Sell the client job, not the camera list
Translate a videography inquiry into the client job, pains, and gains before naming deliverables.
The move: Clients buy progress; the camera package is only the vehicle. Teach Jobs to Be Done says customers hire a product or service to make progress in a specific circumstance. The Value Proposition Canvas turns that progress into customer jobs, pains, gains, and the offer that relieves or creates them. For videography, this is the difference between selling "one shoot day plus two edits" and selling "make skeptical buyers understand why the factory process is safe." The mechanism is simple: when you name the job, you can choose shots, proof points, pacing, and distribution around the outcome. When you…
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