The value of meeting potential clients, particularly during scripting sessions, cannot be overstated. As the video professional, it is your responsibility to listen to their problems, needs, and concerns, and provide expert advice on the best way forward. By the end of the meeting, clients should feel understood and confident in our ability to execute their vision flawlessly.<\/p>\n
It’s not necessary to have extensive experience in video production or marketing to excel in this role. Curiosity and a genuine interest in understanding the client’s business are crucial. Let’s talk about how to ask good questions.<\/p>\n
It’s wise to conduct your own research before the meeting, such as reviewing their website<\/p>\n
I recommend using the restating technique as an effective communication strategy. After asking clients open-ended questions to understand their situation, it’s important to clarify their responses by repeating back what they said. This demonstrates that we are actively listening and helps clients reflect on their decisions.For example, a client may express their need for a video on their home page. By asking follow-up questions, you can summarize their needs like this:<\/p>\n
So, if I understand correctly, you need a home page video because your web development team has advised you that it will increase on-site conversions. You hope that the video will encourage visitors to engage more and ultimately download a trial, is that correct?<\/p><\/blockquote>\n
This technique is useful for summarizing the key points and ensuring that you are heading in the right direction. Additionally, for clients who may not have a clear vision, restating can help clarify their thoughts. For instance, if a client insists on having a 5-minute video on their home page, you can use restating to guide them to a better solution:<\/p>\n
So, if I understand correctly, you want a 5-minute video on your home page because you believe that your audience won’t want to watch other videos further down the page, is that right?<\/p><\/blockquote>\n
This can prompt the client to reconsider and explore the option of splitting up their message into several shorter videos throughout the website. Overall, restating is an excellent way to improve communication and ensure that everyone is on the same page.<\/p>\n
Scripting Template Walkthrough<\/h3>\n
The primary objective of the scripting document is to create a comprehensive plan for the video’s strategic direction. This allows the videographer, editor, and graphics team to understand the client’s expectations and deliver a smooth and efficient production process.<\/p>\n
To provide a better understanding of our scripting tool and process, we have a video available. Essentially, the script outlines the video’s content, including what will be spoken and shown visually, and assists the client in visualizing the final product.<\/p>\n
Google Docs is our preferred platform for scripting as it allows for easy editing and commenting by both the client and our team. It also enables the involvement of a writer if required.<\/p>\n
Here’s an outline you can reference and follow when doing a script session:<\/p>\n
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- Before Session\n
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- Ask them to prepare their ideas (such as have the client discuss ideas with their team)<\/li>\n
- Review the client’s company\n
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- Visit their website<\/li>\n
- Watch their videos<\/li>\n
- What content is on their social channels<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n
- Start The Session\n
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- Overview\/plan for the session (this is what we’ll do today)<\/li>\n
- Focus on what would be valuable for the client\n
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- If they have no idea of a video they’d like to make then the discussion should talk about their goals or what they’d like to accomplish<\/li>\n
- If they have a specific video they want to make ensure you understand why they want that video and then discuss that specific video<\/li>\n
- Ask them what would help make this call the most valuable for you.<\/li>\n<\/ul>\n<\/li>\n
- Record your call on Whereby<\/li>\n<\/ul>\n<\/li>\n
- Gather Information – Common Questions\n
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- What is your overall goal; what do you hope your audience will do after watching this video?<\/li>\n
- Where will this video be placed? How will the person find the video? What are the circumstances around the video?<\/li>\n
- How should your viewers feel after watching?<\/li>\n
- What is the key message you expect in the video?<\/li>\n
- Can you show me your brand’s style? Do you have a brand style guide? Do you have videos you’ve made that show your style? Are you wanting us to help you develop a style?<\/li>\n
- Do you have examples of content you really like or want to follow?<\/li>\n
- What is your current process of making videos or do you need help developing a process? How do you imagine working together to create your videos or what’s the ideal process for your organization?<\/li>\n
- What’s a reasonable timeline for getting this video created? Is there a certain deadline for this video?<\/li>\n<\/ul>\n<\/li>\n
- Scripting\n
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- Explain the script structure<\/li>\n
- Hook\n
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- What will catch audiences attention (list ideas)<\/li>\n<\/ul>\n<\/li>\n
- What is the core message \n
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- What’s important to be covered in the middle of the video<\/li>\n<\/ul>\n<\/li>\n
- Call-to-action\n
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- What’s the next step for the viewer<\/li>\n<\/ul>\n<\/li>\n
- Show how they can collaborate<\/li>\n<\/ul>\n<\/li>\n
- Wrap Up\n
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- Review what’s been talked about<\/li>\n
- Briefly point out the key ideas<\/li>\n
- Fill out Homework section\n
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- When will the writer work on the script (usually 2-3 business days)<\/li>\n
- What will you send?<\/li>\n
- How will you follow up?<\/li>\n
- What will the client need to provide?<\/li>\n
- Read out loud<\/li>\n<\/ul>\n<\/li>\n
- Costs\n
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- You can wait until the script is polished so that the details are there to determine the costs<\/li>\n
- You can explain our packages<\/li>\n
- Ask about their budget<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n
- Post-Session\n
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- Before approval – focus on getting feedback, make changes, and gain clarity until the project is approved<\/li>\n
- If approved\n
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- Onboard the client<\/li>\n
- Gather all assets needed to move forward<\/li>\n
- Start looking for local film pro<\/li>\n
- Put together team and bring up any questions or concerns before thing start<\/li>\n
- Estimate hours<\/li>\n
- Set timeline<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
In some cases you’ll be given a script to work with. In this video there’s a good example of processing the script and how to come up with some visual ideas for a 2D animated script.<\/p>\n
Next Steps<\/h3>\n
Once the script and plan is approved then it’s time to commit to working with us. Either a quote needs to be provided or they can pre-authorize their card. Give the following URLs to easily help the client commit and move forward. Save these for future reference.<\/p>\n
Pay: socialize.video\/pay<\/a><\/p>\n