Tips to conduct interviews for a customer testimonial video…like a boss!
Your customer has agreed to be interviewed for a testimonial video. She will go on camera and proclaim to the world how much she loves you. The video will be a shining object on your website, forever drawing customers to your brand. And your customer will very much appreciate if she looks good as well.
Many of the people you’ll interview for a customer testimonial are pros, but some need a little coaching. As a video production company that specializes in testimonials, we conduct these interviews all the time. But if you’re a marketing or product person, it may not be something you do every day. Here a few tips to help you interview like a boss.
Provide Questions and Key Messaging to your client in Advance
The number of questions will vary with each situation, but generally, for a two-minute testimonial video, it will be about 5 to 10 questions. Your customer will appreciate if you can send these questions to her in advance.
She will have time to prepare and even rehearse. There will be opportunities to add, subtract, and modify, as needed.
It’s also often helpful if you can provide her with key talking points. This is not to put words in her mouth, but to make it easier for her to answer your questions. It also ensures she’ll say what you want her to say during the interview. Again, a testimonial interview is not a CNN interview. It’s not fully scripted, either, but the point is for her to say things that will make for a smashing customer video.
What should your customer wear to the interview?
Avoid pure whites and tight patterns. Cameras don’t like them. Solid colors work well.
How do I create a good interview environment?
The chair should be comfortable. The room should be a good temperature. There should be water on hand for your customer. When you interview, stand at a good eye line and an easy distance and direction so that she’s not straining to look at you. All of this creates for a nice relaxed environment, which is important especially if she’s nervous.
If available, have some powder available, especially for men with a larger forehead than they’d like. It’s a distraction if they’re thinking about the shine forming above their eyebrows.
Next, get your customer talking. Could be about anything. This helps her to get used to the cameras and lights.
Things to remind your clients during the interview.
1) Don’t look at the camera (unless you want them to).
2) Restate the question in the answer.
“What’s your name?”
She shouldn’t just answer, “Mary.” It should instead be, “My name is Mary.”
3) Don’t move your hands too much.
Some do it more than others, but it becomes a distraction on camera and the mics often pick up the movements.
4) It’s OK to make mistakes.
That’s why editors get paid the big bucks. It also helps with editing if you have the client repeat certain words like the company names and often-used transitions.
The above tips help with making things go smoothly as well as capturing the content you need in the video. It also keeps things fun and less stressful for everyone. Happy interviewing!