{"id":10875,"date":"2019-06-12T13:07:33","date_gmt":"2019-06-12T11:07:33","guid":{"rendered":"https:\/\/www.powtoon.com\/blog\/?p=10875"},"modified":"2020-08-21T00:20:03","modified_gmt":"2020-08-20T22:20:03","slug":"video-testimonials-win-new-customers","status":"publish","type":"post","link":"https:\/\/www.powtoon.com\/blog\/video-testimonials-win-new-customers\/","title":{"rendered":"How to Make Inspiring Video Testimonials to Win New Customers"},"content":{"rendered":"Read Time: <\/span> 3<\/span> minutes <\/span><\/span>\n

Any marketer<\/a> knows that toward the end of that marketing funnel, they\u2019ll need to drive home business using real and inspiring customer testimonials. Testimonials, and especially video<\/em> testimonials, allow prospective buyers to hear others \u2014 just like them \u2014 tell their challenge to champion stories. I bet it probably goes a little something like this… <\/p>\n\n\n\n

Once upon a time, this customer was down in the dumps with a challenge they couldn\u2019t seem to wiggle themselves out of. But then they started down an incredible journey. There they discovered (through content<\/a>) this company. This company soon became, first and foremost, a mentor<\/a> to them. After developing trust, they came to realize this company’s product or service is actually the<\/em> solution to their needs. They adopted this change and their business has been flourishing ever since. The End!    <\/p>\n\n\n\n

Sounds sweet, right? <\/p>\n\n\n\n

But if all testimonials exactly follow this script, there\u2019s a good chance they\u2019ll all start sounding redundant and boring after a while. What\u2019s a testimonial creator to do?!<\/p>\n\n\n\n

To help you produce authentic and inspiring testimonials<\/em>, we\u2019re here to guide you in making video testimonials that will have your audience asking you to pass the Kleenex box while simultaneously hitting that \u201cSign up\u201d or \u201cBuy now\u201d CTA. <\/p>\n\n\n\n

To do this, our Chief Evangelist, Renee Teeley, knew she just had to chat with former TV producer, Andrew Davis (no relation to me, but totally wish there was), to talk all about how you can use video to produce inspiring customer testimonials<\/strong>. Hint: It\u2019s all about minding (and creating) the gap. <\/em>Buckle up!<\/p>\n\n\n\n

Creating Curiosity Gaps<\/h2>\n\n\n\n

When testimonials become predictable and mundane, the key to telling compelling success stories is to invite users to chase the answers as to what will come next. This curiosity gap is also known as the unifying theory of 2+2<\/a>. This theory has been made famous by Pixar\u2019s screenwriter, Andrew Stanton. Stanton believes that to tell truly good stories, viewers want to work for their cinematic food, they just don\u2019t want to know they\u2019re working for it. By offering up information in the format of 2+2 instead of 4, audience members work through the gaps in information. By putting the pieces together themselves, your audience members become co-creators of the story as you tell it. <\/p>\n\n\n\n

So how can we realize this technique in customer success testimonials? One simple way is not to start off with the name of the company whose services you\u2019re promoting. Instead, pull out a quote that best exemplifies what the audience is desperate to have themselves. <\/p>\n\n\n\n

For example, let\u2019s say your target audience is recruiters. They\u2019re biggest pain is screening so many resumes and interviewing people, many of whom aren\u2019t relevant. An opening line that says, \u201cNow we screen, sort, and interview amazing candidates at lightning speed and in a way we never thought possible. It\u2019s completed changed the way we work.\u201d Now that\u2019s just gold. <\/p>\n\n\n\n

Show, Don\u2019t Tell!<\/h2>\n\n\n\n

How does video help stoke the curiosity gap? Unlike other testimonials (e.g. a written quote on a website or a podcast interview), video allows you to demonstrate exactly how your solution work. Show, <\/em>don\u2019t tell! Be it screencasts of the product in action, B-roll of those testimonial givers relishing in your service, or good old infographic of data depicting how you made all the difference, that gap between what the audience sees and what those images represent is where the this-could-be-me magic happens.<\/p>\n\n\n\n

Preparing an Awesome Testimonial \u2014 The Interview Before the Interview <\/h2>\n\n\n\n

That\u2019s right, do a pre-interview! Interviews can be scary for both the person behind the camera (to ask the \u201cright\u201d questions) and the person in the limelight (to say the \u201cright\u201d answer). Put everyone at ease with a pre-camera interview on the phone. Go over the story of their noteworthy success and be sure to take good notes! <\/p>\n\n\n\n

Do they get super passionate at points that will trigger serious emotions in your audience (more on that in a minute)? What questions can you craft for the video recording that will draw out the most inspiring lines during showtime? Be a good listener during the casual pre-interview and you\u2019ll be more comfortable knowing exactly what you can anticipate them saying. Plus, they\u2019ll be more comfortable having done a test run themselves. <\/p>\n\n\n\n

Threatening Success with Emotions<\/h2>\n\n\n\n

Threatening success doesn\u2019t sound very nice, so let me explain. (See the curiosity gap I just made?)<\/p>\n\n\n\n

When working to create a customer testimonial that is truly inspiring for your prospects, creating emotional triggers will be key. To do this, don\u2019t be scared to push your interviewee a little on potential hurdles they expected during their journey. You want your viewers on the edge of their seats: Did those boogieman barriers they anticipated really come to the surface? How did that pan out? <\/p>\n\n\n\n

These high-tide emotions are so incredibly captivating (think: reality TV). Use them to compel prospects to stick around and learn about the story\u2019s ultimate resolution and undeniable payoff in choosing you as a partner in success. <\/p>\n\n\n\n

Video Testimonials that Inspire YOU<\/h2>\n\n\n\n

Got any of your own ideas on how to make video testimonials that inspire? What video success story sold you on a product or service? Let us know in the comments below or on YouTube<\/a>. As always, don\u2019t forget to subscribe to Powtoon\u2019s YouTube channel<\/a> for more episodes of the #MakeItAwesome Show and more awesome content from the Powtoon team! <\/p>\n\n\n\n

Stay Awesome! <\/p>\n","protected":false},"excerpt":{"rendered":"

Any marketer knows that toward the end of that marketing funnel, they\u2019ll need to drive home business using real and inspiring customer testimonials. 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