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"Thomas Clifford has made something useful here. This report will give you some really catchy, useful ideas.

It made me reconsider how I do what I do, so you might give it a look-see, too!" 

Chris Brogan, President, Human Business Works 

"Tom Clifford is by trade a filmmaker. For most of his life, he rarely wrote anything longer than a brief comment in the margin of a script. 

Now, though, he's producing tens of thousands of words a year, first as a Fast Company "Expert Blogger," and then as a writer for the Content Marketing Institute. 

How did Tom go from a non-writer to a prolific and much-read one? His eBook, '5 (Ridiculously Simple) Ways . . . , ' holds some of his secrets."

Mark Levy, Author of "Accidental Genius: Using Writing to Generate your Best Ideas, Insight, and Content"

“Tom is one of the nicest people you’ll ever meet—if you have the privilege to meet him. And he does sterling work as well. But don’t just take my word for it.

Read this free report and you’ll not just love its tone and content, but learn a lot as well.”

Sean D’Souza, Psychotactics.com

“Anyone who wants to improve their writing needs this e-book. A lot of ebooks are short because they just don’t have much substance to offer. They’re not worth your time (and so are many of the long ones, too, for that matter). Tom’s is short because he’s so good at giving you only what you need to know. 

‘5 (Ridiculously Simple) Ways to Write Faster, Better, Easier’ lives up to its promise by example as well as in the words themselves. Tom used the very same techniques he teaches you to write this book. 

And what’s in here is not just a rehash of the same tired ideas you find coming from people who have suddenly fancied themselves as writing gurus. There are tricks in here I never heard of (like the Writing Funnel) and some I had forgotten about and was glad to be reminded of (like Sporadic Writing).” 

Michael Martine, Blog Alchemist, Remarkablogger.com 

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Guessing Games Stink. Right?


Do you intentionally allow customers to guess about your brand story?

At this point, you're probably shaking your head and thinking, "Of course not! No way!"

Playing guessing games while developing your video brand story with your producer is no different.

For example...

When talking budgets, there's a difference between saying:

  • "I don't know what our budget is" because you truly don't know.

  • "I don't know what our budget is" when you truly do know.

It's tempting to say "I don't know what our budget is" when you do know.

Saying this is one of the five temptations every corporate video client should avoid.

Doing this puts your relationship with your producer right back into the "guessing game" business.

Certainly, your brand story isn't a guessing game. Or is it?


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Reader Comments (2)

It makes a lot of sense, Tom. There are a couple of things to consider in exploring it.

Many companies are afraid to share their budgets because some vendors have the propensity to spend what they are given. So some companies withhold information, thinking they can negotiate a better deal or protect themselves. Sometimes it works; sometimes it doesn't.

Recently, one of the agencies we work for acquired a new account after the last agency, who knew the budget, misspent $2.1 million. There more often some abuse budget knowledge, the more reluctant companies will be able to share it.

Of course, there are also some have no idea idea what's a suitable communication budget anyway. They'll overspend on office space and then scrimp on marketing that informs people about the space, taking the erred "if we built it, they will come" approach to business.

Anyway, there are many reasons companies do not share budgets. For someone like yourself, it may be even more important to find out why they aren't sharing ... which may help you move out of playing the game and positioning yourself as a trusted adviser who can help them set a budget.
March 15, 2008 | Unregistered CommenterRichard Becker
Thanks, Richard, for sharing...

Yes, a trusted adviser is exactly where I often wind up.

But what often happens is this: you develop a plan of action with a budget and THEN they say it's not in the budget. Of course, had we known up front what the budget range is, then a solution could have been developed within that target range.

Points well taken!
March 15, 2008 | Registered CommenterThomas Clifford

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