How to Build a Better Testimonial

Creating the framework for a good testimonial is a hard job.

You often don’t know what to ask them.  You just ask them for their experience and then wait.

When you get the testimonial back, you feel dissatisfied because you don’t know how it will be useful for you.

Maybe because it just tells you that you did a good job or that they recommend you.

In this video, I’m going to share with you the anatomy of a good testimonial.  To practice this, I’m going to ask you for one.  You’ll do one for us here at Tactical as a practice, to see how your customer needs to think.

When you are finished, send it back to us!  We all win.  You will have learned and practiced a new skill and we will get a better understanding on how to serve you and others better!


Step 1: The Setting

Setting the scene is important because a testimonial is a way for a future prospect to self identify as a potential client of yours.  It is important to frame the information so that you guide the client to the most important information and to focus their answer.

In this section we want you to answer the following questions:

  1. Before we met what were the top 1-3 things you were struggling with regards to Building, Automating or Scaling your business?
  2. Why did they create struggle or frustration for you
  3. What is your name, job title and company name?

Now, you can have your customer write the answer back to you as a level 1 review.

A level 2 review is what I want you to do so you can practice another skill.

A level 2 review is a video testimonial.  A video testimonial is a stronger presence and affects the viewer deeply.

To work on your video skills, I’m going to ask that you create your testimonial via video.

The first step is to write out your answers.  You can choose to record each line separately and then string them together using iMovie on an iPhone or AndroVid on Android devices.

Alternatively you can use a teleprompter app.  I use Teleprompter pro on my iPhone and I love it.

When recording a video make sure you are in a quiet area.  While a Lavalier mic is not required, it will make the audio sound cleaner and crisper.

Make sure as you record, set your eyes in the direction of the camera.  Looking into the camera and speaking increases the attention span of the viewer.  It is more engaging.

Use a stable platform to record.  Holding it by hand results in shaky video and doesn’t look very nice.

When choosing a place to film, have the light source off to about a 30 degree angle from your nose.  Too square on can result in a very flat look. A little off angle can help create a sharper jawline and sculpt your face better.

Keep the camera above your nose line for most flattering results. You want the camera to look slightly down at you for most flattering results.  Nobody wants to see up your nose or triple chins...

Now, to create the most polished videos I recommend the following:

  • Before you start each sentence look at the camera and smile for 5 seconds in your head before you say your first word. This gives you plenty of time to cut the video and trim where needed.
  • After you finish your thought pause for 5 seconds and smile so you have room to trim
  • Repeat each answer until you are satisfied with the result before you move onto the next one. Don’t answer all at once.
  • Try to repeat the question in your answer.  This makes it feel more natural when you put it together because it sounds like a full dialogue instead of just answers.  It has better context.
  • Try and use names and specifics where you can to help increase the impact of an answer.

Alright back to the testimonial.

So now you have the first questions down and set the scene.  We do this to establish a connection with the viewer.

Once that is done, we have set in motion the following:

  1. We have a main character (yes. That’s you in this case)
  2. We have a struggle or conflict
  3. We have the feelings that aggravate that struggle

The next set of questions help the customer understand how you solve the problem.

  1. How was The Tactical program able to help you build, automate or scale your business?
  2. What was the most valuable thing you got out of the experience?

This helps the customer know what you were able to do to solve their problem.

Again, write the answers down and record them

Finally, the last questions will help enforce the result of working with you.  While a testimonial generally indicates you solved the problem, we want to know what the benefits of having solved the problem brings to them.

Here are the finishing questions to ask:

  1. How did solving your issues affect your business and you personally?
  2. What were you able to accomplish because Tactical was able to help you solve your problem?
  3. If a friend were to ask you about the Tactical program, would you feel comfortable referring them and what would you say to them?

Again, write the answers down and then record.

Once all your answers are complete then assemble them using the methods suggested.

Alternatively for this project you are doing for us, you can also just send us the best take of each line and we can assemble it on your behalf.

Send your video snippets to

Subject Line: <Your name> Video testimonial

So I hope you got some good information and practice using the camera. I deeply appreciate you taking some time to help me with a testimonial.  It really does help me find other people who are amazing like you and can use a little help getting to the next level.

I look forward to your video and thanks again!

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