01
Choose one primary outcome
What should someone think, feel or do after watching? Write one sentence. “Understand our process and book a consultation” is more useful than “get more exposure.”
02
Name the person you’re speaking to
Describe the viewer’s situation, the question they need answered and what they already know. One clear audience makes creative decisions easier.
03
Find the story and the evidence
List the people, examples and real experiences that make your message credible. Get permission before including a client’s name, image or story.
04
Decide where it will live
Your website, an ad, a podcast feed and a vertical social post have different needs. List placements so framing, length and versions can be discussed before filming.
05
Share the practical boundaries
Bring your target date, budget range, location options and who needs to approve the work. Identify any fixed deadlines early.
06
Bring a little inspiration
Share two or three examples and explain what you like about them: tone, pacing, lighting or humor. Clear references are more useful than “make it cinematic.”