Testimonial Video That Closes More Sales for Your Business

A testimonial video is a video review of your product. It is a review of how your product meets the customer’s needs and is presented in the form of a video. The video talks about how the customer used the product and how it acted as a solution to his/her problems. The testimonial video is a powerful marketing tool for companies. It can make a greater impact than any promotional video.

When a company makes a promotional video, prospective customers perceive it as an advertisement. However, when they see a testimonial video, they are convinced about the product since the video features a real customer narrating his/her experiences. Such a testimonial video can help a business close sales easily. Prospective customers who see this kind of video are more likely to be influenced by it.

As a business, you too can create powerful testimonial videos that can convince your customers and help close sales. The following is how you can do it.

1. Understand What AProspective Customer is Looking For

The starting point for your video must be what prospective customer needs. When a prospective customer views a testimonial video, he is expecting to see an honest and genuine review of the product explaining how it is useful. The prospective customer is not expecting to see a promotional video with graphics and animations advertising the product. The focus must be on the customer’s perception of the product.

A potential customer is looking at a testimonial video that looks natural. A video that is made in artificial settings that only sings praises of the product looks unnatural. The prospective customer is looking for an unbiased and comprehensive review. The prospective customer is looking for a video review that highlights the pain points of a real customer.

Understand What AProspective Customer is Looking For

When you understand the needs of a prospective customer, then that can be the starting point for you. You can talk to existing customers to find out how they decided to buy your product. You can even talk to leads and carry out a survey to understand what kind of testimonials will help in closing sales. You can keep all these inputs in mind while creating a testimonial video.

2. Focus on Benefits Rather Than Features

The focus of a testimonial video must be on benefits and not on features. If your video focuses on the features, then it becomes an advertisement or a promotional video. It will have less credibility for a prospective customer. When the testimonial talks of benefits, then it highlights what a prospective customer is looking for.

To close sales from a prospective customer, you need to convince the customer of the need for the product. The product should be presented from a customer perspective, where the customer talks of how the product was a solution for his problems and his needs. While doing this, the customer should talk of the benefits of the product purely from a user’s point of view. This kind of video will make a better impact.

3. Use Pain Points to Sell

Pain points are problems a customer faced. The pain points are those problems that made the customer look for a solution, which finally led him to the company’s products. Talking about these pain points will allow a prospective customer to connect to the testimonial. The contents of the video will seem realistic when specific pain points are highlighted along with how the product provided a solution.

4. Build a Story or a narrative

A video is far more compelling when it is presented in the form of a narrative. The customer’s experiences with the product right from the stage of shortlisting, to purchase, and post-purchase use must be presented as a story. The story must present the buying experience of the customer explaining the journey from the pain points faced to the positive experiences using the product.

5. Use High-Quality Video

The video must be a high-quality video with good clarity and presented professionally. This helps to make a positive impact than an amateurish video. A professional should preferably create the video. A professional video company would have sufficient experience creating testimonials. They know what the audience expects from a video and can provide valuable inputs in the video creation.

Use High Quality Video

6. Use Natural Settings

The video must be shot in natural settings. This must be the customer’s house or office. Shooting it in a studio or outdoors doesn’t make sense. The video is not a promotional one and explains the customer’s review of a product. The perfect settings are where the customer actually uses the products, which could be his house or office. Displaying the product or the customer explaining how the product practically met his needs will make the video more credible.

7. Short Videos are Preferable

The video should be short and crisp. A lengthy video will not interest a customer. It is unlikely that prospective customers will have the patience to see videos that are too long. They may even skip such a video. Three to five minutes is the perfect length for a video. A video of this duration is short and a prospective customer will feel like viewing the video. It ensures that the presentation is crisp and to the point, avoiding fluff.

8. Establish Authenticity

To make the video look authentic, you must establish that it is a real customer who is providing the testimonial. For this, the video must start with a quick introduction of the customer to establish its authenticity. The customer’s name and contact details must ideally be shared so that a prospective customer can contact to verify the authenticity of the review. Doing this is a great way of establishing that your video testimonial is a genuine one and not a marketing promo video.

All the above guidelines can be used to create a top-quality testimonial video. Such a video can be very effective in convincing a prospective customer and closing more sales.

Aleksi HalsasBusiness
A testimonial video is a video review of your product. It is a review of how your product meets the customer’s needs and is presented in the form of a video. The video talks about how the customer used the product and how it acted as a solution to...