I cannot stress the importance of having a plan before you contact someone such as myself to create a video project for you. It doesn’t matter how intricate or involved a plan is, but there needs to actually be one.
I’ve been freelancing for just over 20 years, and in my experience there are three different types of clients out there. First, there are those who are prepared. I mean really prepared. They know what they want and how to get to it. I suppose my first (and still most loyal) client spoiled me. A former television news reporter turned realtor, she showed up to every shoot with a completed script… she still does and we’re incredibly efficient at creating content.
The second is the client who believes that they are prepared but really aren’t. These are the clients who have grand ideas. And I say grand not in the sense that these ideas are unattainable, but really fantastic ideas. Typically the day of the shoot comes and goes and some great things are captured. The problem with these types is that with no clear goal(s) solidified, and often no designated deadline, the project can fall by the wayside. Great ideas and a rough outline are not enough for success. The last time I encountered a project of this nature I made an effort to contact that client a couple of times in the two months following the shoot. I was told something akin to “well, we’re not going to use that right now,” and have not heard anything since. That shoot was a little over 6 months ago.
Finally, there’s the client who is incredibly charismatic and wholly unprepared. This is the kind of person who appears like they have it together. The type that really seems like they’ll have a script, and maybe some other preproduction ready well before the shoot. Then the big day comes to gather what was intended to be something incredible and there’s absolutely nothing done but a list of thoughts. Thankfully I’m capable of doing much more than just shooting and editing video and I absolutely used those skills to finish that job. I don’t talk a big game, I deliver.
As a community college professor I often use analogies to get my point across so I’ve gotten fairly adept at using them. Think of your level of preparedness like building a home. The person with the script has the land, the blueprint and a detailed list of all the raw materials necessary to put together exactly what they want. Often they’ll even have the permits in the form of a website or PowerPoint to reference when creating graphics. The ideas person has an incredible conceptual drawing and not much more. The third, and most gregarious of the examples, doesn’t even know what their budget is, much less what they’re supposed to build if they figure that part out. That person needs to call to the realtor I was talking about earlier.
Here’s the bottom line: If you have a complete picture of what you want it’s better for everyone involved. Your shoot and finished video project will be completed in a more timely manner. Plus, there’s a much better chance that I can make an accurate quote for what you want done. If you have the big idea, then we both lose because we both put in time and effort. To show for that effort? You get no video and I get no pay. If you don’t really have a direction I urge you to rethink things before you ask me to work for you. This is not any sort of judgement, but more of a statement of fact. If you need someone to shoot and edit your vision I can do that. If you need someone to help you conceptualize your idea, I can do that too. If you need someone to write out a script ahead of the actual shoot, I ‘m perfectly capable of that too. I simply need to know that well ahead of time so we can schedule meetings, review drafts, etc.
I would point out that of these three different types of clients I encounter, only the first one- solid plan right down to a complete script- are the ones who really communicate well. Not only will that lead to a shared vision with a much greater chance of success, it will save the client money in the long run. If we’re on the same page, I spend a lot less time guessing what you want, not quite getting it, then working even more making revisions to match an idea that you likely didn’t have before I suggested it.
Apologies for the typewritten diatribe. I’ll end with this- one of the most valuable lessons I learned in college was from the marching band director. This director shared what he called 7 Ps. The quote was “proper pre-planning prevents piss poor performance.” That fits right in with my signature work ethic, disdain for wasting time, and perfectionist attitude.
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