Here’s something that might hurt a little: Your potential clients don’t fully believe what you say about your business.
They shouldn’t. You have every reason to make yourself sound amazing.
But you know what they do believe? Your actual clients talking about their real results.
If you’re not using video testimonials, you’re missing the most powerful sales tool in your arsenal—authentic proof that you deliver what you promise.
In today’s Video Lion, I’m going to show you how to get killer client testimonials that actually convert prospects into customers.
Come with me!
The Trust Problem
Let’s be honest about what’s happening in your prospect’s mind when they’re considering working with you. They’re thinking: “This sounds great, but is it too good to be true?”
Your marketing materials, your website, your sales pitch—all of it comes from you. Of course you’re going to make yourself look good.
But when a real person, who looks and sounds like your prospect, talks about getting real results from working with you? That’s when skepticism melts away.
Why Video Beats Written Reviews
Sure, written testimonials are better than nothing. But video testimonials are in a completely different league.
With video, prospects can see body language, hear tone of voice, and pick up on genuine emotion. They can tell the difference between someone reading a script and someone sharing an authentic experience.
Video testimonials let your clients tell their story in their own words, with their own personality shining through. That human connection is impossible to fake and incredibly powerful to watch. In the AI age, with so much content that is AI-generated, the human factor of video testimonials is even more important.
What is an Effective Testimonial?
First and foremost, an effective testimonial needs to answer the main questions a potential client would ask.
That is the main problem with video testimonials that clients record themselves. Even if they look and sound decent, and many don’t, most of these don’t answer these questions, or if they do, the video is too long, and nobody will keep watching until the answer comes.
The solution? Interview your clients, or have someone interview them on camera. This is the only way to make sure that these important questions are answered.
What to Ask?
Here are some basic questions that you always want a testimonial to answer:
• What was the issue that prompted you to look for help?
• Why did you decide to work with (company)?
• How was the process of working with (company)?
• What kind of results have you seen as a result of working with (company), and how has it changed your business?
• Would you recommend (company)? Why?
In addition to these basic questions, you should ask questions that address specific objections you hear regularly.
These targeted testimonials become objection-handling machines that work even when you’re not in the room. And they can actively help you close sales.
Make it Simple
To interview your clients, don’t complicate things. Make it easy for you, and, most importantly, for them.
There is no need for a video crew or a professional setup. A smartphone on a 20 bucks tripod with good lighting will do. Light from a window in front of the subject can be excellent and easy.
Having said that, don’t use the phone’s microphone, because it always catches a lot of background noise and makes it difficult to hear the interview. Use an external microphone connected to your phone. You can buy lapel microphones that connect to your phone for less than $20.00.
The authenticity matters way more than Hollywood production value. And it will no doubt cost you much less…
Our attention span is short. This means that you don’t want your testimonials to be longer than 2 minutes.
This also means that you need to edit the testimonial so that it answers the main questions I mentioned before quickly and to the point, and that you want to build it in a way that catches the viewer’s attention.
For example, you always want the testimonial to start with the client telling about the problem they had before they hired you. You want the viewer to identify with this, to say, “This is exactly my problem!”
You can do this yourself, in person, but it is more time-consuming for you and your client, and there’s a learning curve there. If you’re a business owner, that is not a good option.
Client Testimonials can be done remotely and easily, with the client staying at home or wherever they are, and there are companies out there offering this kind of service for very affordable prices. Full disclosure, my company is one of them.
You may ask, why should I pay for a testimonial when I can ask my clients to record themselves, for free? First of all, you don’t know what you’ll get, so these testimonials may not only help you, because they don’t answer the famous main questions.
Second, since effective video testimonials are great sales tools, you should look at testimonials as an investment that will certainly give a nice return – if used correctly. What do I mean by that?
So what are the best ways to use client video testimonials?
Well, don’t just stick them on your “testimonials” page. It’s good to have them there, but many potential clients won’t ever visit that page. Use them strategically throughout your marketing.
Put some of them on your homepage where they’ll actually be seen.
Include them in your email campaigns.
Share them on social media.
Use snippets of testimonials as video ads.
Use them in your sales presentations. I have clients who actually closed sales as a direct result of having a client video testimonial as part of their presentation to a potential client.
Include links to testimonials in the proposals you send out
One great testimonial can fuel months of marketing content when you’re strategic about how you use it.
Remember: One powerful testimonial can work harder than a dozen pieces of marketing copy because it addresses the exact doubts your prospects are having.
Video testimonials aren’t just nice-to-have marketing assets—they’re proof that your business delivers real value to real people. And in a world full of empty promises and overblown claims, that proof is worth its weight in gold.
Your satisfied clients are your best sales team. Let them sell for you!
That’s it for today. Before you go, don’t forget to give us a like or leave a comment, and, if you haven’t done it yet, subscribe to our channel to stay informed about everything related to video for business.
See you in the next Video Lion!