Your company does great work. Your clients tell you as much. You like to repeat these glowing reviews to other prospects and colleagues. Stop. Stop talking about it and start showing it.
The power of client testimonials isn’t a secret. It’s a common online video technique and I think many companies are doing a good job getting their satisfied customers in front of a camera. Good. We’re in the game. Now it’s time to try to win at it.
Here are 2 simple tidbits that will improve the whole client testimonials experience for the millions of us that view them every day.
1. Testimonial videos should be always be simple & easy to watch.
Keep them short. Keep their message simple and focused. Just include the portion of their soundbite that’s relevant. If you have multiple categories or product silos, etc… don’t try to satisfy different segments with the same, long soundbite. Break it up. This keeps it relevant and of course, short. Most of us don’t have time to listen to a stranger veer off course or meander away from the point.
2. Coach ‘em.
Don’t be afraid to have your client do a 2nd, 3rd or 4th take. Trust me, they’re not going to hate you for it. They want to sound good too. Ask them, “Do you mind saying that again and using the company name in your answer?” or, “Do you mind shortening that up a bit?” This kind of coaching will be welcomed. No one wants to get it wrong.
Here’s a recent campaign for Amplify Credit Union. They wanted to reach multiple segments, tell multiple stories of satisfaction and they wanted to work in a bit of a branding message. I think it’s a nice touch and turns a group of video pieces into ONE cohesive campaign. What do you think?