Feature image scene from “Saving Private Ryan” (c) Paramount Pictures and Dreamworks SKG
The most important question you can ask your client is this:
What is the objective of this video (or photo, marketing campaign, etc.)?
A general wouldn’t lead his team into a battle without knowing which hill to take.
A traveler wouldn’t set out on a journey without knowing where she wanted to go.
A screenwriter wouldn’t write a script without knowing how he wanted the story to end. (unless they worked on LOST. 😉
So why are so many of you creating content for your clients without knowing what you want that content to accomplish?
Knowing the objective for any project…
- Allows you to make the right creative decisions
- Establishes guard rails and guideposts to keep the project on the right course
- Allows you to prioritize
- Gives you parameters by which you and your client can measure success
If you’re starting a project, and you don’t know the answer to this question, it’s like running an obstacle course blindfolded.