Not Every Client is Your Audience—And That’s a Good Thing
Introduction
In the film and commercial world, there's an unspoken pressure to treat every client like your ideal audience. We cater, adjust, soften our instincts to please the broadest group possible.
But what if trying to speak to everyone is the very thing that makes your work forgettable?
At Fragrant Film, we’ve learned that not every client is meant to get you—and that’s exactly how you build a reputation worth remembering.
Clarity > Compatibility
It’s tempting to shape-shift for the paycheck. Especially when you’re growing a brand or trying to keep the lights on.
But creative clarity is not arrogance—it’s honesty.
The clearer you are about your style, your values, and your non-negotiables, the more you give clients the chance to self-select out.
That’s not a loss. That’s refinement.
If your work doesn’t resonate with a client, it’s not rejection. It’s redirection.
Trying to Please Everyone Will Flatten Your Voice
When you chase universal appeal, your work starts sounding like everything else.
You may land more contracts in the short term, but you’ll become a vendor instead of a visionary.
Every time you dilute your perspective to avoid offense or confusion, you train your audience to expect less from you.
Stand for something, even if it means fewer yeses.
Fewer yeses from the wrong people still lead to more alignment in the long run.
The Clients Who Do Get It Will Come Back
The right clients are looking for more than a vendor—they’re looking for a creative partner.
These are the clients who reference your past work, trust your eye, and invite you into the why behind their brand.
They’re not just buying deliverables—they’re buying conviction.
Every time you create with clarity, you raise a flag that says:
“This is what we value.”
It won’t attract everyone, but it will attract your tribe.
And that’s how you build trust, not just transactions.
How to Know Who You're Creating For
Ask these three questions to stay aligned:
Would I be proud of this work even if my name wasn’t attached to it?
Does this project align with the kind of stories I want to be known for?
Will this client respect my process—or just my price?
When you ask the right questions early, you save yourself from trying to fix alignment problems in post.
Conclusion: Focus the Lens
In film, we use focus pulls to guide the eye to what matters most.
The same is true in your business.
Not everyone is your focus.
Not everyone is your frame.
And not everyone is your audience.
That’s not narrow-minded. It’s professional discipline.
Let your work speak in the voice it was meant to carry—
even if it’s not for everyone.
