How to shoot a testimonial starts with finding a raving fan. Especially someone who can articulate what you or your company has done so well.
Communications expert Bob Kaplitz, who has studied for more than three decades how audiences respond to testimonials, offers these tips:
1. Find a raving fan who’s happy to sing your praises.
2. Ask for specifics because specifics make testimonials believable.
3. Make sure the specifics reinforce what prospects value.
4. Encourage the person to say what you want to hear, but don’t lead them to the point of their sounding rehearsed.
CONSUMERS VALUE TESTIMONIALS
Learning how to shoot a testimonial is important because testimonials play a vital role in the marketing mix. When consumers see and hear from someone they can identify with, they tend to believe them. But it’s important the person comes across with specifics in a conversational and genuine way. Otherwise, you’ll hear “That person sounds rehearsed — like they paid him to say that.” In fact, unless the person comes across in a “real way,” people just assume the person was paid, and that colored their comments.
Communications expert Bob Kaplitz, who coaches executives to connect and persuade online, on video, and in front of live audiences captured the testimonial you see here from Bank of the West Vice President Landon Gann who spoke at the Business Connection for the Irving Chamber of Commerce. Kaplitz says:
“Gann was an excellent client because he already has an ability to connect with people. I gave his presentation a ‘WOW’ to engage and persuade the audience that if they were interested in borrowing money for their business, he’s the go-to person — or at least worth meeting with.”
IMPROVE YOUR PRESENTATION SKILLS
Contact Bob Kaplitz at 214.766.4236 for a complimentary evaluation of your current presentations or plans for future ones, including your video marketing.
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