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What to Include in a Customer Story Video: Powerful Testimonials that Drive Sales

Customer stories are a secret weapon for businesses looking to build trust, establish credibility, and convert viewers into loyal customers. These impactful narratives, often delivered through video testimonials, leverage the power of social proof, a principle championed by Robert Cialdini in his groundbreaking book “Influence: The Psychology of Persuasion.” Cialdini highlights that people are more likely to follow the actions of others, especially those they perceive as similar to themselves. Customer stories tap into this human tendency, providing viewers with real-life examples of how your product or service has benefited others.

Scripting your questions

But how do you craft customer story videos that resonate with your audience and deliver results? Here’s the recipe for success:

  • Highlighting Challenges and Solutions: Start by establishing a relatable problem. Ask your customer: “What challenges were you facing before using our product or service?” Their response will paint a picture that potential buyers can identify with. Next, transition to the solution. Here, a question like “How did [your business name] help you overcome those challenges?” allows the customer to showcase the value proposition of your offering.
  • Showcasing Measurable Results: Don’t just rely on emotional anecdotes. Quantify the customer’s success with your product or service. Ask: “Since using [your business name], have you seen any quantifiable improvements? If so, can you share some details?” Measurable results, like increased sales figures or improved workflow efficiency, add credibility to your customer testimonial and provide that crucial element of certainty – a key human need identified by Tony Robbins in his model of the 6 Human Needs. People crave predictability and a sense of knowing what to expect. Quantifiable results delivered through customer stories provide that sense of certainty, assuring viewers of the positive outcomes they can achieve with your product or service.
  • Tap into the Power of Storytelling: A compelling customer story video is more than just a static interview. Incorporate B-roll footage that visually complements the customer’s narrative. Show them using your product, interacting with your service, or enjoying the positive outcomes. This creates a dynamic and engaging experience for viewers, further solidifying the social proof you’re establishing.
  • Capture Authentic Reactions:

Let your customer’s personality shine through! Scripted testimonials can feel forced. Instead, focus on open-ended questions like: “What did you find most valuable about your experience with [your business name]?” This allows for genuine reactions and fosters trust with viewers.

An Opportunity for Feedback:

While you have their attention, use the opportunity to get feedback on your product and service.

  • Net Promoter Score (NPS): “On a scale of 1-10, how likely are you to recommend [business name] to a friend or colleague?” (A widely recognized metric for customer loyalty)
  • Overall Experience: “What did you find most valuable about your experience with [business name]?” (Lets the customer highlight positive aspects)
  • Future Usage: “Would you use our service/product again in the future?” (Indicates trust and potential for long-term relationships)


  • Tailor your questions: Adapt your questions to the specific product or service the customer used for maximum impact.
  • Seek permission: Always get the customer’s consent before using their video testimonial publicly.
  • Express gratitude: Thank the customer for their time and valuable feedback.

By incorporating these key elements, you can create compelling customer story videos that leverage the power of testimonials to build trust, showcase the value of your offering, and ultimately drive sales. So, get out there, hire a good videographer, and let your satisfied customers be your greatest brand ambassadors, building social proof and providing the certainty your target audience craves.

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