Video Testimonials - Let Your Customers Do The Talking

When looking for a way build customer trust and increase sales, nothing compares with the immediacy and power of a video testimonial.

Written May 17, 2009, read 1551 times since then.

Right now we are all looking for ways to increase sales in a sluggish economy, and improve customer rentention and loyalty. Nothing, helps sell a product more than praise from other customers. Print testimonials are good, but many customers have become skeptical of the authenticity them. Just hearing a few positive words can be all it takes to turn a skeptical prospect into an actual sale. A testimonial video of a customer’s words of praise uses the power of audio and video to send a compelling message.

There are many benefits of using video testimonials over other forms of video advertising. A testimonial video connects to potential customers on a personal level and shows that other people just like them use your product or service. Video testimonials are also more cost effective than other forms of video advertising since they rely on genuine words spoken by your customer instead of costly animations, sets, actors, or wild graphics to sell your products and services.

A great way to gather testimonials is by simply asking your customers. Just send out an email or personal note asking for them. You might entice them by offering a free gift or discounts off future products.

There are three main types of video testimonials that you might consider using:

Professional Testimonials – These are from customers who can vouch for you or your company on its character and integrity. They’re great for realtors and other professionals who work one on one with customers and need to build an element of trust to gain a new customer.

Service Testimonials – Let your customers explain the process of doing business with you and how easy and enjoyable it was. If you are selling a personal service or concept, a satisfied customer can actually be better at promoting your business than you.

Product Testimonials – Despite widespread acceptance of online shopping and ecommerce many people remain skeptical and somewhat leery of purchasing anything online. Potential customers want more than just promises from your website or television commercials, they want proof that you’re the best one to do business with. Seeing a satisfied customer using your product and sharing their positive experience provides that proof.

Conveniently, testimonials can be used in just about any video marketing piece such as television, web, or direct mail to name just a few. Once created, these same videos can then be used across many different types of media to reinforce the quality and integrity of your business.

With video testimonials you can bring your business marketing to a whole new level by reaching potential customers on a more personal level than traditional advertising. And since it can be less expensive than other types of video advertising you have even more reason to use the power of testimonial video. Check with your customers today to see if they have something positive they would like to say about your business. Imagine the impact their words will have on the trust and credibility of your company.

Learn more about the author, Corey Lopardi.

Comment on this article

Posted by Sandra Kozlowski, Olympia, Washington | May 17, 2009

Beautiful as always Corey!! I wish more people would spend time with . you and learn from your knowledge base.

You are a gift to the Thurston County business community!
Posted by Kelley St. Germain, West Jefferson, North Carolina | May 18, 2009

Corey,

Do you get a release signed by the person giving the video testimonial?

Kelley
Posted by Corey Lopardi, Olympia, Washington | May 18, 2009

Kelley,

I'm not a lawyer, so please understand that any legal issue like that you should check with one.

Generally, if you have the person giving the testimonial give their name and spell it on camera, and if you want to ask them on camera for their consent then you are sorta covered. If you plan on using the footage in anything you would sell, like a training DVD, then yes get written permission.
Posted by Joan Hitchens, Olympia, Washington | May 18, 2009

Thanks for breaking out the types of testimonials we might request! That's a help.
Posted by Dennis Henry, Oroville, Washington | May 18, 2009

Corey, we just implemented video testimonials for a current client of mine and I have to say it is very powerful to watch five customers speak in person, postively about the client. Seeing the people and their happy expressions speaks so much louder than reading words. It's very convincing.
Posted by Tony Beahan, Olympia, Washington | May 18, 2009

good article Corey
Posted by Jim Rooney, Brady, Texas | May 18, 2009
Corey,

Thanks for the good marketing ideas. Please answer these questions.
1. Do you hire a professional vidoegrpaher to shoot the interview. How long is the video testimonial.
2. Does it take several reshoots to get it just right?
3. Does the client use a script or is his/her comments all extemperaneous.
4. How much time does it take once you are on location.
5. Where do you post the video and why? Describe ways your clients have used testimonial videos.
Posted by Emily Wigley, Vashon, Washington | May 18, 2009

Corey, Great article! I just decided to do video testimonials, and your article is kicking me to do it right away! I think one more thing I'd add is: - Where appropriate, use a video testimonial of the client using/doing/showing the benefit of the product or service one provides, with their voice over testimonial. It's like a one-two punch! I can't wait - thanks for the great push!
Posted by Corey Lopardi, Olympia, Washington | May 20, 2009
Jim,
1. Do you hire a professional vidoegrpaher to shoot the interview. How long is the video testimonial.
Most video testimonials are 2-3 min. long. They are usually better when shot professionally, but can be shot by you. (We work with the customer to make them comfortable and get the best, most honest testimonial possible)
1. Does it take several reshoots to get it just right?
We usually take 2-3 takes, and work with them to give answers they fell good about. Then we can edit down the takes if necessary.
1. Does the client use a script or is his/her comments all extemperaneous.
Usually we avoid scripts as people will come across rehearsed, or get self conscious. We typically ask questions that speak to what the client wants testimonials of, and then try to get genuine responses.
1. How much time does it take once you are on location.
We like to schedule 2 hours per interview, but sometimes schedule them in as little as 45min. blocks.
1. Where do you post the video and why? Describe ways your clients have used testimonial videos.
Testimonial videos are used several ways. On websites, posted on video hosting sites like YouTube and Vimeo, or directly on social media sites. They can also be used in email links, and as part of a TV spot, or promotional DVD.
Posted by Laura Thorn, flower mound, Texas | Jul 14, 2009

Video testimonials are so much more impactful than just reading copy. You can see AND believe what they are saying because it is real! I just wished more local businesses would take advantage of this option and post them all over online. There are sites like that give you free link exchange, video uploads, and even just a simple web page that will link back to your site. Being found in the big worldwide web is everything these days and video testimonials is one of the most powerful tools ever used!

Posted by Jesse Blair, Lynnwood, Washington | Mar 22, 2010

Great idea! I made a marketing video for my own company by talking about how great I was at what I did. I probably should have let others praise me.