Client testimonials are effective in convincing your prospects that your company offers the best solution to a specific problem.
And great video testimonials provide people the social proof they need to make a final decision. But the question is, how do you make a good testimonial?
Here’s the long and short of it:
1. Keep it real – Let your client(s) speak in a conversational manner. Don’t direct too much.
2. Create a questionnaire – Keep some questions open-ended so your client can share their experience.
3. Consider the context and select locations accordingly.
4. Be prepared – Have your camera, microphone, lighting, etc in order.
5. In the interview, don’t deflect objections. Address them and let your client share specifics
6. Edit the footage and trim it down.
Video testimonials are popular because they are perfect for the decision stage of the buyer’s journey. You can learn more about that here.
At this stage, these types of videos provide an extra nudge that can close a lead successfully.
Guide on How to Create Compelling Testimonial Videos
In this section, we’re going to take the tips we briefly mentioned earlier and talk about them in more detail. You’ll also find some examples that’ll inspire you to create.
1. Keep it real
The point of a video testimonial is to provide prospects the social proof they need to pick your brand. But if your video looks and sounds orchestrated, it’s going to backfire.
The last thing you want is your testimonial video to sound like your clients are only praising your company because they have a gun pointed to their head.
Make sure the language in your video is conversational. Nothing should seem like it’s forced. Keep the video natural and enjoyable. That’s how your viewer will be able to identify with the person on screen.
This Magic Jack testimonial hits all the right notes!
2. Create a questionnaire
Gather your team and brainstorm what sort of questions you’re going to ask your client for the testimonial video.
Avoid asking loaded questions from the get-go. The point is to get the client to talk about their experience with your company, don’t defeat this purpose by asking too many closed questions.
Try to Keep the questionnaire open-ended and make sure it elicits opinions in a natural way.
Here are 10 questions you can ask:
1. What problem were you hoping to solve?
2. How did you discover our company?
3. What made you consider our brand/company/product/service as a possible solution?
4. Were there any hindrances that made it difficult for you to get a hold of the product?
5. Were you reluctant to buy the product? If so, what reservations did you have that made you second guess going ahead with the company?
6. How has the product impacted your business?
7. What do you like about the product?
8. How was your experience interacting with the company?
9. Would you recommend this product? If so, how do you think it can help others?
10. Is there something else you’d like to add?
Send your client these questions before you hold the interview so they know what will be covered.
3. Select a filming location
Think about the context of the video you’re going to shoot. The locations you pick should fit your message.
You’re also going to have to account for several things depending on whether you shoot indoors or outdoors. Some things you’ll have to consider are lighting, noise, etc.
This American Express video films its clients in their ‘natural habitat’ i.e. their office or store, etc. It fits the theme well.
4. Be prepared
Once you’ve picked your location, you have to set up your equipment, which includes microphones, lighting, and cameras.
Think about angles; how you’re going to frame your shots, and where you’re going to position your subject.
Pick the right microphone
If you’re filming indoors, you can use bi-directional or shotgun microphones.
If you’re going to shoot outdoors, you can put a windscreen or filter over your mic to reduce wind disturbance.
If you’re recording the client testimonial indoors, you could go with a three-point lighting setup. Add or remove lights to strike the perfect balance.
If you’re going to go shoot outside on a sunny day, then use a diffuser to soften the sunlight and a scrim to reduce harsh shadows on your subject’s face. To add some dimension to your client’s face, you can use a white bounce board.
Get your cameras ready
If you frame your shots and think about the angles you’ll need etc. You’ll spend much less time editing your videos.
If you’re using multiple cameras make sure they all use the same frame size, aperture, ISO, white balance, and frame rate.
Position your subject
Use the rule of thirds to position your subject. If your guest is looking to the left of the camera, position them in the right third of the frame
Don’t place your subject in front of a cluttered background or a plain white wall. Film them in front of something interesting that fits the context and leave the background out of focus.
5. Hit record
Keep your subjects comfortable and don’t try to dictate what they have to say. If they’re feeling a little camera shy, allow them some time to warm up to the situation.
If the client starts to talk about certain objections, don’t try to shut them down. Listen and take note of what they’re saying. Figure out how you could have made their experience better.
Allow your subjects to share specifics about their experience. It’ll make the testimonial sound authentic and unique.
Do not interrupt your subjects while they’re speaking, and if there is a point that isn’t being covered, politely ask them about it and then allow them to elaborate.
Here’s another great video testimonial example to inspire you.
6. Edit the footage
When you’re done filming, hit the studio and start editing. Find the best angles and piece the video together.
If the content is too long, use your judgment to trim it down. It’s best to keep the video short and enjoyable. Try to keep it under 3 minutes.
Add the name and title of your subject. Incorporate other supporting text, such as quotes, and add your company’s branding (colors, logos, etc.).
Read more: Best Video Editing Software for Beginners
This is a great example of a video testimonial. And the editing makes it stand out even more.
The Bottom Line
A well-made client testimonial video can do wonders for your business. And since this is the sort of content that can help you close leads, it’s worth the investment.
If you’d like some more information about client testimonials, feel free to reach out to us. We’d be happy to help.