How do I attract video projects that I actually care about?
Feb 11, 2023
Introduction
Have you ever taken on a video project, or work with a client, that you know isn't right for you? Doesn't fire you up? But you've had to take it just to keep cash flowing?
Do you dream of the day that you get to work on projects that mean something to you? Projects that you are proud of? Projects that pay well?
Have you ever wondered how to attract those kinds of projects?
Well, that's what I'm answering in today's Q&A. How do I attract video projects that I actually care about? Let's jump in.
Links
- Watch: The Buyer's Journey: The most important marketing concept for video production professionals to understand >>>
- Purchase: The Lead Generation Machine for just $7 >>>
Transcript
00:00:00:01 - 00:00:16:20
Have you ever taken on a video project, or work with a client, that you know isn't right for you? Doesn't fire you up? But you've had to take it just to keep cash flowing? Do you dream of the day that you get to work on projects that mean something to you? Projects that you are proud of? Projects that pay well?
00:00:17:01 - 00:00:42:22
Have you ever wondered how to attract those kinds of projects? Well, that's what I'm answering in today's Q&A. How do I attract video projects that I actually care about? Let's jump in. We've all been there. We notice a slowdown in our pipeline, or we're scratching around for a project, and an opportunity for a project that we know we don't really care about comes in and we're forced to take it just to keep cash flowing.
00:00:42:23 - 00:01:06:03
Everyone's done it. It happens all the time. But deep down, you know that's not the reason that you got into the game in the first place. These aren't the projects that you're proud of, that you post about on Instagram. But they bring cash in and sometimes that's needed. I've certainly been guilty of this in the past, and I see it all the time with the production companies and the freelancers that I consult with.
00:01:06:13 - 00:01:31:12
So the question is this: How do we stop that? How do we attract clients that are perfect for us? Projects in industries that we're fired up by? Proud of? Well, it all comes down to your marketing. If you've engaged with a lot of my content, you would have heard me talk about The Buyer’s Journey. If you haven't, I've linked to that video below so you can watch that Deep Dive and understand the importance of it.
00:01:31:12 - 00:01:54:13
But in essence, we need to first truly understand who are perfect client or prospect is. And then we can shape our marketing around attracting those people into our Buyer’s Journey. Let's go back to basics. We create video content. Video content is a tool for our clients to generate results, either to fix an issue or to achieve an opportunity.
00:01:54:14 - 00:02:18:24
If our clients are marketing directors, it may be that they have a new product to launch, or they're not hitting their targets. If they're a business owner, it may mean that they're noticing a slowdown in sales, or their shareholders are unhappy, or there's a new competitor in town. But ultimately, the person that is going to pay you to create video content for them will see the video that you are creating as a means to drive results.
00:02:19:10 - 00:02:43:09
That's important, because it's the video professionals that get to precious about the creative that are the ones that find themselves struggling and scratching around for projects. Don't get me wrong, the creative is important. High production values are important. But they're important because they are a part of the equation that will help your client to drive real tangible results.
00:02:43:10 - 00:03:07:22
So the first thing that we need to do is to identify who are perfect client is. We can run many exercises to unearth this. And in my book, The Lead Generation Machine, we run through those exercises step by step. One of those tasks is creating what is called an audience persona. But we're not just talking about the regular old audience persona items such as age, location, income bracket, profession.
00:03:08:02 - 00:03:30:21
We need to go deeper than this. What are the challenges that our perfect prospects typically face? What do they struggle with? What opportunities do they have? How can we, through our video creation services, help them on a personal level? And that part is key. On a personal level. This sounds stupid, but video companies and freelancers often overlook this.
00:03:31:02 - 00:03:53:02
But you are always selling to a person. A person that has their own fortunes at the forefront of their mind. If you can show them how you and your production capabilities are going to help them to drive results, you will be able to hook them into your Buyer’s Journey and transition them to a project. So the first step is to identify who these people are.
00:03:53:02 - 00:04:17:21
And underneath this video, I've linked to a resource and a worksheet that will take you through how to unearth this information step by step. Then, once we have spent time mapping that out, we need to ensure that we are attracting a constant stream of these people into our marketing funnel or our Buyer’s Journey. We do that by creating content that is specifically created to poke the pain points of our perfect prospects.
00:04:18:04 - 00:04:39:17
Nice bit of alliteration there, hey? Now this part is key ... If they show any engagement on that content - so it could be a like, a view, scrolling to a certain depth of a page on our website, watching a certain video to over 75% - we can safely say that this person is, well, engaged and our services (video production) will be able to help them.
00:04:39:18 - 00:05:01:17
We can then utilize our showreel, or case studies, or other marketing material, to encourage them to pick up the phone or to provide you with a brief. But this is where so many video production professionals get it so wrong. They think that their showreel will attract those people, so they promote their showreel, or their case studies, or their portfolio, to people on social media.
00:05:01:22 - 00:05:28:19
But then nothing happens and they waste a whole load of hard earned cash because the people that they are serving that content to are not yet ready to buy, or do not have the issues, or challenges, opportunities, that their perfect clients have. So that's how we attract customers, or projects, or clients, that we actually care about. We shape our marketing to talk directly to their pain points and we move them through The Buyer’s Journey.
00:05:28:20 - 00:05:52:03
Now you can download the worksheet and the resource that I mentioned earlier. This will help you to get crystal clear on who that person is. And it will help you to shape your marketing material to attract those people. But within my book, the Lead Generation Machine, I walk you through the 10-step process that over 3,000 video production professionals around the world have now built in to their video business.
00:05:52:03 - 00:06:12:18
And it's a 10-step process that takes you through - step by step - the process to building a marketing system that attracts a constant stream of opportunities (that are perfect for you) into your video business. You can get that framework and this book - and all the steps that you need to take - for just $7 by using the link below this video.
00:06:12:24 - 00:06:34:04
On top of this, you can also subscribe to my weekly emails where each week I send out marketing, sales and retention tips, training and guides that are specifically for the video production industry. Again, the link for that is below this video. So, I hope that's helped. But if you have any questions, please drop them in the comments section below and I will respond.
00:06:34:12 - 00:06:35:17
Have a fantastic day!
