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Sell Outcomes, Not Videos: Reframe Your Agency Offer to Win Retainers

Do this first

Change your discovery question

Stop asking "What kind of video are you looking for?" and start asking "What business problem are you trying to solve?" The format is the mechanism; the outcome is the product.

See all 5 steps

Summary

Nobody buys a drill, they buy the hole in the wall. In the same way, nobody buys video, they buy what video does. Agencies that pitch "four videos a month" invite a price comparison; agencies that pitch "a monthly lead gen system" invite a conversation about ROI. This playbook walks through the creator's reframe: change your discovery question, translate every deliverable into the outcome it creates, and package the work as an ongoing system so retainers make sense for both sides. It works for any service business, not just video.

Skill level
Beginner
Time to implement
60 min
Cost
Free
Platform
Instagram
Tools
Onedery
Outcomes
More leads
Last verified
Nov 15, 2026

Set upWhat you need

  • Your current service list or proposal template

  • Notes from two or three recent client calls (what problems they mentioned)

  • A simple way to track client results, such as leads, booked calls or close rate

  • About an hour to rewrite your offer

ToolsOnedery

Do thisStep by step

0 of 5 steps done

  1. Change your discovery question

    Stop asking "What kind of video are you looking for?" and start asking "What business problem are you trying to solve?" The format is the mechanism; the outcome is the product.

  2. Translate each deliverable into what the client is buying

    Make a two-column list. The creator's examples: short-form content becomes ads that bring in leads; a brand film becomes a trust asset that improves close rate; a product demo becomes sales calls cut in half; testimonial videos become social proof and trust; a recruitment video becomes the ability to attract A-player talent.

  3. Rename your packages around outcomes

    Keep the same deliverables but change the language. Instead of "four videos a month", say "a monthly lead gen system". Instead of "a social content package", say "an organic content lead machine". Instead of "ongoing video support", say "a revenue content engine". Reel Playbooks addition: every outcome name must be backed by a real plan; do not promise leads you cannot measure or influence.

  4. Pitch a retainer, not a one-off project

    Outcomes do not end, so neither should the contract. As long as there are problems you can solve, propose an ongoing monthly engagement instead of a single project that disappears after delivery.

  5. Prove the outcome every month

    Reel Playbooks addition: retainers renew when clients can see results. Agree on two or three metrics at kickoff (for example leads, booked calls, cost per lead), track them in a CRM such as Onedery or a shared spreadsheet, and send a short monthly report tying your work to those numbers.

Heads upCommon mistakes & tips

  • Same deliverables, different frame. You do not need new services to reposition; you need new language and proof.

  • Reel Playbooks addition: be careful with guarantees; outcome-based names describe the goal, but leads and sales also depend on the client's offer, sales team and budget.

  • Reel Playbooks addition: the reel says outcome framing lets you "charge more money" and that the creator has worked with "over 828 agencies"; these are the creator's own claims and we have not verified them.

  • Reel Playbooks addition: the reel ends with a pitch to apply to work with the creator's company; nothing in this playbook requires that.

ED

Eric Deeran

@ericdeeranIG

Original strategy by Eric Deeran. Watch the original on Instagram.

Watch the original View their profileMore playbooks from Eric

MeasureHow to know it worked

Prospects start asking "When can we start?" and "What results can we expect?" instead of "How much per video?", more proposals close as monthly retainers rather than one-off projects, and renewal conversations are about results rather than price.

ProvenanceSource & adaptation notes

Original

The reel (handwritten notebook explainer) argues that agencies should sell outcomes, not video. It gives the drill and vacation analogies, the discovery question swap, a list of what you sell versus what clients buy (short-form content, brand film, product demo, testimonials, recruitment video), the case for retainers over one-off projects, and renamed packages (monthly lead gen system, organic content lead machine, revenue content engine). It closes with a call to apply to work with the creator's company. The post has no caption.

Reel Playbooks additions

Reel Playbooks additions: the warning to back outcome names with a real plan, the monthly proof step with metrics and CRM tracking (including the optional Onedery mention), guarantee cautions, and flags on the unverified pricing and client-count claims.

AttributionCredit

Original tip by Eric Deeran (@ericdeeran) on Instagram (watch the original video).

Adapted from @ericdeeran's video; steps expanded by Reel Playbooks.

Watch the original video

Reel Playbooks credits and links to the original creator. See For creators to request changes or removal.

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