If you read last week’s blog, I need to apologise.

In it, we told you about the seven myths that stop financial advisers and planners from filming client testimonial videos.

Everything we said was 100% accurate, but we were telling you why the myths were untrue. Instead, we should have shown you.

So, in this week’s blog, we’re putting that right. You’re going to hear from your peers; eight firms who have asked clients to appear in testimonial videos.

We’ll start by learning how they felt about asking clients to take part (hint: they were all nervous), then you’ll learn about how easy (or hard) it was to get clients to agree.

Finally, each of the firms will describe the benefits of having the videos.

Question #1: “How did you feel when you asked your clients to appear in testimonial videos?”

Let’s start with the honest answer: most of the firms felt nervous before asking clients to appear in the videos.

That’s completely understandable.

After all, you know your clients value what you do, that they’re happy, and that you’re making a difference. But asking them to say that on camera is bound to make you feel nervous.

Steve Perera, of Britannic Place, said: “I felt a little apprehensive because I didn’t want it to feel like a chore for our clients or for them to feel under any pressure to take part. At the same time, I could see the value that genuine client testimonial videos would bring, so I knew it was worth asking.”

Lee Waters, of Barwells Wealth, agrees: “Initially I was apprehensive, as I wasn’t sure how it would be received. I knew that clients were happy with our service but felt that they might be reluctant to commit to being recorded.”

Ian Howe, of Druthers, had similar concerns, saying he felt “uncertain and nervous of crossing a professional line by asking for help”, adding that he was “anxious not to jeopardise the client relationship.”

Again, completely understandable.

Robyn Caffell, of Intelligent Pensions, also described feeling apprehensive, explaining: “I wasn’t sure how clients would react. I didn’t want them to feel under any pressure or think we were putting them on the spot.”

Once again, that’s completely understandable.

However, it’s clear that any nervousness soon disappears when clients agree to take part.

Matt Campbell, of Stadium Wealth, said: “I was a little apprehensive about asking clients to appear in the videos, but they all said yes!”

Leanne Greenfield, of Broom Consultants, had a similar experience, having not even considered testimonial videos before working with us. She explained: “Initially we didn’t think there would be much uptake from clients, but we were pleasantly surprised.”

Finally, Lindsay Merry, of Cheltenham IFA, told us that their planners took a more pragmatic (and very sensible) approach, saying: “We just asked the clients we knew would enjoy it!”

The lessons from this first question are simple: Yes, you’ll probably feel nervous. But if you can overcome those fears to ask the right clients in the right way, many are far more willing to help than you might expect.

Question #2: “How easy or hard was it to get clients to agree?”

Easier than expected.

Yes, some clients declined. That’s fine and to be expected, but many others were far more willing to help than advisers and planners feared.

Lindsay Merry explained that the clients they asked were usually very clear either way: “The few we asked were quite black and white. Either ‘no’, as they did not feel comfortable, or ‘yes, absolutely, don’t mind at all’. It was pretty easy to get those to agree.”

Lee Waters had a similar experience: “I was surprised how easy it was to get clients to agree,” he said. “A couple did politely decline, but everyone else we asked was happy to take part.”

And so did Steve Perera: “It was mostly straightforward, and the vast majority of clients we approached were happy to take part. We did have one client who preferred not to be filmed, which we completely understood and respected, but everyone else was more than willing to help.”

Ian Howe of Druthers was genuinely surprised by the response: “My clients were absolutely flattered to be asked and couldn’t help enough,” he explained, adding that the process “made each relationship even stronger.”

That’s an important point.

Before asking, Ian was worried that it might damage the client relationship. However, his experience shows the opposite is true; the request can make clients feel valued, trusted, and appreciated.

Matt Campbell also found the process easier than expected: “I was surprised just how easy it was to get clients to agree. All four that I asked agreed pretty much straight away.”

Richard Hughes, a Chartered Financial Planner at Salisbury House, echoed Matt’s thoughts: “Overall, I found it straightforward to invite clients to take part because I had carefully identified those who were most suitable. By clearly explaining the purpose of the activity, what we were aiming to achieve, and ensuring there was no pressure to participate, clients were generally receptive and willing to be involved.”

Robyn Caffell told us the same thing: “It turned out to be far easier than I expected. Every client I asked was immediately willing and genuinely happy to take part.”

Robyn then added something advisers and planners should remember: “I think people appreciate the opportunity to share their experience, especially if they’ve had a positive outcome.”

That’s a very important and often overlooked point.

Clients who value what you have done for them often want other people to benefit in the same way. So, while the request might feel awkward to you, it’ll feel very different to them.

Leanne Greenfield, of Broom, also found that plenty of clients were happy to help: “We had a good amount of clients willing to do a testimonial video for us,” she said.

Leanne also made an important point about the process itself: “The best part was Yardstick managed the whole process from that point on, scheduling the recording, sending the tripod, conducting the interviews, and editing.”

Steve Perera agrees with that point: “Once clients had agreed, Yardstick took care of all the arrangements and administration, making the whole process really easy from our perspective.”

That matters because getting clients to agree is only the first step.

The easier you make the process for them, the more likely they are to follow through and enjoy the experience.

So, the lesson from question two is simple: Some clients will say no, and that’s absolutely fine.

But many will say yes, often more quickly and more enthusiastically than you expect.

Question #3: What are the benefits to your business of having the videos?

Firstly, they do something written testimonials and online reviews cannot do as powerfully: show the human side of your business.

Lee Waters said his videos “help bring our service to life in a way that written testimonials can’t, showing the real difference we’ve made to people’s lives”.

Steve Perera agrees: “Before creating our own testimonial videos, we’d seen similar videos on other advisers’ websites and were struck by how powerful they were. They gave prospective clients a genuine insight into what it’s really like to be a client of the business in a way that no brochure or website copy ever could. We’ve found exactly the same with our own videos. Hearing real clients talk about their experiences builds trust and credibility far more effectively than us simply talking about ourselves.”

Ian Howe also uses them during the new client journey, adding that “sending links of the relevant testimonial video to potential new clients increases credibility.”

Client testimonial videos should be made to work hard

As you’ve read from your peers, client testimonial videos are hugely powerful in their own right. But it’s a win, win, win, because you can also:

• Use them in social media posts
• Add them to relevant pages on your website
• Send them to prospects before an initial meeting
• Include them in follow-up emails and award entries
• Place them where prospective clients will see people like them talking about the difference you have made.

That last point is crucial.

Prospective clients are often nervous.

They might never have worked with an adviser or planner before, be worried about making the wrong choice, or not fully understand what financial planning feels like or the benefits it can deliver.

So, hearing directly from someone who looks like them and was once in their position is powerful. The most effective testimonial videos are not just nice things said by happy clients. They allow prospective clients to recognise themselves in the people speaking.

Same hopes and fears.

Same questions.

Same life stage.

Ian Howe again: “When new folk see how people who are in their position have benefited, it is reassuring.”

Matt Campbell agrees: “I think it’s invaluable having the testimonial videos on the website. It allows prospective clients to see people like them talking about how we’ve helped them. I think it’s so powerful for people to see existing clients who reflect themselves.”

Testimonial videos also reduce doubt and build confidence, helping prospective clients feel safer taking the next step.

Lee Waters makes the same point, saying: “The testimonial videos have been a valuable addition to our website. Financial planning is built on trust, and hearing directly from our clients gives prospective clients confidence that they’re making the right choice.”

That’s the job of social proof and why video is so effective. A written testimonial can tell people that you are good at what you do. A video allows them to see it, hear it, and feel it.

Robyn Caffell described the videos as “incredibly valuable” because “they give prospective clients real insight into what it’s like to work with us”. She added: “Nothing builds trust quite like hearing directly from existing clients in their own words, and I think they’re one of the most powerful forms of social proof we have.”

Leanne Greenfield also talked about the impact the videos have had on new enquiries: “We have had prospects contact us based on watching the videos.”

That’s the commercial benefit.

Client testimonial videos are not just a nice-to-have. Done well, they can help turn website visitors into enquiries, and enquiries into clients.

Finally, Lindsay Merry agreed but also explained that the benefits extend further: “We are so happy that prospective clients have some great videos that they can watch and hopefully find someone to relate to that will help them to get a feel for what it’s like to work with us. Our team also really love to see them! It really motivates them even more when they hear through videos and reviews how happy our clients are with our service.”

That’s a benefit many firms overlook.

Client testimonial videos help prospects understand the value of your work. But they also remind your team why their work matters.

Eight firms in the 13%

Each of the eight firms who’ve shared their experiences with you today took our advice, allocated budget, and overcame their fears to ask clients if they’d appear in videos.

The result?

Their websites stand out in a crowded market, they’re building trust at an early stage with new prospects, and they’re showing prospective clients what their life might be like if they work with them.

Combined, those things generate new enquiries they wouldn’t otherwise have had.

And, as a bonus, they remind your team that the work they do changes lives.

What’s not to love?

Watch the videos and take the leap

If you’d like to watch the videos we’ve created for the firms mentioned in this article, click the links below:

• Britannic Place
• Stadium Wealth
• Barwells Wealth
• Cheltenham IFA
• Broom Consultants
• Intelligent Pensions
• Druthers Financial Planning.

Then, if you’d like to discuss how we can help you create a set of testimonial videos for your firm, email abi@theyardstickagency.co.uk or call 0115 8965 300.

We’d love to help you become one of the 13%.