If there was one simple thing you could do to increase your chances of closing every deal and double your rates, would you do it?
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That one thing is to - "Niche down so you become an expert in serving 1 specific customer with 1 specific problem and align your marketing for that client."

Here's what I mean by niching down until you can be an expert.

• I shoot videos for hotels
• I shoot videos for luxury hotels
• I shoot videos for luxury hotels in Mexico
• I specialize in video ad campaigns for luxury hotels in Mexico.
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Imagine if a luxury hotel in Mexico needed help creating videos to run ad campaigns. Who do you think they would work with? Any talented filmmaker who reaches out or someone who specializes in solving their exact problem?

The specialist can show multiple relevant portfolio videos, testimonials from past clients who had the same problem, and even results from past campaigns.

How easy would it be for the hotel to say yes to this offer?

Since you're a specialist, you can also charge MORE for your video work—sometimes a lot more!

It's how some creators can charge $10K+ for a video while others charge $1K or less.

Taking this a step further, here's how I'd position my services quickly in my email outreach to establish myself as an expert early in the client journey.

If you were a boutique hotel owner, which email intro would you respond to?
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OPTION #1: "Hi—My name is Jordan. I'm a travel/lifestyle filmmaker based in Vancouver and would love to capture social media content for your hotel. Here's a link to my last three YouTube videos."

OPTION #2: "Hi—My name is Jordan. I'm a videographer specializing in boutique hotel marketing. I've worked on video campaigns for (hotel name), (hotel name), (hotel name). Here's a link to a video ad campaign we ran that generated 100 new bookings in 60 days."

For me, it’s Option #2 and here’s why;

• It shows industry expertise by stating I "specialize in hotel marketing."
• I mention "video campaigns," suggesting we offer full campaigns and offer more value than a video.
• Then, I include the names of 3 hotel clients, offering "social proof" to show I've done this multiple times, shared relevant content, and am a pro at hotel video campaigns. This leaves the client confident in my ability to deliver results.
• I share results from a past client

And this was all done within the first 3 sentences.

With Option #1, it would be harder to convince the client you can deliver the same results with the generic approach, even if you were just as skilled as Option #2.

Now, "niching down" doesn't mean you can't take on clients from outside your niche. It just means you're focused on serving one type of client VERY well, and then you can expand your client base from there.

This is all part of positioning yourself as an expert and the first stage of the "client journey."

‍Here's a checklist of other things you can do to position yourself as an expert in addition to niching down your client base.

"The Expert Checklist"

• Do I serve a specific client in a particular niche?
• When I email new clients, do they know I specialize in their industry?
• Does everyone know my target niche by looking at my website/socials?
• Do I post the type of work I want to attract on social media?
• Do I have the logos of past clients on my website?
• Do I show new clients relevant content from within their same industry?
• Does my website have good testimonials from past clients?
• Do I market my services where my ideal clients are?
• Do I guide my clients through the 5 stages of the customer journey?
• Do I have conviction in my pricing and give a budget range on the call?
• Do I ask the client questions about their business goals and marketing strategies on calls to determine the type of videos that would work best for them?
• Do I create 3-4 custom packages for pricing that fit the client's specific needs?
• Do I set expectations early around licensing, # of revisions and usage rights?
• Do I present my offer on a call to handle objections and guide the client to the best option?
• Be willing to say no if the client or project isn't a fit.
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While doing these things won't close EVERY deal, every item you can check off the list will increase your chances of landing the project.

If you're a more established filmmaker with clients from multiple industries, niching down is less important, but focusing on the clients you serve will always benefit you in the long run.

Once you align your website, socials, and email marketing to one specific client, I'm sure you'll start to see how it decreases the need to "sell" your work.

It separates you from the other filmmakers pitching the same client, positions you as an expert, increases your understanding of your target market, and attracts new clients to YOU!

Take some time this week to go through the checklist and see how you can apply some of the items to your business. You'll immediately see a difference in your client conversations.

Be the expert!

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