Creating testimonial videos that show how satisfied your clients are with your product or service can be a terrific way to gain new customers. They are great for embedding on your website, social media posts, and even getting your clients to share them. However, most testimonial videos that businesses make are not as effective as they could be. Most of them entail the client just saying a bunch of nice things about the company rather than sharing how the business solved their problem. You hear things like "they were so professional" or "they were very easy to work with." The problem is that it's all about you and the business instead of your client. As a consumer, wouldn't it be better to hear about how another customer went from struggling with their problem to solving it?
Let's break it down
A good client testimonial video can be broken down into three parts; the problem, the solution, and the success. The problem should explain what the client was going through before finding your business. The solution should explain how your company was able to solve that problem. Then, the success should express how the client feels now that the problem is solved. To get these questions answered, instead of asking a question like "how was your experience working with us?" Instead, ask these three questions:
Explain how you felt before you found our company. What was the problem you needed to solve?
How was our company able to solve this problem?
How has life been since your problem was solved?
These three questions will work whether your business is B2C or B2B. By structuring your testimonial videos this way, you tell your client's story rather than having them list out complements in no particular order.
Here is a fictional example of a testimonial for walking(as if walking was a product):
"Working from home has its benefits but has definitely been challenging on my mental and physical health. I was starting to get really tired of being stuck in the house all day. I knew I needed a reason to get out, but I felt hopeless. Luckily, that's when I heard about "walking." At first, I was skeptical. I thought maybe it was too simple of a solution. But then, I just started putting one foot in front of the other, and it worked immediately! When I'm walking, I can get some fresh air, reflect on my day, and even burn a few calories. Since walking has been a part of my life, I have balanced my mental and physical health one step at a time."
The takeaway
As you can see from the example above, there is an obvious problem that the client is experiencing. When you make testimonial videos that specify the problem you solve throughout the entire video, you tell a story that engages new customers who are experiencing the same problem. Next time you make a testimonial video, fish for answers that pertain to the problem you solve instead of just fishing for compliments.
Use our free video outline the next time you shoot a client testimonial.