0:00 at some point in your career you will be
0:02 asked or invited to create a testimonial
0:05 video if you haven't been invited
0:07 already but most testimonials aren't
0:10 terrible especially testimonial videos
0:13 and case studies so today on the loyalty
0:15 loop we are going to break down one of
0:16 the best testimonial videos I've ever
0:19 seen and we're gonna do it from right
0:21 here in freezing-cold Toronto Canada
0:25 it's so cold I I went outside to shoot
0:27 some b-roll for you and I decided to
0:29 come right back sorry
0:32 [Music]
0:35 I was prompted to shoot this video for
0:37 you today because I got an email
0:39 inviting me to watch a testimonial video
0:41 for a product that I just adore and love
0:44 here's the very beginning of that
0:45 testimonial video my reps spend a lot of
0:50 time following up and mix max has
0:52 automated that while still letting them
0:54 control it no no I I wouldn't watch the
1:00 whole thing either and I love the
1:01 product here's the first thing you need
1:03 to understand about creating a case
1:04 study or testimonial video the video is
1:07 not about you or your product it's not
1:10 at all the video is about your customer
1:13 your clients it's about your prospects
1:15 it's about the problems that they're
1:17 dealing with every single day yes yes I
1:20 get it you're the solution but it's less
1:22 important to talk about you at the very
1:25 outset than you think it is this is not
1:27 about you here's what we're gonna do
1:29 we're gonna break down an amazing case
1:31 study video and I'm gonna give you the
1:33 five things that I think we can learn by
1:35 watching this video because if you want
1:37 to create better customer testimonial
1:39 videos you need to learn how to watch
1:41 customer testimonial videos better I'm
1:43 going to link to the video below but
1:45 this video is titled Vance's incredible
1:47 365 day transformation first of all it's
1:50 a great title the title is not customer
1:53 testimonial or customer success story or
1:55 insert brand here story or Sara's story
1:59 it's about a transformation from the
2:02 customers perspective let me play just
2:04 the very beginning of this video the
2:05 first five seconds Byrd crashed I want
2:08 you to know that you've inspired me
2:10 alright let's stop right there I know
2:13 what you're saying already but drew this
2:15 is a weight loss video yes it's a weight
2:18 loss video but imagine that instead of
2:20 being a weight loss video it's a
2:21 software product it doesn't matter what
2:23 we're gonna focus on is the five things
2:25 that this video does that any
2:26 testimonial or case study video can do
2:28 we just don't so let me play that first
2:31 clip again third question I want you to
2:33 know that you've inspired me haha let's
2:37 stop right there you see what they
2:38 already did in the first three seconds
2:40 of that video is create a curiosity gap
2:43 a curiosity gap this is a gap between
2:45 what you know and what you want to know
2:47 let me say it again a curiosity
2:49 as they gap between what you know and
2:51 what you want to know in three seconds I
2:53 already have a bunch of questions who is
2:55 birds how did he inspire dance what did
2:58 he do to inspire vance and it's only
3:00 been three seconds creating curiosity is
3:03 lesson number one we must create
3:06 curiosity for the entire video now
3:08 you'll notice that this video is five
3:09 minutes long and I challenge you to
3:11 authentically hit play on this video and
3:13 not watch it to the end the secret to
3:16 getting people to watch this entire
3:17 testimonial video is that they're
3:19 constantly creating curiosity gaps as
3:21 soon as they answer one question they
3:23 introduce another like at some point I
3:25 started asking myself whose DVP
3:26 why does he do this close symbol the
3:28 questions just keep coming so remember
3:30 create curiosity gaps number two the
3:33 entire video is present tense that's
3:36 right it was shot as the transformation
3:38 happened and this is really important
3:40 there's a mental shift that goes on in
3:42 the mind of a prospect when they're
3:44 watching a testimonial than video that's
3:46 about a past tense problem to create a
3:49 great testimonial video you need to
3:51 shoot the video as it happens from the
3:54 moment the client or customer comes on
3:55 board to the day the transformation ends
3:58 we'll talk about production value at the
3:59 very end but the key here is that a more
4:02 powerful testimonial is a present tense
4:05 testimonial so number two use present
4:09 tense shoot it while it happened number
4:12 three as you watched Vance's
4:13 transformation
4:14 you see Vance's transformation video is
4:17 a ShowMe medium you have the opportunity
4:20 to show me instead of tell me too many
4:22 testimonial videos just like the one I
4:24 started watching this morning are all
4:26 about telling me about the impact that
4:28 the tool or product or service is having
4:30 on my life instead of telling me show me
4:33 because if you're just gonna tell me you
4:34 don't need a video you can just use text
4:37 or you can use a podcast show me the
4:39 impact you're having watching Vance's
4:41 transformation is part of what makes
4:44 this story so compelling so number three
4:46 show don't tell because it's video
4:50 number four I just want to talk about
4:52 the music for a second the music and
4:54 Vance's video is awesome it's a slow
4:56 undercurrent that builds throughout them
4:59 the entire video to help you really feel
5:02 the momentum
5:03 and the emotion behind the story 397 and
5:08 78 pounds man under 400 Thank You Bert
5:13 Thank You needy P thank you for all the
5:15 people that helped me most of us don't
5:17 treat music with the kind of serious
5:18 respect we should it's an unbelievably
5:20 powerful tool designed to actually
5:22 elicit the emotions we want in our
5:25 audience if we're talking about a
5:27 problem I want to feel the problem if
5:29 we're talking about the solution I want
5:31 to feel the solution if their life is
5:33 much better I want to feel their life is
5:35 much better use music wisely so number
5:39 four start listening to the soundtrack
5:42 of your testimonial yeah
5:43 treat it like a soundtrack and the last
5:46 thing I want you to notice about Vance's
5:47 story is that they delay the reveal by
5:51 the end of this video you should have a
5:52 bunch of questions like who is DDP and
5:55 what did he do to help Vance lose weight
5:58 and this is the key to their success at
6:00 the end of the video before they reveal
6:02 how much weight that Vance has lost we
6:04 actually meet DDP and we actually see
6:07 him chatting with Vance and doing the
6:09 last weigh-in and this is key because
6:11 they put the product placement right
6:13 before the big reveal I want to know how
6:16 much weight Vance has lost and in order
6:19 to get there I have to get through the
6:22 DDP piece now they're clearly selling
6:24 DDPs get fake quick program but they
6:26 don't actually ever invite me to click a
6:30 link to find out more about it and this
6:32 is the power of a great testimonial
6:34 video a great testimonial video needs no
6:37 call-to-action it actually should create
6:39 a moment of inspiration that inspires
6:41 people to do the next search that's what
6:44 I call an implied and call to action it
6:46 doesn't need a button it just invites
6:48 people who are so inspired to actually
6:50 go check out the next step of the
6:52 product so if you go and type in who is
6:54 DDP or what is DDP why or anything about
6:58 this video you'll end up finding the
7:00 answer to your question and that is the
7:03 power of a great case study or
7:04 testimonial video so the next time
7:06 you're invited or asked to create a
7:08 customer testimonial or case study video
7:10 for your business or a client of yours I
7:12 want you to think heavily about the five
7:14 things that can make a big difference in
7:16 that Testim
7:16 video and I want you to start early
7:19 advances transformation has 28 million
7:21 views today and when I'm shooting this
7:23 video and you'll notice that it isn't a
7:25 high production quality video in fact a
7:27 lot of it is shot on Vance's iPhone or
7:29 it looks like it's pulled from Instagram
7:31 it's not an amazingly huge production it
7:33 doesn't have to cost millions of dollars
7:35 to create an amazing emotional story so
7:39 don't get wrapped up and caught up in
7:40 all the stuff you need to create a
7:42 testimonial video first focus on the
7:45 story and make sure you've got all the
7:47 pieces no matter what quality they are
7:49 you can make it work at guaranty if you
7:52 haven't had a chance to watch Vance's
7:53 video click the link below you're
7:55 welcome to watch the mixed max video if
7:56 you want to have more about mixed max
7:57 which is an awesome product and the
7:59 testimonial video doesn't showcase it
8:01 I'll put the links below to them I use
8:02 it every single day I hope you've
8:03 enjoyed today's episode of the loyalty
8:06 loop from right here in freezing-cold
8:08 Toronto I'm about to I gotta pack my bag
8:10 and then head to the airport
8:11 so have a great day and I'll see you
8:14 next time in my loyalty
8:17 [Music]
8:24 you
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