Win More Clients. A Quick Guide for the Video Professional


Win more clients! A quick guide for the video professional. We answer a question from a listener who wants to give his small town, plateaued video production business a boost.

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  1. The market is alive where I am. How does one get a start? Easy. And not so easy.

    1. Get one client. Make that client happy.
    2. That client calls you back a second time. Make him/her happy again.
    3. Client is rather happy with your work at this point, so now that you are referred to his friends and colleagues.
    4. A person your client reccomended calls up. Now you have 2 clients. Yippee.
    4. In the meantime, talk to everybody you know about what work you have done recently, what you are working on now and what you are aiming for in the future.
    5. Keep busy. Always keep busy. If you are doing nothing for a week on end, then do something. I have gotten work in the strangest ways by simply just working… doing something…anything.
    6. Be patient.

  2. In general – once you have a few customers through referrals, one other option to find new work is to research and engage with businesses in a specific field – especially if this field seems to have blue sky opportunities.

    In the past I have done this by literally just reading the newspaper, and looking for industries/businesses that have had articles written about them recently in the business section which said something positive about the sector that I thought they may want to communicate on an ongoing basis.

    This lead to cold calling the company, but with the ‘lead’ of being able to mention the newspaper article and wanting to talk to someone in marketing about it.

    Each time we have approached an industry like this, we have tended to approach 20 or so business in a particular sector and gotten one small job out of it. It’s never lead to a big repeat client (those have ALWAYS been built off existing relationships or in the broadcast sector regular lobbying as our reel has expanded). But what it has done is broadened our reel to show a more diverse array of corporate work, which can be used to show clients we have a depth of communication experience across a wide variety of subject matter.

    This is sometimes helpful when pitching new clients.

    So instead of thinking ‘everyone needs video’ and mass marketing, it’s sometimes better to remember timing is everyone – ‘who needs video right now?’ should be your question. Who has a trade show coming up, a big change in their industry happening, a new product coming to market, new legislation which might affect how their products can be used etc.

    Finding potential leads with a pressing need, based on finding their ‘good news’ stories and offering to expand upon them, should improve your chances dramatically of getting a new on off job.

    Of those one off jobs, maybe 5% may lead to a repeat client I reckon (because no matter how good a service you provide, you went looking for them, so even once they say yes they are going to feel like they have been ‘sold’ a product, not found a partner to do business with, unless you call them literally the same day they had a meeting to discuss finding a video provider).

    But researching self qualifying leads (i.e “I read this in the newspaper about your company/industry, then went to your website and found you didn’t have any video up there about it – I could help you solve that problem”) has, in my experience, created a success rate that makes it a worthwhile tactic when the regular client referrals have slowed down.

  3. This podcast is great but the only thing that gets you work is you out there selling yourself. That is the bottom line.

    I wish I was a better marketer & salesman for my business because I will take a great salesman over a slick website etc… any day.

    Pounding pavement and talking yourself up is the important thing, the rest is all a supporting role.

  4. Consider this: you want people to hire you because of your skills as a videographer/filmmaker. If you are not skilled in marketing, you should expect to hire someone who is.

    Some people are skilled in both but others are not. Marketers have hired me for videography, so why wouldn’t I consider hiring them to do my marketing?

  5. Great to hear you guys back with this podcast. Knocked it out of the park! Here is another tip to try: Check around your business district and gather up all your potential competitors promotional material.

    Give each of their items a grading, 1 – 10 for .. quality of website, logo, demo video, brochure, business card, rate card (if available) and return call time*, quality of return call, your impression of them on the phone, how many clients they give as references .. and anything else you can list.

    When you list all this info, add up the totals and see which outfit wins. Study their operation and if possible talk to some of their clients for a reference as a possible client yourself. Keep your list and update it every 9 months.

    All this should give you more ideas and reveal to you what your possible promotional costs might be and how good all your competition really is.

  6. After listening my goal now is to simply to IMPROVE.

    I was recently impressed with a company that I hired to repair something – just the way they branded themselves and the professionalism in everything inspired me to try to do some branding for my company.
    It just raises your clients first impression a little more. Thanks for this podcast. Awesome as usual.

  7. This has been my experience…

    Blasts….never work in my opinion…at least not immediately What does work is building a reputation for yourself…by constantly keeping your name in front of their eyes. Small business is about relationships. Tell him to join local business organizations that meet regularly. Offer to do some seminars/talks on the subject. Nothing is ever guaranteed and it is always and uphill battle. And it may take a while.

    Remember that saying “If it were easy, everyone would be doing it”

    Eventually he will start seeing some results. But again…you are not going to blast out emails and see any major results.
    Even in traditional sales…it takes months or years before someone calls you back. Now remember the other old saying…
    “Out of sight, out of mind.” So he needs to stay out there and involved. Maybe donate services to worthy charities that could
    use some video work and couldn’t afford to be your client normally.

    Tell him to hang in there and start building relationships…not just one sided relationships but good contacts. Have a good looking portfolio too.

    I try and base my business on that Zig Ziglar quote.

    “You will get all you want in life, if you help enough other people get what they want”.

    Sorry don’t mean to sound like a motivational speaker but….thats my philosophy on it. The only way to do it is to keep busting it and work hard and smart.

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