Video is the best way of engaging your audience so be careful to ensure your productions build credibility and loyalty.
In the past Testimonials were (and still are) a brilliant way to provide reassurance that your business is solid, reputable and the one to go with. But I believe there is a more powerful, more credible approach that can be taken.
The problem is when people hear a testimonial they know it is a sales pitch. They know someone has been asked to say nice things about you and they know you only show the ones who actually do say nice things. Testimonials are good, they are useful and they work.
However I believe Case Studies have a way of engaging and convincing an audience at a much deeper level. Case Studies provide an opportunity for a client to tell their story. We all love stories and hearing about how your product or service has improved this person’s life or business is worth listening to.
The trick is to find the right balance between telling and selling. Once people feel they are being sold to, their cynicism kicks in. They may appreciate what you are saying, but their emotive muscles start to relax while their brain muscle powers up and starts analysing the message.
From a video perspective Case Studies are ideal because you can include relevant visuals about the story that is being told. This can add extra information and interest to the delivery and increase watchability.
A good case study will set the scene of what life was like before they used your product or service, what happened because they used your product or service and how they are feeling now as a result. It is more about them and how their life has improved and less about you and what you do.
The underlying message throughout is that this couldn’t have happened without you. The beauty of it is that the audience creates their own thought of “I want that – I must buy what they bought”. When people create their own thoughts, it is much more powerful. They own it as their own decision, as opposed to feeling pushed or lead to a decision.
And finally stories are much more shareable. So next time you have a satisfied customers why not get them to tell their story so you can share it with your community? And of course do it on video.
Testimonials are good, but case studies are better.
Geoff Anderson is the owner of Sonic Sight, a video production facility in Sydney.He is an author, presenter and a video producer.
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