Premise: The client should know what he or she wants.
Last week, I began this series hypothesizing that clients owe video producer a modicum of money and respect. It is based on my experiences with clients over 40 years, but perhaps as importantly, situations I've experiences more recently.
I began my career as a media producer on the script end. Writing was a hallmark of our firm, and we preferred to only produce what we wrote. We were offering a turnkey experience, and pretty much guaranteeing success, and controlling the script was the heart of that promise. A good script visualizes the end product, even in the non-glamorous world of corporate video.
But that doesn't mean we walk in the door knowing the clients needs, products, personnel, marketing, or goals.
Even after heavy research, things will show up in the script that will strike the client as not right, which is why every writer and / or production company budgets for revisions.
The client who knows what he or she wants eliminates a lot of guesswork. Otherwise the producer may experience revision after revision, even far into production. That's scary.
How do clients know what they want?
Next week, we tackle the next point: the client must be committed to obtaining a successful finished product.
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