There were no shortage of Joker-related movies in the world, so why did the 2019 movie break so many records?
The answer is testimonials.
Of course, The Joker is a popular character with movie-goers, but according to Andrew Cripps, president of international theatrical distribution at Warner Bros., they knew that audiences’ built in love for the character would only take the movie so far. According to Cripps:
“We knew we needed a strategy…This involved curating a “quote-heavy creative campaign“ in print, including “a wall of 5-stars“, and bespoke TV ads with sliding reviews “that drove recall and helped the campaign feel ubiquitous across the country.”
This social proof created a buzz around the movie and led to it becoming Warner Bros.’ highest-grossing release of the year.
This shows the power that customer testimonials, and word of mouth in general, can have when it comes to boosting credibility and giving people that extra little push they need to convert.
But not all testimonials are created equally.
To create the perfect customer testimonial, you need to ask the questions that people want answers to. And it’s best to send them to your customers in advance so that they can practice their responses in good time and feel more comfortable in front of the camera.
10 Essential testimonial questions to ask your customers
Let’s take a look at 10 essential questions to ask your customers for the perfect testimonial. Of course, these can be tweaked to suit your specific brand, industry, product, service, or situation, but this should give you a good starting point.
1. Who are you and what does your company do?
It’s important for your customer to introduce themselves straight off the bat. This not only gives context to the video and the story they are about to tell, but it also gives viewers someone to identify with. After all, potential customers are likely to have a lot in common with your existing customers!
Some customers will answer this question in a very straightforward manner, without expanding. For example, ‘I am John, founder of John Jackets and my company sells jackets.’ This is great if you want your testimonial video to be short and snappy.
However, the more detail you can give potential customers, the better. So perhaps you should ask John to elaborate on why he started his business, how many years it has been running, and so on. You don’t have to use all of the content you film (as you’ll likely be cutting the video down in post-production) so it’s better to get more than you need.
2. What problem(s) did you face before working with us/using our product or service?
This is a great second question because when viewers hear that other companies had the same pain points as them, their ears will prick up and they’ll start to pay more attention. In other words, you’ve got them hooked!
A little bit of detail can go a long way here. Try to get your customers to ‘paint a picture’ of their previous problems. Their responses here will help to demonstrate how your product or service has been a great solution for them.
3. Why did you choose our product/service/company?
More often than not, your customers will be weighing up your business alongside your competition before they make a purchase decision. So, by asking this question you can find out what made you more appealing than your competitors to your existing customer, while also informing potential customers of the same thing.
This could be the question (or rather, the answer!) that finally pushes someone from simply considering your business to hitting the ‘buy’ button. After all, it’s one thing for you to state that you’re better than the competition, but it’s completely different for people to hear that from the mouths of your customers.
4. What made our product/service/company a good fit for you?
This leads on from the above, but gives the customer the opportunity to delve deeper into what it was that attracted them to your business.
By giving your customers free rein to talk about their favourite features of your product, service, or company, you can find out valuable information about what it is exactly that makes your customers choose you.
It’s also a great way to attract new customers as, according to a 2019 Wyzowl survey, 2 out of 3 people say they’d be more likely to make a purchase after watching a testimonial video demonstrating how a business, product, or service had helped another person like them.
5. Specifically, what was the best thing about our product or service?
Like the above, this question allows you to dig even further.
This is really useful for your sales and marketing teams because it uncovers your customers’ favourite parts of your product or service – which can help with future prospecting efforts. It’s especially great if you find a trend of customers all selecting the same ‘best thing’ as then you’ll know what your strongest USP is.
Similarly, if something you thought was a great USP never gets mentioned then you can start to re-evaluate and perhaps tweak some things about your offering.
6. How do you use our product or service?
This question is a great way to shine a spotlight on your customers. And it also helps to further showcase the different use cases of your product or service.
After all, customers could be coming to your company for different reasons. If they recognise one of the reasons that they are looking for your product or service in a testimonial then this could encourage them to reach out and get in touch.
7. How was our product or service better than other ones you’ve tried?
Some of your customers may be coming to you with prior bad experiences, so this question is another great way to differentiate your product or service from competitors, while also alleviating potential doubts.
This is a great way to put customers’ minds at ease – whether they’ve had bad experiences or not. Some customers are naturally more cautious with their purchases, so it definitely can’t hurt to point out why your product or service is better than the competition.
8. What results did you achieve by using our product or service?
The answer to this will really be the clincher for most viewers. It’s great to hear about how you solved the problems of your customer, and about the benefits of your product or service, but all anyone really cares about is results.
If you have a customer that can demonstrate clear, measurable results from using your product or service then it will add heaps of value to your testimonial. When asked about the effectiveness of testimonial videos, 39% of people said that they are most effective because they help illustrate the impact a product or service can have on their life.
9. Would you recommend us to others? (and why?)
Okay, so it’s probably a given that the customer giving a testimonial would recommend you to others, but it can’t hurt to ask them to say that. As we’ve talked about above, hearing positive things about a business from a customer’s mouth is way more impactful than hearing it from the business itself.
It’s also good practice to ask them to elaborate on why they would recommend you to others. Their reason might really resonate with a viewer – and that could be the difference between winning a new customer or not.
10. Is there anything else you’d like to add?
This is a great way to end because your customer could have valuable information to share that they may not have had the opportunity to bring up.
By giving your customer the floor, you can gain more insight into your business from the customer’s perspective. And who knows, you may find out something completely new!
There’s no denying the impact of testimonials. According to a Wyzowl study, 95% of people say that reviews influence their purchasing decisions.
By asking your best customers to review your products, service, or company in a video testimonial you can create a form of social proof that potential customers are actually looking for.
For more on testimonials, check out the following articles: