Go Creative Show Podcast – How To Build A Production Company

Summary


Recently I was a guest on Ben Consoli’s Podcast, the Go Creative Show.

I went deep into the challenges I’ve seen so many creatives struggle with over the last 5 years and how to overcome them.

And what it boils down to is this…

Nothing matters more to your client than the value you are providing them.

AKA… The returns they see from your content.

It used to be a game changer to provide higher quality video resolution, but now that playing field has been leveled (thanks to a market flooded with low priced 4K cameras and cheap handheld stabilizers).

So what can you offer a client that is going to put you above the rest?

In the episode you will learn:

  • How to go from being told what to do, to being considered a trusted advisor
  • Why leading with value is always a win-win in commercial video production
  • What it takes to leverage your video work to add $100k – $1m to your production company this year

Enjoy the Podcast!

Seize the day,
– Paul Xavier

Transcript / MP3

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Hi, my name is Paul Xavier. I’m the founder of the next level creators program and this is the go creative
show.
Hey everyone, my name is Ben Consoli. I am a director and owner of BC media productions and this is
the go creative show. This show dedicated to creative professionals in the video production and film
making industries. Today we speak with Paul is Xavier from the next level creators program. Paul, I
discussed some of the challenges that creative space when it comes to growing their video production
business and we provide tips on how to overcome them. It’s all about building your business people. So
strap in the go. Creative show is supported by rule Boston camera by went
[email protected] is Central News for real world shooters, hedge.video,
shutterstock.com and premium beat.com okay,
well this is an exciting episode and it’s an exciting time. It’s January, beginning of the New Year 2019 and
I don’t know if you guys are anything like me. This is the time of year where I sit back and think about
what did we do right last year? What can we do better this year? It’s all about bettering yourself,
bettering your company, making more money, becoming, you know, involved with larger projects, more
fulfilling work. That’s what we’re talking about here at BC media productions. Certainly that’s what this
month is all about and it’s the perfect time to invite Paul Xavier on the show because he is the founder
of the next level creators program and what they do is basically they help you become a bigger, better,
more profitable production company. That’s what they do. The information we covered today is for all
size businesses. You could be massively successful already. You can just have a couple of small clients
and want to grow or you may not even have created your, your uh, you know, you may have not turned
your talents into a business just yet.
We cover all of those bases and there’s tons of great information here from Paul Xavier. You guys are
gonna love this one. But before we get there, I want to talk about hedge. What is hedge? Hedge is a
backup software for filmmakers. It’s as simple as that and you want it to be simple. Think about it.
You’re on set, you’re, you’re managing your own media, so you’re your own dit, camera operators, audio
techs behind the scenes photographers, everybody’s giving you their media cards and now it’s your
responsibility to make sure that all of this stuff is backed up correctly. What you want is easy, what you
want is fast and what you want is reliable and those are the three things you’re going to get with hedge
and that’s why I use them all the time so I can import multiple sources and send them to multiple
destinations at the same time, which is huge.
So I take all those media cards, I plug in my hard drives, I pressed the transfer button, get it all set up
and hedge press transfer and it’s all done in the background. I don’t have to worry about it. I don’t have
to think about it because when the transfer is done, I got a notification right on my phone, thanks to my
hedge connect app that I’ve got right there on my iPhone. So I know everything that’s going on all the
time. I get notified when it’s done. I don’t have to worry about anything. I know that the media has been
backed up correctly. It’s been backed up to all of my destinations. What does this mean? Peace of mind.
That’s what it means. That’s why I love it. They’re constantly updating the apps. You’re always going to
get the best new features and there’s a ton of different pricing options.
So you can get a free trial. You can get project licensing if you just want it for one project. Uh, and if you
get the full license, you get 20% off by simply typing in, go creative show in the coupon code at
checkout. So it’s super easy to start using hedge. Now, for those of you that use Lto for your backups,
uh, I’ve got some great news because hedge takes the simplicity that they have used for their hedge app
and basically bring it over to a new app for Ltl called canister. So if you go to hedge.video four slash
canister, take a look around there. If you guys, even if you’re just interested in Lto backups, uh, it is a
great way, in a simple way to make those backups happen. So definitely check that out as well. So it’s all
[email protected] forward slash canister. All right, it’s time to jump into
our interview with Paul [inaudible]. Get your notebooks out kids cause you’re going to learn a lot.
So I’m here with Paul Xavier from MrPaulXavier.com and the guy that you probably have seen on
Facebook and Instagram for the past year or so and said, who is this guy and what is he doing and why is
he always in my feeds? We’re going to find that out today. Paul, thank you so much for being on go
creative show.
Absolute pleasure, Ben. Thanks for having me.
I’m so excited to have you on for two reasons. One, like I said earlier in the, in the Intro, I’ve been kind of
seeing you and hearing about you and it’s one of those things where you’re like, all of a sudden you’re
everywhere and I need to know what you’re doing and when I started learning about what you’re doing,
I said, this is perfect for the go creative show audience in. The second reason I’m excited is because it’s
January, it’s the beginning of 2019 and this is the time period where everybody’s looking inward and
saying, what can I do? How can I become better for the new year? It’s the perfect timing to have you on.
So welcome.
Thank you very much. It’s a pleasure to be here and I couldn’t agree more. I think our audiences and
your audience is going to get a lot of value from the conversation we’ll have today.
Tell us about yourself. Who I guess, who are you? What are you doing? I go to your website and it says
business mastery for production teams, filmmakers and directors. I go to your Instagram and I see
what’s the quote here? I wrote it down. I help video experts get to six, seven and eight figures free
training on how to 10 x your video production business. These are all very tempting, uh, claims here and
I’d love to hear more about who you are and what you do.
Great question. So essentially I have created a mastery program and community that’s really more than
anything, it’s a community of film makers, video experts, directors who some of them have 50 years
experience. They have Emmys that they’ve won. They’ve got tons and tons of knowledge and we worked
together in a collaborative way to scale companies to build production companies from the ground up,
whether it’s a, uh, a brand new person who’s trying to break into the film making industry to break into
being a production company. How do we get that first client when you have no experience and you have
no case studies, when you have no highlight reel even, and how do you value yourself? These are a lot of
the big struggles that filmmakers deal with on a daily basis or directors deal with on a daily basis is how
do I start monetizing my passion for video or how do I break into the industry and turn it into a real
living for myself.
And that’s really what we do there at next level creators is we created a training and a community and a
way for us to work one on one and in a group setting with, um, you know, at this point in time we’re
working with roughly 370 or so a film makers, directors and help them thrive and, and break through
whatever the bottleneck is on their company at the point whether they’re trying to get to six figures
because that’s the big goal for them. Um, you know, no matter what, that’s why it’s called next level
creators. Everyone always wants to get the next level. Yeah. Right. If you’re at $500,000 a year, you want
to get to a million. Right. One of the problems that we have to break through there. A lot of it’s going to
be how do we stop selling your time for money and productize what you do. Put more systems in place,
create a proof of concept and really scale up. So
that’s it. I’d love to know about the pain points that you’re hearing from your clients. And we can
basically start with mine. I mean one of the things that I’m having problems with with my production
company, and I’ve been doing this since 2005 is there’s always that ebb and flow between finding clients
and then doing the work and there’s kind of these peaks. So there’ll be a series of, there’ll be a time
where it’s all meetings and all getting clients and going to networking events and find it. And then you
get all your clients and then you do all the work and what you’re doing the work and not getting your
clients anymore. And it’s sort of the cycle repeats over and over again. And that’s something that I’m
trying to, I’m trying to level those peaks in, in, in my business. And I’m curious if that’s something that’s
common that you’re seeing with, with your, uh, I guess I keep saying clients, but I don’t even know what
to call them. I guess your, uh, your community.
Yeah, absolutely. That’s a huge problem. We deal with, uh, you know, some of our clients. Um, I’ll just
give an example of Johnny Eaker over at cosmic sauce. He, he was dealing with that same thing. And
then the cash flow cycle issues that come up in your business. Uh, yeah. A lot of people don’t talk about
the business side of things. So the cashflow of, Oh, well we’ve got a project now. It’s a big project. It’s a
$30,000 video or commercial, we’re going to shoot for someone. But then you’re getting 50% upfront.
The client draws out the post production process. You don’t get the other 25, 50% upon and closing, uh,
as quickly as you would have liked. So the cashflow in this business model can be very, very worrisome
at times. And so there are a number of ways to tackle that exact issue then.
And it really depends on your vision of what you want to do. Um, I am a huge believer in working with
less clients but working with them in a more in depth basis. So what I mean by that is instead of selling
one off commercials to business owners, I’m a huge fan of doing either content retainers or commercial
campaigns and those are very two very distinct, very different value propositions. Then a one off video
project and the content retainer would be a relationship where you’re working with your client on an
ongoing basis to produce content that is going to speak to the different uh, customers along their
journey of working with that business. Because sure, once a, you know, when a business is trying to get
its message out there and no one knows who this business is, we need to get a hook in front of them.
We need to communicate a lot of value really quickly. And that’s where most video production experts,
they kind of focused on that first commercial, the one to get people into the company. But then you
can’t ignore the people who’ve seen that video, that commercial. And now we need to give them a little
bit more about you. Now we need to say things differently to capture their attention once again. And
that’s where content retainers come in and are very valuable to businesses today. Um, and it’s a value
proposition very few people are doing, which will solve those cashflow problems and also solve those
client acquisition problems because no longer do you need new clients. You can just work with five
clients on an ongoing basis for the course of multiple years and really help them grow and create
consistent videos on an ongoing basis, which is also a very fun and engaging process because you’re,
you’re creating new things every single weekend. Uh, solving that challenge for those business owners.
Right.
I love the idea of having clients on retainer and providing them content over the course of a long period
of time. But the issue that I run into a lot of times is people come to me, especially in larger companies
and they have set budgets and they’ll come to you and they’ll say, okay, we have x amount of money,
fifty thousand one hundred thousand eighty thousand whatever. This is what we have to spend for the
year and what we want is a commercial and that your, in order to fulfill their vision of their commercial
at the quality level that they want, you end up spending a lot more of that budget then then really you
would think and if they’re allocating 100,000 for a year’s worth of content but, but that can only afford
one commercial. How are you working negotiations
to keep budget flowing through for video content for clients that only have a limited amount to begin
with? That’s a fantastic question and it’s a huge pain problem that I think a lot of video, uh, expert
struggle with is that idea of how do we, instead of becoming the person who’s being dictated what to
do, how do we become the person who is the trusted advisor explaining what we should be doing to a
business owner? Right? And that’s a very different conversation. It’s one of the things that we focus on a
lot at next level creators is, um, you know, we’ve, we’ve put together, I’ve done over a thousand sales
meetings, myself and my team put together in a variety of different industries. We’re going to different
businesses from large companies, a hundred thousand dollar budgets all the way down to, you know, a
pizza shop with a $500 budget, right?
And what happens is you have to make a distinction between being told what to do and being that
advisor in the sense of what is the objective of these videos in the first place. And that’s the whole
source of that conversation. So I talk about this a lot. It’s business and anything to do with being a video
expert or video production expert who wants to be selling to business owners and creating content for
them on an ongoing basis. You have to learn how to run that conversation to where you’re not just
offering solutions all the time, but you’re diagnosing problems. And what I mean by that is let’s just say
we get in like the conversation we’re having right now today, Ben, um, like you said, one of your
problems is these clients come to you with, with these big budgets and then we’re having a conversation
on why, like what we need to do to get beyond that, right?
So we’ve diagnosed the problem and now we need to work through what the solution is going to be to
that problem. And so as we’re diagnosing essentially what a business owner thinks they need,
oftentimes it’s not what they actually need, right? Like someone might come to you and say, here’s the
video I really want to create, but you know, with your experience, that video on unfortunately probably
not going to get the attention of their market. You just have a little bit of insight, you don’t think it
would work. And because of that, you have two options. You can just sell them the video they want for
$50,000 budget and produce a forum. Or you can say, well, listen, the way we should really do this is
what do you want this video to do for you? Right? What’s the objective of this video? And then the
business owner’s going to say, oh, well I want it to, uh, I wanted to get my market’s attention.
Of course you do. Right? So what’s the reason you want your market’s attention? Well, I want more
clients. I want to grow. Okay, awesome. And then here’s where some of the business acumen starts to
come in. Uh, a video expert is you have, you have to learn some dynamics of how businesses work,
which the first question we always ask is, well, how much are you willing to spend to acquire one new
client in your business? And oftentimes, especially at a larger company, they’re going to know that
number and they’re going to love the fact that you asked that question. I love that question because it
shows that you’re not someone who just cares about, you know, the quality of the video. You’re not
someone who is only focusing on, you know, telling a pretty story, but you’re actually focusing on an end
result and objective the business owner cares about.
And once we get that number, so let’s say I’m willing to spend, you know, $500 to get a $2,000, uh, or a,
a new car sale, right? Uh, at a Volvo or something like that. Wonderful. That’s how much you’re willing
to spend to acquire a new client on average. Well, how many new clients are you looking to bring in
from this video? All right. Now what we’re starting to do is create separation between um, where the
client is now and what their objective is, what their actual goal is, the transformation or the value of the
video we’re going to be creating for them.
I liked that a lot. I think those types of questions are, they get to the root of what people want to do.
And a lot of times people come to us and I’m sure everybody in the audience has the same thing. People
say, Oh, I want to do a commercial. They’re not really thinking what they, what they’re saying is we want
to promote our business. But the word commercial just kind of comes out and they’re not really thinking
in terms of, well that means 30 seconds, 60 seconds air time on, you know, on a network or a pre roll ad
or something like that. There’s not a lot of thought about it beyond that. And I think they are looking to
us as content creators and producers, directors to come up with a plan. Um, you know, I just the other
day, what is today, Thursday, just Wa might’ve even been yesterday.
I had a conversation with a woman who wants to, she wants to do a series of videos to promote a book.
And I was talking to her about, you know, where do you know, how do people buy the book and Yada
Yada, and she showed me your website and all this other stuff. And I sort of talked her out of the video
because I honestly was like, I think your, your money is better suited getting all of your website and your
social media presence is up to par because if you’re going to promote something, people need to see,
like you’re going to send people somewhere where they go needs to be interesting and it needs to look
good. And I was like, I just don’t know if you’re ready to drive traffic to your websites right now. They’re
not really. They’re not really there.
Ben Right there shows something about your personality that I think a lot of your listeners really
resonate with, which is, um, you’re not in this to be in a a win, lose situation. And I talk about this a lot.
Um, a lot of the traditional video production industry is kind of this, this, uh, you know, how can I get
more, how can I get more? How can I get more clients? How can I make more money? How can I get
higher value clients? And instead of thinking about yourself all the time, right? Instead of leading with
how much am I going to get? I think that desire for service and that desire to help create a result and
actually create videos that make an impact for your clients, that has to proceed, um, the desire for
income for yourself. And the funny thing is if that desire proceeds the desire to make income, you’re
gonna make far more income than you could ever imagine because you’re going to be delivering results.
You’re going to be getting people what they actually want. And so, I mean, just huge praise to you for
running that scenario the way you did. Um, a couple of lessons for you as well. Uh, in that exact topic.
You would be unbelievably surprised by how ugly something can be and still perform extremely well.
And I get, I get a lot of flack for this in the filmmaking community. I think just the other day, um, you
know, we had quite a few people, just a mocking some of the videos that I had shown in some of our
commercial campaigns saying, oh my goodness, like a sixth grader could, could with an iPhone could do
that. And it’s true, right? Was All your work that you put up. Yeah. Yeah. It was, people were prepping
on your work. Oh yeah. But here’s the thing then I don’t mind.
I don’t care. The, you have to keep in mind the opinions of other people as to, as to how your work is
good or bad is irrelevant if the results of your work are great. And that’s something I have to really work
with a lot of our people on is because everybody wants to shoot on the big cameras. Everybody wants to
have, um, access to the most expensive equipment. And although I’ll say this equipment and great video
quality, it’s an amplifier. It’s works incredibly well. It will amplify a powerful message to buy 100% in
some cases. However, it’s not necessary to get a very strong message across. And so that’s something, I
mean, the guys over at a sandwich video, they made an incredible, a tutorial on this. I recommend
watching it to anyone. It’s called Soapbox Wistia, where they’re talking about different production sizes,
what was possible and um, uh, looking at the campaigns from each other.
And it was very fun. And, and so you have, what’s it called? I want, I want to find it and put it in the show
notes. Sure thing. Yeah, it’s on, um, go to sandwich video, video. There’s so guys, absolutely, absolutely
phenomenal people. Um, really fun as well. And uh, yeah, just look up the Wistia commercial that they
did on the different production budgets. It’s a fun, Fun Watch. I got to get those guys on the shelf. I do
like kind of forgot about the, like I was super into them for a while and then I just, they just sort of
slipped my mind. But there’s so good. Alright.
Soapbox are here. It is. I’ll put a link to this in the show notes guys, so you can check it out. Um, but if
you don’t know who sandwich video is, oh, you really should. They’re great.
They were one of my biggest inspirations when I was getting started. Real. Um, absolutely. I mean, uh,
the founder, I believe his name is Adam, I could be wrong there, but, um, I saw this youtube video of this
guy sitting in a chair. I mean, it was shot on probably a phone and he was talking in a very narrative
director way. It was super funny and I was like, holy cow, this guy created this. Really not so not
beautiful, not high production. But it was interesting story. The message got across to me and now you
can see as his work has developed as a storytelling capabilities have increased. The results of his work
are phenomenal. High productions, beautiful quality, incredible stories. The animations are stunning.
Um, but not just that, you know, you look at the results of his campaigns, his clients, their businesses are
thriving because of the videos he’s creating. And again, that is what he’s focusing on. It’s less, you know,
he doesn’t lead with the quality of his work. He leads with the transformation. The result is video is
create or his videos are creating for those clients.
And you know, it shouldn’t be surprising to people because you go on youtube and you look at things
that have millions and millions of views in, for the most part, they’re not really the cinematic genius
pieces. They’re kind of just people talking and people like people, people like personality, people like to
learn something and, but you know, you know, I say that, but there’s been, there’s been many times
where I’m thinking about a project I’m working on and I’m like, okay, what is the goal here is the goal to
have this be the most beautiful looking thing possible. Mm. Uh, with the right, you know, the the right
concept, the best acting, all this stuff in. Oftentimes I look at it, I’m like, yeah, kind of like, that’s really
what I want, but I always have this conflict because sometimes, you know, the best messaging isn’t
going to look that great, but it’s going to make your client’s super happy because it’s going to work. And
there are a lot of instances of this, especially in local and regional TV advertising or something that looks
kind of crappy, just gets people’s attention and it gets stuck in their head and it just works. And Yaz
filmmakers, you don’t really want to be part of something that doesn’t look very good. But if you’re
selling as part of your services, not just something that looks amazing, but something that works, maybe
you can leverage that into giving clients what they need sometimes and not worrying so much about the
way something looks.
Absolutely. And, and here’s the thing again, um, a powerful message if you don’t need it to necessarily
be the highest quality, but if you have a very powerful message and it goes all into storytelling all into
understanding who the audience is. All, I mean, I always lead with content is king. At the end of the day,
it’s the story that matters, not the pixels. Um, and so when we think about that, if you have a powerful
story, um, what is the purpose of quality? What is the purpose of, you know, going to these, uh, these
film schools and learning the quality? And I mean, there’s so many online trainings and youtube videos
now and how to shoot beautiful, stunning video. It’s amazing. What’s the purpose of that, if not to
amplify a powerful message? That’s the purpose, right? You should aspire to create [inaudible] and
create powerful, beautiful works of art.
Um, beautiful things. But you should also aspire to create a massive result first. If you do that, then it’s
the same thing that you see with the history of sandwich video. I mean, they’re just, I always referenced
to them cause they’re like the perfect case study. The videos weren’t the highest quality in the
beginning, but then you look throughout history and we have only gotten better and better and the
results are getting better and better cause he, he’s learning how to amplify that message. Um, we’re
going through a lot of that right now. My own skill set, right? Like I come more from a storytelling sort of
copywriting script, writing, directing background, um, on a very basic, simple level of course. And, uh,
now I’m learning how to leverage higher quality productions to amplify those messages and get better
results for myself, better results from my clients.
And I have to tell it works wonders. So, um, people who are, who have this expertise, right? Let just like
you, you then, um, when you have that expertise of how to do extremely high quality productions, um,
if you add, uh, the way of you could visualize it is you have this tool belt around your waist and in that
tool belt you have so many tools in the skills and knowledge on how to use them for production, right?
You’re an expert there. If you add another pouch to that belt and you add distribution to that bill, you
become 10 times strong. I mean thousand times stronger. It’s not one plus one. It’s one times 100 or
one, you know, times a thousand. And it’s, it’s, it’s much bigger. You’re exponentially stronger and
exponentially more valuable to your clients. So I r r is part of what you suggest to these filmmakers that
are trying to get things off the ground is to add distribution as a service that you offer.
It is a huge value add. And here’s the thing, you guys, everyone who’s listening, there are many ways to
add more value to your clients that don’t include you being the person doing everything right. There’s
this myth, especially in the creative industry, that no one can do what you do, that it’s a myth and it’s
wrong, right? When it comes to distribution, the key to understand what good distribution is, how to do
powerful media buys. You have to know what it looks like, how to communicate a story effectively, how
to get it in front of the audience, how the different platforms work, like Facebook and Instagram and
Google and all these things, which, um, you know, we see out there. And then it’s how do we leverage
our stories across those platforms? At that point, you can outsource the distribution and you’ll know
what it’s gonna look like.
You’ll know how to go in and check the campaign and say, all right, well, he’s doing a good job and
here’s the next two videos we’re going to create for this campaign because we know they’re gonna do
really well. And that’s the beauty of it. So yes, again, you’re adding value. And one of the things I
absolutely love about distribution is you’re not leveraging man hours or time, right? So when you’re,
when you’re offering productions, you’re pretty much, you’re selling time for money, which nothing
wrong with that. I am service industries exist for a reason. People need that. It’s a huge, huge value add.
Um, but at a certain point you hit a cap, right? You had run into those issues where you’re shooting and
you can’t market anymore or an an issue where you’re shooting and you can’t sell anymore. Um, cause
you don’t have the time to.
So how do we start increasing your, your income and increasing your impact without you being there?
And when we’re offering distribution as a secondary add on or an additional value add, you’re leveraging
this technology to run these videos to get people’s eyeballs on them 365 days a year, 24 hours a day.
And by doing that, it, it just increases your value proposition massively. Um, and again, you’re not selling
time for money because you’re not doing the work. This is technology’s out there showing your ad,
showing your messaging and getting people to, uh, to really engage and improve the impact of your
work.
Let’s take a moment and talk about rule Boston. Camera rule is the place to go to purchase and rent all
of your production equipment. Their inventory is huge. It’s insanely huge cameras, audio, lighting, grip
gear, communications, camera dynamics, all of those things like movies and black arms and easy rigs at
all. The cool stuff you want to play with. And of course a huge selection of lenses are all available there
at [inaudible] dot com, uh, for rentals. Of course you can buy a lot of stuff there too. I bought tons of
cameras there. Um, but the big thing is the service that you get, you’re going to get expert advice and
counsel in preproduction. Now that’s super important. Uh, you need the technical guidance when you
take out this equipment, you have to know how to use it. You have to be able to solve problems if they
arise.
And when you leave with your equipment from rule, believe me, you, you’re going to know everything
you could possibly know about this stuff. And if you ever have a problem on set, they’re always there.
They’ve got your back. That’s the reason that I keep going back there. I mean, you can, you can rent and
buy from other places certainly, but rule is going to give you that attentive service. They’re going to
make sure that your shoot those off without a hitch. They want that to happen. They want you to have a
successful shoot. You know, and if you’re renting, it’s probably because you don’t own the gear. And if
you don’t own it, you probably don’t know as much about it as you should when you go out there and
start using it. So rules got you back. They’ve got the service, they’ve got the inventory, they have it all.
So I suggest you check about rule.com r u l e.com.
Okay.
So kind of putting this into action, a production company gets a client, clients like, yes, we want to do
this retainer business with you. We’ll do a video a month, whatever it is. Um, your suggestion is in order
to continue, you know, showing the value of the work that you’re doing, outsource the distribution in
some way so that you can have like trackable success. Something measurable success that you can then
show to the client and that will continue, you know, them coming back to you. That all sounds great and
it sounds like a perfect situation, but when you think structurally, what does that actually mean? Like
just outsourcing your distribution is one thing. I don’t, I wouldn’t be able to follow up with something
like that personally. Me and my own time. So let’s, I guess let’s use me as an example. If I wanted to
start selling the distribution, uh, an ad buys, what is the best first step to get involved in that industry
and not have to suck up all of my time?
Sure. Um, so of course time is extremely valuable thing and it doesn’t matter who you are. If you’re
going to add a new value proposition, you’re going to have to sacrifice either money in time. If you want
to grow period, you have to sacrifice. Oh yeah. There’s no way around it. This whole idea that things are
just going to come to you just throw it out the window. Um, so in your instance, um, the major thing is
you’re going to have to sacrifice some time then and there’s no way around it. Uh, and so you have to
choose. Is this the way you want to grow your business? Do you want to continue to do the things that
you’re doing now? Do you want to continue running the business you have now? And if you do, I mean, I
am so happy for you. Um, this, I, I had never tell someone what to do in the sense that, um, like here’s
exactly what you should be doing because now you’re going to be more successful.
You’re going to make a bunch more money. I mean, that’s not the whole point of this. The point is to be
happy doing what you’re doing. Yeah. That’s what we got into this creative industry for in the first place.
Um, and if right now you’re running a really successful production company, which of course you are,
you have many clients, you’re making a great income. Uh, you know, of course I’m hypothesizing here
and now let’s say that you want to get to another level. Let’s say you want to take it and you want to
double your business this year, right? Well, you can’t expect to get that extraordinary of a result by
doing things and thinking about things the same way you are now. You’re going to have to look at what
are the other options, what are the alternatives to here and how can I continue to deliver massive value
to my clients?
Um, well getting my time back and how can I do less and make more in a sense. And that’s the, that’s
the, the paradigm. You’re going to have to start to walk down that line of, well, right, right now, the way
my business is set up is I’m shooting two weeks out or two weeks. I’m doing postproduction the next
two weeks, every single month. I mean, I have no time left, Paul. I’m already working 12 hour days,
seven days a week. I can’t do it, my friend and I say to you, okay, that’s great. So we’re going to have to
sacrifice you taking on all these clients to open up the space for you to start doing things differently. And
that’s gonna be step number one is having you be willing to, to do that. And from there then we’re going
to have to look at what the options are and what the opportunities are for you.
Um, I always say, you know, you’re going to have to learn how distribution works. So you’re going to
want to learn from someone who knows what they’re doing. I am a huge proponent of mentorship. I’ve
spent, I mean at this point more than most people ever spend on, um, a college degree, probably 10
times that, uh, on mentors throughout my life who have taught me many, many great lessons and
things. And because of that, I’ve been able to scale rapidly and, and wildly. And, um, you’re going to
want to do the same thing. You don’t want to find someone who has a little bit of a different model
where time and money aren’t connected in the way they are now for you. Um, and you can start to, to
scale those and get different levers that you can pull on in your business to increase how much you’re
earning.
If that’s, of course your number one objective. If you want to be shooting all the time, then you can keep
doing what you’re doing. You can transition to content, retainers and scale that way. Um, where content
retainers. Just so for anyone who’s listening, um, and this is a huge value nugget that I just think he’s
really important. If you partner up with a large firm, a large company, someone who’s rapidly growing
and they’ve got a really, really good media buying team, these people need you so desperately. It’s not
even funny. Hmm, okay. They need you so, so bad. I know it. In my own business, I am always, always on
the lookout for someone who, who not just is, you know, a camera operator, but someone who is a
copywriter, someone who, who’s a script writer, a director, they can come up with ideas, they can
create them, they’re engaging, they’re fun, they’re going to get my market’s attention, bring them in to
me. Um, and then I also need that other, that other skillset, that distribution expert, that media bias.
We’re always looking to bring them on as well who are really skilled there because um, when those two
things pair together, it is a beautiful, beautiful thing. So, you know, commercial campaigns where you’re
doing both. I’m a content retainer is when you can be partnering up with a company that already has
that.
I liked, I liked that a lot. In fact, something just recently in the past couple of months we’ve decided that
we are going to explore a partnership with a company that does a lot of market research. Uh, because
we figured that one of the things that we work a lot with that agencies, so when we work with ad
agencies, a lot of that stuff is done. They bring us in, we realize their vision, help them sort of maybe
sometimes work their script to something a little bit more conducive to video. Certainly work with them
on budget because a lot of the times what they want to do doesn’t fit the money they have. And we get
the project done and then it’s off our hands. But for the projects that we do directly with clients, they’re
asking us to come up with creative. They’re asking us to come up with a plan.
And what we found is that a lot of times the creative is developed by talking with them, but not that
much else. We’re kind of relying on them to give us as much information about their company as they
can. But what we found is that sometimes the people in the companies don’t really know. They don’t
know what people think of them. They don’t know what their, what their standing is in the marketplace.
So we’ve been trying to develop relationships with companies that do market research to help us
identify the real problems that the company has and the real messages that they should be sharing. And
um, you know, that’s something that ad agencies do, but a lot of people like me that just have
production facilities, we don’t really do that. And it’s something that I’m excited about for the new year
and it’s encouraging to hear you say that partnerships are a big part of how you inspire people to grow.
I am a huge proponent of the right partnerships. Absolutely. If a partnership is going to increase value to
the end client, they’re, they’re highly valuable how you leverage them. But you also have to be
extremely careful about dicing your time up because now having partners means managing partners.
Yeah. And a lot of people, uh, can, can easily get themselves into the trouble of, all right, well, I’ve got
these, I see it all the time especially, and there are different stages of growth as a entrepreneur, as a
creative, as a going from someone who’s never had a client before, right. You don’t need to be thinking
about the things that a lot of what you and I are talking about today, right. You should be thinking about
something completely different and, um, to give someone the right visual for what success, um, actually
feels like when you’re obtaining it is, I like to say it’s, it’s like going on a really long road strip at night.
Okay. Wait, when you get in the car, it’s pitch black. You can’t see anything. So what do you do you
know where your destination is? Let’s say you’re driving a thousand miles and let’s say in business you
want to get to six figures this year or do you want to get to 250,000 this year and you’re just getting
started? You have to know what that vision is. Then you have to be flexible about which route you’re
going to take to get. Cause that’s what entrepreneurship is. And a lot of it is resourcefulness. It’s being
flexible with your time, your money, your resources that you’re investing into this endeavor. Um, but
you only ever at one point in time need to see about a hundred feet in front of you cause you have your
headlights on. And that’s focus. Focus is our most powerful asset. Um, and what you really need to be
thinking is what do I need to be focusing on right now? And that’s why, um, I’ve kind of quantified those
multiple different stages of growth depending on where you are at now as a filmmaker, where you are
with your value proposition, how many clients you have. And Ben, I mean, just for you to give you an
example. Um, I would imagine that you prefer to work with clients that aren’t coming from the ad
agencies but our direct clients to you. Am I right?
Yeah. You know, it’s half and half. And the reason I say this because when we work with ad agencies, I
love the fact that the creatives been established. They know the messages that well I guess you never
know for sure, but they’ve done the research as far as what messages they think are relevant to their
clients. Um, they generally have really good budgets and you know, it’s part of a campaign. So you, you
have the confidence in knowing that when the project is done, people will see it. Um, that’s what I love
about working with ad agencies. What I love about working direct to client is that you have a little bit
more creative control. You really feel like you’re helping them because you’re, you’re, especially when
you are initially speak with them, those conversations that you have about trying to develop their
messages and their branding and all that. It’s a fun conversation to have and we don’t get to do that
when we work with ad agencies because it’s already done. Um, so there, there are times where direct
declined can be more fulfilling. There were times where it could be more profitable, but I really do like
the ad agency relationship too. That’s a very fun, um, that’s, that’s a fun group to be part of. Like I said,
because you know, for sure your stuff’s going to be seen.
Absolutely. I, I agree with you there. Okay. And you have a partner who’s doing a lot of, um, a lot of
heavy lifting in terms of value offering yeah. For you. And then they’re looking to you to be the trusted
advisor in your core competency, which is that producing camera, operating directing and a script
writing, which is wonderful. It’s a fun process. Um, and I know I would just say the greater majority of
the people we work with, they love that direct to client relationship. Yeah. They love that idea of being
the there from point a to point z from the point of art. I’m going to help you craft the message. I’m going
to help you with your branding. I’m going to help you with, you know, who your audience is, the
research that it takes to actually understand the customer. And, uh, by the way, I absolutely, I kind of
chuckled over here when you said that most business owners don’t really know what, what clients want
and that’s so, so true.
Yeah, I see it all the time. And one of the things we have, and this is another kind of value tip, is if you
are working with a business owner and you’re going through that process from point a to point Z, um,
point a is market research for that business owner, which means going above and beyond just talking to
them. Okay. You can’t expect the business owner to know everything. That’s why they’re bringing you
on board. I mean these people, um, I’ll give you the example of a surgeon, right? A brain surgeon might
not be the best person at communicating value, right? If he’s got a, he might not be the best person that
coming up with ideas that are going to hook people who need that in and then get them to, to, to buy.
He’s a specialist at what he does. So how can you figure out what people want to see, what they want to
hear about, um, in this commercial or this video that you’re going to do for this hospital, um, or for this
private practice.
For this individual, you should talk to their clients, figure out what’s important to them. There’s no
better research, there’s no better way to come up with a message then to figure out what’s actually
valuable and important to their clients. And I can give a number of examples in terms of what we found.
I mean, working with small businesses is, uh, as small as massage therapists, right? A lot of people think
that, uh, individuals go to get massage because they want to just relax. Well, what we found when we
did research on, um, my wife’s previous business who, she was in a saas therapist, we did a lot of work
with, uh, when we spoke to her clients, they were after actual change. They didn’t want just to relax.
Most of them were coming to her because they wanted to fix an ailment that was, uh, hurting them
back pain.
Um, they wanted to completely alleviated, which led to a different value proposition entirely. And the
way she, she looked at herself and what she was able to give to our clients in her business, um, which of
course increased her income and it made everything we were doing for her much more valuable, uh,
which was a lot of fun. And that is at the root of it. One of the major value adds you can bring is if you
know how and where to look, where to focus, again, you can increase the value, you can make a bigger
impact at the work that you’re doing. Um, so that, uh, again a, a testament to your knowledge there as
far as clients not really knowing, um, what their, what their clients want, right when you’re, when you’re
developing that production and coming up with a creative for them. So that’s a good little value nugget.
I hope for someone who’s listening today who is doing from point a to point z productions for their
direct clients.
You are listening to the premium beat.com song of the week. It’s called something in the light, but Oliver
Lou
premium premium
beat is where to go for thousands of royalty free trax for as low as $69 each. You heard me right? 69
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different and now you’re going to get stems, which is incredible because now you have access to the
tracks, to the original tracks of this song. So you can customize your music to fit your project perfectly.
But it’s all about quality. If you don’t have the quality, who cares? Right? But at premium beat, that’s
what you’re gonna find. You’re gonna find tons and tons of great music. It’s going to be super high
quality and it’s going to fit your projects well. And that’s why I keep going back there over and over and
over again. And I suggest you do too. So head over their premium beat.com
so let’s take a moment and talk about Shutterstock. Shutterstock has over 13 million royalty free video
clips, 13 million, right? And they’re estimating about 94,000 new clips or added weekly. So it’s, if you can
imagine the amount of clips it, you can’t even get your head around it. Now, the good news is those clips
are really high quality in many of them are in four k, so you don’t have to worry about sifting through a
whole bunch of garbage. That’s not the case over at shutter stock. He’s fantastic, really well curated
stuff. But I’ll give you a little trick. What I do is I go to shutterstock.com forward slash. Video. I hover
over the footage tab and I go immediately to curated collections. And the reason I do is because I like to
kind of have a starting point and curity collections is great because they have all these really well
curated collections go figure and all and all of these categories.
And most of the time I’m finding a category that really fits my project already. So I start there and then I
know I’m kind of getting the stuff that really is really what I’m looking for. I also use it as inspiration just
to like, you know, cleanse the palate, see some different stuff, kind of getting inspired. Um, so that’s
where I start. But they have a new selection here, a new section called Shutterstock select, which is so
exciting because now they’re kind of taking the best of the best of the best. This is the stuff that has that
real cinematic look. It’s the premium footage. Yes, you pay a little bit more for it, but it’s worth the
expense because it’s the best of the best that Shutterstock has to offer. Again, you can explore, um,
their footage in some pre selected categories already, which is great, but it’s such a great opportunity to
really hone in on the absolute top quality premium footage that Shutterstock has. And believe me, some
of this stuff here is absolutely gorgeous. You will be blown away. So I had over there shutterstock.com
forward slash video look around, see what you can find. I know you’re going to love it over there.
They’ve got cool stuff. Even if you just want to look at it, it’s worth your time. shutterstock.com forward
slash video check out the new thing. Shutterstock select
brand new for 2019 it’s a, it’s really impressive. All right, there’s still more to talk about with Paul. Could
you believe it more to talk about and it’s all coming up right now.
Okay.
In our remaining like 10, 15 minutes or so, I want to kind of go through the different steps of a
production companies, I guess business model, client relationship, whatever you want to call it. And to
me, and, and you may, and you may disagree with this, but the what I kind of put together on my own
and I’m thinking, you got to find the client, then you got to do the work. You got to help them distribute
it and then you also need to promote yourself and your services. Those are the four things that I felt are
like if I was going to put my business into four buckets, those are the things I’m focusing on all the time.
Sure. And I’d love to get tips across each of those four things. Okay. That our audience can kind of, you
know, learn from or go to it for resources or anything that you can think about.
Sure. So, uh, I’ve got a perfect sort of visual for people in, in a, a way of explaining how a business should
be set up as you’re, as you’re going and at the different stages of growth. Um, because again, where are
you are now will dictate what you should be focusing on in. If you don’t know what you should be
focusing on, you need to find someone who can tell you what to focus on in that stage. Um, so we have
a system, we call it the Creator’s operating system. It’s what we of course work with our clients on. And
I’ll give everyone a complete, this is how it works right at the top of your business, right? Why do
businesses exist? It’s not because of the business seller. It’s not because of you as the entrepreneur. In
fact, business has very little to do with you.
It’s all about value. So at the top of the creators operating system, if you looked at the visual, it’s like the
roof of the house is value creation. And you need to know what your value that you’re creating is, right?
Um, are you there to create the most beautiful visual? A visual is in the world? Are you there to tell the
most funny commercials in the world? Are you there to tell dark, moody stories for people? Um, are you
trying to make documentary films? Like there’s so many different value propositions that exists in the
world. You need to know what you were saying is. Um, then beneath that you have the functions of a
business. There are four of them that you need to have systems for. And depending on what level or
stage of growth you’re at, you need to focus on a different one.
But the first function is marketing. And like you said, it’s that how do I get the attention of my ideal
clients and convert them into a meeting or come, you know, convert them into a qualified prospect who
wants to potentially work with me. And I’m a huge proponent that you shouldn’t be trying to sell things
online. ECOMMERCE, when you’re in the service and filmmaking, uh, value proposition is that you
should have a, with people. You should either meet in person, do, uh, a video call or do a call over the
phone. And so the question I would urge everyone to ask themselves is, do you rely on hope that people
are just going to come in and want to work with you? Or do you have a system in place where you know
that if you do these activities, you’re going to have another qualified lead coming, coming to work with
you, you know, in the next couple of days.
So do you have hope or do you have a system right now? If you don’t have the system and you’re relying
on hope and another way of saying hope is like networking, um, sort of word of mouth referrals. If
you’re just hoping that phone’s going to ring, it’s a very dangerous way to run your business. Okay? If
you know and you’re very good at networking, hey, I can go to for networking events, um, a week and
that always results in three meetings or four meetings and I typically convert one in two of those
meetings. Phenomenal. Now you’ve, you’re starting to develop that system that’s right for your business
to grow. Now, of course, in your case, Ben, you a system that we would talk about for at your level is
you need to start automating that type of, that type of attraction to your business because you don’t
have the time you’re shooting, you’ve got clients coming in.
So again, we don’t want to rely on word of mouth or networking. Um, what we often do is we’ll create a
automated systems for outreach, um, automated systems where it takes very little time for you. You’re
not constantly networking, but, uh, you’re constantly growing that network. You’re constantly bringing
new people into your value proposition and having them get engaged on their own time because you’re
leveraging, you know, marketing for yourself. You’re leveraging either paid ads, we’re leveraging, uh,
some outreach system. Maybe we have the salesperson or a marketing prospect or for you, uh, but
there’s many ways to do that and solve that problem in your organization. So again, top top of the
craters operating system. What’s your value creation value proposition? Next we have marketing or are
you relying on hope or do we have a system? Okay. When we’re at a stage one business where your
generalists trying to get that first client, first couple clients, what you want to be thinking about is how
do I get meetings?
Okay? If were to say income producing activities for you, number one on that list for you is I’ve got this
value I want to bring to the world. But if no one hears it, no one responds to it. You’re not leading
anyone. You’re not giving value to anyone. You have to learn how to market yourself. So that’s number
one. Um, then we move into the second function, which is sales and that’s converting people into
clients, right? So you done this marketing and attracting people to you. Now we need to convert these
people. Um, again, are we relying on hope or do we have a system for converting the people we’re
bringing into our business, into paying clients? And um, a lot of people when they get into a sales
meeting, they’re going to be saying different things. Oh, here’s my idea for your video. Here’s how this
would work.
Uh, oh, you know what you want? So I’m just going to shut up. Tell me what you want. And I’ll say yes.
Yeah, yeah. Right. So, so again, hope is saying tons of different things because you don’t really know
what you’re trying to accomplish. Um, and oftentimes you don’t have a value proposition you’re
offering. Yeah. I mean, you’re all over the place. You’ll have people who want weddings and music
videos and commercials, and then this, that, how do you price yourself? How do you run that
conversation consistently? Well, you know, we could see that the value proposition you offer, the
marketing you’re doing to bring people in, and then the sales mechanism, we have to have that system
there. So where it’s predictable, we know what to say, we know how to run that conversation. And I
realize a lot of creatives, their biggest fears coming off salesy. Right. I don’t know about, have you ever
had that thought where you’re like, I don’t want to be inauthentic. I don’t want to push people for the
sale.
Definitely. Yeah. I mean because, and the reason is because I want them to, I want to be perceived for,
to be a creative, you know what I mean? It’s like I want them to come to me, not because I sold them
something, but because they think I’m the best person for the job. I’m going to have some insight. I’m
going to, you know, be able to put together a really good production and come up with creative ideas.
So absolutely. You know, and yeah, you got to sell those things, but you don’t want to be a salesman.
Uh, you, you want them. For me, I’m talking about, I want people to see me as somebody that can
certainly talk about my successes and, and what I’ve done and what I can do for them. But I want them
to understand that I’m a creative at heart.
Absolutely. And I went to 100% agree with you. And that’s why knowing how to run a conversation in
and of itself, the conversation that you have is a value to the other person, not just you. That’s what we
focused on, right? It’s, how do we get a system in place where the conversations you’re having with your
clients, um, they show them real value and by the end of it, it’s just a matter of, well, are you committed
to working with me to achieve this result? And the person can say no, and there’s no pressure on them.
It’s not salesy, it’s not sleazy. We’re not using a bunch of negotiation tactics. I’ve found that none of that
stuff actually works. Yeah. What works far better is actually having a conversation that’s valuable in and
of itself. And then at the end of it, making an offer, you know, offering to help them achieve their dream
of having the perfect video or the right video for their business or the right video for their wedding.
Right. It could be anything. Yeah. That’s the thing. And so, um, we do a ton of work, uh, in that, in that
space. And that’s why you have to, again, ask yourself hope or system. And that’s the sales function. So
now we’ve got value creation, marketing and getting people sales. The third function is value delivery,
right? And we call that operations. So now that you’ve got these clients coming into you, we need to ask
again, did we have hope or a system in place? Am I just going around and shooting these, these videos
with no real system in place? I don’t know that I need to do market research. I need to do script writing.
I need to go and produce this video and I need to do the post production. You know, what’s our
process? If there’s no process in place, it’s going to be very, very difficult for you to know how profitable
you are.
It’s can be very, very difficult for you to get the end result for the client. And so, um, we create
workflows with our clients there to make sure that there’s a system in place for all of their, their work
they’re doing with their clients. Um, and that way you’re going to know you’re gonna be able to find
efficiencies. You’re going to be able to improve your business model and scale it. So, again, hope or
system on operations. And the final, the fourth function is finances. And this is one of the really, really
big ones that people struggle with when they’re making their offers. They’re making their, um, uh, value.
You know, conversations with people is they struggle to know what to charge, right? What do I charge
for this? How do I charge for this? How do I value it? What’s the real, you know, what is the real value in
this?
And so it’s coming up with how much profit am I going to make? How much do I need to be charging at a
minimum for each of my clients, for me to hit my revenue objectives for the year? Right? And, uh, most
people we find kind of just priced themselves Willy Nilly there. There’s no system in place for this video.
I’m going to shoot his based off of the number of hours I’m going to work. Some people over here in left
field would be saying, I’ve got 35 years experience in video production, so now I’m going to charge this,
right? Not realizing that, hey, that value proposition that’s all about you, not your client, your client
there, they like your work. That’s a, it’s why they’re in the meeting. You don’t need to be talking about
how much, how many years of experience you have as to why you charge this much.
Like that’s not real value to them. The value is what you could produce for them. The end result, I said
we need to make it about that. We need to know what our prices are going to be. And um, I always like
to say it’s not, it’s not the maximum that you make that matters in business, right? If you could get
$100,000 production, but your average is a $500 video, you know, you’re a $500 video production
expert, right? So we have to think about those minimums. We have to think about how we’re creating
that value and if we have, if we’re relying on hope for your business or if we have a system in place,
those are great. I mean that really is culminating everything that a production company does. And I think
those are the areas that people need to focus on. And I love the fact that during operations you were
saying that you know, it’s a good way to get your operations in place. You know how much you’ve made.
Seriously for like the first five years of my business, I had no idea what I made until, until the end of the
year when all the money, when you actually work things out, you truly in this business, and I’m sure a lot
of people listening can understand you just don’t know until you’ve worked the numbers at the end of
the year. Like we didn’t have a system in place to know did we make profit? I don’t know. And there
were many times that we didn’t because I’d, I’d be like, Nah, let’s rent this camera. Let’s do this. Let’s
hire all these people because I want it to look as best as good as it can. And then there’s projects that
that happened in the early years and I’m like, I made no money. Like I lost money on this.
That’s a really, I mean, the fact that you said that it, it strikes such a chord and the hearts of film makers
all around the world. And it’s funny because a lot of our guys when we start working with them, um, one
of the first things I have them do is I have them sell their cameras. Wow. And, and that might sound
quite shocking to a lot of you and you might say, Paul get Outta here. Right. But I don’t, of course the
clients I’m working with, they care more about doing what they love, which is shooting video and
providing for their families in the process and to living a great life. So, um, some of our guys, they had
multiple red cameras, but they did it. We looked at the amount of debt at that their company had no,
they had a, they had everything under the sun and they weren’t about a hundred thousand dollars in
camera equipment debt.
We had him sell those or that equipment, go get some GH fives where they could produce still great
quality for their clients, you know, comparable. They learn that those cameras through and through.
Um, then they were only in about, you know, a $15,000 in debt at the end of it for the multiple cameras.
And, um, then we focused, okay, well that’s get your marketing, let’s get your sales up and running. They
paid off the cameras and just a couple months, um, shooting with clients just as big, they pivoted the
content retainers and, and uh, working on an ongoing basis with their clients. Now they’re, they’re not
constantly stressing about where the money’s coming in. So there’s some predictability there. And, um,
you’re right, it’s, it is to ignore the language of business and only focus on the language of content. Um,
and production is a very dangerous thing to do.
I love that. This, this has been such a great eyeopening interview. I mean, I really liked the stuff that
you’re doing and it’s, it’s weird because, you know, like I said earlier, I kind of saw you everywhere.
You’re all over Facebook and Instagram, I’m sure other places, but that’s just where I kind of heard
about you. And then I’m looking into it, I’m like, okay, so this guy’s trying to, you know, teach people
how to grow production companies. What, what is this all about? I learned a little bit more, learned a
little bit more and now speaking to you, it’s like this could be extremely valuable to the people listening
to this show. And that’s why I wanted to make sure that you came on because I think a lot of people saw
you didn’t really know what it was and I’m glad you had the opportunity to, you know, tell us about
what you do and how you can help.
Because a lot of production companies die on the vine. I’m telling you, people don’t make it in this
industry. It’s, it’s hard to do. And I think it’s because a lot of people that are creative aren’t business
minded. We’re not, I’m not, you know, creatives just don’t have that type of mind. And we need to learn
how to do that. We know how to make pretty pictures. We know how to tell good stories. You need to
know how to, how to run a business or at least enough that you can be profitable for yourself, even if
you don’t want to grow, just profitable enough for yourself so you can continue doing what you love and
actually make enough money to only do that. And, uh, you need help you do. And people like Paul and
you and your services here, and we’re going to get to where they go to sign up and all that.
These are the things that can make you successful and these are the things that can make it so that you
can actually do this for a career and not have to worry about getting a regular job, you know, nine to five
to pay your bills. You can do what you love. And that, that is, that’s the real sign of success. And I truly
do think that, um, what you’re doing Paul, with your, with your classes here in your, um, eh, there’s all
sorts of stuff I, and, and I want you to talk about it in just a second, but what you’re doing with your film
making, you know, business mastery classes, I guess we would call it, is teaching people how to do what
they love and actually be able to do it for real. And that is, that is something that I really find admirable.
I greatly appreciate that. And for anyone who’s listening, you have to remember there’s a lot of myths
out there in the world. There’s a lot of things that people will tell you like, oh, it’s a diamond da. I mean,
no one makes it in this industry anymore. A lot of people say it’s all about luck and being in the right
place at the right time. Um, there are so many sayings, uh, you know, it’s, it’s about who you know, not
what you know. And I want you to start to question those things and uh, take a different view points are
to think for yourself. Cause most of those things are false. Um, it’s not luck. Okay. Uh, business and
success or not luck. It’s about doing the right things, focusing on the right things and putting in the work
and committing to yourself that you’re going to pay attention, um, and work hard.
And if you do that, you will be successful. So, uh, whether of course you take one of our classes, you go
and learn from someone else, um, make the commitment to yourself in one decision. You can change
your entire life. I’ve done it time and time again. When I quit my nine to five job, everything about my
life change. I became a struggling artist. I realized being a creative with no business skills, um, it was like
having a camera without a lens. So, you know, I’m not very valuable. So you have to put in the work to
do whatever it is you want to do. And like you said, um, I call it the point of sufficiency. Once you start
making enough profit to support your lifestyle, whatever that number may be for you, you’re in La,
maybe it’s 10 k a month. If you’re in Utah, maybe it’s too, but I want you to get there. I wish you the
best. I hope this, this conversation has been helpful to you.
So where do people go to learn more about you just sign up for some courses. Yeah.
Where do they go? Yeah. So to learn more about me and what we do at next level creators, just go to go
to Google. Type in Paul is Xavier. You’ll see me up at the top. Um, it’s Mr. Paul xavier.com. And uh, we
have some free trainings. We have a free Webinar on there. We have, uh, multiple free trainings
because again, I practice what I preach. I believe that leading with value is always the best way to, uh,
you know, bring the right people to your business to work with. And, uh, then from there, if you, you
really like what we’re all about, you can book a call with me or someone on my team. Um, we give away
free one hour calls or we call them strategy sessions where we actually map out what you can do as a
filmmaker and a creative to um, you know, immediately get to that point of sufficiency and, uh, uh, the
fastest route for you to do that pending on what stage of your business you’re at and whether you need
to stop selling time for money or whether you need to get that first client.
So we would love to hear from you, love to work with you and head on over there and hopefully we’ll
talk to you soon. It’s a free hour that you guys do. Yeah, we do an entire free strategy session for an
hour. Um, and again, that’s just a part of my philosophy is lead with as much value as possible. So, um,
there’s no obligation is to work with us at the end of it. It’s, we’re going to devise a plan for you on what
you can do to start monetizing your passion. Um, some of the A, and I’ll say this guys were, I don’t, we
don’t, we don’t believe in bullshitting people. A little bit of harsh language here, but you have, you have,
I no highly offended. How dare, how have litter my airwaves with that filth.
I can’t believe it then. I’m sorry. Um, you have to be willing to hear the hard truth. And that’s a, um, all
of my team leaders, that’s what I believe in. I believe if you’re not, if you’re just going to play the victim
and say because of your circumstances, your environment, the people, you know, you can’t charge this
much. You can’t do this. Um, Yup. Every single one of those cases we have someone who will prove you
wrong. People who live in 10,000 people, towns crushing it, people who live in big, big cities crushing it
even though no one knows who they are. And you have to stop playing the victim yet to take control.
And I’m on the strategy session, so we’re going to get real with you and um, help you see where those
mistakes are happening and if you’re willing to listen, you can, uh, you can make some decisions and big
changes in your and your production company in life. So I would love to have him with you.
I love it. Paul Xavier, Mr. Paul, xavier.com. We’ll put it in the show notes of course, but you guys just
head over there, check it out, get your free training. Why not? It’s free and um, learn, learn and grow.
It’s 2019. It’s 2019. This is the year. This is the year to make it for you guys. Um, Paul, thank you. So for
being on the go creative show. I really appreciate it. I learned a lot. Was this my one hour training? I
think this is why I think this now counters my one hour strategy session. You can get another one if you
would like when Ben, where we’ll go a little more in depth. I love it. I love, thank you so much for being
on the go creative show. We’ll have to have you back and good luck with, um, with all of the work that
you’re doing. I think it’s really great and beneficial to our filmmaking industry. So thanks for bringing out
there. Right now is the right time. Thank you everyone. And thank you Ben.
There we go. Is Paul Xavier. So happy to have him on the show and kind of get us all inspired. I know I
am. I left that interview and I’m like, all right, let’s do it. But I felt I’ve had like all a fire inside to go and
make 20, 19 the best year ever and I believe it’s going to be for us and for you. I believe it. How about
that? Go to Mr. Paul xavier.com. M R P A U L  X A V I E R . C O M  for all the information about Paul. And while

you’re on the Internet, check out, go creative, show.com and check out uh, Matt Russell because Matt
Mixes and Masters and make the show sounds so good and he can do for us. Uh, he can do for you what
he does for us. He’s for hire people, gain structure.com gain structure.com and on Twitter at to gain
structure higher. That boy, of course, our sponsors, hedge.video rule, Boston camera, new shooter,
Shutterstock, and premium beat the show wouldn’t exist without them, and that’d be sad. That’d be
Super Sad. So support those that support us and we will see you next week. Bye Bye.

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