March 3rd, 2011
Businesses have long recognized what a powerful tool testimonials can be in attracting customers. For this reason, many online businesses have space on their websites allotted to testimonials. Some have a small box with scrolling or rotating text from satisfied customers. Others, devote an entire page to paragraphs of glowing reviews and words of praise. Some even include a photo of the customer for added credibility. The problem with this type of testimonial is the lack of connection between the reader and the person providing the testimonial.
This is where video testimonials come in! Not only do people hear positive words and phrases, they see the reviewer’s facial expressions and body language. Message clarity (often a problem with written testimonials) is drastically reduced with video, while the impression of reliability increases. Viewers find personal video messages more trustworthy as an actual customer is speaking directly to them about a particularly satisfying experience with a product or service. Testimonials are even more effective when the video includes specifics or addresses questions other customers may be asking. Especially compelling are testimonials that cover initial skepticism that is overcome by a great experience.
Consumers often face several choices when making purchasing decisions and video testimonials can tip the scale in favor of your business. Encourage new and established customers to send video testimonials by offering incentives (contests, discounts, etc.). Be sure to let them know when and/or how their videos may be used and express your appreciation for their compliments. Periodically rotate testimonials on your website and in emails to keep them fresh for returning visitors. Above all, make sure any testimonial you post is an honest representation of your company, your products and your service. Video testimonials can be a major factor in converting prospects to customers. Don’t settle for text, make your testimonials ‘come alive’ with video!
Jamie Bidwell is a team member at www.covideo.com. Covideo provides video email software that helps companies build relationships quickly and reinforce their brands more effectively with easy-to-make video emails that truly communicate. firstname.lastname@example.org.