Thomas Clifford /// Humanizing Business Communications

I was delighted to get an email from an aspiring corporate filmmaker today.

He wanted tips and advice on marketing himself. Good question.

And a good time to start a conversation.

Here are the questions:
1. What is the best way to find clients?
2. Is it best to use a company name or my own name?
3. What active steps can I take to start marketing myself?

Here’s my “angle” on marketing for filmmakers and a few ground rules:

--This was written off-the-top-of-my-head; in a few hours.
--It is incomplete.
--It will change.
--It will grow.
--I am a documentary filmmaker, not a marketing expert.
--These ideas are not for every filmmaker.
--It is a start; after writing it, I realized how much more there is to say.
--I hope to develop a wiki to create further conversations.
--Take what you like...leave the rest.

The other question I often get is:

Will I write an e-book on being a corporate filmmaker in the 21st century? Like a manual or a guide to help filmmakers market themselves effectively?

Yes…an e-book is forthcoming. Details later.

I’ll answer each question one post at a time.

OK. Let’s get going.

Q. What’s the best way to find clients?

A. “Think Digital” & “Act Analog”

Here’s the “Think Digital” part.

Start blogging.

a. You will find your “voice.”

b. It will crystallize your thoughts into meaningful messages.

c. Blogging will help you learn how to tell your “story.” Dig deep within, find out what makes you, “you.” Former Nike Master Storyteller Kevin Carroll has a great saying; “You have to do the lonely work.”

d. Writing /blogging will help develop your “brand;” it won’t “make” it. It will "extend" it. Building your brand will naturally develop over time. Brand-building does not happen overnight.

I am, at heart, a story katalyst and filmmaker, not a “brand” expert. With that said, I’ve learned a lot through the films I’ve produced for organizations that brand = what people feel/say about you.

e. Share your “story” in several places. Get it out there. Ask for feedback. Keep tweaking it till it feels "right."

f. Discover your target audience. Go after it. Writing and creating conversations will define it for you.

Is it: Manufacturing? Insurance? Retirement communities? High technology? Financial institutions? Banking?

Figure it out. Where is your passion? Can you blend your passion with your films?

I’ve been blessed producing films for almost every industry. I've filmed in almost every state. I started out producing and directing films for the financial world...nine years of it. That was my “bootcamp.” I branched out from there. The same might happen for you.

g. Eventually, with diligent and consistent effort, potential clients will find you.

Email.

Corporate films are stories that help solve problems. Business problems. That’s how you should start thinking. Connect with business people on a business level. Then connect on a “film” level. Be a “solutions-provider” first and foremost…then a filmmaker.

Now, this takes time, but figure out a way to craft a SHORT, MEMORABLE and UNEXPECTED email that ignites wonder and possibilities in the mind of the reader.

They will return your email.

Congratulations.

You have just started a conversation. That's what filmmaking is all about. That's what life is about.

Marketing. File under: Conversations.

Here's the “ACT ANALOG” part.

Use the phone.

Yup. Pick up the phone and call. It’s brutal at first.

That’s good. Now you will start realizing why you have to be different.

You are a filmmaker. You find angles for your films… camera angles and story angles.

Now it’s time to find “your” angle. What is it? How are you different from the filmmaker across town?

Through phone calling, you will start crafting your pitch. Call one person a day. Someone in the Marketing Department. That’s it. One call a day.

In a month, you’ll have 20 things to figure out about your craft that you didn’t know before; about yourself and about your value.

People will ask you questions. You won’t know the answers. Consider it a "gift." Go find the answers. Those people are helping you shape your future.

Over time, crafting your pitch will help you identify your uniqueness and your “voice.”

It’s scary, awkward and difficult.

But, necessary.

Read.

Books, that is. They power-up quickly.

Read business books in addition to film books.

Read Fast Company, Daniel Pink, Seth Godin, Tom Peters, etc.

Read marketing books and personal branding books. Don't stop reading.

Understand the business world AS WELL AS the film world.

Talk the talk…in both languages.

Oh, yeah. I almost forgot. ..

Read about quantum physics. Learn to co-create your reality. You'll never think the same again. Promise.

Remember: All it takes is ONE.

Every film effects someone.

I know this for a fact and it’s what drives me to make THE most authentic film possible for every client.

Every film you produce will effect someone. You may not hear about. Most times you won’t. That’s OK.

Just remember…your film matters. Your story matters.

---Tom