With Your Video Testimonials, use the “Pain to Pleasure Tactic”
Make sure that if you’re going to get a video testimonial, they should take the viewer on the story of pain-to-pleasure. It’s important that you get your client to highlight the before and after scenario in any video testimonial.
In video, you can exploit the facial expressions when someone is reminiscing on how badly they may have been treated by your competitor or the bad experience that they’d had.But their face lights up when they explain the difference when they swapped across to you and bought your product or service!
This pain-to-pleasure story is what you want each one of your testimonials to highlight.
Here is a script of a Greater Building Society TV commercial where we used a husband and wife testimonial in the kitchen of their home.
And at this time, we were using John Church as a presenter, a media personality in regional New South Wales. He acted as the Ray Martin interviewer if you like, where he would visit people in their home and ask them why they swapped to the Greater.
Take note of the wife’s comments about her bank and the comparison she makes with the Greater.
The Greater Building Society Commercial Script:
John Church: It’s a pretty competitive world out there and you can understand people wanting to shop around for the best deal on financial services.Some Greater customers did just that.
Wife: We certainly shopped around and checked out all the options as we were sick and tired of the bank we were with. They charged us outrageous fees and treated us like a number.
When we swapped to the Greater, we saved $1,500 on fees and enjoyed impeccable service.
It’s like a dream come true.
Remember, you want your “video testimonial” client to clearly demonstrate that you’ve delivered “pleasure” after all their pain.