A clear offer sells more than a low rate. Three levels, written on one page, are enough to get out of negotiating on every order.
The mistake that caps your price
It holds in one line: selling videos rather than results.
An offer saying "three thirty-second videos" is immediately compared with every other three-video offer, and the only variable left is the price.
An offer saying "a ready-to-run batch for testing three hooks on the same demonstration" compares with nothing, and its price is discussed differently.
The difference is not cosmetic: it decides whether you are an interchangeable supplier or a solution.
The three levels
Here is a structure that works in most categories.
The entry level: one video, one format, use limited to the creator's account, one revision. It serves to work together a first time.
The central level: three to four videos from a single shoot, two formats delivered, several hooks, advertising rights for a defined duration, two revisions. That is the one that should be chosen.
The top level: a complete shooting day, a wider batch, extended rights, a shorter deadline, and availability for a shoot outdoors or in a shop.
Three levels are enough. Beyond that, the buyer no longer chooses, they postpone.
The options that raise the basket
Five, all easy to deliver and rarely offered.
Additional formats from the same rushes.
The version in a second language, recorded the same day.
The extension of rights, priced in advance.
Exclusivity on a category, for a duration.
And accelerated delivery, the option most often accepted without discussion.
Each is priced as a percentage of the chosen level rather than as a fixed amount: it is simpler to hold and to revise.
How to write them
Four rules, valid for every level.
Write what is included and what is not. The second list avoids more conflicts than the first.
Give a validity period for the quoted price.
State the delivery time in working days, from receipt of the product and not from the order.
And add a line on rights, however short. An offer that says nothing about them suggests they are included without limit.
Three offers that sell without negotiation
| Offer | What it contains | For whom |
|---|---|---|
| Trial | One video, one format, one revision | A brand testing the waters |
| Ongoing | Four videos a month, two formats | A brand running ads |
| Catalogue | One video per reference, grouped shoot | An online retailer |
What must appear in every offer
The number of videos, the formats delivered, the number of revisions, the licence duration and the lead time. Five lines that remove half the exchanges.
What you refuse to put in an offer
Permanent bespoke work. A grid of three offers is compared and chosen; a quote invented for each request is debated and whittled down.
The Italian point
Two particularities of this market change the wording.
Electronic invoicing and administrative details are part of the commercial relationship from the first job, and an offer that anticipates them reassures a structured client.
And the business fabric is mostly made of small and medium companies, often family-run, which rarely buy a large volume at once but come back regularly.
So build your offers for repetition rather than for the single order: a reasonable central level ordered four times a year beats a top level sold once.
