By definition, a testimonial is an endorsement from a happy customer. They speak to the quality of your business and the value of your products or services. Happy customers tell their friends but they may not be willing to tell you or be quoted or seen on your website. So, you need a plan.
Don’t be shy
• Start by having a data base of names and contact information of happy customers
• Keep letters and emails on file
• If positive feedback comes in person or by phone, ask if the customer would take the time to write a letter or an email
• Have a place or places to display testimonials
• If your website does not have a tab for testimonials, get an update from your website designer
• Some businesses have a bulletin board for the posting of letters and emails, often for staff only, but sometimes in a more visible location so customers can read your positive feedback while they wait
• Decide the presentation style you prefer on your website – print, video or how about both
• Always show written testimonials, edited and include name etc.
• Now, from your data base, solicit happy customers willing to provide their endorsement on camera
• The video testimonial will add interest and power to your endorsements

Watch for positive feedback from well known members of the community or from a company. Both could have strategic value as you grow your business

The video testimonial

Truth is that the higher the profile of the person providing the endorsement on video, the more likely it’ll be viewed. Feedback from average customers is terrific and should always be quoted, but if you are to invest marketing dollars in a short video, make sure the person has star power or strategic value. Not every candidate is suitable.

• Is their name known by your customers and prospects
o athlete
o community leader
o politician
o business person
o media
• If a business person
o Can they speak on behalf of their company
o Can they be identified by their position and title
o Can their company logo be used in your video
o Is there an opportunity for you to endorse their business
o How about an exchange of website links
o Maybe there’s a joint promotion in future with benefits for both
o Does the person have any restrictions from employment conditions or industry association rules

Six essential questions
• What was the barrier you had to overcome before
o Buying this (name the product or products)
o Becoming a client of (name of service company)
o Hiring (name of contractor) for the service you provide (photography, landscaping etc.)
• What was the result for you after buying this (product or service)
• What specific feature did you like most about this (product, service or person)
• What would be three other benefits about this (product, service or person)
• Would you recommend this (product, service or person)? If so, why
• Anything you’d like to add
The value of hiring a professional videographer and video producer

Cameras bring out the worst in people. Normally out-going and animated individuals often become self conscious and at a loss for words. Nerves can kill performance. Professional videographers and video producers will provide the following.
• Coaching for your testimonial person, get them to relax, put them at ease
• Professional cameras, microphones, lighting, editing and final production
• Set selection and staging
• Time management
• The interview including asking the questions more than one way in order to produce the best answers to be edited into the final product
• Final format for website posting (HD, server based, YouTube or CD)

Here are two examples of video testimonials produced by the team at Floodlight Business Solutions Group.

Build Your Business with Testimonials for your Website

This article is contributed by Ted Farr – Floodlight Business Consultant

Ted Farr
Communication Specialist

Floodlight – Build Your Business
Kelowna – Ottawa – Kingston – Toronto
1-888-768-9415