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It’s not your gear, it’s not your skills, and it’s definitely not your passion that’s holding you back from making real money in video production.
The real problem is that the typical advice you get from the “gurus” on buying courses and acquisition tactics — misses the point.
In this edition of First Five Seconds I will do deeper into the real reasons why you’re struggling to make money and offer a fresh perspective.
The client acquisition trap
Everyone on the internet preaches “hacks” for landing clients (cold outreach scripts, expensive Facebook ads, landing pages, video sales letters) but rarely talk about the core issues holding filmmakers back.
Real client acquisition is less about the magic script or ad and more about:
- long-term relationships,
- business know-how,
- and positioning yourself as an expert in providing a SOLUTION to your ideal clients’ very specific and real PROBLEM.
Your mission now (if you choose to accept it) is to convince yourself and truly believe in the fact that you are no longer just a “videographer for hire” but a business operator.
This identity shift is crucial before moving on.
The truth about why you’re struggling
Many filmmakers fall into the trap of underpricing themselves or attracting clients who don’t value the hard work that goes into video production.
1. Lack of clients vs wrong clients
Identifying your dream client and filtering out the wrong opportunities is the unlock.
There will always be somebody that is charging less for the same amount of work and it quickly becomes a race to the bottom. Who can do it the cheapest.
That’s why if you position yourself as the go-to expert in a narrow niche, serving a very particular type of client, you will be seen as an easy choice over someone else that serves everyone and anyone.
Would you rather go to a general surgeon for a specific health issue or a specialist that has dealt with that specific health issue a plethora of times?
2. Freelance mindset vs business mindset
Freelance filmmakers jump from gig-to-gig constantly trying to win over new work.
Business owners (successful filmmakers) run their operation like a business (imagine that, ha!) implementing systems, repeat clients, referrals, lead generation, and long-term projects.
The mindset of a business owner takes tenacity and dedication. But first you must commit to the belief of being a business owner, not just a freelance filmmaker.
3. No systems = no sustainability
If you’re disorganized, juggling multiple projects manually, eventually you’re going to hit a ceiling.
Many filmmakers burn out by falling into a trap of project management hell.
It becomes a vicious cycle acquiring the wrong client, lack of proper onboarding, constant scope creep, barreling through the prep and somehow managing the production.
Only to be left with unmet deadlines in post-production and a frustrated client… Not to mention a frustrated and burned out filmmaker.
A refreshing approach to client acquisition
What if it were simple? What if I told you it’s possible to run a successful filmmaking business with just a few ingredients?
Those ingredients are:
- Focus on relationship building with warm outreach and maintaining existing relationships.
- Fostering a culture of providing ongoing value instead of “one-and-done” projects.
- Consistent referrals and testimonials to feed the word-of-mouth marketing.
I said simple, not easy.
Every business has problems. Your job as a business owner is to pick a problem that you have expertise in and solve it for that business.
Treat your service more than just a camera operator, but a problem solver.
The value you provide to the end client will compound onto itself until it becomes unreasonable that you wouldn’t get paid (in proportion that you deliver on your promises) in exchange for that value.
Systematize your business
The filmmakers that are thriving in their businesses aren’t just good filmmakers, they’re better at managing their client pipeline, consistent and valuable communication, delivering on deadlines, and automating the mundane.
Did you know that as soon as a customer purchases something there is immediate buyer’s remorse? The same happens to clients that sign a contract with you. (Pro tip: always use contracts)
The way to combat this is by having a proper onboarding system that welcomes the client to the “family”, positively reinforces their decision to work with you, and gives a clear outline of next steps.
Two things happen:
- Their buyer’s remorse is subdued, their mind eases;
- You make a great first impression which results in a high likelihood of a positive working relationship and potentially repeat business down the line. Win, win.
Another example of a valuable system for any business is managing expectations through the relationship.
Making sure the client is aware of what the deliverables will be, when and how they can get in touch with you, how many revisions to the project are expected etc.
Pricing your services
The age old question: “How much should I charge?” Firstly, you should definitely charge more than what it costs to make. That’s called margin.
Gross margin allows you to run your business like a real business with all the administrative, marketing, sales, and other unforeseen expenses that inevitably pop up.
A good rule of thumb is to add at least 20% to the final cost of services to produce the project.
So if you hire some crew members to help with the production, and it costs you $5,000 in day rates, food, etc.. Then you should be charging at least $6,000.
5,000 x 20% (5,000 x .2) = 1,000
5,000 + 1000 = $6,000
But remember that is the MINIMUM.
The more value you provide to the client, the more you can justify higher prices (with a larger gross profit margin) because it will still seem like a good deal compared to the value the client receives in the end.
If you’re able to help a brand make an extra $100,000 as a result of the video solution you provided, do you think it’s justifiable that you charged only 10% ($10,000) of that?
How to get your first client
If you’re just starting out you may not have a rolodex of high-paying clients. And that’s okay.
Everybody starts at zero.
Here is a simple strategy for warm outreach that will certainly guarantee you get your first client if you follow it closely. I learned this originally from Alex Hormozi.
First you need to make a list your warm audience. These are people that have given you permission to contact them. Scrub all your phone contacts, social media followers, newsletter subscribers, email contacts. Now get to work:
Step 1. Reach Out
Pay your social dues. Check the contact’s social media updates. DM, text, email or call and comment on something that’s recently happened to them. “Saw you just had a baby! Congratulations!”
Step 2. Respond
When they reply, use the A.C.A. framework to respond.
Acknowledge what they said. “Wow! You just had a kid AND you’re starting a business?”
Compliment them on something (bonus points if it’s related to what they just said) “You’re a super mom!”
Ask them a question related to your offer to lead the conversation where you want. “Do you have any time for marketing your business?”
Step 3. Subtle Offer
Ask them if they know anyone that would be interested in what you’re offering. Mention that you’re looking to get some testimonials and can only handle a certain amount of clients right now.
“By the way, do you know anybody who is trying to [DREAM OUTCOME] looking to [PROBLEM TO SOLVE] in [TIMEFRAME]?
I’m taking on five case studies for free, because that’s all I can handle right now. I just want to get some testimonials for my service.
I help them [DREAM OUTCOME] without [PROBLEMS AND ROADBLOCKS THEY MENTIONED]. It works.
I even guarantee people get [DREAM OUTCOME] or I work with them until they do. I just helped [NAME] do [DREAM OUTCOME]. Does anyone you like come to mind?”
That last sentence is what makes this whole approach so beautiful. It’s not pushy or salesy. You’re simply asking if they KNOW anyone that needs your solution to a problem that they have.
Here is my version, feel free to steal it:
“By the way, do you know anybody who is trying to grow their business looking to generate leads with creative video content in 30 days?
I’m taking on five case studies for free, because that’s all I can handle right now. I just want to get some testimonials for my service.
I help them connect with and grow their audience with killer videos without wasting time and money on long shoot days and large film crews. It works.
I even guarantee people get new quality leads from their social media content or I work with them until they do. Does anyone you like come to mind?”
Avoid relying on cold calls or pitching, especially at the beginning. Leverage your existing network and use this warm outreach framework to find your first client.
Putting it all together
Many filmmakers struggle to manage all of this: the client pipeline, invoicing, proposals, production tracking, and outreach.
This is exactly why I created the No BS Filmmaker OS—a system built for filmmakers and content creators to handle everything, from tracking clients and projects to invoicing, proposals, and even warm outreach strategies.
It’s not another course, but an actionable tool in the form of a Notion template to streamline your entire process, making filmmaking sustainable and profitable.
Success in filmmaking isn’t just about the craft—it’s about running your filmmaking like a business.
If you’re ready to level up, check out the No BS Filmmaker OS today.
