How to Craft a Perfect Testimonial Script: A Step-by-Step Guide

How important are customer testimonials for businesses?

They can be critical.

A study by BrightLocal found that 80% of consumers trust online reviews as much as personal recommendations.

According to a report by Forrester, 61% of US adults have been influenced by a positive online review when making a purchase.

Customer testimonials can play a significant role in helping you close sales and grow your business.

But what goes into crafting the perfect testimonial script?

This blog post will provide a step-by-step guide to creating an effective testimonial script that will help you win more business.


How to craft a perfect testimonial: A step-by-step guide

Customer testimonials are one of the most powerful marketing tools businesses can use.

They provide social proof that your products or services are effective and can help you build trust with potential customers.


Purpose of a testimonial script

The purpose of a testimonial script is to structure the conversation between the business and the customer so that the customer can tell their story naturally and authentically while still conveying the key messages that the company wants to communicate.


Overview of the steps to take when crafting a testimonial script

There are four main steps to take when preparing a testimonial script: preparation, creating a format, asking the right questions, and customer storytelling.

Each of these steps will be discussed in more detail in subsequent sections.


1. Preparation

Before you start crafting your testimonial script, you must first identify your target audience.

Who are you trying to reach with this testimonial?

What are their needs and wants?

What motivates them?

Once you have a good understanding of your target audience, you can develop the key messages you want to communicate in your testimonial.


– Choose the proper testimonial format (e.g., video, written, or both)

There are several different formats that you can use for your testimonial, including video, written, or both.

Each type has advantages and disadvantages, so it’s essential to choose the one that best suits your needs.

For example, a video testimonial may be the best option if you’re looking to create an emotional connection with your audience.

However, if you’re looking to convey a lot of information quickly, then a written testimonial may be more effective.

πŸ“š Learn more: Do Video Testimonials Work Better Than Written? – All Questions Answered!


– Gather customer satisfaction data

If you have existing customer satisfaction data, it is time to gather it.

This data can help craft your key messages and ensure that they’re aligned with what your customers are saying about your business.

If you don’t have any existing customer satisfaction data, try conducting a survey or focus group to gather this information.


– Determine the key messages you want to convey

What are the most important things you want to communicate in your testimonial?

These key messages should be aligned with your overall business goals and should be something that you think will resonate with your target audience.

Once you’ve determined these key messages, you can start developing questions that will help elicit stories from customers that effectively convey these messages.


2. Creating a testimonial script format

A testimonial is a written or video statement that provides first-hand evidence or testimony of someone else’s experience with a product, service, program, or company.

Testimonials are important to any business’ marketing strategy as they help build social proof and credibility.

There are many different formats that a testimonial can take, but the most important thing is that it is authentic and from a satisfied customer.

To craft a perfect testimonial, businesses should follow a few key steps: identifying their target audience, choosing the proper testimonial format, gathering customer satisfaction data, and determining the key messages they want to convey.


Importance of structure in a testimonial script

The system of a testimonial script is essential because it will determine how effective the final product is. A well-crafted testimonial should have a clear introduction, body, and conclusion. 

The introduction should grab the viewer’s attention and set up the purpose of the testimonial. 

The testimonial’s body should focus on the customer’s story and how your product or service has helped them. 

The conclusion should summarize the main points of the testimonial and leave the viewer with a positive impression.


Examples of effective testimonial script structures

An effective testimonial script will have a clear system that helps guide the customer through their story.

There are many different ways to structure a testimonial script, but some common elements include:

β€’ Starting with a question: This helps engage the customer and get them thinking about their story before talking.

β€’ Using prompts: Prompts can be helpful for customers who might need help getting started or those who tend to ramble when they talk.

β€’ Asking open-ended questions: Open-ended questions allow customers to share their stories in their own words without feeling like they’re being interviewed.

β€’ Using follow-up questions: Follow-up questions help keep the conversation going by prompting customers to elaborate on their answers.

πŸ“š Learn more: A Complete Guide to a Customer Testimonial Template That Drive Sales


3. Asking the right questions

Asking the right questions is critical to crafting an effective testimonial script.

There are three key elements to consider when creating your questions:

1) The purpose of the testimonial – what key messages do you want to communicate?

2) The format of the testimonial – how will it be delivered (e.g., video, written, or both)?

3) The audience for the testimonial – who will be watching or reading it?

With these elements in mind, you can develop practical questions that will help you extract the necessary information from your customer. 

It’s crucial to balance open-ended and closed-ended questions when conducting an interview; too many closed-ended questions will limit the customer’s responses, while too many open-ended questions can make it challenging to stay on track. 

Ultimately, your goal is to ask enough probing questions to get the customer talking about their experience in a way that conveys your key messages.

Here are some examples of practical testimonial questions:

  • What made you decide to [purchase/use our product/service]?
  • What was your experience like [using our product/service]?
  • Can you describe how [our product/service] has helped you?
  • What would you say to someone considering [purchasing/using our product/service]?

πŸ“š Learn more: Best Questions to Ask Customers for High Quality Testimonials


4. Customer storytelling

Customer stories are the heart of any good testimonial.

They provide first-hand accounts of how your product or service has helped solve a problem or made someone’s life better.

When done well, they can convey your key messages and demonstrate the value of what you offer.

There are a few things to keep in mind when incorporating customer stories into your testimonials:

β€’ Make sure the story is relevant to your target audience.

β€’ Keep it concise – no one wants to hear a long-winded tale.

β€’ Focus on the emotions evoked by the story – people connect with other people’s feelings.

β€’ Highlight the key takeaways that illustrate why your product or service is valuable.


Techniques for extracting meaningful customer stories

There are a few different techniques you can use to remove meaningful customer stories:

1. Use surveys and questionnaires

You can include questions about customers’ experiences with your product or service in surveys and questionnaires that you send out periodically.

This is a great way to quickly and easily collect data from many customers.

2. Conduct interviews

One-on-one interviews with customers can yield rich, detailed stories that capture what you do and why it matters.

If you have the time and resources, this is worth doing.

3. Review social media

Social media is full of potential customer stories – all you need to do is look for them!

Checking out hashtags, conducting searches, and monitoring relevant forums can turn up some great insights into how people use your product or service in their everyday lives.

4. Pay attention to reviews

Online reviews are another great source of positive and negative customer feedback.

Reading through reviews can give you a good idea of what people like and don’t like about your offering and any common pain points that need to be addressed.


Video production

Video production is the process of creating a video, typically involving the capture of footage, editing, and final distribution.

The first step in video production is planning and pre-production, which includes storyboarding, scripting, and location scouting. 

Once pre-production is complete, filming or capturing can begin.

This is followed by post-production, which includes editing the footage, adding graphics and music, and creating the final video.

video testimonial editor
Built-in video editor in Trust

There are many factors to consider when producing a video, such as budget, target audience, distribution platform (e.g., YouTube or Vimeo), and so on.

It’s essential to have a clear understanding of all these factors before beginning production.


Best practices for filming testimonial videos

When filming testimonial videos, there are a few video testimonial best practices to remember.

It goes without saying, that using robust video testimonial software is a must-have for this process.

First, ensure you have permission from the person being interviewed to use their likeness in the video.

Second, it’s essential to create a relaxed atmosphere for the interviewee; if they’re feeling nervous or uncomfortable, it will come across on camera. 

Third, frame the shot, so the interviewee is looking directly into the camera while speaking; this will help create a connection with viewers. 

Finally, pay attention to lighting and sound quality; poor lighting and sound can quickly turn off viewers.


The role of lighting and sound in testimonial videos

Lighting and sound are two essential elements of any video production; they can make or break a video clip.

Poorly lit footage will appear dark and dingy on screen, while lousy audio can be jarring and difficult to listen to. 

On the other hand, well-lit scenes look warm and inviting, while good audio quality helps immerse viewers in action on screen.

When filming testimonial videos, set up adequate lighting and achieve good sound recording levels; doing so will result in a much higher quality final product.



To craft a perfect testimonial script, you must first identify your target audience, choose the proper testimonial format, gather customer satisfaction data, and determine the key messages you want to convey. 

Once you have done this, you can begin creating a testimonial script format by introducing the testimonial and outlining its structure. 

Next, you must ask the right questions to elicit customer stories that effectively convey your key messages. 

Finally, you will need to produce a well-lit video with good sound quality.

Importance of customer testimonials for businesses

Customer testimonials are essential for companies because they help build trust between a business and its customers.

Testimonials also serve as social proof, encouraging others to do business with the company. 

In addition, customer testimonials can be used as marketing tools to promote a company’s products or services.

Final thoughts on creating a testimonial script

When creating a testimonial script, it is essential to remember the purpose of the testimonial and who your target audience is.

You should ensure that your questions are balanced between open-ended and closed-ended questions to elicit rich customer stories. 

Also, pay attention to lighting and sound quality when filming your video so that it comes across as professional and polished.

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