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Video Testimonials

Shooting Testimonials
For Your Website

 

One of the most important videos you need to insert onto your websites are Testimonials.  The use of testimonials gives your company and products credibility and builds your relationship with your web visitors with intimacy, bonding and confidence.


I have literally shot 1000's of testimonials over the years, and I have learned how to get what I want out of the speaker. 


First here are some basic tips on testimonials.  Then we will go into tips on filming testimonials.

 

Basic Tips for Video Testimonials

  • Always get permission to use them.  Those subjects who are either audio recorded, filmed or write testimonials for you, should be smart enough to know that they will be used on your website or in some type of media, but lawsuits may come up, so get permission either in writing or on tape.
  • Prove to your customers that your testimonials are real with names, city and the name of their business.  Putting “Joe G.” at the bottom of the screen is usually not enough to prove the legitimacy of a testimonial.  The more info you can display, the better.
  • Don’t wing it.  Have a list of questions ready.  If you don’t, you may be sorry later.  If there are typical objections regarding your products, include a question concerning how they overcame it.
  • When to ask for Testimonials.  Once they have bought and paid, you can ask for a testimonial regarding the buying process.  Then after they have used the product and come back for more of your services, this is an even better time to ask. 
  • Have Testimonial contests.  Give prizes for the best testimonial.  This will lead to consumer excitement, increase your sales and get you the testimonials you need.
  • Make your customer a special deal in exchange for a testimonial.  Give them a discount or a free accessory.  Be creative.
  • Use celebrities or industry experts.  Celebrities and industry experts can be a great persuader for people to buy your products!
  • Write it for them.  Now this may seem to you as a bit unethical, but some people don’t want to be filmed and they don’t have the time to write one.  So write one for them based on what they have told you.  As long as they sign it, it is a perfectly legal testimonial.
  • Don’t call them “testimonials” on your website.    In marketing the word “testimonial" has proven to sell less products than the word “Endorsement” or stating, “Here is what others say about ­­­­_______!" 

Tips on Filming Testimonials

  • Have your questions written down – Don’t wing it.  You may be sorry later
  • Get their information.  Their name, city and state, and their business if it helps sell your product.  Write it down and get the correct spelling or if taping, you can ask them to spell it on camera. 
  • Start with “Hi! – Let your subject know they should start with “Hi! My name is ­______.  I’m from _______, and I’m the owner of _________.
  • When filming testimonials have your subject look directly into the lens.  This will create bonding, intimacy and confidence with the viewer.  They get the feeling that the person giving the testimonial is talking directly to them.
  • Use a well lighted area.  Shadows are bad, on people and your background.  If you can not flood the area with light, shoot outside if at all possible. Don't set them up too close to the wall behind them that shadows are cast. 
  • Stabilize the camera if at all possible, with either a tripod or on a piece of furniture 
  • The camera should be at the same level as the eyes of your subject 
  • Framing your subjects.  Non professionals have a tendency to frame their subjects with their heads directly in the center of the frame.  Instead make sure their eyes are in the top third of the frame with just a bit of head room at the top of the frame 
  • Pick a quiet room to film.  Away from noise and kids (turn off the TV and Radio) 
  • Use lapel microphones (also called lavalieres) if at all possible, The sound you get from a lapel mic will take out the echoey sound of the room and most of the external noise going on around you.  If you are using a consumer camcorder there may not be an input for microphone(s).  In that case you will have to use the internal mic on the camera.  Do a test first to make sure you can clearly hear your subject.  If not, you'll have to move in closer.  If your camcorder has a headphone jack, use it!  What you hear in your headphones, will be what your audience will hear in your video.  (If necessary, you can raise the volume during editing). 
  • A medium shot or close ups are best for Testimonials (from the waist or a bit above the waist and up) but don't be afraid to go closer during emotional times (like when Barbara Walters gets people to cry).  The closer the subject is, the easier it is for the viewer to bond with them.  But not too close!  You don’t want to suffocate the viewer.
  • Keep the subject comfortable.  A lot of people who are not used to the camera may be nervous.  Make them comfortable and let them know that their mistakes will not be seen.  Some people think that they need to memorize their testimonials before you film them.  They come up to me all freaked out because they just know they will forget their lines.  Explain that you will guide them by asking them questions and they need to simply speak from the heart.  Their fear will dissipate and they usually do just fine
  • Keep the surroundings colorful - Blank white walls are a no-no.  Dress up the area where you film testimonials with flowers, a fruit basket or plants or even your products.  A company logo is great in the background.  Be creative with your surroundings.  Natural outdoor settings are great if it's not too noisy).  Know your business and your customers and pick a site that on the one hand will not offend them, and on the other, bring them comfort.
  • Give a signal when they should start speaking.  I always tell people that they should wait to answer until I point to them.
  • Always have 2 seconds of silence before they begin speaking for editing purposes.  Remember your voice will not be on the final edit.  If they start speaking before you are finished asking your question, politely stop them.  Tell them to start over when you point to them.
  • Making mistakes.  Don't worry too much about the subjects making mistakes.   Have them start their flubbed answer over again with another 2 seconds of silence.  Tell them to start over when you point to them.  You can cut out anything when editing
  • Don't ask yes or no questions.  Ask specific questions.  “What do you think about _________?  Is a much better question than “Do you like the product.”  And have them repeat the question in their answer.  Remember the viewer will not hear the questions.  For example, if you ask them, "What's your favorite color", and they answer "blue", that is not good enough for a testimonial.  Ask them to tell you what their favorite color is and why they chose it.  Have them start with, "My favorite color is blue and the reason is…", etc. 

What are the best circumstances for getting the best testimonials?
Here is an answer you may not have expected, but once you think about it, it makes perfect sense!  The answer is at a cocktail party!  I've gotten some of my best testimonials at cocktail parties!  Not when your customers are drunk, but just a little bit tipsy...loosened up you might say.  Not that they would say things they might not say otherwise, but you get alot of great footage from people who normally would not get in front of a camera and speak!  So throw a cocktail party for your clients and bring the camcorder.  HINT:  Shoot in a separate area away from the noise and never show liquor in your shot (that is unless your product is liquor).  It doesn't need to be in a closed off room.  A little cocktail party ambient noise is fine as long as it does not overcome your speaker.

Now I know that not everyone will be able to always follow all these rules.  The truth is filming a testimonial in a cave is better than no testimonials at all.  Good is often good enough and something is better than nothing.  But Coca-cola doesn’t just hire an ad agency and bring in expensive film production crews in order to produce multi million dollar commercials because they are wasteful or stupid.  They spend the big bucks because they know that the professional quality they receive will effect their image in a positive, emotional and powerful way.  And of course that will bring them more sales.

 

In the same way your company should always strive to make your websites, your web video and your image more professional.  With a great testimonial, you too will benefit from an increase in sales!
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