Life through a pinhole

Did you ever wonder why pictures are square when lenses are round?

The reason is that the light that goes through a camera lens isn’t admitted through the wider part of the lens, it is admitted to a hole in the back of the lens called an aperture. Photons go through the aperture and hit a square-shaped sensor, hence, a square-shaped picture. ??

A pinhole camera is a simple camera without a lens, but with a tiny, pinhole-sized aperture. Light from a scene passes through the aperture and projects an inverted image on the opposite side of the box, which is known as the camera obscura effect.

The idiom “through the lens” came from philosophers who?viewed life from a different perspective, as if their vision were distorted by the lens. The idea is that there are many dimensions and shades of life, and everyone has their own reality, and their own story.

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Video marketing is all about building trust in your product or service.

Many tech companies create short videos to showcase their products or service, their facilities, and their leaders. And sometimes they forget to put emphasis on Social Proof.

Social Proof is evidence that other people have purchased and found value in a product or service offered by a business or a firm.

In the founders’ eyes, they created the best product or service on the market today.

Years of development and innovation, creative thinking, hard work – these were all endless challenges that tech companies faced to create the final product.

And this is the main cause founders highly value their finished product, and want to showcase those efforts that made the final product so great.???

But their prospective customers may look at things differently. They will more likely tend to believe their peers talking sincerely about the positive experience they had using your brand.

For example, if you are an SaaS company, having your customers talk about how using your software improved their firm efficiency, will have a much greater impact than you presenting new features or advantages.

So, if we are talking about testimonials, there is no better way to do this than to create engaging testimonial videos.

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But why is it so hard for B2B marketers to create testimonial videos?

Working for 20+ years in global B2B companies, I truly believe that this is a question of “how” rather than “what”.

Everyone in marketing knows what a testimonial video should contain: a loyal customer that tells how your brand impacted their business by solving a real problem they had. Hence, the “what”.

But how to do this? How to convince your customer to tell an emotional testimonial story through the pinhole of the camera?

Here are four tips that will help you to achieve that:

1.????Tell them why you picked them, and what is so special about their story that is so valuable to you. From their perspective, they may not even know how successful they are when using your product or service, compared to others.

The request should be based on “We need more customers like you. Will you be willing to tell your story?” And there is always a story to tell.??

2.????Make it easy for them to create their testimonial video. You should explain that there is a seamless process that will require no effort from their side, only 30 minutes of their time.

There will be a few topics or questions that will be given to them in advance so they can get ready to talk about them on camera.

The filming itself is done in a very similar way to a Zoom call. And everybody is familiar with this platform, thus taking out the ‘fear-of-camera’ factor.

3.????Your customer should think of giving a video testimonial as a chance to show their peers and communities that they use new technology to their advantage. This places them in an angle that is different, innovative, and positive.???

4.????You want to get an emotional response out of your interviewee by asking the right questions. For instance, how did your brand impact their daily operations, and in what way did it change their business?

In addition, you want to work with a video production company that understands the above, and will be able to work with your loyal customer to create an amazing testimonial video that will build trust and accelerate your brand sales. ?

At the end of the day, what really matters is not the production value or the equipment you use to film the testimonial video. What matters is the storytelling part.

If you can create the right atmosphere and lead the subject of the video to tell an inspiring story that lines up with your marketing goals, you’ll have a great impact on your prospective clients. ?

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