When I began setting up Video Testimonials Ltd, a specialist UK-wide service for producing cost effective web
testimonials, I thoroughly researched what makes a good Video Testimonial. I watched as many Video Testimonials
that I could find, and had some revelations on how not to do it!
Be Specific
I found so many testimonials were very general, for example, "they were great and really nice to work with."
These neither connected with me, nor inspired me to contact them. These types of testimonials simply feel like
'puff' and carry with them very little weight.
However, if a testimonial provider describes specific benefits that they experienced, then this changes the
impact altogether. Benefit specific testimonials are far more interesting to watch and people will better
relate to what the testimonial provider is saying, increasing the possibility of action. They also feel more
genuine, as the provider talks about particular details.
The aim of a Video Testimonial is to build confidence in a prospect to a point where they are ready to take
ACTION. People can not take action on some vague comment. But if they see a specific benefit of the product or
service that is relevant to them, then it will be remembered and most likely acted upon.
Problem-Solution-OUTCOME
I have read a lot of articles advising people to communicate the "Problem" to the customer, and then offer them
the "Solution". I believe this is a correct strategy and a great way to attract attention, however, I feel it
is missing one key component. It is vital to highlight the "OUTCOME". This is what will sell your product or
service, and everything should be built around it.
I believe that this is an influential means to deliver relevant and high impact information to potential
customers. If the testimonial is focussed on a Problem that your viewer has, you have them hooked, and you can
then guide them through your Solution and the Outcome. If this is an Outcome they want to achieve, it is highly
likely they will then email you, get on the phone, or order online.
Be Concise
I was amazed by the length of many online Video Testimonials, with some lasting for well over 10 minutes! Who,
I thought, was going to sit and watch a testimonial for this length of time, in the hope that it will say
something relevant and useful. In-fact, with this length it is nigh on impossible to retain the viewer’s
interest for any time at all. I became so dismayed at the duration that I wouldn't have got past 10 seconds if
I wasn't conducting important research.
It is essential to keep the viewer’s interest for the entire duration of the testimonial. Therefore, I suggest
that the testimonial lasts for between 30 seconds and 1 minute in duration. This will deliver the most impact.
You can take this up to 2 minutes at a push, but no further. We believe in this so much, that we won't produce
a Video Testimonial over this length. To maximise the impact within this time, the content needs to be clear,
concise and compelling.
Ask Questions
There are two potential means of acquiring the content. One is for you and your client to prepare a script
in-advance, and for them to then read this off an autocue when recording. However, in our experience the most
useful content and dynamic testimonials have come when we have been asking the provider questions. This
technique generates spontaneity and increases the credibility of the testimonial, as the viewer sees the
provider’s emotional reaction while reliving the experience. It doesn’t look rehearsed or overly polished, and
viewers are more likely to associate with the provider.
Spread Them Out
Another common feature I noticed was a dedicated testimonials page, which is fine. However, why wait for your
viewers to find this page before delivering the most persuasive reasons for them to buy from you?!
Spread your Video Testimonials around your site, increasing the chances of them being seen and the message
delivered. If you can embed a testimonial which focuses on a specific benefit within text that is directly
relevant, the impact and response will soar.
Use Real People
A word of warning to anyone thinking that they can get away with mocking a Video Testimonial: you will be the
loser. An actor may not stick out a mile, but a genuine provider will.
The positive body language, voice tones and enthusiasm of a real person talking about a real situation cannot
be contrived. You may not think that your clients are the most photogenic, or the most fluent speakers, but
they will provide a subtle layer of authenticity, that will take your Video Testimonials, and their impact, to
another level.
Summary
Keep your testimonials short and punchy, with specific content that is directly related to your customers’
needs. Focus on benefits or a problem-solution-outcome that will grab your viewers’ attention and connect with
them, prompting action. Ask your provider questions during recording and they will give a more natural response
that will relate with viewers. Make your Video Testimonials highly visible and place them throughout your
website, ideally situated with related content. Don’t be afraid of asking one of your clients to provide a
testimonial because you are not sure if they are right. The best testimonials come from those you least expect.
The main priority is their enthusiasm and sincerity, which will motivate your prospects.
The Author
Mark McDermott is the Managing Director of
Video Testimonials Ltd, the only cost effective corporate
solution provider of web testimonials in the UK. He has considerable industry experience, having run a
successful corporate video production company for over 4 years, before then setting up and launching Video
Testimonials Ltd in August 2007.
Read the article
When and How to Ask Your Customers
for Video Testimonials.