Filming people talking about you.
WHY THEY WORK
A customer's words carry weight yours cannot.
WHAT MAKES THEM FAIL
Scripted delivery Vague praise Obvious coaching
WHAT TO ASK FOR INSTEAD OF PRAISE
The situation before What they were worried about What actually happened What is different now
WHY THAT SEQUENCE
It produces a story, which is persuasive, rather than adjectives, which are not.
WHAT TO AVOID ASKING
Whether they would recommend you.
WHY
The answer is predictable and adds nothing.
WHAT TO TELL THE PERSON BEFOREHAND
The topics, not the words That mistakes are fine Roughly how long it will take
WHAT TO RECORD BEYOND THE INTERVIEW
Them at work Their premises The thing you supplied, in use
WHY
It covers cuts and makes the story concrete.
WHAT LENGTH TO AIM FOR
Short. Most testimonials are watched only partly.
WHAT TO PRODUCE
One short version and one longer, from the same material.
WHAT PERMISSION TO OBTAIN
Written consent to use their words and image commercially, and approval of the edit.
WHY APPROVAL SPECIFICALLY
Business customers frequently need internal sign-off, and discovering that after publishing is costly.
