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Demystifying Video Production: Your Client Education Playbook (Part 3 of 4)

  • Writer: Jesse Krinsky
    Jesse Krinsky
  • Nov 20, 2024
  • 3 min read

This is Part 3 of our Client Education series. Watch for Part 4: "Building Long-Term Client Relationships Through Education," coming next week.

In the first two parts of this series, we explored why client education matters and strategies for sharing knowledge effectively. Now, let's dive into the essential concepts every video production client should understand. Think of this as your curriculum for creating more knowledgeable, collaborative clients.



Budget Fundamentals: Understanding Value and Investment

When discussing budgets with clients, focus on the relationship between investment and results:


Quality Factors That Impact Cost

  • Project complexity and scope

  • Expected production value

  • Timeline requirements

  • Distribution needs

  • Brand standards alignment

Pro Tip: Instead of breaking down costs, share examples of different video types and their general investment ranges, focusing on the end results and value delivered.


Investment Considerations to Discuss

  • Intended use and longevity

  • Distribution channels

  • Brand perception impact

  • Target audience expectations

  • Competitive landscape

For example, explain how a higher investment in production quality can lead to better engagement, a longer content lifecycle, and stronger brand perception.


Redirecting Budget Conversations

When clients ask for detailed cost breakdowns, guide the conversation back to value:

  • "Let's focus on what you need this video to achieve..."

  • "Can you tell me more about how you plan to use this content?"

  • "What would success look like for this project?"

  • "Let's look at some videos with similar goals and their impact."

Remember: Frame budget discussions around return on investment rather than line-item costs.


Timeline Realities: Why Good Video Takes Time

Help clients understand why quality video production shouldn’t be rushed. A Gantt chart can be very helpful, by visually showing the connection between each production phase and those that precede and follow it. Here’s an example of a typical production timeline.












Pre-Production Phase

  • Creative development: 1-2 weeks

  • Script approval cycles: 1-2 weeks

  • Location scouting: 3-5 days

  • Talent casting: 1-2 weeks

  • Technical planning: 3-5 days


Production Phase

  • Setup and strike time: 2-3 hours per location

  • Multiple takes for quality

  • Weather considerations

  • Talent availability coordination

  • Equipment testing and backup


Post-Production Phase

  • Media organization: 1-2 days

  • Initial edit assembly: 3-5 days

  • Revision cycles: 1-2 weeks

  • Color correction: 2-3 days

  • Audio mixing: 2-3 days

  • Final quality control: 1 day

Real-World Example: Share how a "simple" two-minute video can require 4-6 weeks from concept to completion.


Creative Process Basics

Help clients understand the creative decisions that shape their video:

Storytelling Fundamentals

  • Message hierarchy

  • Audience engagement

  • Pacing principles

  • Visual consistency


Brand Integration

  • Visual style alignment

  • Tone considerations

  • Message consistency

  • Call-to-action placement

Real-World Example: Show before/after examples of videos with and without proper pre-production planning.


Revision Process Education

Set clear expectations for the revision process:

Feedback Best Practices

  • Consolidated feedback

  • Specific timestamps (this is baked in with most video review platforms like Frame.io, Wipster, etc.)

  • Clear direction

  • Priority levels


Change Impact Understanding

  • Timeline effects

  • Budget implications

  • Quality considerations

  • Technical limitations


Implementation Guide


When to Introduce Concepts

  • Initial consultation: Budget basics

  • Project kick-off: Timeline realities

  • Production: On-set learning

  • Post-production: Revision process


Gauging Understanding

  • Ask clarifying questions

  • Request client summaries

  • Use feedback forms

  • Monitor questions and concerns


Making It Work

Remember to:

  • Adjust explanations based on client experience

  • Use visual aids whenever possible

  • Reinforce concepts throughout the project

  • Document common questions and answers


Conclusion

Teaching video production basics isn't about creating mini-producers, it's about empowering clients to make informed decisions. When clients understand these fundamentals, they become better partners in the creative process, leading to better videos, stronger relationships, less stress, and smoother productions.

Want help developing a client education plan for your video production team? We specialize in helping teams build stronger client relationships. Connect with us at www.infocusconsulting.net/contact to discuss your specific challenges.

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