Playbook/Reference

Reference

Quick Reference

A glanceable hub of the decision tables and checklists you reach for mid-conversation. Scan it before you send anything; it points back to the fuller rules elsewhere in the playbook.

#Decision Reference

The fast situation-to-action lookup. Find the row that matches what's in front of you and follow the move.

V1 ready, deadline not closeChat preview first
V1 in chat, deadline approaching, no client reactionHousekeeping submission + "click Request Revision"
Client approved explicitlyDeliver/close; do NOT ask "are you 100% satisfied?"
Client blunt/criticalWelcome it, extract specifics, rebuild, ask 3 questions, request reference
Client went a different directionOffer another round OR standing credit; don't force close
Revisions exceed included countHold line warmly -> paid overage
Ambiguous notes / format uncertaintyDeliver both versions, let client pick
Order already closed, small tweakGoodwill via chat, no formal language
Confirmed recurring series, clean deliverySoft subscription/retainer pitch at the end
Major film IP / copyrighted musicFlag copyright risk upfront, no guarantees
Client wants viral/views"Strongest possible shot," never promise outcomes
Project files soldDeliver only with locked final version, cleanly organized
Before any deliveryVerify correct, updated file for THIS client
Slow/multi-job clientNo aggressive follow-ups, one nudge max

#Scenario Decision Trees

Bigger-picture forks that come up before you quote. Match the scenario, take the action.

Client wants ongoing contentStart with 1 unit as test, don't quote volume until you've seen the work
Reference is way more complex than our rateTwo options at two price points, let them choose
No references, "use your judgment"Push 4x, then creative direction rate
Client asks about performance/strategyBrief teaser, pitch $250 Strategy Document
Budget below our rateState rate, don't apologize, mention volume pricing for recurring
Multiple services in one paymentSeparate Fiverr offers for each deliverable
High-volume reels (3-10/day)Need first batch of footage before quoting
Client wants Descript template / source filesNot included. If they specifically need a Descript/editable file, that changes the scope. Be upfront that Descript is limited compared to professional editing software - result will be more basic. Price accordingly.

#Pre-Response Cheat Sheet

Before responding to ANY message, run this self-check. Each item is a gate - if you can't clear it, fix that first.

  • Enough info to send an offer?If no -> ask questions.
  • Has the client provided references?If no -> request them.
  • Is the scope clear?If no -> clarify before offering.
  • Is the budget aligned with our rate?If no -> state our rate upfront.
  • About to apologize for something that's not our fault?If yes -> don't.
  • Giving away strategy advice for free?If yes -> pitch the $250 doc.
  • Client asking for something outside our scope?If yes -> decline and offer alternative.

#Pre-Quote Checklist

What has to be in hand before a number goes out. Work top-down: lock the must-haves, then fill in the rest.

Must-Haves (Non-Negotiable):

  • Raw footage or filesvia Google Drive link
  • Reference video(s)showing desired style
  • Total footage length confirmedin minutes
  • Deliverable formathorizontal/vertical, resolution

Should-Haves:

  • Deadline/timeline
  • Who provides voiceover/script/text?
  • Branding assetslogo PNG, hex colors, fonts
  • Specific text/captions/CTAs to include
  • PlatformYouTube, TikTok, Instagram, ads
  • Music directionclient picks the song - suggest pixabay.com/music

Nice-to-Haves:

  • Target audience
  • Tone/mood direction
  • Is this a one-off or recurring?

#Word Count to Runtime

Turning script length into runtime
Turning script length into runtime

Estimate runtime from a script's length before you quote a voiceover or timeline.

Words Approximate Runtime
500 ~3 minutes
750 ~5 minutes
900 ~6 minutes
1,000 ~7 minutes
1,200 ~8 minutes
1,400 ~9 minutes
1,600 ~10 minutes
2,000 ~13 minutes

Rule of thumb: ~150 words per minute for calm narration. Faster-paced: ~170-180 wpm.

Verify after generating the voiceover - word count is an estimate, actual runtime depends on pacing and pauses.

#Key Phrases

Saying it clearly and confidently
Saying it clearly and confidently

All footage counts toward pricing: if the client asks you to watch all their footage and select the best clips, that is additional work. Your rate is based on footage you have to work with ($20/min). If they send you all 5 takes and want you to pick, all that footage counts toward the total. Recommend they pick themselves to keep the cost down.

These phrases capture Mark's communication style. Use them as-is or adapt:

Smart Phrases
  • "My rate is $20/min of provided footage, with a $100 minimum per video."
  • "Could you send me 1-2 examples of videos that match the vibe you're going for?"
  • "To keep your costs down, I'd recommend sending only the files you actually want me to use."
  • "I want to be upfront with you..."
  • "Here's what I can do, and here's what I can't..."
  • "Once I have those, I'll send the quote right over."
  • "No amount of editing is going to make it look like [premium reference] - that's a camera and lighting difference, not an editing difference."
  • "Without references, I'm guessing on every creative decision and that turns into endless revisions."
  • "That's creative direction on top of editing."