Customer testimonials are one of the most effective tools to build trust with hesitant buyers and convince them that your product or service is the answer they need. But not all testimonials are created equal. In the era of short attention spans and plentiful internet distractions, a truly impactful testimonial video needs strategy and compelling execution.
Here’s your guide to creating customer testimonials that will boost confidence and drive sales.
1. Choose the Right Customers
- Success stories are key: Pick customers who have genuinely benefited from your product or service and enthusiastically endorse it. Focus on individuals who can clearly articulate the problems they faced before using your solution and how they’ve seen positive results because of your solution.
- Diversity matters: Try to showcase a range of customers–different industries, company sizes, roles within their company. This will make your testimonials more relatable to a wider audience.
2. Prep Your Interviewees
- Provide guidance: Don’t just throw your customers in front of the camera! Offer a pre-interview questionnaire with thoughtful prompts to get them thinking. Example questions:
- What was your biggest problem before using our product/service?
- How has our solution specifically improved your situation?
- What results have you seen (use numbers/metrics if possible)?
- Would you recommend us to others? Why?
- Ease nerves: Many people aren’t comfortable on camera. Reassure your interviewee that it’s okay to be natural and that you can edit out any flubs.
3. Set the Scene
- Good lighting: Natural light is best if possible. If not, invest in simple lighting equipment to avoid harsh shadows.
- Minimize background noise: Find a quiet location to ensure crystal-clear audio. A noisy environment can be extremely distracting for viewers.
- Consider the backdrop: A simple, professional background is fine. If it’s relevant and makes sense, you could even film on-site at the customer’s workplace.
4. Master the Interview
- Don’t rely on a script: While guiding questions are crucial, let the conversation flow organically. This will lead to more genuine and authentic responses.
- Dig deeper: If your interviewee gives a short or basic answer, probe further with follow-up questions. “Can you give an example?” or “Tell me more about how that made you feel.”
- B-roll is your friend: Capture extra footage (b-roll) that visually relates to what your customer is saying. This will help with editing and keep the video dynamic. Examples: shots of them using your product, their office, etc.
5. Editing for Impact
- Hook them early: Lead with the customer’s strongest statement or most impressive result. Capture attention within the first few seconds.
- Keep it concise: Aim for a final video length of around 1-2 minutes. Longer videos risk losing viewers.
- Use visuals: Add on-screen text to highlight key points. Mix in b-roll footage to keep the visuals engaging.
- Include a Call to Action (CTA): Don’t let engagement fizzle out! Tell people what you want them to do – visit your website, schedule a demo, download a resource, etc.
Bonus Tips:
- Get written consent: Always have a signed release giving you permission to use the testimonial.
- Professional touch: If you have the budget, investing in a videographer and editor can significantly elevate the quality of your project.
- Make it shareable: Promote your testimonials on your website, social media, email campaigns, and more!
Testimonial videos are a powerful investment into the growth of your business. By following these key steps, you’ll transform your happy customers into your most convincing sales force.
