How scripts are ruining your videos and How to pull the story out
Nothing can ruin a video quicker than it feeling inauthentic, canned, or boring, especially when it comes to testimonial videos. As buyers seek social proof for their purchasing decisions, a compelling video testimonial can make all the difference. However, we often see businesses script or pre-write testimonials for their clients, or even worse, put a camera in their face and ask them to talk about their experience without any guidance. Trust us, neither of these options results in great testimonial content.
In our previous blog, we discussed how to extract genuine emotions by being authentic, offering a proper warm-up, and ditching the script. But how do we achieve this? What questions do we ask? What methods do we use to create a comfortable atmosphere? Let's delve into our top methods for pulling out an engaging story.
Lights, Camera, Fail!
Picture this: The video production crew arrives to shoot your brand message or testimonial. You're seated in the "hot seat," surrounded by people in black, loaded with gear, and the lights are beaming down on you. They give you vague directions and expect you to deliver a perfect testimonial while battling the nervousness. Sound familiar? We've been there, and we know how this formula leads to the worst content possible. That's why our focus is on making our clients and interviewees as comfortable as possible, ensuring authenticity sells.
The Pre-Meeting
Remember our warm-up strategy we mentioned in the last blog? It's not just a casual hang-out; it's a strategic process that begins even before we arrive at the location. Prior to the video shoot, we have a pre-meeting, either in person or via phone call, to give the interviewee an outline of what to expect. We clarify who will be present, attire recommendations, the timeline, and any other questions that may help them feel at ease. Additionally, we provide a list of 3-5 questions we'll ask during the interview to avoid catching them off guard.
Warm-Up
As we set up and the interviewee takes their place, we start a casual conversation, often discussing the questions from the pre-meeting. This helps them warm up vocally and mentally for the interview, creating an atmosphere more akin to having coffee with a friend rather than a formal interview. During this chat, we listen for any interesting phrases or unique words they use to describe their product or service, which we can use later in the actual interview. Once everything is ready, we roll the cameras.
The Interview
With the cameras rolling, we return to one of the initial questions or topics from the warm-up chat. This ensures the interviewee feels comfortable from the start without sounding rehearsed. We may ask them to elaborate on something they mentioned earlier or share a more in-depth experience. The ultimate goal is to make the interview feel like a natural conversation without the pressure of the cameras, resulting in an authentic post-production experience.
Ask The Right Questions
When crafting the story, it's essential to ask the right questions. Here's our recommended approach:
Find the Problem: Explore the issue the interviewee faced before seeking help from "Company X."
Show the Journey to Solution: Understand the process they went through to find the right solution.
Sow the Results: Reveal the positive outcomes they experienced with "Company X."
Show The Emotion: Delve into how the entire experience made them feel.
To get you started on your next testimonial video, here's a list of questions that follow these guidelines:
What problem were you facing that made you reach out to "Company X"?
How did the problem negatively impact you?
What was your process for finding the best solution?
How did you feel during your first meeting with "Company X"?
What does the situation look like now after working with them?
Are you close to achieving your goal or have you already reached it?
How do you feel about the future?
Need Help?
Avoid the common pitfalls, and create testimonial videos that truly resonate with your audience. Let our video production experts guide you through the process, ensuring authenticity and compelling content that sells your brand effectively.