Video Producer Strategy

Client asked: "Why does your video cost $30K when my nephew will do it for $3K?" Fair question. Here's what they get for $30K that they don't get for $3K: The $3K Video: What you get: - 1 camera operator - Natural lighting - iPhone or entry-level camera - Standard editing software - 1 revision round - Delivery in 3 weeks What you don't get: - Strategy (no planning on what story to tell) - Pre-production (no shot list, no storyboard) - Professional crew (just one person doing everything) - Controlled lighting (you get what you get) - Professional audio (camera mic only) - Color grading (auto-correct at best) - Motion graphics (stock templates if you're lucky) The $30K Video: What you get: Pre-Production (Week 1-2): - Creative brief session (2 hours with stakeholders) - Audience research and messaging strategy - Shot list development (60+ planned shots) - Storyboard (visual plan for every scene) - Location scouting (3-4 options presented) - Casting (if needed, professional talent) - Equipment package planning - Backup plan for weather/issues Production (Week 3): - Director + DP + Audio + Gaffer + PA (5-person crew minimum) - Professional cinema camera package (RED, ARRI, Sony FX) - Lighting package (3-point lighting, controlled environment) - Professional audio (lav mics, boom, recorder) - Multiple camera angles - Shot variety (wide, medium, close-up, b-roll) - On-set client review (director's monitor) Post-Production (Week 4-6): - Professional editor (not just cutting, storytelling) - Color grading (cinematic look, brand consistency) - Sound design (music, SFX, mixing, mastering) - Motion graphics (custom animated elements) - Multiple revision rounds (3-4 typically) - Multiple deliverable formats (social, web, presentation) - Closed captions and accessibility Real Example: Client: B2B SaaS company Their Brief: "We need a product explainer video for our homepage." The $3K Approach: Nephew films founder talking about product in office. 1 angle, natural light, talking head, screen recording of product. 3-minute video. Result: - 0.8% conversion rate on homepage - Average watch time: 22 seconds (out of 180) - Bounce rate increased 12% The $30K Approach: Pre-production: - Interviewed 5 customers (understood their pain points) - Built narrative around customer problem → solution - Storyboarded customer journey - Scripted narrative (not founder talking specs) Production: - Filmed real customers using product (not actors) - B-roll of product in real work environments - Lifestyle shots showing impact of solution - High production value (lighting, multiple angles) Post-production: - Cut 3 versions: 60 sec (social), 90 sec (homepage), 3 min (sales) - Motion graphics showing product UI - Music that matched brand energy - Color graded for brand consistency Result: - 4.2% conversion rate on homepage (5.2x better) - Average watch time: 68 seconds - Generated 340 demo requests in 90 days - Sales team used longer version in demos ROI: - $30K investment - 340 demos × 18% close rate = 61 customers - Average deal size: $8,400/year - Year 1 revenue: $512,400 The Difference: $3K video: Cost center $30K video: Revenue generator What You're Actually Paying For: ✅ Strategy: Understanding what story will drive results ✅ Storytelling: Crafting narrative that resonates emotionally ✅ Production quality: Professional look that builds brand trust ✅ Attention to detail: Every shot, sound, and transition intentional ✅ Experience: 10+ years knowing what works and what doesn't ✅ Problem-solving: Handling issues that inevitably arise ✅ Results: Video that achieves business objectives The Truth About Video Pricing: You're not paying for time. You're not paying for equipment. You're paying for: - Strategic thinking - Creative problem-solving - 10,000 hours of experience - Ability to tell stories that convert My Pricing Philosophy: I don't compete on price. I compete on results. If you need cheap video, hire your nephew. If you need video that drives revenue, call me.