Social proof like customer testimonials are highly effective and powerful. In fact, 97% of B2B customers cited testimonials and peer recommendations as the most reliable type of content.
But all social proof is not created equal. It's time to throw out the playbook of PDF case study + testimonial quote + scripted commercial-style video. Instead, Buyers are hungry for authentic infotainment.
In this Testimonial Teardown series, we showcase case studies and testimonial videos and break down what makes them great. We cover the good, the amazing, and the awful so you can steal the best ideas and apply them to your own marketing.
DocuSign captures the spirit of entrepreneurial chaos in this one minute testimonial video featuring a passionate photographer and small business owner, Clay. Here's what they got right:
The customer, Clay Williams, is the heart and soul of this upbeat and authentic video customer testimonial.
We jump effortlessly from talking-head footage to shots of Clay in the middle of the action - taking awesome food shots for a restaurant. On his busiest days, Clay clearly needs a document management service that is fast, flexible and easy.
Hands up and back away from the script! Instead, use a strong list of questions that will get the customer talking about what they know best: their business.
One quote really drives home what DocuSign means to Clay: “No one gets into photography because they like contracts. DocuSign helps me take care of the business side much faster.”
The value proposition here is clear: You work on your dream, DocuSign will handle the paperwork.
This is all about the person, the person, the person. DocuSign’s technology provides a necessary solution for a one-man business to thrive. They immersse the viewer in Clay's world and hustle and bustle, so you view the technology through his eyes. DocuSign is the Robin to Clay Williams’ creative Batman.
The audio track in this video perfectly reflects the energy of a hectic day at work. Using a faster pace and a variety of instruments makes you turn your head when you hear this commercial. Don’t be afraid to use something a little different underneath your interview footage!
Watch Ryan from Laudable do a video review of this video here.
Laudable is on the hunt for new customer testimonial videos to review. Want our feedback on a piece of content? Send it to us at firstname.lastname@example.org.