at some point in your career you will be
asked or invited to create a testimonial
video if you haven't been invited
already but most testimonials aren't
terrible especially testimonial videos
and case studies so today on the loyalty
loop we are going to break down one of
the best testimonial videos I've ever
seen and we're gonna do it from right
here in freezing-cold Toronto Canada
it's so cold I I went outside to shoot
some b-roll for you and I decided to
come right back sorry
[Music]
I was prompted to shoot this video for
you today because I got an email
inviting me to watch a testimonial video
for a product that I just adore and love
here's the very beginning of that
testimonial video my reps spend a lot of
time following up and mix max has
automated that while still letting them
control it no no I I wouldn't watch the
whole thing either and I love the
product here's the first thing you need
to understand about creating a case
study or testimonial video the video is
not about you or your product it's not
at all the video is about your customer
your clients it's about your prospects
it's about the problems that they're
dealing with every single day yes yes I
get it you're the solution but it's less
important to talk about you at the very
outset than you think it is this is not
about you here's what we're gonna do
we're gonna break down an amazing case
study video and I'm gonna give you the
five things that I think we can learn by
watching this video because if you want
to create better customer testimonial
videos you need to learn how to watch
customer testimonial videos better I'm
going to link to the video below but
this video is titled Vance's incredible
365 day transformation first of all it's
a great title the title is not customer
testimonial or customer success story or
insert brand here story or Sara's story
it's about a transformation from the
customers perspective let me play just
the very beginning of this video the
first five seconds Byrd crashed I want
you to know that you've inspired me
alright let's stop right there I know
what you're saying already but drew this
is a weight loss video yes it's a weight
loss video but imagine that instead of
being a weight loss video it's a
software product it doesn't matter what
we're gonna focus on is the five things
that this video does that any
testimonial or case study video can do
we just don't so let me play that first
clip again third question I want you to
know that you've inspired me haha let's
stop right there you see what they
already did in the first three seconds
of that video is create a curiosity gap
a curiosity gap this is a gap between
what you know and what you want to know
let me say it again a curiosity
as they gap between what you know and
what you want to know in three seconds I
already have a bunch of questions who is
birds how did he inspire dance what did
he do to inspire vance and it's only
been three seconds creating curiosity is
lesson number one we must create
curiosity for the entire video now
you'll notice that this video is five
minutes long and I challenge you to
authentically hit play on this video and
not watch it to the end the secret to
getting people to watch this entire
testimonial video is that they're
constantly creating curiosity gaps as
soon as they answer one question they
introduce another like at some point I
started asking myself whose DVP
why does he do this close symbol the
questions just keep coming so remember
create curiosity gaps number two the
entire video is present tense that's
right it was shot as the transformation
happened and this is really important
there's a mental shift that goes on in
the mind of a prospect when they're
watching a testimonial than video that's
about a past tense problem to create a
great testimonial video you need to
shoot the video as it happens from the
moment the client or customer comes on
board to the day the transformation ends
we'll talk about production value at the
very end but the key here is that a more
powerful testimonial is a present tense
testimonial so number two use present
tense shoot it while it happened number
three as you watched Vance's
transformation
you see Vance's transformation video is
a ShowMe medium you have the opportunity
to show me instead of tell me too many
testimonial videos just like the one I
started watching this morning are all
about telling me about the impact that
the tool or product or service is having
on my life instead of telling me show me
because if you're just gonna tell me you
don't need a video you can just use text
or you can use a podcast show me the
impact you're having watching Vance's
transformation is part of what makes
this story so compelling so number three
show don't tell because it's video
number four I just want to talk about
the music for a second the music and
Vance's video is awesome it's a slow
undercurrent that builds throughout them
the entire video to help you really feel
the momentum
and the emotion behind the story 397 and
78 pounds man under 400 Thank You Bert
Thank You needy P thank you for all the
people that helped me most of us don't
treat music with the kind of serious
respect we should it's an unbelievably
powerful tool designed to actually
elicit the emotions we want in our
audience if we're talking about a
problem I want to feel the problem if
we're talking about the solution I want
to feel the solution if their life is
much better I want to feel their life is
much better use music wisely so number
four start listening to the soundtrack
of your testimonial yeah
treat it like a soundtrack and the last
thing I want you to notice about Vance's
story is that they delay the reveal by
the end of this video you should have a
bunch of questions like who is DDP and
what did he do to help Vance lose weight
and this is the key to their success at
the end of the video before they reveal
how much weight that Vance has lost we
actually meet DDP and we actually see
him chatting with Vance and doing the
last weigh-in and this is key because
they put the product placement right
before the big reveal I want to know how
much weight Vance has lost and in order
to get there I have to get through the
DDP piece now they're clearly selling
DDPs get fake quick program but they
don't actually ever invite me to click a
link to find out more about it and this
is the power of a great testimonial
video a great testimonial video needs no
call-to-action it actually should create
a moment of inspiration that inspires
people to do the next search that's what
I call an implied and call to action it
doesn't need a button it just invites
people who are so inspired to actually
go check out the next step of the
product so if you go and type in who is
DDP or what is DDP why or anything about
this video you'll end up finding the
answer to your question and that is the
power of a great case study or
testimonial video so the next time
you're invited or asked to create a
customer testimonial or case study video
for your business or a client of yours I
want you to think heavily about the five
things that can make a big difference in
that Testim
video and I want you to start early
advances transformation has 28 million
views today and when I'm shooting this
video and you'll notice that it isn't a
high production quality video in fact a
lot of it is shot on Vance's iPhone or
it looks like it's pulled from Instagram
it's not an amazingly huge production it
doesn't have to cost millions of dollars
to create an amazing emotional story so
don't get wrapped up and caught up in
all the stuff you need to create a
testimonial video first focus on the
story and make sure you've got all the
pieces no matter what quality they are
you can make it work at guaranty if you
haven't had a chance to watch Vance's
video click the link below you're
welcome to watch the mixed max video if
you want to have more about mixed max
which is an awesome product and the
testimonial video doesn't showcase it
I'll put the links below to them I use
it every single day I hope you've
enjoyed today's episode of the loyalty
loop from right here in freezing-cold
Toronto I'm about to I gotta pack my bag
and then head to the airport
so have a great day and I'll see you
next time in my loyalty
[Music]
you
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