Let's do an exercise. You, an athlete, are looking to buy a running watch. There are several models on the market and, after some research, you've almost decided on one of them. Almost. You still have questions about this watch that make you feel insecure. After all, it's an expensive purchase and you don't want to regret it. Does the battery really last long enough for the type of running I do? Is the GPS really accurate? The manufacturer's website answers these questions, but you know how it is, right? You really want to see it in practice.
What you really want to know is REAL usage by real chile phone number data people, just like you. Does the battery REALLY last as long as the website says? Is the GPS REALLY accurate? So, you start looking for testimonials from people who use this watch. You watch a first video where a person describes all the technical features of the product in a 100% positive way. Okay, cool. It's nothing you haven't already seen on the brand's website and in reviews out there.
The second video begins with a person summarizing their running history and explaining the main needs that the watch needed to meet. They say that they had doubts when they bought it, that they weren't sure about the battery life and usability of the watch. And then they start to talk about their experience, also 100% positive, about using it. They talk about the distances they ran, how long the battery lasted, the accuracy of the GPS compared to other models, and how easy it was to listen to music while exercising. This person even talks about using the watch on a daily basis, which wasn't a big issue for you, but ended up surprising you.
Now, the question: which of the testimonies tends to convince you better? Probably the second one.
And why? Because this second statement created a connection with you, it told a story that you could relate to. It wasn’t just “a bunch of positive phrases and smiles and thumbs ups .”
Testimonials have a strong appeal in the purchasing decision. Seeing and hearing from people who have already been through the same situation as you and sharing their experience with the product/service you are considering buying brings much more realism and generates identification. It is as if it brings a certificate of credibility to the brand, because the person who bought it shows that the product delivered what it promised. Real.
And how do you produce testimonial videos like this? Convincing, spontaneous, real.
It is worth remembering that, even though anyone can record a video and post it online easily, professionalism is essential. Especially in testimonial videos, where the purpose is to convince users to trust a product/brand. Choose a good video production company and produce quality material to share on your website, blog and social networks. And boost your sales!
Road map
Many customers may feel embarrassed and “stuck” in front of the camera. Therefore, simply asking them to tell you what they thought of the product/service when the red light comes on may not be very effective.
The tip is to create a script. This will help you create a story with a beginning, middle and end so that users who are going to watch it feel contextualized and involved. And it is your job to guide the customer with intelligent questions to get the answers that will build this story – and it is not worth starting with “what do you think about this product?”, ok?
The first question should prompt the customer to contextualize the moment of purchase and talk about their initial doubts, such as “what obstacle could have prevented you from buying this product?” This humanizes the video testimonial and brings the viewer closer.
Then, what results did he get and what detail or feature did he like the most are questions that go straight to the main points and clarify any doubts that consumers may have. After these more important questions, it is time to ask about other features and benefits of the product. Ask him to name two or three. In addition to enriching the testimonial, it helps the customer to think more precisely and specifically.
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