Ever read the Amazon.com user reviews before you buy a product (even if you don’t end up buying it through Amazon)? This feedback is so important to us as consumers because it gives credibility to or advises against the purchase of a specific product.
Today, we’re all very skeptical. There are so many products and companies that claim to deliver, but in the end, do not. We’re exposed all the time to ads that seem too good to be true, but how do we really know what’s good or bad?
Customer testimonials are a great way to attract and convince potential customers to purchase your product or service. Unlike Amazon, most websites don’t contain user-generated testimonials – just those that you copy and paste up for others to see – this is why video testimonials on product pages/service sites are beneficial.
Video testimonials show potential customers a person they can relate to – a person with a similar issue or situation that was solved by your product or service. The videos themselves are generally easy to produce; however, there are a few things to keep in mind so that your video produces the results you’re looking for:
Authenticity: Your subject must be credible – allowing
you to share their full name and proving that he/she is an actual satisfied customer, not an actor.
Be Specific: Video testimonials need to specifically tell how your product or service solved a situation or fulfilled a need. Saying “Their service was
great” isn’t enough. It’s also helpful to include qualitative facts, such as, how much money was saved by using your service.
Demographic: Before selecting previous customers to involve in creating video testimonials, determine your target demographic for the videos. Be sure to utilize people within the same target demographic for the videos as people relate well to others of a similar age and occupation.
Practice: You want the videos to reflect sincerity in a professional manner. While you may need to help customers come up with a script or outline, be sure it’s really the customer’s voice that comes through strongly.
Done correctly, videos of satisfied customers can be one of your most effective sales tools.