Transcript

If you're a BTOB marketer in charge of making these kinds of testimonial videos, listen up. Friends don't let friends build an asset that's just going to die on a web page in a few years. But worry not, even though these puppies are typically used as bottom of funnel sales assets, there's an easy way to turn a customer testimonial into up funnel assets that can actually be used as ads. And they freaking work. Look at how often Gong uses them in their ad library. Give me 60 seconds and I'll show you how. Step one right here. Just map out your audience. For any customer story to work, your audience needs to see themselves in it. So start by making a map of all of your biggest verticals. In the case studies that you already have just so that you can make sure all this time and energy that you're putting into a case study is going towards a gap in the business. Because if you're just reacting to shiny logos that just closed yesterday, then you're more unless than a toddler with a drone license, which would be pretty funny. But is there a clip of that someone? Step 2, ask tactical questions in the interview. The typical questions that marketers give me for customer testimonials are what were your results like? What were your problems before using us? These are great questions for motivating buyers. The problem is that people watching your ad don't give a they don't even know you. Do you actually have more tactical questions like what is your favorite feature and why? Can you walk me through exactly how you use our software? Although these seem feature heavy, they'll give you exactly what you need in the edit for Step 3. Show your product in the edit. Someone seen your ad for the first time doesn't even know how your software works, so your 30s and fifteens need to be tight and focused on a single feature. Here's an example. Notice how they tied the product and the benefit into one tangible moment. That's how you turn scrollers into clickers. And I swear to God if I see one more slow motion clip of someone using it. Computer I'm going to.