Most testimonial videos lose their viewers before the end of the video (where your call to action is). Here are the 5 secrets to creating case study videos that keep your viewers watching the whole time!
Don't miss next week's Loyalty Loop -[ Ссылка ]
Vance's Transformation - [ Ссылка ]
Mixmax - [ Ссылка ]
Mixmax's Testimonial Video - [ Ссылка ]
Brrrr! It’s cold in here. There must be some Loyalty Loopers in the atmosphere. That, or it’s just another freezing day in Toronto, Canada, where the frigid temperatures have forced me inside my hotel room for this week’s Loyalty Loop episode.
To heat ourselves up, let’s talk about things that are specially designed to make us feel all warm and fuzzy inside: customer success stories. Or at least, that’s what they’re supposed to do.
Truth be told, most testimonial videos and case studies are pretty bland, with their reception by viewers ranging from lukewarm to downright frigid. And if you’ve ever worked in marketing, odd are good that you’ve been asked to create one such video or case study for your client, product, or company already. So how do you craft a captivating story that doesn’t make potential clients want to give you the cold shoulder?
Well, the first step requires a radical change in perspective. Believe it or not, a good testimonial video isn’t about you or your product. Not at all! What a great testimonial video *IS* about is your customers, your prospects, and the problems they’re dealing with every single day. It’s about a transformation from your customer’s perspective.
“But Drew! We understand our customers’ pain points better than anyone and want to show them so in our videos!”, I hear you say. Just chill! While that information is important, it really isn’t the most important for this format. If you really want to learn how to create better customer testimonial videos, then you need to learn how to watch customer testimonial videos better. And I have the ultimate example for you today:
Take a look at “Vance’s Incredible 365 Day Transformation Will Blow You Away” (extra link below). Even though it’s a weight loss video, don’t let the subject matter fool you: what they did here can be applied to any service or product under the sun. Why? Because it embodies the five important lessons that are fundamental to every successful testimonial video:
About Drew Davis
Andrew Davis is a bestselling author and internationally acclaimed keynote speaker. Before building and selling a thriving digital marketing agency, Andrew produced for NBC’s Today Show, worked for The Muppets in New York and wrote for Charles Kuralt. He's appeared in the New York Times, Forbes, the Wall Street Journal, and on NBC and the BBC. Davis has crafted documentary films and award-winning content for tiny start-ups and Fortune 500 brands.
Recognized as one of the industry's "Jaw-Dropping Marketing Speakers," Andrew is a mainstay on global marketing influencer lists. Wherever he goes, Andrew Davis puts his infectious enthusiasm and magnetic speaking style to good use teaching business leaders how to grow their businesses, transform their cities, and leave their legacy.
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