In a commercial filmmaker’s career, there comes a point where they evolve from thinking about cameras and gear, to ideas and story development. This is when they begin shaping their creative point of view and codifying their particular approach to making commercials for clients.
It’s also when a filmmaker creates more value to clients, and can begin charging a more premium price for their expertise. While this transformation can be liberating and lucrative, it also requires the risk of connecting your creative thinking to your client’s marketing goals.
That’s why I am recommending commercial filmmakers listen to Guy Bauer in this greatest-hits episode of Crossing the Axis.
You’ll hear Guy talk about how he transformed Umault from a financially strapped video production company to a profitable and sustainable video ad agency.
I’ve come to believe there is a relationship in pricing creativity that connects value and outcomes. That is to say, the more you can impact the outcomes of your client’s marketing efforts, the more you can charge for that service. When this happens, you become money well spent for your client. That’s why I find Guy so inspiring when he talks about business decisions like adding media-buying to Umault’s services to better ensure their clients’ success.
It’s taken Guy almost a thousand productions to evolve his company financially and creatively. Listen to this podcast and learn from his failures, practical business pivots, and how he used the power of his subconsciousness to develop a brilliant internal production-chain video for a client. Oh yeah, he also cites David C. Baker and the Total Business Reset. Wait, maybe David C. Baker is the subconscious for us all…? Hmmmm.
Enjoy!
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