December 18, 2014
What makes a good video testimonial? When brought together, certain elements have the power to make a statement that’ll stick with consumers. So, how does the magic happen?
Here’s what you’re going to need.
Concise video has the most impact
Each testimonial has a point to make. Whether the focus is on your brands great customer service, or an awesome feature that deserves a recommendation – each video should focus on one point, and only that point.
There’s no definitive time limit for success. To put it simply, each testimonial should be as long as it needs to be. Concise video is able to hold the viewers attention. It doesn’t wander or lag. Just gets to the point; doing its job with the efficiency that has made testimonials a go-to marketing effort.
The real deal
This seems like a no-brainer, but it’s worth mentioning! Good testimonials are genuine – simple as that. They aren’t paid for or given in exchange for some other form of compensation.
The obvious downside of buying testimonials is that consumers can easily sniff out when they’re being lied to. More importantly – why would you want to buy testimonials? What is there to gain? Not only does purchased video pose a threat to your credibility, it also isn’t capable of showing how truly great your brand is.
Good testimonials come from users who know your product or service inside and out – and that isn’t something you can buy.
Address initial problems and overcome concerns
All buyers have concerns and problems. Which is where you come in. How can you help prospective clients? How can what you offer improve their life?
Testimonials should touch on how you were able to solve a problem with your product or service – while alleviating concerns that come up in the buying process. Consumers who are wondering whether your brand is worth the investment of their money and time should have that question answered in each testimonial, no matter what the focus of the video may be.