Thomas Clifford /// Humanizing Business Communications

Thanks for the incredible feedback you gave me on this "Marketing for Filmmakers" mini-series.

Let’s keep the conversation going. More than three parts, if you like. Just help stoke the fires for me so we can keep it burning a bit longer. Questions are welcomed.

Oh, yeah...

Remember, I'm a filmmaker and story katalyst; not some marketing guru.

This is how I see things; it's my 'lens.' Take what works.

Here’s the second question in the series:

Q. “In starting out, is it best to use a company name or my own name?”

A. It goes back to, “What’s your story?”

Life gives you clues to tell your “story” all the time. The hard part is being awake to notice them.

But if you pay attention, you will notice the clues.

When you catch them, noodle on them. Write them down. Blog them. Share them. Ask yourself what they mean.

You are constantly “churning” your “story.” See what rises to the top.

True story.

23 years ago. I’m young, green and directing.

We’re filming a scene. It’s a corporate film. Fortune 500. 16mm. Big crew. Talent.

Enter…script problems. Which way should the actor say it? This way...or that way?

I honestly didn’t know what to do. I was absolutely stuck.

My DP put down his camera, came right up to me, barreled his eyes into mine and said, “Who are you making this film for?”

I named our client. “No,” he said.

“Yes we are,” I said. “No you’re not,” he continued.

I named the department. Again, “Nope.”

Hmmm. I named the company. “No. Keep going.”

I named the audience. “Nope.”

I’m stumped. I-am-truly-stumped.

“Then who are we making the film for?” I asked.

“You,” he said.

"Huh? Me? What on earth are you talking about?"

“Yes, you!” he said. "You are making this film for you."

I looked at that script, told the talent what to say and everything worked out fine.

I have never, ever forgotten that story. It's one of dozens.

That was the day I found my “voice.”

That was the day I was “born” a director.

That was the day I realized only one person has the entire vision in their head...beginning to end.

The same thing will happen to you. You will have a moment, a “glimpse” into your “core” being.

Those moments are gifts. They are presents from afar. Don’t write them off.

So it goes something like this for me:

Vision = “Signature” Films = Brand = Name.

I want people to identify my films as a “Tom” film...not some “disembodied corporate" name.

That’s just me.

What about you?

What is your “story?”

Listen to your heart.

It always knows.

---Tom