“How much does a video cost?” is a question you will hear again and again if you work in the video production industry. The answer to that question can be tricky. If you provide a number that clients think is too low, they might question the quality of your work or your level of experience. If the number is too high, clients might balk and start looking elsewhere.

But video production, like any other service, is so much more than a number. It’s about demonstrating to a potential client that you can provide exceptional value. You will be doing yourself a disservice if you simply answer the “How much will it cost?” question with a flat fee or an hourly rate. Instead, shift the focus to you. Help them see why hiring you makes the most sense for their video project. Here are a few ideas to get you started:

1. Highlight your experience and expertise: While cost is certainly a factor, it's not the only factor that clients consider when hiring a video production company. They also want to work with someone who has experience, expertise, and a proven track record of delivering high-quality work. Share your portfolio, testimonials, and client reviews to show your expertise and give your potential clients a glimpse into your past successes.

2. Explain the value you bring to the project: As a video production professional, you bring a lot more than just technical expertise to the table. You can help clients develop a creative concept, write a script, scout locations, cast actors, and more. By framing your services as a value-add, you can help clients see that they're not just paying for a video – they're investing in a partner who can help them achieve their goals.

3. Offer a range of packages: Instead of providing a flat fee or an hourly rate, consider offering different packages that meet different client needs and budgets. This approach allows clients to choose the package that best fits their needs and budget, and it can help you avoid the pitfalls of under- or over-quoting.

4. Provide multiple versions of the video: Clients often have different distribution platforms in mind when hiring a video production company. By providing multiple versions of the same video at different lengths, formats, and aspect ratios, you can demonstrate your ability to meet their needs and maximize their return on investment. For example, offer to deliver a long-form video and then various :90, :60, and :30 versions based on the long-form piece. Think about repurposing interviews you gather as stand-alone :15-:30 social posts. This not only adds value to your services but also ensures that the client is getting the most out of their investment in the video production process.

The question "How much does a video cost?" is a tricky one to answer, as a flat fee or hourly rate may not always convey the true value of your video production services. By shifting the focus to what you can offer as a partner, rather than just a service provider, you can win more video projects and build a reputation as a trusted video production professional.