In 60 Seconds
- •Hierarchy of Truth: Written Review < Photo Review < Video Review. Video is the ultimate truth.
- •The 'Selfie' Style: You don't need a film crew. A selfie-style video shot on an iPhone feels more authentic and less 'scripted' than a production.
- •The Prompt: Don't ask 'Say something nice.' Ask 'What was your biggest fear before hiring us, and how did we solve it?'
- •Incentive: Offer a $50 Amazon Gift Card for a video. It requires effort; reward the customer for their time.
- •Distribution: Don't bury it on a 'Testimonials' page. Put the video right next to the 'Book Now' button.
A written review says: "Great service." A video review says: "I was terrified my house would flood, and Mike saved me." (While holding her crying baby).
Video carries emotion. Emotion drives action.
One great video testimonial is worth 50 written Google reviews. It creates an emotional connection that text simply cannot achieve.
How to Get Them (The Ask)
Customers are camera shy. You must guide them.
Method 1: The Technician Assist (Best)
The technician finishes the job. The customer is smiling.
- Tech: "Im really glad we fixed this. Would you mind if I recorded a quick 20-second clip of you saying that? It helps me with my boss."
- Tech: Holds their phone (Selfie mode) with the customer.
- Why: It's casual. It's safe.
Method 2: The Automator
Send an email link strictly for video.
- Tool: Use software like VideoAsk or Boast.io.
- Link: "Click here to record a video."
- Problem: Lower conversion. People feel awkward recording alone.
The Interview Script
Don't let them ramble. Ask these 3 questions:
- The Struggle: "What was the problem you were facing before you called us?"
- The Solution: "How was the experience of working with our team?"
- The Recommendation: "What would you say to someone on the fence about hiring us?"
Editing and Packaging
- Keep it Raw: Do not over-edit. No crazy transitions. Raw = Real.
- Captions: Mandatory. 80% of people watch videos on mute. Burn subtitles into the video.
- Thumbnail: A smiling face. Not a logo.
Verification Checklist
- Release Form: Do you have permission to use their likeness for marketing? (Add a checkbox to the completion form).
- Audio Check: Can you hear them over the wind/traffic? Audio quality matters more than video quality.
- Hosting: Host on YouTube/Vimeo, then embed. Don't upload huge files directly to your server (Slows down site).
Common Mistakes
[!WARNING] Scripting the Customer Never write a script for them. "Please say: Max Digital is the best provider of HVAC solutions." It sounds like a hostage video. Let them use their own words, even if they stumble. Stumbling proves it's real.
- Waiting too long: If you ask a month later, the emotion is gone.
- Only using models: Don't hire actors. Customers can smell a fake actor from a mile away.
FAQ
Q: How long should it be? A: 30 to 60 seconds. Short and punchy.
Q: Where do I put them? A: Homepage, Service Pages, Facebook Ads, and Retargeting Ads.
Sources and References
- Wistia: Video Marketing Statistics - Conversion data.
- StoryBrand: The Customer is the Hero - Interview techniques.
Changelog
- 2024-07-08: Initial publication.
Read Next in This Hub:
- Review Generation - Volume strategy.
- Case Study Structure - Written proof.
Related System:
- Local Visibility - Video SEO.