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Video Testimonials are a powerful and trusted source of information that the decision making unit uses in B2B to come to their conclusion as to whether or not the suppliers/clients are a reliable business partner . They can also be used in the B2C market place by reinforcing the quality of your product/service. Therefore ultimately they can help to leverage a business's position in the market place.
How do you approach designing your testimonial?
The thing to remember about video testimonials is that its content must be aligned to where the customer or prospect is in the sales process. Most sales processes have 3 stages; locating the customer – winning them over and finally keeping the customer on your side. So a testimonial aimed at the first two stages will focus on informing and persuading potential customers. Testimonials in relation the the final 'keeping' stage need to recognising and reassuring customers.
Results from a study of video vs written testimonials resulted in, "Their response was that they were more believable. With participants commenting that, “I can see their eyes, and I can tell when I look at someone’s eyes, whether or not they are telling the truth."
A couple of questions...
Has anybody got any good examples of testimonials they would like to share?
As a consumer yourself do you feel that testimonials are trustworthy?