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The goal of a video testimonial is to establish trust, remove doubt, and ultimately inspire a viewer to take action.  Here are a few tips:

1. Be specific

Web-browsers will watch your testimonial video because they want cold, hard facts about your portfolio and your past services.  No ands, ifs, buts, or maybes about it.

A good video testimonial will be specific.  “My web traffic increased by 400% in two months!”  Or, “My toilet broke and within four hours, Roto Rooter came to my house and fixed it!”

Here’s a good example of a video testimonial that GHI produced: OnShift – Schedule Creation Made Easy

2. Be concise

I am amazed at how companies create testimonial videos are 10-plus minutes long.  No one is going to watch it.

Take a look at some of the most popular videos online today.  Almost all the heavy-hitters are short.  (For example, the “Dramatic Chipmunk” is only 5 seconds long)

Posting a 10-minute video will only frustrate your clients and prospects.  Don’t do it.

If, after shooting the video, you find that you have 10 minutes of amazing content, separate it into multiple 2 minute (or less!) videos.

3. Use real, genuine people with real, genuine stories

Often times, the best footage we’ve captured at GHIIS is the impromptu / original content that is generated from the subject.   There’s something about the way the subject opens up when he / she says something original, rather than regurgitating something you put in their mouths.

Obviously, when shooting the video, you have direct the subject.  But don’t be afraid to let the subject explain his / her own feelings.

Although simple, these steps are the beginning steps to making a compelling, trust-building video testimonial.

Written by: Daniel Griffith on June 2, 2010

Daniel is an Author, Designer, and Entrepreneur. With over 10 years of industry experience, Daniel utilizes his unique blend of mathematics and poetry, engineering and creative thinking to solve both technical and business challenges.

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