What's the Secret To Writing B2B Testimonial Videos?
Believe It Or Not, the Secret to Writing Believable, Effective B2B Testimonial Videos Is Not Writing Them.
They all work for one simple reason—trust.
People believe the words of other people—even people they don’t know—more than they believe paid advertising from corporations and marketers.
It’s the same reason Google reviews and Yelp reviews work so well. Unbiased, third-party reviewers have no skin in the game. No reason to lie. So we naturally believe them.
B2B Testimonial Videos
That’s why it’s always surprising when clients want me to “write” testimonial videos. Or want me to shoot their “approved” scripts.
Sure, you can do it that way. And I’m not naive—there are plenty of marketers who do it all the time.
All I can do it to advise against it. Because if the goal is to project believability and trust, you’re WAY better off letting people speak in their own words.
A Recent Example
I recently proved this point to an advertising agency. A few days before filming their B2B testimonial videos, they sent me the approved scripts. So I explained that the scripts should NOT be shared with the people who were being interviewed.
Unfortunately, they went against my advice. And next thing I knew, I was on location, trying to undo the damage.
First of all, the person on camera had a copy of the script, and kept referring to it. If it was in her hand, she would keep looking down. If it was on a nearby table, her eyes would dart sideways, trying to sneak a peek.
And of course, she wasn’t a trained actor, so she kept stumbling on the words, and apologizing for not being able to remember.
An interview that should have taken 15 minutes ended up taking nearly an hour.
There’s a Better Way
So what’s the best way to get a natural, honest, and more believable performance? That’s easy—don’t expect non-actors to act out another person’s words.
The better approach is to make it a conversation. Ask open-ended interview questions, and then let them answer in their own words.
That doesn’t mean you can’t direct the conversation. Get them to talk about the things you want by asking the right questions.
If they make an interesting point, have them go into more detail.
Use Their Words, Not Yours
Remember, it’s not just about what they say, it’s about HOW they say it. If it looks like they’re reading or seem unnatural in any way, the results will probably not be as effective.
And of course, one of my other posts—10 Tips for Being Natural On Camera—holds true here as well.
Working with non-actors is always a challenge. But with the right approach, you too can produce B2B testimonial videos with professional results.
About the Author:
Harry Hayes is the owner and executive producer at Content Puppy Productions, a corporate video production agency based in Charlotte. Before starting Content Puppy, he spent 20+ years as an advertising writer and creative director.