Testimonials yield more sales than any other form of marketing since the beginning of time. But what questions yield the greatest testimonials? We’ve come up with a list just for you!
According to an industry report of B2B buyers, 97% agreed that user-generated content such as a customer testimonial was more credible than anything else.
Customer testimonials are effective because they are genuine. They come from real people who have actually used your products or services. An internal observation at Snippies shows that marketing videos are more effective with man-on-the-street videos.
There is something viscerally powerful about having an interview video where you see customers using your product, in their own way, on their own terms. The marketing team sits in an office building, much more removed from where the product or service is actually being used on a daily basis. For this reason, interview videos in the home and office are also equally powerful when it comes to acquiring new customers.
But what kinds of questions yield the best customer testimonials?
How can you grab valuable information from a man-on-the-street video?
We have extracted thousands of insights through testimonial videos over the years. Here are a few tips to help you get started on acquiring the perfect customer testimonial:
- What did you find out as a result of using the product or service? The answer to this question lets you find out if the value you intended to deliver was in fact realized at the customer’s end. You can also get a glimpse into the customer’s mindset through this question.
- Was there a reason you chose us vs. anything else? This lets you get deeper into the psyche of the customer. If pricing was the reason, then you know that they may not value the features of your product. The answer to this question can lead to more innovation.
- How has using our product benefited you? This is a great question because it has the power to extract a lot of valuable data that you may not currently have. This is especially useful if you are just starting to release a new product or service.
- If your family or friends were unsure about this product, what would you tell them? Don’t simply ask if they’d recommend you. This question is phrased in such a way that they have to reveal their innermost feelings about your product or service.
- What is your biggest concern with our product? The direct survey question. If you genuinely want feedback, this is the perfect way of getting it.
Avoid the Yes/No Question
Finally, if you start your testimonial with simple yes or no questons, it has no value. There is nothing amazing about people saying “yes” or “no”. Opinions matter most. Beware that some of these questions may yield negative answers. But that’s fine because in addition to testimonials, you will also gain some valuable insights for your R&D team.
