Client testimonial videos are one of the three types of social proof (scroll to the end for the other two) we recommend all firms need.

They demonstrate your expertise and are the most effective way for existing clients to tell prospective clients about the benefits of working with you.

Unfortunately, most firms don’t have testimonial videos.

Our research shows that only 6.4% of financial advice/planning firms have them on their website. If you’re one of those firms, you’ll impress prospects and stand out from the crowd. That sounds like a win-win to me!

But that leads us to the huge problem preventing most firms from developing client testimonial videos; they’re worried about asking their clients to take part in the project.

Advisers/planners come up with countless different objections when we recommend they ask clients to record a testimonial video. In our experience, however, those objections are superficial, usually masking the three main reasons why they won’t ask their clients to record a video:

1. Stepping out of their comfort zone
2. The fear of rejection
3. A lack of time.

So, this week, we’re going to help by explaining how to ask your clients to appear in testimonial videos and give you a free template which deals with each of the three reasons we’ve identified above.

Let’s start by splitting the “how” into two parts:

• The method of asking
• The words you use.

The method of asking

You have two choices here:

• Email (a WhatsApp message might work just as well)
• A conversation (at a meeting or on the phone).

There are pros and cons for each option.

Sending requests by email:

• Is more efficient and convenient, because you can send the same email to multiple clients very quickly (this also deals with the objection we sometimes hear from advisers/planners that they don’t have time to ask clients)
• Allows you to ask at “arm’s length”, eliminating the possibility of face-to-face rejection
• Is potentially more effective, especially if you struggle to have difficult conversations. It allows you to clearly lay out your “ask” in full without rushing or stumbling over your words
• Gives your client time and space to consider what you’re asking them to do, and potentially look at some examples, before making their decision
• Allows you to include the practical details, for example how long it’ll take.

On the flip side, asking in a conversation, either at a meeting or on the phone, might be seen as more personal.

Naturally, you know your clients and how they might respond to each option. In my experience, however, the busier or more nervous you are about asking, the more sensible it is to use email.

The words you use

So if you’re going to email your clients to ask them to appear, what should you say?

To answer that question, we’ve created a free template you can use to ask your clients if they’d record a testimonial video.

A few points before you download the template:

• It can be cut and pasted into emails, or used as the basis for a script if you’re asking clients over the phone or at a meeting
• Feel free to edit the template to reflect your personality and style of language, but the order of the messages must be retained
• There are two templates; use the first if videos are to be recorded remotely and the second if you’re planning to run a face-to-face shoot
• The “further information” section assumes that Yardstick is running the video project for you, but you can easily edit that if you’re using an alternative provider
• The text in the template is carefully worded and includes the option to decline at the start. Doing this means your client is more likely to consider – and agree to – the request because they’re in control and they know they can decline without it causing any issues.

Now that’s out of the way, click here to download the template.

Then if you’d like to learn more about how we can help you run a client video project, click here and we’ll be in touch to arrange a chat to discuss the options.

And finally…

At the start of this blog, we promised to explain the two other types of social proof you should have. They are:

• Client surveys
• Online ratings and reviews, using Google, VouchedFor and possibly Glassdoor.

If you’d like to know more about why each of these are important, just email phil@theyardstickagency.co.uk or call 0115 8965 300 – I’d love to have a chat.