Once you've decided to produce a testimonial video, it's time to determine what story you want to tell and what message you want to convey. This process can be challenging, but taking the time to get it right will make all the difference in the success of your video.
Here are some steps to help you select your organization's testimonial story and determine your key message:
Brainstorm potential stories: Start by brainstorming different stories that represent your various target audiences. For instance, do you serve veterans, divorced mothers, or people with special needs? If so, look for story angles that position your company, product or service as the solution that helped solve their respective problems.
Narrow down your options: Once you've brainstormed a list of potential stories, review them and narrow down your options to the most compelling and impactful ones. Consider factors like the emotional impact of the story, how representative the story is of your organization's work, and whether the story is relatable to your audience.
Determine your key message: Once you've selected your story, determine the key message you want to convey through the video. Your message should be concise and focused, and should capture the essence of what your organization does and why it matters.
Develop a narrative: Once you have your key message, begin developing a narrative for your video. This usually comes in the form of a story outline and a list of potential interview questions that you can ask your customer to make sure you get the answers needed to craft the story. Think about how you can use your story to illustrate your message, and what additional footage or elements you might need to include to bring your story to life.
Refine your story and message: As you develop your narrative, continue to refine your story and message. Seek feedback from others on your team or from people outside your organization to ensure that your message is clear and impactful.
Remember, the story you choose to tell and the message you convey are critical to the success of your testimonial video. Take the time to carefully select and develop your story and message, and you'll be well on your way to producing a powerful and effective video.
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