Expectations & Communication

Setting Expectations

Setting expectations is the single highest-leverage thing you do before any work begins. Clarify the process, the limits, and what "draft" means before the first offer goes out, so revisions feel normal rather than like failures.

#The Disclaimer Message (Send Before Every First Offer to New Clients)

Send this before every first offer to a new client.

#Disclaimer Message - Process Alignment

Before we get started, I just want to quickly explain the process so we're totally aligned.

The first delivery you'll get is always a draft. That's just to set pacing, flow, and overall style. Creative work is subjective, so revisions are always part of the process. I'll do my best to interpret your vision, but usually it takes a round or two to fine-tune everything.

Revisions are part of the collaborative process. Each round typically takes 24-72 hours depending on complexity. The smoothest way is if you send me clear, time-coded notes along with any references or examples of the style you want. Revisions cover tweaks like pacing, trims, titles, captions, color, audio, and small structure changes. A full new concept or heavy restructure would count as a new project.

Scope is based on the raw footage provided, not the final runtime. Deliverables and formats will match what's in the offer. Thumbnails or extras are included only if they were part of the offer. If you ever need faster delivery, I also offer expedited options.

Sometimes the first cut is spot-on, which is great, but most of the time, revisions are part of the creative process. That's normal and expected.

#What "Draft" Actually Means

Your "draft" should be as close to final as possible. Clients don't understand "draft" - they hear "unfinished" and get upset. Deliver something you'd be proud of, and frame it as V1 that's open to feedback.

#What to Clarify Upfront

Lock every one of these in the client's head before the first offer goes out.

• First delivery is ALWAYS a draftrevisions are expected
• Standard delivery is 7 days for the first draft, not the final product
• Expedited delivery = additional fee
• Price is based on footage sent, not final runtime
• Source/project files not included in standard deliverables
• Scope additions after order = separate order
• AI voiceover is not perfectset expectations on artifacts
• Stabilization has limitsheavy shake cannot be fully fixed
• Dark footage has limitsbrightening introduces noise
• Copyrighted music will get flagged on YouTube

These four are the hard technical limits clients most often misunderstand - call them out before starting work, never after.

#AI Voiceover - Setting Expectations

Always set expectations before generating voiceover. Use these specific templates.

#AI Voiceover Expectation - Single Narrator

AI voiceover sounds natural and professional for narration. It won't be indistinguishable from a human, but it's polished and clean.

#AI Voiceover Expectation - Dialogue / Multi-Character

When we're doing a two-person dialogue, there are limitations. It won't sound like two actors performing a scene - it'll sound like two distinct AI voices reading their lines clearly and professionally. Think 'polished narration' not 'dramatic performance.'

#AI Voiceover Expectation - Scripts That Need Smoothing

The script you sent is a guide, not locked narration-ready copy. I may need to lightly adjust phrasing so it flows naturally as spoken audio. I'll keep it faithful to your message.

#Low Footage Quality - Set Expectations Early

When client footage is low quality (grainy, 4:3 format, black bars, single camera angle, poor lighting), always call it out before starting work. Never let a client believe editing can fix fundamental footage problems.

#Low Footage Quality Disclaimer

I watched the [reference channel] and the video you sent of your footage. The premium, cinematic look you see on [reference] mostly comes from their footage quality - professional cameras, proper lighting, multiple camera angles. Your footage is [describe issues]. No amount of editing is going to make it look like [reference] - that's a camera and lighting difference, not an editing difference. What I CAN do is match the editing style: [list what you'll actually deliver].

This protects Mark from: "Why doesn't my video look like [premium reference]?" after delivery.

#Where Disclaimers Live - and When to Stop

Disclaimers and exclusions belong in the offer (the written "NOT INCLUDED" section), where they permanently govern scope (see the Scope page). Two rules follow from this.

1. 1
   Don't repeat the wall of caveats in chat once it's in the offerSet expectations clearly once in conversation, lock the specifics in the offer's NOT INCLUDED section, and stop. Repeating a long list of "this won't be X, won't be Y, won't be Z" in chat after it's already in the offer is redundant and makes the client anxious.
2. 2
   Once a client says "I understand and I'm ready," STOP disclaimingA third round of warnings after a client has accepted your expectation-setting reads as distrust and can make a cooperative client nervous or feel talked-down-to. Set the expectation, confirm they accept it, lock it in the offer, and move forward. Do not over-disclaim a client who has already agreed.

Real example - aksbawa (FrogLily explainer): After a thorough expectation-setting message ("it won't look like the animated/studio references, it's built from your files, simpler"), the client replied "I understand and am ready to proceed." The correct move was to lock the disclaimers into the offer's NOT INCLUDED section and fire it - NOT to send another paragraph of warnings. The expectation work was done.