You can never have enough testimonials on your website or in your marketing. Testimonials provide powerful social proof of your results, as they are the most under-used form of marketing. Why? You must take the risk of asking for the testimonials, and have a strategy to acquire and promote them effectively for results. Very few people do - so here's how I recommend you do this....
"HAVE THEM SAY IT FOR YOU" - Dan Kennedy
First, here's how to properly structure a testimonial video.
1.) Describe the problem - ask your client to describe their frustration before hiring you.
2.) Describe the service - then have your client describe how happy they are with your service.
3.) Describe the results - tell them to state how your service changed their life.
*Yes, changed their life - losing weight, saving time, sleeping better, finding love, better focus, more money, more traveling, etc. These are all benefits and asking this question forces a benefit -driven answer.
How long should a testimonial video be? I recommend 2-3 minutes, tops. However, I'm of the opinion you can also skip the 'story' and only have your client state 1 or 2 sentences into the camera with the primary benefit they've seen from your service. Then, you can stitch all these single line testimonial videos together onto one VERY powerful video. This is great as most people are UNCOMFORTABLE on camera and you can motivate just about anyone to shout one exciting line into the camera with minimal coaching.
Second, you must have a consistent strategy to capture testimonials.
1.) Put a flip camera in your car and office.
2.) Ask for testimonials from happy clients.
In short, when ANYONE has something positive to say about your service, reach into your purse/briefcase or run out to your car and get your camera. Ask them to repeat what they said on film so you can put it on your website. YOU MUST CAPTURE THE TESTIMONIAL IN THE MOMENT. This is when they are happy and excited, the emotion and passion in the testimonial will be so much more powerful than scheduling a time to shoot a testimonial after a long working day. If they are nervous, just ask them to state one benefit-driven line into the camera. Otherwise, be sure to follow the properly before/during/after testimonial structure.
Third, you must use your testimonials in your marketing.
1.) Put the video on your website.
2.) Include the best quotes in your print ads.
3.) Write a letter of recommendation from what was said.
4.) Include a "Success Story" section on your website
5.) Encourage your client to post the video on their Facebook
6.) Send the best videos to your prospects.
7.) Make a 10 second testimonial intro before every blog video.
8.) Use the videos to answer common buyer objections.
9.) Featured client story of the month.
So here's the bottom line, you know you must get more testimonials. Give incentives to your staff to collect testimonials at critical purchase points (point of sale, at closing, upon delivery of your 'deliverable'). For my real estate agents, I recommend they capture a one-line testimonial at every buyer closing, or seller closing if they were happy with their selling price!