- At the start of the process you need to select the right person. What we mean by right: someone who is genuine, feels comfortable in front of camera and who the viewers can empathise and sympathise with.
- The most important thing, as we shared earlier, is to forget the sales pitch and focus on the right questions. Everything else will come spontaneously and there is nothing better than that. The more natural and instinctive your interviewee is the more realistic and trustworthy the testimonial video will be.
- When preparing your questions focus on the emotions and feelings which your product or service creates in your clients` experience. Use open questions starting with how, what, why and design them with possible answers in mind. We recommend leading to answers which aren`t very technical. It is vital to bring your viewers mind into a positive imaginary world where the problems are solved.
- A good example is the moment when you are looking to buy a car. When you are at the car dealership the salesman doesn't talk about the mechanics in the air-conditioner. They just explain how you don't sweat when it`s 40C outside and your arrive fresh as a daisy at work.”
- We recommend your interviewee to talk about comparison between your product and others on the market. However, try not to mention company, products or services names.
- If you need assistance with designing the right questions we are here to help. Our team will sit down together with you and analyze the overall marketing strategy and make sure the possible answers will align with it.
- After the interviewee and the questions you need to think about the location where to film the interview. We offer a dedicated production designer who is responsible for a polished and well-presented frame. Which in other words means that he or she prepares accordingly the look of the location, what picture to be hang on the wall, what colors, decoration etc. We believe that telling a story is not only through performance and dialogue, but through the cinematography, using techniques with lighting, camera movements and angles. If you don't want to use this service and do it yourself just remember to avoid boring and plain walls, noisy or too sunny outdoor location or boring meeting rooms.
- An idea which we see very often is to interview more than one person or to film at two or more different locations. If you decide to do so consider that every other planning and equipment aspect of the filming will be affected: the number of cameras, lights and the location type. Also, the budget might increase due to spending additional time to move from one location to another and aligning multiple people schedules.
- As we recommended earlier, don't use sales pitches or direct CTA messages. This will achieve the opposite effect. Maintain the genuine tone and if you want to encourage the viewers to interact with your brand anyhow, it needs to be done right. This is a tricky part and requires careful strategic planning which has the power to improve your conversion rates. Last but not least, it is also helping to measure the campaign success.