So let's go over the questions you should ask
of everyone
in a testimonial.
Number one:
How did you hear about us? Number two: What led you to try us?
Number three: What were your impressions of us before you tried us, or even more
powerful, if you had not tried us, what would have been the reason why?
Number four:
How have your impressions changed since then?
Number five: Would you recommend us to others, and if so, who?
Number six: Is there anything else I haven't asked
that you would like to add?
I need to say something about question number three. When you ask this question,
especially the second way, you'll often get a horrified reaction, maybe even a
nervous laugh.
It seems like you're asking them to say something negative about you, and they don't
want to do that, they really don't.
So you may have to stop and explain how
human beings are naturally skeptical, and it's okay that you were not always so in
love with our company.
You see, the crazy thing is that what will happen is that the mind is so
engaged in being positive
that it will often
flip that question around to make the answer just amazing. Something like
"Well, I was afraid that they would be too small for my needs, but their customer
service made me feel like they were, you know, in more places than
Starbucks."
So, don't shy away from that question. You'll often find that that one question will
give you the best sound-bite you can use.
"Kevin maintained his composure and his patience
and got us through, till we did find a house that we were able to agree on and like as a couple.
That's why I've always said that if Kevin wasn't such a great real estate agent,
he'd make a fabulous therapist."
So now we're getting into the meat of the interview itself.
Remember, all the rules that go into a good conversation
also go into a good interview:
listen more than talk,
don't be an inquisitor, be a friend. Nod and smile as they answer your questions.
Let the conversation flow naturally. Be a host, be gracious, let them dominate the
conversation. If they answer in a way that leads you to another area you
hadn't planned on, go with it.
This is a great time to test your improvisation skills.
If they say something particularly nice-- if you have the confidence--ask them if
you can stop and change the shot size, maybe going from a medium shot to a
close up.
Now, this does require a good deal of trust and confidence, because you will
almost always get a nervous response accompanied by laughter and words
like, "Whoa, you want me to say that same thing again, are you kidding?!"
I usually respond with something like, "Oh, no no no,
just what you remember, just the general point." Then I'll quote back to them
exactly what they said--
they're fine from then on.
Now, the whole thing should take less than ten minutes.
Don't forget to thank your client profusely.
Now, how you think them is up to you, but don't offer a bribe or free
services or things of that nature.
That could be perceived as an insult.
Plus, it could get you in trouble with the FTC as certain rules kick in with
paid endorsements.
Now, about editing.
The good thing about editing interviews
is that they're very straightforward. There's no B roll, no cutaways, no
graphics to speak of.
They're just little jewels of social proof.
Now sure, you can have some intros and outros ready to go, but that's completely
up to you.
Sometimes it's better to just get right to the matter at hand.
Remember, video interviews are very powerful. It's unlikely that people in
your market are using them very extensively,
or very well.
And if you want to be playing on a bigger stage, get yourself some video
testimonials. Get them well and get them often.
Well, that's it for me for now.
I'm Steve Washer with BrainyVideo.com