Sometimes people are just funny. No matter how “on the money” your marketing message is, there is still a reasonably large percentage of the population who need to hear how effective your service is from a third party.
Someone who is in their exact position and has now achieved great things by using your service.
The fancy marketing crowd out there call it “social proof ” and it is a powerful weapon in persuading potential clients that what you have is what they need. They just need to hear it from someone other than you…
So today I am going to walk through the process of shooting a video testimonial that really rocks so your clients can help you spread the good word about your service…
Step 1: Choosing the right clients
Now I have two schools of thought on this one.
Firstly, clients that have been with you for a long period of time (say a year or more) know you and will feel more comfortable getting in front of camera for you. So they may be more likely to put there hand up when approached.
But, clients that have been with you for say 4-6 weeks and have achieved excellent results will be so stoked that you have helped them flip their life around, that a testimonial is the least they can do for you.
Either way – try to choose the “personalities” in your business as this will allow for a more colorful video rather than the bland, monotone “My trainer is great” version.
Step 2: Picking the right time
I called Richard Marc Toutounji from Meet Your Personal Trainer and asked him about his best tips for trainers making testimonial videos (seeing as he specialises in the video-making department).
He had a really good tip…
Film your testimonial video’s either during a session or directly after a session so that you get real answers, not the manufactured fluff (with sweat and heavy breathing an awesome added extra). He added that this may involve getting a third party involved to ask the questions and to film them while you are out there doing your thing.
If it is just you, grabbing your camera (or i-phone) directly after your session and hitting them with your questions is the best option so they don’t have time to get nervous.
Step 3: Asking the right questions
A good video testimonial needs to contain the right content to speak to your target market and it is your responsibility to make that happen. For the majority of you clients, asking a few basic questions is the best way to shape the content of your video, but I think the main thing to remember is to HAVE FUN.
Boring video is boring video – regardless if it is the latest DVD or your video testimonial so have a bit of fun with your questions and make it both entertaining and educational for your viewer. Essentially, you will want to cover these main areas in your video:
Eg: What was life like before you started training?
Eg: At what point did you decide that you needed a trainer?
Eg: How much work per week do you put into your training?
Eg: How long have you been training with …?
Eg: So tell me exactly how you are different today compared to the day you started training?
Eg: How do you feel right now?
Eg: What really gets you out of bed when it’s freezing cold to come to your session?
Eg: What would you say to someone thinking of getting started?
Now these are all relatively boring questions but you can use these as a base to create your video content and put your own stamp of personality on your video.
Here is example of a video testimonial from Chris Bellette from Active Aussies using a few simple questions that are nice and light but really gets the message across that this business is a great place to be.
Step 4: Have some bloody fun with it
Chris’ video is above is a great example of a professional video that has been nicely edited together to create a sweet finished product. If you look at that video and think that creating something like that is way out of your league then don’t sweat it.
Seeing as I have recently embraced the making of videos myself – I have learnt that the perfect “take” doesn’t exist and you can waste halve a day messing around trying to be “perfect”. So embrace any imperfections and just let the camera roll.
There is a bunch of editing software out there that will allow you to cut things up and use the best lines if that is a path you want to go down. Personally, I like to get a client right after they have finished their re-assessment and after they have finished their session and just roll the camera. Some clients know what to say and others will need to be led with questions.
Regardless of which approach you use, the finished product must clearly demonstrate why your business rocks (and that you have a good time in the process). Here is a testimonial I put together last week of one my own PT clients.
If you don’t like hearing the f-bomb, then I probably wouldn’t listen to this as he gets quite “passionate” about his achievements :-)
So as you can see, a video testimonial can take a variety of forms depending on your target market but I want to leave you with one thing. My video testimonial full of swearing is 100 times more effective than you video testimonial that doesn’t exist.
…and I want you to prove me wrong!
Throw up a link to your best video testimonial in the comments section and let’s compare.
Don’t have one yet?
Grab your camera or I-phone, a client and put one together using the steps in this post and throw it up by the end of the week.
Oh – and don’t forget to shamelessly promote it on your website and Facebook page as well….