Making testimonial videos that turn customers into your most passionate and credible sales people

By Jean Levasseur, Captains of Industry
I was on a video shoot for a solar energy client on Wednesday, creating testimonial videos of clients and employees to go up on their new website, which we’re in the process of creating.

I was amazed at the passion for solar energy, and for the company, that the two customers we were shooting had. One, a retired professor, said that the solar company literally helped him fulfill a three-decades old dream that he had. The other, who was using a Power Purchase Agreement model, explained how he didn’t think there was any reason that anyone shouldn’t get solar, because we’ve finally reached the point where solar is financially viable, thanks to government tax incentives. And both said more about how great the installation crews were than anything I’ve read online.

In talking the two customers, I found myself wishing that I owned a house, so I could install solar on it.

That’s a powerful pitch.

Think about the absolute power that customers can have. There is no one better at explaining why a company or product is outstanding than the people who know, use and love their products. If they’re passionate, like these two customers were, then they will want to tell their story, either on video, in an article, or in their day to day lives. If you can give them that opportunity, then they will be a powerful voice for your cause.

Recognize that anyone passionate about your products is probably telling your story to everyone they meet. If you can find a way to make it easier for them to tell that story, either by providing information or additional opportunities, then you can create a grassroots sales force, made up of people who are much more credible than your sales people.

UPDATE:

@studionumber9 on twitter sent me a link to a great customer testimonial video for the iPhone, made by the customer, without the knowledge or backing of AT&T or Apple. It’s a perfect example of what I’m talking about.