Whenever I click on a video to watch before buying a product or a service, I ask myself… “What am I looking for in this video? What is going to convince me?”  

For me, the thing I’m looking for most is assurance. How can I be sure that this company is trustworthy? That’s easy. I want to listen to others who are like me share their own story of what they experienced from purchasing these products or services. And the more that’s shared, the more I will learn to trust.

That’s why the second type of video we’re going to discuss is so important: Testimonial Videos.

Here are the Top 5 things every good testimonial video should aim to include:

• Tell the Before & After Story. Whether it’s a testimonial or a blockbuster movie, the best stories give us a transformational experience. Quite simply, it’s: “This was my life BEFORE I became a customer, and now this is my life AFTER.” Testimonials show us you’ve got something that can literally be life-changing. 
• Present your Product as the Solution. The two biggest question we always ask is, “What problem are you solving?” and “What makes you different?” This is really the key to a good Before & After testimony – it’s the story of how your product came along and changed everything.
• Show the Product in Action. We talked about this last time – just because we’re hearing from a satisfied customer, but ideally we still want a visual. Talking head videos are great, but the best testimonials let us experience the magic with our own eyes.
• Be Honest. This sounds obvious, but authenticity is essential. Sure, we want to hear from your most passionate customers, but not if what they share off as fake. Look for customers who have had a great experience, and can genuinely translate that when on camera.
• Give Potential Customers a Next Step. By the end of the video, hopefully the viewer is ready to buy! Make it easy for them by offering a clear way to connect, whether it’s contact details or product purchase information.

I hope this helps you spread the word about the great work you are doing. Kind of like that old saying about a tree falling in the forest – you’ve helped so many customers, here’s to creating an opportunity for them to make a sound!

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