You're trying to explain video editing software limits. How do you avoid frustrating a non-tech client?

I always communicate software capabilities to client in simplest form. How much time the task will take and how we can plan the timeline. When we clearly share the limitations client do understand.However some technicalities might feel like too much for client but it’s important to deliver quality video output.

Remember, it is always better to underpromise and over-deliver than the opposite. We have two common kinds of limits here: one is post-production processing power, and another one is footage quality. Explain that every bump in production quality means more post-production processing and time. It means more expensive hardware in all stages of production. For example, a FullHD shot at rec.709 will be less costly to shoot and edit than a 4K shot using a log curve. Another common issue is your client getting to you with amateur footage and asking for a professional delivery. In this case, always be clear on setting goals and what can be achieved with the footage available. Showing real-world examples always helps!

I believe the major limits for an entry level video editor is understanding that we must choose our softwares bearing in mind the number 1 criteria: limitlessness. How many camera tracks can the software handle? How cumbersome is the workflow, is the interface user friendly and flexible? Once a software ticks the right boxes, its a good start to try it out. Understand the limits and make the choice.

I never had to explain to regular clients why I chose to work with one software over another. But it can happen when working with a producer and it is something expected at some times. From a producer standpoint, it is important to understand your workflow and how the back and forth will happen. If you add extra steps to your editing process, it means you are adding time and expenses to your workflow. Therefore, you will charge more. You can charge X when cutting, doing color, and audio of a video all within Premiere. On the other hand, you will probably charge 2X if you cut in Premiere, do color in DaVinci Resolve and mix Audio on ProTools.

Operating a video-editing station can be expensive compared to other fields. You will need a powerful machine with a good GPU and CPU, which consumes more electricity. Additionally, a quality 4K monitor with good color science and a fast internet connection are necessary. External storage and ergonomic hardware (chair, mouse, keyboard, and audio system) are also essential for your health. You will require various software tools, likely with annual or monthly fees, in addition to subscriptions for stock footage services. It's important to calculate all these costs to understand the total expense of running the station.

Sometimes the task looks simple to client but in reality it’s complicated and needs time to execute. Updating client about workflow keeps them informed and they can plan accordingly. We all should always take time to explain workflow timelines to clients as Quality matters and quality takes time.

Understanding your budget is crucial in determining what is feasible. Always strive to help your client prioritize and focus when resources are limited. Make sure to account for any additional costs associated with specific project requests. For instance, don't cover the cost of a plugin out of your own pocket if it's a client request. Instead, try to distribute the expenses across multiple projects where you might use it. The same principle applies to stock footage clips or music tracks. It's simpler to itemize the purchased items and charge the actual cost rather than estimating beforehand and potentially overcharging or footing the bill personally.

Ultimately, anything is possible in video production. It all depends on whether the client is willing to spend the time and budget to achieve it. Having a clear scope of work before starting a project ensures everyone is on the same page about what is achievable. If the goalposts change and more work is required beyond what was agreed, my approach is, "Yes, of course we can do that. Here's how much it will cost." The rise of CGI and, more recently, AI means that clients' understanding of what's achievable versus what's challenging is skewed. However, with the right budget, anything is possible!

With sufficient funds and production time, almost anything is achievable in video production today. However, don't get too ahead of yourself, because "sufficient funds" could mean a million dollars! As a professional, I believe it's important to advise the client on what will work, what won't, and what could harm their storytelling. When discussing the limitations of software, keep in mind that it's often better to execute a great, well-told story using basic tools, rather than attempting something that only a high budget can provide, and ending up with a poor result. Sometimes, a simple story will suffice. Don't overcomplicate what should be simple, and vice versa.

Todas as vezes que me deparei com esse tipo de situação a melhor maneira que aprendi foi explicar de alguma forma a relativar com a área do cliente, tentando comprar com um produto da área dele e comparar, pode ser desde custos até processos e equipamentos. Reflita se é possível entrar no universo do cliente para melhorar a sintonia e assim a comunicação. Nem sempre é fácil, mas vale a penar tentar.

The right pre-production process mostly is taken for granted, we can save time of production if we help the clients get a clear picture of what the production will output even before the production begins in ernest. This will also involve a proper scripting process and a thorough budget consideration. It saves time and can determine what challenges will be faced during the production timeline.