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Often, I've found that what my clients think is a good testimonial and what I as a video professional think is a good testimonial are two different things. In this two part series, I'll offer up advice for helping you choose.
Below, tips for selecting the personalities who will make the right impression.
Choose Someone Easy to Understand
It sounds obvious, but you'd be shocked at how many people ask customers with heavy accents to provide testimonials. Just three weeks ago a doctor had me shoot several of his clients for a web video. Most of them were fantastic, but one spoke in broken English with a thick accent and couldn't properly pronounce the doctor's own name! I know why he chose her-- I could tell she adored him-- but that doesn't mean she's a great on camera testimonial. Unless your business specifically services foreigners (like an immigration attorney) stick with clients who will be able to deliver a message clearly.
Skip the Chatterbox
You know that one client that chews your ear off? The one with whom every "quick call" turns into an hour long conversation? Don't choose them. Video testimonials should be concise for two reasons: a) no one will watch a four minute video of one person droning on and b) cutting them down in editing takes time, which in turn costs you money.
Cuteness Counts (a little)
Before you get fired up about me putting too much emphasis on looks, hear me out. Your testimonials should be "aspirational" meaning they should project success, success, success in every aspect- and that includes their outward appearance. In video testimonials, attractiveness certainly doesn't trump being clear, concise and a good representation of your business's performance, but if all other factors are equal it's definitely the tie breaker.
Check back next week for more advice on choosing your testimonials. Have a great week!
