month, and each new client is worth $1000 to the business? Then that’s a sixty thousand dollar win for the business. So – with that in mind… how much might they be willing to invest?

It’s a different conversation… and let me tell you. It’s a much more effective one.

So if you’re in the business of selling video production to your clients. I want you to stop, and recognise that it’s not the VIDEO that your client wants … They might think they’ve come to you for a video, but now it’s YOUR role to ask the right questions, to dive deeper and help them understand what they really want from the video and how the right video can get them there. (the SOLUTION)

It’s about making a transition from ‘just-another-video-production-company’ to becoming a confident video strategist.

And it’s a game changer.

You May Also Be Interested In:

Your Video Production Toolkit To Grow Your Business

This eBook outlines the framework I’ve learnt and have  implemented for hundred’s of our video agency clients  over the last 7 years… and I want to share it with you.

Your Video
Production Toolkit To Grow Your Business

This eBook outlines the framework I’ve learnt  and have implemented for hundred’s of our  video agency clients over the last 7 years…  and I want to share it with you.

This field is for validation purposes and should be left unchanged.

We will only send you awesome stuff!

Privacy Policy

Who we are

Our website address is: http://engagevideomarketing.com.
What personal data we collect and why we collect it
Comments

When visitors leave comments on the site we collect the data shown in the comments form, and also the visitor’s IP address and browser user agent string to help spam detection.

An anonymized string created from your email address (also called a hash) may be provided to the Gravatar service to see if you are using it. The Gravatar service privacy policy is available here: https://automattic.com/privacy/. After approval of your comment, your profile picture is visible to the public in the context of your comment.

Media

If you upload images to the website, you should avoid uploading images with embedded location data (EXIF GPS) included. Visitors to the website can download and extract any location data from images on the website.

Contact forms
Cookies

If you leave a comment on our site you may opt-in to saving your name, email address and website in cookies. These are for your convenience so that you do not have to fill in your details again when you leave another comment. These cookies will last for one year.

If you have an account and you log in to this site, we will set a temporary cookie to determine if your browser accepts cookies. This cookie contains no personal data and is discarded when you close your browser.

When you log in, we will also set up several cookies to save your login information and your screen display choices. Login cookies last for two days, and screen options cookies last for a year. If you select “Remember Me”, your login will persist for two weeks. If you log out of your account, the login cookies will be removed.

If you edit or publish an article, an additional cookie will be saved in your browser. This cookie includes no personal data and simply indicates the post ID of the article you just edited. It expires after 1 day.

Embedded content from other websites

Articles on this site may include embedded content (e.g. videos, images, articles, etc.). Embedded content from other websites behaves in the exact same way as if the visitor has visited the other website.

These websites may collect data about you, use cookies, embed additional third-party tracking, and monitor your interaction with that embedded content, including tracing your interaction with the embedded content if you have an account and are logged in to that website.

Analytics
Who we share your data with
How long we retain your data

If you leave a comment, the comment and its metadata are retained indefinitely. This is so we can recognize and approve any follow-up comments automatically instead of holding them in a moderation queue.

For users that register on our website (if any), we also store the personal information they provide in their user profile. All users can see, edit, or delete their personal information at any time (except they cannot change their username). Website administrators can also see and edit that information.

What rights you have over your data

If you have an account on this site, or have left comments, you can request to receive an exported file of the personal data we hold about you, including any data you have provided to us. You can also request that we erase any personal data we hold about you. This does not include any data we are obliged to keep for administrative, legal, or security purposes.

Where we send your data

Visitor comments may be checked through an automated spam detection service.

Your contact information
For any concerns about your privacy or information please contact Ben Amos on [email protected] directly.