Testimonials = Instant ValidationEpisode
How to build Trust In your client’s mind
Building certainty in the buyer’s mind is a crucial part of their decision-making process. Making the buyer feel completely confident in your business as the solution to their conflict is essential. That level of confidence and certainty in the buyer’s mind can only come from building trust and credibility in your brand. You need to actively work at creating and establishing this trust.
The best and easiest way to start setting the foundation of trust in your brand is with customer testimonials. Customer testimonials equal instant validation.
Customer testimonials are a very powerful form of social proof. Social proof is one of the most important tools you can use for your business to help build trust. It takes the viewer or prospective client on a journey through the problem that they are facing and how to find the solution to that problem.
By showing the success of your product in helping a previous customer, you are showing your buyer what their life could look like and how your business can make that happen for them. This is extremely powerful when shown in the form of a video.
People believe what they see more than if they heard or read the same information. When you show them your business in action, they can see the results that you bring. If a picture can speak 1000 words then one second of video can speak 24,000 (That’s how many pictures flash together to make one second of video).
We process visual information 60,000 times faster than other forms of media. This makes video the most effective way to get a message across to an audience.
Combine video and social proof together and you are left with an extremely effective way to connect with your audience.
Customer testimonials in the form of video are called ‘Case Study Videos‘.
The Power Of The Case Study Video
Your case study video gives you the opportunity to show the viewer more way that you can help them. The video may be showing how product or service A has helped a client but it also gives the opportunity to show how service B and C has made a difference as well.
What this means for your business is that it opens up the possibility of a second or third sale from the prospective client. If they buy product A, they now have the opportunity to buy product B or C as well. It gives the buyer more ideas on how you can serve them best.
This can result in your business getting more sales and growing while genuinely helping people by showing them more products that make a difference in their life.
When choosing which clients to feature in your case study videos, there are a couple of key things to consider.
Think about which of your current or past clients are your best customers.
Consider which industries they are in and what type of clients your business can solve the biggest problems for.
Where do you provide the best value?
Story Is the Secret Ingredient
This is what ties everything together.
Storytelling is the key and without it, you will have a half effective video or testimonial that may get you some results but it will be far from awesome! Storytelling is the difference between an average testimonial and a great, high performing asset for your company.
Creating a connection with your viewers or audience is essential to the success of your customer testimonial. Storytelling does exactly that. It sets the foundation of trust by establishing an emotional connection with your target market.
When you tell the story of how a previous customer came to find your business and how it improved their life, like-minded individuals will relate to that customer. When we relate to a situation that someone else is going through, we create a connection with that person. This is why telling a story is so powerful.
When a connection is created with another person, we begin to trust that person. When the times comes that the person in the testimonial recommends your business, the individuals that have formed a connection with that person, are more likely to trust their word and your business. This is called instant validation.
You can take advantage of case study videos in any business, in any industry. It is a great way to begin building your brand and establishing your business as a trusted expert in your field.
The links to some awesome Case Study/ Testimonial examples”
About the Author
Corné Lategan is the Co-Founder and a Executive Producer at Bizvideo. In his down time he enjoys hanging out with his wife & doggie, family, playing squash & golf and traveling the world. He's been in the industry since 2007 & obtained a Bachelor of Film & Television at Bond University.