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If you run a business or sell a product or service you know that testimonials are a terrific way to enhance your marketing and build your business.

By definition, a testimonial is an endorsement from a happy customer. They speak to the quality of your business and the value of your products or services. Happy customers tell their friends but they may not be willing to tell you or be quoted or seen on your website. So, you need a plan.

Don’t be shy

1.  Start by having a data base of names and contact information of happy customers.
2.  Keep letters and emails on file.
3.  Watch for positive feedback from well known members of the community or from a company. Both   could have strategic value as you grow your business.

The video testimonial

The video testimonial will add interest and power to your endorsements. Truth is that the higher the profile of the person providing the endorsement on video, the more likely it’ll be viewed. Feedback from average customers is terrific and should always be quoted, but if you are to invest marketing dollars in a short video, make sure the person has star power or strategic value.

Not every candidate is suitable.

•     Is their name known by your customers and prospects
•     Athlete
•     Community leader
•     Politician
•     Business person
•     Media personality
•     Are they well spoken

If a business person

•     Can they speak on behalf of their company
•     Can they be identified by their position and title
•     Can their company logo be used in your video
•     Is there an opportunity for you to endorse their business
•     How about an exchange of website links
•     Maybe there’s a joint promotion in future with benefits for both
•     Does the person have any restrictions from employment conditions or industry association rules

The value of hiring a professional videographer and video producer

Cameras bring out the worst in people. Normally out-going and animated individuals often become self conscious and at a loss for words. Nerves can kill performance.  Professional videographers and video producers will provide the following.

•     Coaching for your testimonial person, get them to relax, put them at ease
•     Professional cameras, microphones, lighting, editing and final production
•     Set selection and staging
•     Time management
•    The interview including asking the questions more than one way in order to produce the best   answers to be edited into the final product
•     Final format for website posting (HD, server based, YouTube or CD).