Words do wonders for your SEO.
They do wonders for enabling your leads and existing customers to understand you.
They do wonders for establishing valuable relationships with your target audience- relationships that bring you profit, prestige and premium pricing.
But…take it from a copywriter:
YOU STILL NEED VIDEO!
Nowhere is this more crucial than in your testimonials. Sure, your happy customers can write glowing words about how you provided the miracle cure/ amazing product or astounding service. But people today crave authenticity. People are more likely to watch (and believe) a testimonial video than a written review about you.
In short? You can never have too many video testimonials!
So here’s how you collect great testimonials, in just 8 steps:
1. The “Before and After” Story
Right from the start, your testimonial client needs to explain their “before and after” story (e.g. “My backyard was an unkempt mess and I didn’t know where to start, until Dave’s Landscaping came along and within a day my house had become a castle once more!”)
2. Benefits Galore
Make sure your endorser talks about how your product or service has changed their life, solved their problems and improved their productivity.
3. Can They Relate?
The testimonial should be from someone your target audience can relate to. Choose customers who are obvious examples of your target audience.
4. Who’s Who?
Your video testimonial must have the name and any descriptive title of the person, so that viewers know the comments came from a real person.
5. Measuring Up
It’s always a bonus if your testimonial is comparative, where the customer tried another product or service like yours previously and found that it failed to deliver the expected results. Whereas, when this person tried your product/ service, the results were stunningly different, providing significantly extra benefits.
6. Hit ‘Em Up When They’re High
Get the testimonial when the client is upbeat and on a high, so that you are benefitting from the natural passion they have at the time (straight after someone has enjoyed their hair salon experience or maybe just after the auto detailer has finished restoring the showroom shine to their car).
7. Keep It Fair Dinkum!
Don’t ask the client to go overboard with their personal recommendation. Keep it natural and believable- keep it fair dinkum!
8. Remember- Your Audience Is Smart
The can detect a testimonial that has been manipulated or coached by you. By all means, let your clients provide a personal recommendation, but don’t let them get “corny”. Just ask them to be real.
The beauty is that you don’t need fancy camera or editing equipment to capture a glowing testimonial. You only need the camera app that virtually all phones come equipped with these days. Keep it natural, follow these 8 steps and let the red-hot recommendations roll in!