The eight seconds a buyer spends on your profile, what they look at first, and the three lines that decide the message.
What they look at first
Four elements, before any attentive reading.
The still image of the first video, which answers the question of technical command.
The displayed category, because searching is done by need.
The city, which decides product delivery and sometimes outdoor shooting.
And the presence of a price or an order of magnitude, absent from most profiles, therefore distinctive.
The three lines that decide
The first says what you produce and for whom, with no adjective.
The second says your usual turnaround and your availability this week.
The third says what you do not do, which reassures more than a list of skills.
One note on writing: put those lines in full sentences. Profiles made of keywords separated by slashes all look alike, and above all they do not survive the copy and paste dealt with above.
The order of the examples counts more than their quality
Four rules of ordering.
Put first the example closest to what the buyer sells, even if it is not your finest work.
Put second a different format, to show range.
Never place two videos of the same product one after the other.
And stop at five. Beyond that nobody looks, and the sorting becomes your work, not the buyer's.
What removes credibility
Five details costing orders.
Audience figures put forward, when the buyer wants a video file.
A profile photo that does not resemble the person in the videos.
A text stuffed with superlatives, which signals the opposite of what it claims.
The total absence of a price indication, which lengthens the first exchange without protecting anything.
And a reply beyond twenty-four hours, which eliminates you more surely than any flaw of style.
The Italian detail
Four points specific to this market.
Family brands and small businesses represent a large share of demand, and they are looking for somebody reachable, not for an agency.
The north and the south do not have the same fabric of clients nor the same dominant categories.
The advertising disclosure is expected and checked, including on modest collaborations; its exact wording is checked with a lawyer.
And the ability to invoice properly, with the compulsory mentions, is a selection criterion in its own right.
The three questions a profile must answer
| The brand's question | Where it finds the answer |
|---|---|
| Can they film my kind of product | The gallery, first thumbnail |
| How much and how fast | The rate and lead-time line |
| In what language do I get the voice | The intro line |
What replaces a long biography
One sentence stating the trade, the city, the formats and the language. Three lines read beat ten lines ignored.
What is kept out of the shop window
Tests, off-topic work and older lower-quality videos. They stay reachable further down, they do not sit at the top.
Which language to write in
Three cases, three answers.
For local brands, Italian is indispensable, and the naturalness of the language is itself an argument.
For international agencies and foreign brands entering this market, English is necessary.
And the right solution is a bilingual profile, Italian as the main version, English below, without word-for-word translation.
One last marker: a profile is not a presentation of you, it is an order form. The person deciding wants to know what, in how long, at what price and with which rights. The rest can wait for the first exchange, if it happens.
