and technical know-how are a given for any good video producer. But client
management skills are also important for success. In this series, you’ll learn
about the three main types of clients who hire for video services—The Outsourcer, The Doer, and The Designer—and how to best help them
achieve their goals. In this second instalment, we look at The Doer.
Who is The Doer?
The Doer is a
talented and creative individual who likes to get their hands dirty. Many are “solopreneurs” who understand the power of video and how it can help grow their
business, but don’t have the budget to outsource video production on a regular basis.
The Doer typically
has basic shooting and editing skills—usually self-taught—and creates their own
video content whenever possible. This can range from short clips captured with a
smartphone to bigger productions involving a DSLR or camcorder, a microphone,
Like Outsourcers, though,
Doers know their limitations. They’ll hire a video expert when what they’re
trying to accomplish:
- is beyond their
- will take too long
or is too difficult to learn
- requires specialized
(and expensive) gear
For example, one of my clients
is a chiropractor who’s developed a series of exercises to help people improve their
posture. She often records short video tips to share on social media. But when
it came time to create an entire course to sell online, she hired me to do the
shooting and editing—in part because she wanted the videos to look
professional, but also because she was appearing on camera to demonstrate the various
exercises. She wasn’t able to record proper cutaways by herself.
The Doer carefully
weighs the trade-offs between doing it themselves and hiring someone to do it
for them—and price plays a big role in their decision.
What is The Doer
The Doer is
looking for a creative partner who can work with them to achieve their end
goal. You are a collaborator.
Outsourcer, The Doer understands what’s involved in the video production
process and how long it takes. They’re looking for someone to fill a specific skill or equipment gap.
Doers usually have
a pretty good idea of what they want to create and know how to communicate it—they
just need a little help and guidance to make their vision a reality. The question isn’t so much whether you can do the job, it’s how well you’ll work
How to Land a Job
With The Doer
The Doer typically
cares about two P’s: price and personality. First, they need to be
able to justify—if only to themselves—that the cost of hiring someone to do the
work for them is worth it.
Offer Added Value
The key to landing a job with The Doer is to
emphasize your value as a video expert. What can you bring to the table—aside
from a specific skill or piece of gear—that they don’t have?
Maybe you can
offer tips on how to improve their shooting skills, teach them a new editing
trick, or give them advice on video marketing. The Doer is looking to get maximum bang
for their buck.
On that note, be
prepared to break down the cost of your services—line by line—and explain each
one. The cost-conscious Doer wants to be assured their money is well spent.
Offer Exceptional Customer Service
Secondly, The Doer is looking for someone who’s a pleasure to work with. Sometimes we just “click”
with a client right off the bat, but it usually takes time. You can win over
The Doer by showing them you care about their brand and values. Research their
business before you meet so you’re knowledgeable about what they do and how you
How to Deliver for The Doer
Once you’ve landed
a project with The Doer, you should begin as always with a pre-production
meeting. Unlike The Outsourcer, The Doer understands the basics of video
production, so you won’t have to spend much time explaining how it all comes
Understand Their Vision
However, you still
need to ask lots of questions to get a feel for what they want you to create
and how they plan to use it. For example, The Doer may want you to capture raw
video only because they’re going to handle the editing themselves. Listen carefully and offer advice on how the two of you can work together to achieve their goal.
While Doers usually
have a specific vision in mind, their ideas might not be practical given their
budget, or even possible from a technical standpoint. Be prepared to gently
guide The Doer to a more reasonable solution. Remember, you’ve been hired for your video expertise. This doesn’t mean you should dictate how the project will unfold—you want The Doer to feel in charge—but rather negotiate carefully to ensure they get the best video possible.
Share your knowledge and expertise freely throughout the video production process. The Doer will appreciate this added value, and the next time they have a video project they can’t handle—they’ll turn to you as their go-to video expert!