Attracting Business through Testimonials represents a smart marketing approach. But why don’t most testimonials work? Our research has shown that testimonials in print lack credibility. As one website visitor told us: “They can make anything up on paper.”
That’s why video testimonials are more effective. People checking out businesses, including medical practices, want to hear from the patients themselves. After all, seeing and hearing is believing.
Tips to Attract Business through Testimonials: Takeaways
- Create a series of testimonials for your website, social media, and email campaigns.
- Schedule your most raving fans.
- Better to schedule several so you can select the most persuasive and engaging.
- Avoid “perfect” expensive production because it looks staged. And it is, of course.
- Talk in a casual way with a raving fan of your business or medical practice. That comes across as real.
- Ask questions to draw out the benefit of your service.
- Try to capture the exuberance they have for you and your company.
For my client, Dallas Sleep (http://www.dallas-sleep.com), a center for sleep disorders, we produced the short video accompanying this article. It was anything but staged. Anything but perfect. In fact, it looked like it was shot on the fly. That makes it real in the eyes of viewers. The patient almost seemed surprised we were getting her opinion. We did advise her earlier, of course, that we were going to shoot video so other patients would benefit from her successful experience.
Also, my experience having shot literally hundreds of video testimonials taught me:
- Avoid fanfare in setting up. It makes people nervous.
- Avoid rehearsing the customer/patient because it may look rehearsed.
- See it as a conversation, not a formal interview.
You don’t want viewers to focus on great production or effects. You want them to get the message you’re trying to convey. Ideally, feel the emotional attachment the patient or customer has with your client.
This video was one of several. Others provide helpful information. None of them comes across like a commercial. Rather the goal is to educate prospects. That’s because people don’t want to be sold. They want to research, then make informed decisions. Isn’t that what you prefer as a consumer?
Contact me for guidance for your next marketing campaign: bob@kaplitz.tv.
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