Why do we enjoy shows like The Office and Parks & Recreation so much? They’re both hilarious comedies, obviously. But aside from that, the mockumentary style of both series gives the audience a sense of intimacy with the characters. We implicitly trust the openness and candor of Michael Scott and Leslie Knope (and all their respective supporting characters) thanks to the private, one-on-one nature of the interviews they give us each episode.
Real-world organizations like yours can harness the power of documentary-style video testimonials to convey to your target demographic that same Office/Parks & Rec sense of intimacy and trust.
Why Testimonials?
About 97% of consumers report that online reviews and testimonials influence their purchasing decisions. Using a video format for testimonials has the added benefit of being more memorable than written reviews – leading to higher conversion rates and, ultimately, a greater number of satisfied clients. Additionally, videos are far more likely than text to be shared on social media, increasing the testimonial’s reach and overall impressions.
So, what makes video testimonials such an effective marketing tool? Well, to put it simply: people love stories. One glance at the entertainment industry’s profits will confirm that fact. And what better story to tell than a true story of overcoming real-world obstacles told by a real-life, appreciative client?
A video testimonial appeals to prospective customers’ emotions better than any plain-text review. The reason for this emotional response can be found in our brains. Mirror neurons observe emotions and actions in others, then trigger the same emotions in us and urge us to act similarly. Thanks to our mirror neurons, every time we see a genuine product or service testimonial, we recognize it as genuine and get caught up in its story.
Here, There Be Dragons
A good story requires certain elements, and if your video testimonial is going to effectively fetch new business, we must ensure all of the story essentials are included. We need a happy customer to fill the role of the damsel-in-distress. We need a dragon to slay (a business challenge, not a real dragon). And we need a hero – a knight in shining armor, riding in to save the day – which will be realized in the person of your organization.
Remember that a genuinely satisfied client will tell their story naturally. They came to you with a problem that needed to be overcome. Whether that problem was the building of a functional and attractive website, the marketing of a unique product, or the planning of a fundraising event, your client needed help with a challenging struggle – and you, in turn, heroically carried them through that struggle to a victorious conclusion!
Video testimonials help promote your business in a way no other type of advertising can match. Imagine the slaying of a dragon told from the point of view of the townspeople who needed rescuing. Suddenly, other dragon-besieged folks seek you out due to your past successes in the realm of dragons. You’d have to search far and wide to find a better, more convincing recommendation for your services… your dragon-slaying services, of course.
Pro-Video at Rock Paper Simple
Rock Paper Simple is honored to host several video testimonials that our clients were kind enough to give. The Melbourne Police Department was kind enough to say a few words about a recruiting video we produced for them. Candlelighters of Brevard also paid us a very nice compliment via testimonial. See what other video reviews we have hidden in our lair.
Here, at Rock Paper Simple’s full-service video production facility, we can handle all of your organization’s video testimonial needs. The only thing we need from you is a happy client. We’ll do the rest. And when we’re finished, we’ll hand you a professionally produced testimonial with crisp HD video and crystal clear sound. From there, you can share it across your media accounts and incorporate it into other aspects of your marketing strategy.
To schedule a right-fit conversation for your next video testimonial video shoot, don’t hesitate to call 321.626.2172 or contact us online.
