Customer testimonials are one of the most powerful trust signals you can use in your videos. When approaching customers to be in the video, make sure you're upfront with the amount of time it's going to take out of their day. It's better to under promise and over deliver, so if it's going to take an 1/2 hour then tell them it will take 1 hour. Testimonials always take a little longer than expected because of the factors involved with video (ie. mic check, lighting adjustments, etc).
Tips: Give your talent/customer a gift card or bottle of wine after to show your appreciation of their time and helping you with your video project.
Avoid making a commercial
People are expecting your promotional video to just be another commercial. Be different in your approach and provide professional advice and/or tips instead.
Tip: Share helpful information and you will position yourself as being an authority in the industry because of your thought leadership.
SET UP YOUR INTERVIEWS
If you can shoot the interview on the location of the business and have an interesting background then it will help with storytelling.
Tip: Shoot the interview before or after business operating hours so it isn't noisy or busy.
If the company already has other promotional material produced (ie. brochure, website, etc) then its a good idea to consider using the same font type and colour scheme in the video to be consistent across the board.
Tip: A simple animation to the company logo in the video will go a long way.
Include a CALL TO ACTION
Guide the viewer on how to respond after watching the video. Keep the call to action message simple and you will have a higher likelihood of response. For example, "Contact us now to arrange a free consultation!".
Tip: leverage annotations on YouTube by adding a clickable link to appear on the video.
Preempt your viewers questions
If you have already identified the main misconceptions your customers have when deciding to purchase your product or service then create a video preempting those issues.
Hot Tub Company Example
Customer Misconception: 1. it's expensive, 2. it will tear up my back yard, 3. my wife will say NO.
Make your video about: 1. promoting your payment plans, 2. your company takes care of the installation and clean up, 3. health tips for women to use hot tubs.
Sound is just as critical as picture
When speaking on camera make sure you are using a lapel or boom to capture good audio. Consider including professional voice over (V/O) can make the difference of your video standing above the rest. Consider using V/O in the introduction of video and for giving the call to action at the end. The audio is so clean and professional it really will draw your viewer in to the video and also leave them with a clear message when you finish.
Tip: Online services like VOX offer voice overs for as little as $200.
LESS IS truly MORE
Don't try and pack too much in to the video. According to Visible Measures, 45% of viewers will stop watching after 1 minute and 60% by 2 minutes.
Tip: If you can effectively accomplish your message in less time then do it.