Eve Grey's Journal: The Truth about the Cheeseburger Testimonial

Eve Grey's Journal: The Truth about the Cheeseburger Testimonial: The title of this blog post is not about cheeseburgers.  It is about testimonials and how to construct one that is successful.  I apologi...

The Truth about the Cheeseburger Testimonial

The title of this blog post is not about cheeseburgers.  It is about testimonials and how to construct one that is successful.  I apologize if you were looking for something to cure your appetite. I will attempt to give you some juicy, get a napkin, solid advice on constructing a testimonial video without getting your hands dirty.  Whether your goal is to sell more product, get more people to sign up for your services you will need some solid ideas on how to do a testimonial video.
These types videos can be very affective.   I've heard it said that Testimonials are the next best thing to a personal referral.  However,  before we get into the idea that let's talk about how to prepare for a testimonial video.
Although preparing for a testimonial video sounds strange it's very wise for a few reasons.  One if your client giving the testimonial is improvising you will be spending more time than necessary. More importantly you will have missed the goal of creating your masterpiece to begin with.
Have a specific goal in mind.  Do you want people to sign up for more of your services?  Are you trying to regain customer loyalty?  Perhaps you want to let people know you're the answer to their prayers.
Whatever your goal is make sure it's clear so that it fits.
Once you have come up with a specific goal in mind, you can start to interview or prospect for your spokesperson or ambassador to be on camera.  One great idea is to take a customer survey.  This method may reveal who would make a good client testimonial.  Another keen way of approaching the client testimonial is during a customer appreciation event.  This can be very time consuming, but can yield excellent results if done correctly.
Doing a customer testimonial video correctly would include specifics, addressing objections and not faking or being phony.
In your search for the perfect victim, you will want to use someone that is very realistic.  And can mirror what your perfect client looks like.  They should be someone that you customer community relates to.  Do the viewers identify with the client? What happened to the person that is similar to viewer?  This is known as addressing the objections.
A good testimonial will include objections that the client was facing.  Example:  "I'd never tried a garden burger before since I thought they would be tasteless."   This addressed the objection.  The person wouldn't try the garden burger because it would be tasteless.  The real objection here is how apprehensive the person was because they were concerned that they wouldn't be satisfied.  The next portion I would be curious about is what happened?  Did the person try a garden burger? Was it good? Did the person become a vegetarian afterward? Addressing objection will be the driving point to how powerful the testimonial video is.
Being specific is also more credible than being vague.  The client may want to mention how long they have been doing business with you and how it has changed the course of their life.  Did you solve a problem? You will want the person to explain how in details you solved their problem.  Which sounds more compelling?   The bacon double cheeseburger was good after the ball game.  Vs.  The cheeseburger was so delicious with the fresh tomatoes and special mustard,  I ate 3 in one setting, now I take my family here once a week.  Nonetheless it is more powerful if it is more detailed.  The other elements that make the testimonial good would be not to over edit, support the message and don't detract from it, and not to be phony.
Over editing will take away from the rogue style of this type of video.  It's important to keep the grammatical errors in tact.  This will also lend to a credible product.
Credibility in this type of testimony should be a criteria.  Choose real life people, with real life problems that you specifically solved.  In other words don't use phonies.  Don't get an actor to be your spokesperson or your cousin Vinny.  This will ultimately show in the final production.
Supporting the message instead of detracting from it is key to a good testimonial video.  Choose a non-cluttered area so the viewer is only focused on the messenger.  Keep it short,  Good testimonial will be approx 2 minutes in length, at the very longest.  Remember to ask them question before the camera is rolling.  If they come prepared with an idea of what you might ask them, they will be more confident on camera.
A good testimonial video will help encourage people to do business with you.  Especially if it's truthful, the client can relate to the principal subject, and the message is clearly stated.
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Eve Grey's Journal: INTRODUCING ANOTHER CHEESEBURGER

Eve Grey's Journal: INTRODUCING ANOTHER CHEESEBURGER:   In this blog we will cover what an Introduction Video is and what it can do for your business.   This Above badly filtered video...

INTRODUCING ANOTHER CHEESEBURGER

 

In this blog we will cover what an Introduction Video is and what it can do for your business.  

This Above badly filtered video was McDonald's first video.  Done way back in the day,  you can see many of the same attributes that McDonald's used to first start the branding process.  Ronald McDonald still exists. The hamburger is still on the menu.  The message that McDonald's is fun for kids remains the message that we see today.  

So how will you brand your business?  What message will you put out there to sell your viewers on your product, your services and your company?

Some people may think that branding is not necessary.   Some people assume that the client will just get it?   The importance of branding is in every aspect of your company from your company's logo, the brochures, the colors etc.  So why would video be any different? 

Introduction Videos leave you in the driver's seat.  You are in control of the message that your viewers see.  You can get them to pull up in to the next window by the script and other methods included in the video.  An Intro Vid can make or break the image of your business.  Video helps to build trust in your company before the client ever opens the door.  A large majority of our clients and customers are looking on YouTube to research us before we ever get a chance to talk to them. So wouldn't it make sense to make sure this video is sticking to our companies brand? 

So when is it important to start the branding process?  The answer is: the second you are opened for business!   Waiting on the branding process will greatly affect your business.    Branding not only helps your customers remember who you are it gives the client an idea of what you're all about. 

Like the Micky D's Commercial, an emotional connection is made with the customer.  This emotional connection helped keep the message to over 1 billion served. The introduction to buy their products in a sense went viral and stayed that way.

The statistics for the internet and social media are everywhere.  *Mobile shoppers will reach 72.8 million according to Hubspot.   Hubspot also claims that Online shoppers will reach to 184.3 Million this year.  Hubspots survey also reported  an increase of 3.3% for internet sales, since last year.

Pixability stated that Business video is up by 3400%.  With these staggering numbers it only makes sense as a business owner to super size your advertising in these arena's.

When introduction videos are done the right way they are very effective at assisting in the branding process.  When you launch an advertising campaign,  this should be one of the first areas you should consider spending the most time on.  Since this should be added to the front page or home landing page let's talk about what an Introductory Video is.

Introductory Video is exactly what it sounds like.  This is your opportunity to introduce your clients to your business.  It should be well thought out and have a specific message in mind.  A Single message in mind.  This is the gateway to what your company is all about.  It lets people see who you are.  It helps them familiarize how you do things.   This is the jewelry of your website.  This type of  video is short, but worth a million words. 

The Intro Vid should be no longer than 1.5 minutes in length.  Sounds short but a little goes a long way.  Anything over 1.5 minutes will run risk of your clients getting bored.  So when it comes to Intro Video remember to hold the mustard.  This video is best with just burger and bun.

The script or message still needs to touch on the important areas (Who, what, where, when, why and how).   A good script doesn't need to be lengthy, however it needs to be juicy.    This is your area to shine.  This is your virtual salesman.  While it shouldn't sound too much like a sale, it should sell your viewers on you.

A music bed is not necessary but this too should be an element to carefully select and consider.  Music sets the pace of the video.  A good message doesn't even need dialogue if it's done right.  Music helps to create the mood.   A good video should provoke some type of emotional response, music can definitely to this provoking for you.  Make sure when selecting tunes for your video that you select appropriate music for your clients ears. And don't pirate music.  This is a big NO NO! Musicians can be very sensitive people.  Sort of a Grimace if you will.  Because of the messy Intellectual Property Laws you need to tread carefully in this arena.  (word on the street is this is the biggest area for law suits).

Emotional response can also be dictated by color and light.  The look of something shot outdoors will drastically change the look of the final product.  If you shoot indoors good lighting is imperative. 

A small trick should to be wear something that looks nice. 

Audio is another area that needs to be clear and not sound like an amateur recorded the video from the inside of a hollow box.  If you don't have appropriate audio equipment then hire a professional or visit a local recording studio and do a voice over that you can include. 

Audio and Lighting are like fries and a shake to your creation.  However, these are absolute necessities. 

An introduction video helps to create the companies image.  For the DIY peeps, this can be very tricky if you aren't into photography or video and film making. There are some things to be aware of.  Light and Sound.  If a video is done and the lighting is not proper or the sound is hollow, poor audio and lighting tells your clients that you are not one to spend the money on high technology.  

While that could be what you're telling them,  think about the other possibilities.

While hiring a professional video company might seem expensive,  it can often pay for itself.  Remember that you only have to record this once and it's on the net forever.   Unlike many other forms of advertising.  This is a project that will last forever.  If done right this maybe the last video your company will need.  Chances are you'll go back for more.  

Let's look at the .99 cent menu vs. a burger that costs $10.  Although, essentially burgers can vary in prices for a few reasons.  A good burger will be one that is hot off the grill and just like kids out of film school, your gonna get someone whose not as seasoned, and maybe not as big of a pattie.  

I will admit a lot of today's generation of film makers are relatively brainiac's,  where they lack in experience this usually means they won't show up on time (if at all) they will flirt with all the girls on set including and perhaps your wife, and they will just be hard to manage.  Let's face it,  you are a business person,  A decadent executive with no time to manage a vendor.  The $10.00 burger is usually gimmicky in my opinion.  You don't get a better product necessarily but it cost you more.  The best is right in the middle always done the way you like it and at a price that's affordable.  When selecting a video company this is what you need to keep in mind.  

Get someone who will give you a good product, without all the frills, whose knowledgeable.  And remember to select someone who specializes in commercial video.  People that are in the wedding business are very specialized but they may not know about how automotive customers make selections.  Just saying.  

If you can follow these tips you should be fine.  EveGreyProductions does FREE!!! consultations for business owners.   Check out the blog next week when we talk about the testimonial cheeseburger.  Who to have give a testimony, and what not to say to your clients.  

Chow for now.

To sign up for consultation visit us at www.evegrey.com or follow me @eveproducer 

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*Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30495/25-Eye-Popping-Internet-Marketing-Statistics-for-2012.aspx#ixzz1uiJAcuC0

Video For Cheeseburgers, What is a Cheeseburger?

   What is a cheeseburger?  Is it something that you love to eat? Is it the alternative to a home cooked meal? Is it Fast Food?  Does it make you feel full after you've indulged?   We all know a Cheeseburger that is really great can be more than beef between two buns.  We also know that a good burger can be something we gorge ourselves with,  if we like it.  Video is similar in many ways. Whether your business is large or small, This visual tool can make them come back for more.  If the video is bad it could give you the motto "Less than One Hundred Sold".
     Everyone knows what video is but when it comes down to using it for your business do you know why and how to use it?  Is it faster? Is it more expensive than regular advertising? Are your viewers full after they watch it? Do they want to add more to their order?  Are they thirsty?  Does a visual taste almost as good?  Would you rather read about french fries or see what they look like? 
In this series of Blogs called Video for Cheeseburgers I will attempt to answer some of these questions.  I find that many business owners want to use video but are apprehensive to utilizing this great tool. Many people are not sure if it's a fad, if it will be affective,  and of course if the benefits will out weigh the cost. 
   Over the next couple weeks,  I will explain what video is, what it does, and it's 50 uses in corporate settings. 
I will teach you how to choose from Angus Beef to Ground Round.  I will help you decide what condiments to use and where to use them.  I will also give you some tips on using the self serve bar. 
Each week I will discuss a different type of Video and how to use it in your business.  Whether you are asking where the beef is,   or if you Garden Burgers are more your style,  I will explain a Video Application that will be right for you. 
   Why Cheeseburgers?  The cheeseburger has been around forever and it's something we are all familiar with. Film has been around even longer and it still seems to be mystery to the masses.
Since this is the first of the series,  Let's discuss What Video is and how it's similar to the Cheeseburger.
   In 1948 McDonald's was opened in San Bernadino, California.  By 1957 McDonald's had sold over $3million dollars worth of product.  What does this have to do with Video?  People knew what a burger was,  So what was the result of the craving for Fast food?  People know what film is, so why are they jumping at the bit to add this to their business repertoire? 
   People are in a hurry,  they don't have time to prepare a meal, even a burger takes a while to cook.  They want it now, they want it to be fresh  and they want a to get it from a clean business.  They want to be satisfied without having to sit down to seven course meal.    Someone watching a corporate video or an intro video wants the same luxury.  Your Clients not only will take time to watch a video on your homepage they will appreciate that you put it there.  It allows them to make decisions quicker.  People have a lot of options to research,  competition is fierce in any business,  if you aren't at the top of your game technology it can cost you trust. 
   America is a Microwave Society.  Maybe the Fast Food Generation paved the way.  The factor isn't how fast it's how efficient we are with the time we do have?   Executives can now watch a 3 minute report instead of reading for hours.  He not only can watch that report but he will also remember more of it? 
   In a Study done by Osha for becoming better presenters they found that three days after an event, people retain 10% of what they heard from an oral presentation, 35% from a visual presentation, and 65% from a visual and oral presentation.  Would this leave the executive to have more time to do other things? 
   Video messages are the same way.  People will watch a 1-3 minute video, but will they take the time out to read everything you have on your website?
According to Pixability Business Video has rose 3400% over the past 4 years.  This could be because of the popularity of utilizing YouTube.  With a large majority of people researching businesses on YouTube before ever stepping foot in the establishment, it's perhaps a very vital tool to have on your menu.  Some trends became norms.  McDonald's Sold over 3 Billion dollars within 9 years.  Think about why they became popular.  And I'm pretty sure a lot of them are still standing.  
One of the portions of fast food was because of quality. Most Fast Food style restaurants back then were served out the back of a coach?  Well at least at fairs, and carnivals.  They didn't have one on every corner.
    McDonald's did have a clear message to those who worked at their facilities.  They learned to do things by the good ole , Q.S.C.  Quality, Service, and Cleanliness.  With the hot market of Smart Phones anyone can produce a video now.  Quality of video translates into the image that your company puts out.  If you are serving greasy, sloppy, unclean video on your site, that is the image that your viewers remember. 
   Video that is high quality (lighting, camera work, audio to name a few) will show and will not only keep the client tuned in it will also make them take action. 
Service in Video should detail how your company will benefit them.  How will you Serve them?  This should be explained in the videos that you put out.  Whether through still images or direct messages the viewer must always be the first person in mind.  

   Cleanliness is a good topic here as well.  Is your message well planned?  Are you fumbling?  Are you believable?  Video will not only set the pace to your message it will tell the viewer if you are someone trustworthy enough to do business with.  Suppose your viewer just got done watching 2 other videos for the same type of company.   Yours is well done, compared to the amateur videos that they just watched.  Do you think this could impact the clients  decision on who to give their money to?
   Your viewers should feel like they have gotten a solid message, they trust what you are doing,  and they have been given a message to react to what you just told them. 
It's like the beef to the burger, and the burger to the bun.  Your business can survive without using video but it's sure a lot better when you have it. 
   Make sure you read about the perfect website video in our blog next week "Introductory Video/May I take your order?  PLEASE"???

*http://www.osha.gov/doc/outreachtraining/htmlfiles/traintec.html