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Mike Lieberman, CEO and Chief Revenue ScientistSat, Oct 1, 2016 4 min read

Video Testimonials: Ask Your Customer These 9 Questions

{}Video is an essential tool that can take your business to the next level. By including video testimonials on your website, you are giving your visitors the information they’re looking for to make a buying decision. 

Audiences find video testimonials to be trustworthy and reliable. Additionally, 65% of your audience are visual learners, making video testimonials a necessary marketing tool. If that’s not enough of a selling point, video testimonials boost your SEO and drive traffic to your site, resulting in more leads. 

It's important to curate who you choose to be interviewed for your video testimonial; pick a relatable customer who is enthusiastic about the service they received. Since everyone is a little nervous about getting in front of a camera at first, make sure your interviewees feel comfortable by clearly setting out your expectations upfront. This includes giving them a filming schedule, information on what kind of questions will be asked, and how the video will be disseminated. 

To keep things natural, don’t give your interviewee the exact questions you’ll be asking. Instead, give them a detailed explanation of the concept of the video. Scripted videos, while hitting all the talking points, come across as robotic and inauthentic, and should be avoided at all costs. 

Below is a guide to questions that you should be asking. 

1. Where Did You Hear about Us?

It's best to start off with a general question to ease the interviewee into the process. By asking how they found out about your company, you can gain insight into your customer. If a friend referred them to you,that gives you extra credibility.

2. Was There Any Employee That Stood out or That You Found Particularly Helpful?

Asking this question will provide your video testimony with a specific story of exemplary service. This is important since the more specific the testimonial is, the more reliable it will be.

3. What's One Word That You Would Use to Describe Your Experience with Us?

This question is great for achieving a quick sound clip.

4. Would You Recommend Us to Someone Else?

This is one of the most important questions you can ask during a video testimonial. It is a testimonial after all, so the main focus should be reasons why other people should choose your product or company.

5. What Has Your Experience Been with Our Products/Services?

By asking a general question like this, you can open up the floor to having a genuine conversation with the interviewee. Listen carefully to what they say and ask a follow up question that encourages them to become more specific about what they liked about your company.

6. How Has Our Product Changed the Way You Do Business?

While you might have to change the format of this question depending on what your product or service is, the purpose is to create a before and after narrative to demonstrate how your product improves your customer's business or life.

7. What Was the Obstacle That Would Have Prevented You from Buying This Product?

This question is important because it preemptively addresses any doubt that your audience may be having, whether it be money, time, or relevance.

8. What Was the Result of Buying This Product?

This question diffuses the obstacle put forth in the last question. It tells your audience that whatever doubts they might be having, your product is worth it.

9. Is There Anything You'd Like to Add?

While you have already covered most of what the interviewee wants to say with the previous questions, there’s no harm in ending off with this open-ended question. You never know, what they say to this question might be the highlight of the video.

What are your thoughts? Please share your questions, expertise, opinions, or tips in the comment section below!


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.