Imagine for a second that you are in desperate need of a haircut. Unfortunately, the person who normally cuts your hair has moved to Siberia (or somewhere equally frigid and far away). You’re now stuck trying to find someone new.
Where do you begin?
You’d probably start by asking some friends who their stylist is. Or maybe you’d try searching Yelp! or Googling the salon you drove by last week.
No matter what method you use for finding a new stylist, one thing is for certain — you’re probably not going to make an appointment without seeking the opinion of others first.
Because, let’s face it — it doesn’t really matter what a stylist says about themselves. They could promise to have worked with hundreds of celebrities and to have successfully avoided ever giving someone a mullet. None of this makes a difference.
The only thing that matters is what their clients say about their experience. This is what your customers are looking for, too.
Social proof is one of the most powerful indicators of buyer behavior. Your clients are more interested in what others are saying about you than what you say about yourself.
In fact, according to a recent survey 88% of people have been influenced by online reviews when making purchase decisions. [Click to Tweet]
What if my clients hate to write?
If you know that testimonials will increase sales, but you also know that your clients don’t feel comfortable writing a review, you’re not alone. Often, your clients are more than willing to share the experience they had working with you, but they just don’t feel comfortable putting it on paper. And if they do write a review, it can often be too long or sound forced.
This is where video testimonials come in.
Not only do video testimonials eliminate the burden on your client to do the writing, they also build trust and ease hesitation by allowing prospective customers to see the people you’ve worked with in the past.
We recently created a handful of testimonial videos with our clients. Take a look. And if you’re considering adding video testimonials to the social proof available on your website, here are a few things to consider:
Who should provide a video testimonial?
Select clients who are poised and conversational. The last thing you want is someone who comes across as aloof or uncomfortable on camera. You don’t want to do that to your client (or to yourself!). Choosing people who you know are comfortable in an interview setting will produce better results.
Here’s an example of a client who is conversational and comfortable in front of the camera:
What should clients say in a video testimonial?
Think about the questions you want to ask in advance, but keep the conversation open-ended. If it’s too scripted, it can appear forced.
Testimonials are not really about the product or service you provide. They are about the experience your customer has and the results they achieve. Asking questions that highlight results will ease any hesitation your prospective clients may have about working with you.
Here are a few of our favorite questions to ask in video testimonials:
- What was your biggest challenge before hiring [YOUR COMPANY]?
- How did [YOUR COMPANY] address this issue?
- What were the results of working with [YOUR COMPANY]?
- What’s one way [YOUR COMPANY] pleasantly surprised you?
- What would you say to someone who is considering working with [YOUR COMPANY]?
Here’s an example of a results-driven video testimonial — one of our clients shared that he achieved a whopping 82% increase in sales after working with our team.
When should you ask clients about a video testimonial?
Figuring out when to ask a customer for a testimonial video is a tricky question. If you ask too early, your customer might feel a little miffed. Make sure the project is complete or the service has been fully delivered before you make the ask.
But don’t wait too long. Your client is most likely to give you a glowing review when the results of your work together are still fresh. The general rule is to ask within 3-5 days of delivery so you can capture the excitement and relief your client is feeling.
If you work with clients on an ongoing basis, it makes sense to wait until you’ve helped them with a few projects so they can speak to the breadth and depth of your services. Here’s an example with one of our clients who we’ve helped to grow over time.
Over to you
Have you tried creating video testimonials? What were your results like? Leave a comment below and let us know!
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