Learn how to structure testimonial videos by finding the moment your client realized they needed change. Ask them to describe the trigger event in concrete terms: a reinjured knee, a blown-out elbow, weight gain. Specific pain points make the struggle real before you show the victory.
When did you know that something was wrong and you needed to make a change? Okay, that question, you always want to start— you think of— I want you to think of your testimonial as you're telling a story, and all great stories are about struggle and victory. Struggle and victory. If you think about every great movie that we've ever watched, it's always about struggle and victory because that's what we want to see, right? We want to see good triumphing over evil. And the evil in this case is the pain or the weight gain or the hot flashes or the lack of sex or whatever it is that you're doing. Okay, so that question again is, when did you know that something needed to change, that something needed to be fixed? You want them talking to the camera about what happened, what triggered it. What was it? They were playing football and they reinjured their knee, or they're playing golf and their elbow blew out when they hit their 4-iron fat on number 8, whatever it was.
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