The “Customer Story” provides proof

In my previous blog “How can customers market my business” I covered the structure of a customer testimonial as well as one way of doing it. Now we can focus on “The Customer Story” as a series of videos used to engage and accelerate the buying process. You may be paying top dollar for website  visibility to search engines and reaching more potential buyers, but what happens when they find you? Your prospects come to you with a problem looking for a solution and sharing a story or two will help them determine how you can help. ”The Customer Story” does just that.

In last week’s blog I talked about one video with two to three client testimonials. This week we take one customer and one story. This approach does require additional investment dollars, but overall will cement future sales. For this selecting your testimony is absolutely critical. Along with the testimonial, the story itself. It’s really important to have a “Reason or problem”… why did they come to you? They need to have a compelling solution and lastly a savings or better said “how my life is better”. The story should include how their problem was solved and why they would never go to anyone else. Before you get started here are a few things to consider:

• Pre-write the story to provide your customer (testimony) with some framework and guidance (not scripting)
• Prepare your customer with a list of questions prior to the date you are recording
• Location is a critical piece of the puzzle

For a five-minute “Customer Story” video figure one to two hours of on-location recording. Get all you can and get it the first time. It will save you money in the long run.

Last but not least, record the video in the highest quality format (To HD or Not to HD) and this bares repeating… “Video is all about the sound“.

I would like to read your comments or questions as well as experiences so please post!