Many video testimonials actually diminish the brand’s image in the eyes of the customer. They are so awkwardly produced, badly delivered, or outright laughable that they’ll scare away more buyers than they encourage. Here are the top seven ugly video testimonial mistakes to avoid!
Choose terminally camera shy subjects
If your testimonial subject looks like you’re standing beside the cameraman pointing a gun at their head, it’s not going to make for a very convincing video. You definitely want real people to provide your testimonials as opposed to paid actors, but many individuals are painfully uncomfortable in front of the camera and that trait will translate to your audience which will click off in droves.
Shoot shaky handheld nausea-provoking video
Nearly everyone has a phone with video camera capabilities and therefore nearly everyone can shoot a completely rancid and thoroughly unwatchable testimonial video. Even in the day of the 12 megapixel camera phone there is no substitute for professional video equipment operated by seasoned experts. The alternative is to create handheld, shaky, amateurish junk that will not only be counterproductive but also come off as a total joke.
Use only first names
When your testimonial subject introduces themselves simply as Jim or Mary, it just screams “fake!” If a customer is giving a testimonial they should not try to be anonymous, therefore they should state their full name as well as the city where they live. It’s also a great marketing tactic to have some way for your viewers to actually contact your subject by running a crawl or super with the person’s email address.
Make emphatic snake oil claims
When your testimonial subject claims that your product cures corns, boils, sore holes, and pimples on your teeth, the entire presentation will come across as a snake oil pitch. The claims made in your testimonials should be accurate, verifiable, and realistic. Your viewers know that there are no miracle cures or perfect products, so stating that you truly have created the better mousetrap will not drive sales, but just turn off your audience.
Master Monosyllabic Monotony
“I like this this. It is a good thing. I was glad to buy it…” You don’t want your testimonials to sound like a staff meeting at the Large Hadron Collider, but you also don’t want them to come off like they were spoken by a preschooler. Strive to make your testimonial sound engaging, conversational, and delivered by someone with multiple firing neurons.
Have the video run longer than the Rings Trilogy
It’s a testimonial and not a video record of psychotherapy, therefore keep it short and to the point. Your audience is not interested in all of the details of your testimonial subject’s life and a complete journal of their experiences with your product since kindergarten. The testimonial should quickly state the salient points, endorse the product, and cut to the chase.
Focus on the irrelevant
The battery access panel is taupe? Who cares? A testimonial should focus on the benefits of the overall consumer experience and the highlights which convince your audience to buy it, not get lost in a bunch of irrelevant detail which no one in their right mind would notice… let alone make it a reason to pull out their credit card.
However… you might want to commit all of these seven mistakes to see if your video testimonial might go viral as a satire!