Like many marketing materials, the testimonial video appears deceptively simple. Go interview a happy customer, cut it together, boom, done, wonderful, slap it on the website!
But we’ve seen plenty of bad examples of this format. Customers who clearly just want to get the heck out of there. Customers who sound like they’re reading a script written by your marketing manager. Customers who (suspiciously) say everything about the entire process with your company was beyond perfect.
If you’ve mapped out your customer journey, you likely know that early stage buyers want to be inspired and late stage buyers want to be reassured. Late stage buyers need to know that your company can actually deliver on those lovely promises made in your early stage marketing materials.
Enter the testimonial video. No question, testimonial videos are an effective way to reassure prospects that you’re wonderful before they make their final decision. But I’ll add an important caveat — if they’re done well!
I really don’t want to say that the secret to an effective testimonial is authenticity… but I’m going to. (Even if, as Guy says in the episode below, “authentic” peaked as an advertising buzzword in 2015. Sorry.)
These seven tips will help you create authentic testimonial videos that clinch sales.
7 tips for effective testimonial videos
- Try to be objective. Imagine your video will be a segment on 60 Minutes.
- Don’t be paralyzed by the hunt for the perfect customer. Choose the person who’s willing to go on the record for you.
- Skip the cattle call testimonial interviews at conferences. Quality is more important than quantity.
- Do a pre-interview with your subject, but don’t give them the questions in advance. You don’t want scripted answers.
- During the interview, don’t be overly critical of your subject. A video interview can be stressful. Critical feedback can deflate an excited interviewee. Keep them calm and confident.
- Paint a picture of a human, not of a customer being interviewed. Viewers want to know there’s a real person behind the story.
- Tell a story.
For more on each tip, listen to the episode or read the transcript below.
Ready to shoot your own testimonial? Start with our buyer’s guide on hiring a video production company.
More resources for a kickass testimonial video
Are you here because your boss said, “Competitor A has testimonial videos! I want one too!” Maybe read this first.
And if somehow you aren’t convinced of the value of a testimonial, we shot one that flipped a customer at the finish line.