Let me start off by saying I’m still learning as a videographer—and that’s okay. It’s a constant, humbling experience. I first got into this industry because I was launching a product and couldn’t afford to hire a professional videographer or photographer. On top of that, I had a string of bad luck working with people who weren’t the most professional (but that’s a story for another day).
This original pain point led me down a path of discovery. Fast forward to today, and I’m proud of how far I’ve come. It’s even landed me some exciting freelance work. People noticed that I could create content that drives real engagement—for example, one of my TikTok videos reached over 1 million views.
But as I found success, I noticed a strange trend among seasoned videographers. Many were struggling to grow their businesses despite being incredibly talented. I’ve literally had moments where I wished I had chosen a more traditional path—maybe going to a top arts school specializing in videography or cinema.
Oddly enough, it was a conversation with one of these seasoned creatives that changed my perspective. They said they wished they had my background in finance, tech, and business because it would help them pitch projects to investors or better position themselves to grow. That’s when I realized I had a unique advantage. The random leads and projects I was getting weren’t just luck; they came from following a formula I’d developed without even realizing it.
This formula, which I call the IPS Method (Identify, Placement, Solution), is what I want to share with you today. It’s simple—so simple that you might doubt it works. But trust me, it does. Here’s how it breaks down:
1. Identify Your Target Audience
This step is all about knowing who you want to serve. Start by imagining your ideal client and giving them a persona. For example:
- Who are they? Are they wedding couples, small business owners, or content creators?
- What are their likes and dislikes?
- What problems are they dealing with?
- What do they value in a service provider?
By answering these questions, you’ll know how to speak their language, offer solutions they care about, and present yourself as the expert they’re looking for. Remember, it’s better to be a big fish in a small pond than a small fish in a giant ocean full of competition. Start with a specific community, and then grow from there.
2. Placement: Be Where They Are
Once you know who your audience is, figure out where they spend their time. Are they scrolling on TikTok or Instagram? Do they attend networking events, expos, or trade shows?
For example, if your target audience is couples planning weddings, you might find them working with wedding planners or attending bridal expos. Your job is to show up in these spaces. That might mean creating TikTok content with wedding tips or networking at events where wedding planners gather.
3. Solution: Solve Their Problem
Finally, craft an offer that solves a specific problem your audience has. Here’s an example to show how this works:
One day, I was scrolling through TikTok and saw a wedding moment that went viral. A woman in a stunning red dress grabbed the mic and started rapping to Wants and Needs by Drake and Lil Baby. The crowd went wild. It was unscripted, completely unexpected, and unforgettable.
This moment got me thinking: What if wedding videographers offered a package specifically designed to capture these raw, candid moments?
Here’s how the problem and solution could break down:
- The Problem: Couples want spontaneous, fun moments from their wedding captured for social media, but traditional wedding videos are often long, formal, and don’t include these highlights. Plus, they need clips that are optimized for vertical platforms like TikTok and Instagram.
- The Solution: A social-media-focused video package that delivers short, vertical clips of candid moments. This could include funny speeches, unexpected dance-offs, or heartfelt interactions that don’t make it into the formal wedding edit.
- The Offer: Market this as an affordable add-on to a traditional wedding videography package. You could even partner with other wedding videographers who don’t want to take on this extra work but would be happy to refer clients to you. This way, you solve the couple’s problem and provide value to your fellow videographers by creating an additional revenue stream for them.
This idea is just one example of how you can identify a problem, find a creative solution, and position yourself to meet a specific need in your market.
Why the IPS Method Works
The IPS method has helped me consistently generate leads for my freelance projects. It works whether you’re using free strategies, like networking and organic social media, or paid methods, like ads. The truth is, if you’re not generating leads, you’re slowly falling behind.
The difference between a thriving creative and a struggling one isn’t always talent—it’s often just visibility and word of mouth. So, make sure people are talking about you and the value you bring.
Good luck, and keep inspiring people!