Consultants > John Cates
John Cates
Creative Producer of unique video and animation-based messaging campaigns.
I work with clients to create unique communications and messaging campaigns. Whether the message is internal, B2B, or B2C advertising, I collaborate with companies of all sizes to conceive, develop and implement content for all manner of executions, from social media posts to live event support to large scale video campaigns. My expertise comes from over a decade of experience as a creative leader, video producer, and storytelling teacher for the corporate communications division of The Second City comedy theater, and 15+ years as an account manager in the commercial sign industry. This unique combination of work experience means I have a creative streak with a grounded understanding of the business world, and instinctively know the most effective parameters when bringing creative services to a corporate or commercial setting.
Areas of Expertise
MARKETING
- Advertising
- Communications
- Video Production
- Commercial Services & Supplies
- Entertainment
- Health Care Equipment & Supplies
- Health Care Providers & Services
- Interactive Media & Services
- Internet & Direct Marketing Retail
- Media
- Pharmaceuticals
- Wireless Communications Services
My Content
How Much Does a Video Cost?
How much does a video cost? It’s a question I hear all the time, and while it’s a difficult one to answer, I genuinely enjoy trying. I hope you’re reading this because you are interested in using video to promote something, like your brand, a...
How Much Does a Video Cost?
How much does a video cost?
It’s a question I hear all the time, and while it’s a difficult one to answer, I genuinely enjoy trying. I hope you’re reading this because you are interested in using video to promote something, like your brand, a product, some new internal initiatives. Video is great for all of that.
It’s a question I hear all the time, and while it’s a difficult one to answer, I genuinely enjoy trying. I hope you’re reading this because you are interested in using video to promote something, like your brand, a product, some new internal initiatives. Video is great for all of that.
Sidenote: My SEO guy would be thrilled to know you’re here because you typed that exact question into Google. (High-five, Josh.) Either way, let’s get you an answer.
How much does a video cost?
I have no idea.
And not for lack of experience. I’ve been creating and producing videos for decades. I can tell you what other video projects have cost, and I can tell you why. But I can’t tell you how much YOUR video will cost until we both know what you want it to say and do.
I like to say, “Asking how much a video costs is like asking how much a house costs.” (Actually EVERYONE in this business says this, but as creative as I like to think I am, I cannot think of a better analogy.)
How much DOES a house cost? Depends on where you want to live. And what YOUR needs are. How big is your family? How old are your kids? Where do you need to live based on where you work? What about schools? Do you own pets? Livestock?
You get it. You can buy a house for 10 million dollars. Or more. You can buy a house for 150k. Or less. Not the same house, obviously, but it may be exactly what you need. Not everyone can afford a mansion, but the truth is, most people don’t need one. With a realistic budget, and a clear understanding on what you and your family need to be comfortable, there’s sure to be a house (or video, in case you’ve forgotten where I was going with this) that suits you.
What’s important for us all to agree on, is that you can’t buy a mansion for the price of a one bedroom apartment, and you don’t want to do the reverse. The good news is, you don’t need to do either.
Much like house-shopping, it’s best to start the video process by determining what you need. And what you don’t. That’s why a creative strategy process is so important. Who is your audience? What are you trying to say to them? How can you reach them? Do you need an A-list celebrity and a stunt team? Or do you need to keep it simple and grab someone’s attention quickly on their mobile device? Is the entire world your audience? Or is it a demographic that understands a specific technical language?
I recommend approaching your next video project with a conversation rather than a budget. You’ll find there’s an approach that’s perfect for your message. And that the marble fountain in the master bath may not be as important as you think.
Questions to Ask of Your Messaging
Have you ever told what you were certain was an amazing story to an audience that was so unmoved that even the crickets didn’t know how to respond? Have you ever told what you were certain was an amazing story to an audience that was so unmoved that...
Questions to Ask of Your Messaging
Have you ever told what you were certain was an amazing story to an audience that was so unmoved that even the crickets didn’t know how to respond?
Have you ever told what you were certain was an amazing story to an audience that was so unmoved that even the crickets didn’t know how to respond?
Among the many personal creative pursuits I’ve followed over the years, there was a time I thought standup comedy looked easy. So trust me, I’ve learned the hard way more than once the real pain that comes from an audience that doesn’t appreciate your insights the way you thought they should. Fortunately, I was able to learn from those experiences. There is much to be learned from so many confused, irritated blank stares, and ultimately I learned the most from teaching others how to avoid them.
In addition to my real job as owner of Cates Collaborative, I’ve had the opportunity to teach the extremely accessible form of live storytelling to hundreds of people who had previously never stepped foot on stage. I truly love watching students who think they have nothing to say develop a voice over a short amount of time, and confidently deliver a compelling tale to an audience. No matter how many times I’ve seen it, the growth of people once terrified to speak in public exiting the stage to the sound of earned cheers has never failed to inspire me.
My process is never about performance. I don’t give notes on posture or stage presence. Rather, I help storytellers build their content around authenticity. I help instill confidence in the material to drive their delivery.
And no surprise, the same elements that make personal stories effective and compelling do the same for our professional communications.
Over time, I’ve developed and learned some basic tenets that cover all areas of performance, creativity, and communication in general:
As you create and refine your content — whether it’s for stage, screen, social media page, website, or lecture hall — ask yourself the following questions about the PURPOSE of your approach at every stage of your creative development process.
“Am I giving, or am I taking?”
In my many years as a solo performer, writer, and creative director, I have learned that the answer to this question was a major determining factor in how a story was received. I found it was often as much or even more about the intention than the content. Give the audience something they can learn from what you are saying instead of just taking credit for saying it.
“Am I trying to get my audience to feel something for me or feel something about themselves through my insights?”
Whether you’re talking about yourself, your brand, or your product, it’s no surprise that the latter is what truly engages human beings.
“How does my story include the audience?”
Your business communication, advertising campaign, presentation, or client pitch can’t make that all-important emotional connection if you’re just asking an audience to care about what you want from them without showing them you care about what they might need from you.
Remember that just having an audience is already a gift. You are already in their debt before they start listening to you, click play on your video, or visit your website. They’ve given you their interest, their time, or even a precious slot on their busy calendar. Tell a story that entertains, educates and shows your appreciation in a way that makes them happy they gave you something before you ask for more.
I ask these questions of myself, my creative teams, and even my clients on an almost daily basis when writing and directing internal messaging and advertising campaigns. It’s a constant reminder that we are asking a lot of potential customers in the form of their attention and we should come prepared to reward them with our efforts before we can ever expect them hand over hard-earned money.