Testimonials are powerful tools to showcase the value and impact of your products or services. They can also help you build trust and credibility with your potential customers. But how do you capture testimonials on location, especially when you have limited time, resources, and control over the environment? Here are some tips to help you plan, shoot, and edit effective testimonials in the field.
The first step is to select the people who will give the testimonials. Ideally, you want to choose customers who have a clear and positive story to tell, who can articulate their pain points and solutions, and who are comfortable and confident on camera. You can also look for diversity in terms of demographics, industries, and roles to appeal to a wider audience. To find the right subjects, you can ask for referrals, use social media, or reach out to existing contacts.
Yes correct subjects I try to do a prelim Interview on the phone so I can prepare questions properly and make sure they are good subjects Also if they seem uncomfortable on camera I have the do just rob the camera after I say cut and talk to them casually so they are not ‘on’
Totally, this is spot on. I found that making a simple google form with a way to upload a little video can be a great way to prequalify - even if there isn’t time to meet in person. Write in a full in a fill in the blank script for them to share this may help you craft a better narrative as well.
When preparing questions for testimonials, it's important to ask open-ended questions that elicit specific and emotional responses. For instance, you could ask what the main challenge or problem was before using your product or service, how it helped to overcome that challenge or solve that problem, and what results or benefits were achieved by using it. Additionally, you can ask about the experience working with you and what they would say to someone considering using your product or service. It's also a good idea to customize the questions based on the subject's background, goals, and feedback. Make sure to send the questions in advance and review them with the subject before the shoot.
Some of this is hevesy. However, I don’t like to send questions in advance as it can come off too rehearsed. I will send topics however
It’s a good practice to give people a heads up so they can wrap their mind around the subject matter and come ready to share. I spent 10 years just letting people talk, but after spending hundreds of hours editing together broken sentences… it’s just more practical to give people time to think of what they really want to say or even script it out for sake of clarity and time. If they don’t, then extroverts will overshare and give long winded “nothing” responses and introverts will be super brief and often just trail off.
The third step is to set up the equipment that you will use to capture the testimonials. You will need a camera, a tripod, a microphone, and a light source. Depending on your budget and preference, you can use a DSLR, a camcorder, or a smartphone as your camera. You can use a lavaliere, a shotgun, or a handheld microphone as your audio device. You can use natural light, a reflector, or a portable LED as your light source. The key is to test your equipment before the shoot and make sure everything is working properly.
The fourth step is to choose the location where you will shoot the testimonials. You want to choose a location that is relevant, quiet, and visually appealing. For example, you can choose the subject's office, workplace, or home as the location. You can also choose a public place, such as a park, a cafe, or a street, as long as you have permission and avoid distractions. You want to avoid locations that are too dark, noisy, or cluttered. You also want to avoid locations that have competing logos, brands, or messages.
One thing we love to do is get the customer to either walk the property and send photos, or have the team location scout before hand. This enhances projects a ton - better even if you can match locations to the subjects!
The fifth step is to shoot the testimonials. You want to position the subject in a way that is flattering, natural, and engaging. You can use different angles, distances, and compositions to create variety and interest. You can also use b-roll footage, such as shots of the subject's environment, actions, or products, to add context and depth. You want to record the subject's answers in full sentences, not just fragments or words. You also want to record some silence and room tone before and after the testimonial for editing purposes.
The final step is to edit the testimonials. You want to trim, cut, and arrange the testimonial clips in a way that is concise, coherent, and compelling. You can use transitions, titles, graphics, music, and sound effects to enhance the testimonial video. You can also use subtitles, captions, or voiceovers to clarify or emphasize the testimonial message. You want to keep the testimonial video short, ideally between 30 seconds and 2 minutes. You also want to end the testimonial video with a clear call to action, such as visiting your website, contacting you, or buying your product or service.
Yep! And the edits can take some time, so be patient with yourself. Utilize transcript and auto transcription features which are available in most softwares like Davinci and premiere. Another good tool to look into is Descript. I could go on and on about the importance of transcripts, but it’ll really keep you from fatigue from listening to even the most delightful person say the same thing over and over again. Make the paper edit, get a shit rough draft in, then start looking for performances and “moments” once you’ve got a foundation.