Here’s a statistic to think about; 85% of our audience will trust peer recommendations more than any marketing This is why a good business video is about what you do an why. If you want to let people know you’re brilliant, it will have to be your clients who tell the story.
Keeping it real
In the past we’ve been asked to hire a few actors to create ‘case studies’ and ‘client testimonials. We don’t do that for two reasons: 1. Why fake it? If you run a great business, it should be easy to find three clients who love what you do and are happy to talk about it. If not, you need a better product! If you don’t have the product in the market yet, tell a story that describes the problem your product solves. 2. Actors do other work. The social media fallout of your ‘production manager’ turning up in a major beer commercial (yes, that really happened) is not worth the benefit of slicker delivery that actors can offer.
But what if my clients are terrible presenters?
Our experience is the anyone will come across well if they talk about something they fully understand and care about. Any other issues with delivery are about clever coaching and directing. It’s the video producer’s job to make sure your clients are in the right mindset to tell their story.
Let go of control
It’s important to not try to control the outcome too much by sending scripts or ‘overdirecting’. When you interrupt the client’s train of thought and try to get your branding message in there, you will lose the authenticity. Once that’s gone, so is the credibility of the testimonial.
Mix it up
In video the ‘rule of three’ applies. When three people discuss something it’s feels like a credible story. Less is too little, more can be overwhelming. Here’s an example: http://vimeo.com/42601926 Mixing your team’s narrative with that of your clients can also be a great option: https://vimeo.com/52974598
And for something completely different
Here’s a beautiful and unusual way to get a client testimonial. You know you’re doing something special if your clients write a poem about the experience they had with you! https://vimeo.com/123904559
And finally: Keep it short
60-90 seconds is enough to establish you’re awesome!