Effective July 1, 2022, First Impressions Video’s phone number will change to 714-608-4495. The original business line has been discontinued in order to save a few bucks in this time of runaway inflation. Many thanks!
~TRW
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I am a professional videographer. I am also a consumer. And when I contemplate making a purchase – especially a big one – I often browse reviews to get a good sense of what is thought about the company (companies) that offer that product or service I intend to buy. And rather than trudge through a lot of printed content, I find video testimonials to be more compelling. Let’s unpack the reasons why.
First, while it would be relatively easy to put your CEO or other key exec in front of a camera (which I do regularly, by the way) this kind of video – while valuable – can sometimes come across as biased. However, by augmenting the business “talking head” videos with customer testimonials, viewers will have a chance to see two perspectives. This goes a long way in helping consumers make informed decisions.
So how do you develop the testimonial video? There is little doubt that if you run a credible company, you likely already have them in writing. So, let’s make contact with a few of these folks and ask if they’d be willing to share their thoughts in front of a camera. “Whoa now…you want me to talk on camera?!?” That will be the response you’ll get quite often, but you will find some willing to do it. I know from experience that being in front of a camera is not natural, but one of my gifts is getting interview subjects comfortable to the point that they actually liked the experience – at least once it was over!
Now that you’ve found a few folks willing to do it, you will want to ascertain in advance what they will say. You will want subjects that convey an easy-going manner that will help make what they say sincere and credible. And while coaching is OK, we don’t want to put words in the subject’s mouth. The last thing you want to do is have the testimonial come off as contrived. You will lose viewers quick, and you only have 4 to 6 seconds to grab their attention in the first place, so don’t screw this up! And…NO TELEPROMPTERS!!!
Why am I watching your video? It’s a good, fair question. Remember what I said about the 4 to 6 seconds. In short order, you need to provide the answer to the “why.”
Asking your interviewee the right questions will help elicit the right responses. These questions might include:
- What prompted your investigation in the first place? What was the solution you needed?
- How did the product/service solve your problem?
- What would you like to share about the positive experience using the product/service?
Stay away from questions that allow “yes” or “no” answers in order for the responses to be useful, detailed and allow the freedom for your interviewee to talk specifics on how your product/service met or exceeded their expectations. If a potential customer watching the testimonial can feel how overwhelmed or frustrated your subject was before they discovered your product or service, seeing how your business has helped them to reach their ideal resolution can be extremely persuasive.
Be sure to use “cutaways,” where “b-roll” of your organization can be integrated into the testimonial. This does two things: It creates natural breaks in the interview where your subject can pause and easily move into another line of thought. And it also allows for a more engaging video by having more than just the subject to watch. Remember our short attention spans!
Finally, these days, it can be very tempting to just whip out a smartphone and start shooting. However, working with an experienced video production company will help you to produce a well-crafted final product that will appeal to your ideal audience and deliver a solid ROI.
First Impressions Video has the creativity, experience and tools to ensure that your testimonial grabs attention for all the right reasons. We use a variety of techniques to do this, including implementing a comfortable shooting environment, selecting an ideal soundtrack, and seamlessly integrating relevant cutaway footage to enhance the overall production quality of your video.
We know how to get the most out of your featured clients or customers, who might not have spoken in front of a camera before. The result is therefore much more likely to appear authentic and believable, which is ultimately the goal of every successful video testimonial.
Competition could never be more fierce! But having a well-designed testimonial video can help punch through the clutter and deliver excellent return for dollar invested…and set you apart from your competitors!
Let us help you with your next testimonial video! Click here and go to “Request A Quote.” Complete the form and we’ll get right back to you…promptly! And remember, great video does NOT have to break the bank!
~TRW
On many of my earlier blog posts, I’ve talked about the importance of video for any business, service or non-profit. Video continues to grow in importance and as represented by the second frame of the following infographic, by next year, EIGHTY PERCENT of online content will be video! If you’re not doing video, you are missing opportunities on an unimaginable level, if you’re doing videos and want to tap into a professional with decades in the genre, give me a call.
With thanks to WebpageFX for the creation of a terrific infographic!
Got video?
Monday (3/12/18), I drove my cat, Dexter, to the vet. He had been lethargic for a few days and the last 24 hours saw him throwing up seven times. He couldn’t hold food down and barely drank water. As I sat on the floor in our guest bedroom, trying to get as close as I could, he looked at me with eyes that told me that he wasn’t well. My wife Laurie asked me to get a vet appointment, which I did.
I took Dex to see “Dr. Heidi,” one of the most talented and emotionally sensitive veterinarians I’ve ever met—and I’ve known a few. She did a brief “touch and feel” diagnostic and suggested some things she should do to get a better handle on Dexter’s distress. I sent a text message to Laurie and we agreed to proceed. I ran a few errands and returned to the vet’s office. Dr. Heidi entered the exam room, but this time, she had a grim expression on her face—and I recognized that look immediately. She showed me x-rays that revealed a tumor, and a rather aggressive one. This would explain the speed of Dexter’s health decline. As a vet is required to do, Dr. Heidi explained that the next courses of action would border on the heroic, with no assurances that it could extend Dexter’s life. I knew exactly what she was telling me. Already on the brink of tears, I told her that I wanted to take Dexter home while Laurie and I discussed the obvious. As I was leaving the vet’s office I sent a simple text message to Laurie, “Please call Dr. Heidi.” As a sidebar, Laurie worked for a veterinarian for 5 years, so she—more than I perhaps—understands these things.
Laurie came home. Mercifully, she was at the end of work as this news was unfolding, so she was able to escape before the emotion overtook her. We were back in our guest bedroom, talking to and petting Dexter, trying to rationally deal with the flood of emotions racing through our heads.
# # # #
We were not ready for this. Dexter came to us by happenstance. Laurie first found him sleeping in a patio swing we had covered. Later, he actually found his way to our bedroom window—on the second floor of our home—and he would sit outside and holler until we let him in the house. He was very friendly even then—he picked us—and we were immediately hooked! When he needed to go outside to do “his business,” we obligingly let him out. You see, Dexter was always an indoor/outdoor cat, and his litter box was the great outdoors. He wouldn’t allow himself to use something as pedestrian as a real litter box! That’s how it started. By the way, we created an entrance—including a pet door—to the house so Dex could come and go without us having to let him in or out!
Over the years, our affection for this little guy grew—even tolerating him being skunked seven times!! He loved to show off and when we were in the back yard, he would meow to get our attention and once he knew he had it, he would race to and up one of our trees to show us just how fast and agile he was! He had us wrapped around his paw and he knew it.
Dexter’s “extended” family included the people who fostered him from birth, the McDaniels family, their neighbors across the street, affectionately known as “Grandma Rita” and “Grandpa Harold,” and, of course, Laurie’s mom, Marge. Marge lived with us and Dexter was her protector, right up to her passing in September of 2017.
Dexter had permanent wanderlust and despite our desires, he was always going to be an indoor/outdoor guy. As a result, he had a number of dust ups with neighbor cats. His ears were pristine when we adopted him permanently, but over the years, his battle scars included the aforementioned ears that now looked like they had been hit with pinking shears. But we loved him dearly and he loved us.
As a professional videographer, much of my work involves editing. Dexter, feeling that I didn’t have the best grip on the task at hand, insisted on helping me. First, he sat in a guest chair next to my work area, but then he took up residence on my desk, so I had to look over him to see what I was doing! The many hours I spent in my office were always better when Dex was keeping me company, hence his designation as my “official associate editor!”
# # # #
We returned to the vet’s office Monday afternoon and were met by Dr. Heidi’s vet tech assistant, Debby. Debby has the same sensitivities as does Dr. Heidi and they are a perfectly matched pair. They explained the procedure (which we knew as we’ve had to say goodbye to other four-legged family members before). I knelt down on the floor and held Dexter as close to me as I could as I whispered to him, “I love you…I’ll miss you.” Laurie was right next to me. As Dexter left us (we believe to go be with Marge), I started sobbing as hard as I have in years. In a separate story, Laurie talks about the three or four times she’s seen me cry. I can assure you it’s been more than that—more often than she might imagine. Those moments after the procedure are agonizing because you don’t want to leave, but there’s no reason to stay, and you just don’t want to interact with anyone else. Thankfully no other clients were in the clinic when we left, and the staff couldn’t have been kinder.
Monday, we drove our cat to the vet. And then we drove home alone. Good bye, Dexter…we love you.
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Post Script: Among the many gracious comments on our social media posts about our loss came this one, “It is incredible how you get so attached to a furry, arrogant, demanding, narcissistic and yet wonderfully sweet, loving and enjoyable feline.” Couldn’t have said it better.
Cats have always had a bad rap…they aren’t affectionate, they are too aloof, and others. And then there are the less-than-sensitive types that would say, “it’s just a cat…get over it.” Here’s a news flash: Cats ARE affectionate and loving and Dexter was a clear example of both, and only a fool would dare say that to my face.
Writer’s note: This story presents my perspective of my relationship with Dexter and is nowhere near the full story. To read another take on our wonderful friend, I invite you to read Laurie’s blog here: https://theferalcatblog.wordpress.com/2018/03/13/dexter-buddy
I also want to send a note of thanks to Jeff Haden, who wrote a moving LinkedIn article in 2015 about “His Best Coworker” that inspired my story. I started and ended my piece in a similar manner as Jeff did.
Click the link to learn more! I can help you with all three of these…contact me for details and I promise not to “break the bank!”
If you’ve read my blog, you know how important I believe video is as part of any business’ marketing mix. Video continues to command greater percentages of marketers’ collective attention and this trend will not slow down for the foreseeable future, as noted below. Sources for each—when provided—are captioned in parentheses.
- By 2019, video will account for 80% of global internet traffic, and 85% in the US (Cisco)
- Two-thirds of marketers and agency executives see video as the next trend in content marketing (iab)
- 52% of marketers believe that video is effective for brand awareness
- 82% of of B2C businesses report that video has become their most popular content marketing tactic (Content Marketing Institute)
- 43% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget (Buffer)
- 48% of marketers plan to add YouTube to their content strategy in the next year (HubSpot)
- Marketers who use video grow revenue 49% faster than non-video users (VidYard)
- 44% of SMB owners and marketers plan to spend money to promote their video content on Facebook in 2017 (Animoto)
- Companies which use videos in their marketing grow revenue 49% fasteryear-on-year than those which don’t (Aberdeen Group)
- 73% of B2B marketers say that video positively impacts marketing ROI
- Companies which use videos in their marketing enjoy 27% higher CTR and 34% higher web conversion ratesthan those which don’t
Moral of the story
The biggest roadblock for marketers to add video marketing is getting started. This is particularly relevant for small business owners. Granted, many have made the move, but just as many have not. It doesn’t take thousands of dollars to produce a video anymore—even when using a professional, so don’t be dissuaded into reaching for a smartphone, with all its inherent shortcomings. Are there times when this might be a good option? Most certainly! If it’s a once-in-a-lifetime live event, go for it! But with that said, if you’re telling the story of your business, you will be much better served with pro level cameras, microphones and lighting.
So, if you want to get started, why not give me a call? Consultations are free and even if you don’t select First Impressions Video to do the work, you’ll have a much better understanding of the task, coupled with expectations that will match the finished product.
I ran across an interesting article and thought I’d share it with my audience. The actual title is “5 Reasons To Include Online Video Marketing In Your Digital Strategy…Or Risk Falling Behind” and is quite a mouthful, so I went for brevity in my headline.
Enjoy!
Hyperfine Media, based in the UK, published a great infographic that nicely summarizes several relevant points pertaining to video marketing. You can see the infographic here
Enjoy, and if you’d like to discuss your next project (here in the US), give me a call!
Ordinarily, if I have a beef with a company, I deal with it and move on. But this isn’t ordinary. Yelp has injured hundreds–if not thousands–of small businesses with their wicked “recommendation engine,” and they seem unwilling–and downright cavalier–about not doing anything about it. But make no mistake, there is no let up in the aggressiveness of their advertising sales efforts.
A few days ago, I located Yelp’s “Director of Local Business Outreach” on LinkedIn. With a handle like that, he seemed uniquely positioned to interact with an aggrieved business owner. I sent him an “InMail” message and to my surprise, he actually responded. Alas, having consumed vast quantities of the company “kool-aid,” his response was not a surprise, though he at least used his own words, not company boilerplate. Here is his note to me, and my reply. I replaced his name with initials, but if you want to find him, he’s right there on LinkedIn.
Hi Terry,
You can always find useful information at www.yelp.com/suport or by contacting a member of the Yelp team using the 800 number found on biz.yelp.com during regular business hours. It’s important to note that Yelp’s recommendation software exists to highlight the most useful and reliable content to consumers. More and more people use Yelp every day because they have trust in the reviews. There are several components of a review that the software evaluates (including things you can’t see on the front end) but some reasons why a review may not be recommended include:
- They are written by a less established user so the system doesn’t have enough information about the user to make a recommendation
- They suggest a bias (like reviews written by the friends and family of the business owner)
- They are possibly fake (like the ones the software detects coming from the same IP address)
It looks like you already have a five-star rating on Yelp, which is great. To build on that, it requires a few crucial steps, the most important of which is engaging with your customers:
- Provide great customer service offline because our data shows that a review is more likely to be 5 stars when the user mentions “good customer service”
- Claim your business page so that you can use the free tools to acknowledge and engage with your customers directly
- Respond to positive and negative reviews promptly and diplomatically
- Instead of personally asking for reviews, let them build organically by using storefront signage, website badges, and promotions like Gift Certificates and Yelp Deals.
All of the above can easily be done by registering at biz.yelp.com to get started and none if it is based on advertising of any kind. I hope that information is helpful for you.
Thank you,
DH
# # # # #
Hello, DH…
First, thanks for actually taking the time to reply. I’d be dishonest if I didn’t say I was surprised to hear from you at all. Your response was thorough and comprehensive, and I appreciate that you didn’t resort to boilerplate. As you may have read in my original note, I worked in digital marketing for a dozen years, so I understand algorithms better than most.
That being said, I have issues with several things you said and would like to address them:
- Your first point speaks to “less than established user(s).” One of the reviews that was suppressed was from an attorney I did a video job for. He has been on Yelp for years, with dozens of reviews and is actually a fan. I would consider him VERY established, so this argument is inaccurate.
- Bias? If someone tells the truth, and doesn’t inflate what was stated, how could that be bias? Isn’t the truth the truth???
- I can’t comment on “fake” reviews coming from same IP addresses…I don’t have enough for that to be a valid point. I do know the folks that have posted…hell, I worked for them!
- It’s nice that you acknowledge my 5-star rating, but ain’t that what I’m supposed to do??
Now to your other points:
- If I work hard to provide the “great customer service” that you allude to, why should it matter whether it’s online of offline?
- I already claimed my business page…did that months ago
- If I get a less-than stellar review, I would address it. See point #1 and bullet points 2 and 4.
- I DON’T ask for reviews…I am far more sophisticated than that! There are subtle ways to do it, but again, I’m not attempting to game the system, I just want the reviews I earned the old-fashioned way! As for “build organically,” I know what that means but it doesn’t make sense. People post when they post and if I don’t do anything to affect that, what is the issue?
Your last paragraph is a stumper because you allude to “registering at biz.yelp.com,” which implies that I hadn’t even created a biz page. I did. I trust you saw it.
So again, I want to thank you again, DH, for responding. Unfortunately, we are still on opposite ends of this discussion, and my opinion of Yelp hasn’t been changed one bit.
Regards,
Terry
I received no further communication.
My advice to anyone contemplating using Yelp for their business: Don’t. You won’t get ANY cooperation from Yelp to help you do anything but buy ads. If you are in the restaurant, hospitality or other types of retail businesses, it may be a necessary evil, but if you are in the service sector, tread lightly. Apologies for the long rant — twice — but if I help one other business owner better understand the machinations of Yelp, it will have been worth the time and effort.
Now back to doing what I love…shooting and editing video!
Jon Spenceley wrote an excellent article (including a short video clip) for Vidyard last month that was so to-the-point, it’s worth sharing with my audience. You can see it here. Because nearly 
all my video work is “non-studio,” I am keenly aware of optimum surroundings for shooting. Jon’s “tip number 2” speaks to something I am adamant about: quality audio. I have a full array of microphones, including several full wireless kits, that ensure I am capturing the best sound I can.
I do lots of conferences, seminars, political forums and other gatherings where there is lots of activity, and this can actually enhance the video I’m shooting by presenting an energetic environment. But before cameras start rolling, I make sure all the key aspects of the video are taken into account. That produces good video and happy 
clients.
And that’s as good as it gets!
First Impressions Video 