November 14, 2014
There are no set rules about what to say in a video testimonial. Which, if you’re just starting out, is both good and bad news. On one hand, if there were, it would get boring pretty fast, right? On the other, that means you need to have an understanding of what viewers need to hear.
Here are a few examples of the best things to say, along with the different ways to get them.
Sometimes you need to let a natural do their thing to get the best results
There’s always a debate about using scripts for testimonials; when to use them, if they should even be used at all compared with an outline, which gives a general overview without sounding forced. Sometimes, though, you need to let the speaker go without direction.
Testimonials rely on fresh viewpoints from people who can say things in an enlightening or captivating way.
And this might not happen very often, but it’s something you’ll begin to spot as you get the hang of things. You’ll find there are certain people who are born to give video testimonials. They’re great speakers, at ease, undaunted with summing up their thoughts and recording them.
When you find these people and tap them for a testimonial or longer video, the best thing you can do is let them go and stand back to watch them work their magic. They’re likely to come up with things that you haven’t considered, to look at your brand from a different angle, which is invaluable and something you’ll want to make the most of.
Stay away from generic descriptors like great or best ever
That being said – you’re not always going to have clients or peers who are gifted speakers. They’re going to need an outline, or a question or two that’ll serve as a prompt. Your job is to make sure you stay far, far away from generic descriptors for your brand.
Words like nice, great, or best ever are so overused at this point, that you’re running the risk of viewers thinking your testimonials are fake. If you provide a general script for them to use, make sure you allow them to come up with their own descriptors to detail what you do. You want your clients to say what they really think, in terms that come naturally to them. Using terms that sound manufactured are going to turn off viewers and you risk losing their trust in the process.