Captain’s log, stardate 20220204

Reader question re: 5-Page Proposal Template for videographers

New list member Elijah Delporte wrote in to ask some follow up questions about my 5-Page Proposal Template (shared with permission):

Hi Jonathan,

watched your interview podcast with Chris Do and loved it.

I have just downloaded your proposal template and have a few questions. I do commercial videography, creating videos for business, etc... Does this template or pricing structure work for me?

Additionally, could you outline the differences between "I will...", "features/deliverables", and "benefits" sections on the proposal. Could you give a few examples?

I am so used to saying "I will work in x location for a single half-day". If I understand correctly your method of pricing and working is a little different. Could you give a few examples?

Thank you for your time

Kind regards, Elijah

Good questions! I’ll break them down individually:

Q: Does this template or pricing structure work for me?

It certainly CAN work for you as a commercial videographer IF you are value pricing a custom project as defined in my student glossary:

Value Pricing—A form of Fixed Bid in which the price is based on the value to the buyer instead of the seller’s costs.

Project—A collaborative enterprise that has a beginning, middle, and end, and is intended to achieve a particular business outcome.

So if there is no clear end goal for the engagement, or you don’t know the client’s desired business outcome, then this template might not be the best fit.

Q: Could you outline the differences between "I will...", "features/deliverables", and "benefits" sections on the proposal

Sure! I don’t know anything about video production, but I wanted to try to give you something to work with, so I googled around a bit and made up an example that I hope is close enough to reality to be instructive:

Option 1: Pre-Production Only

I will work with your senior leadership to get clarity on the vision for the product video. I will interview stakeholders in marketing and sales to get their input. I will create a script and storyboards to review with the entire team to get consensus on the direction. Once the script and storyboard are approved, I will put together a shot list with call sheets, tech specs, and license agreements.

Deliverables:

Benefits

Q: I am so used to saying "I will work in x location for a single half-day". If I understand correctly your method of pricing and working is a little different. Could you give a few examples?

Hopefully my example above gives you a feel for the difference between selling your inputs (e.g., charging day rate to show up and do labor) vs selling outcomes (e.g., better ROI, decreased costs, shorter time to market, risk mitigation).

Here’s the thing...

Clients don’t want a video.

They want the results that they believe a video with produce for their business.

Sell the results, not the videos (and DEFINITELY not the half-days).

Yours,

—J

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