In the world of corporate storytelling, few tools are as effective and trustworthy as a well-crafted testimonial video. Real voices, authentic expressions, and genuine stories build instant credibility and emotional connections that traditional marketing materials often struggle to achieve. But the key to success lies in the questions you ask.
As a decision maker responsible for photography, marketing, or video production services, you understand the importance of clarity, quality, and strategy. Whether you’re producing testimonials for B2B services, internal communications, or public-facing campaigns, getting the right answers means asking the right questions.
Here’s a strategic guide to what you should ask in a testimonial video to maximize its marketing impact.
1. Start with the Human Element
Purpose: Establish relatability.
Sample Questions:
- “Can you introduce yourself and tell us about your role?”
- “What challenges were you facing before working with [Company Name]?”
These introductory questions warm up your interviewee and provide context. Viewers are more likely to connect with someone they can relate to—whether it’s a fellow small business owner, an IT director, or a marketing manager.
2. Highlight the Problem
Purpose: Showcase the pain point your product or service solved.
Sample Questions:
- “What were you looking for in a solution?”
- “How were these issues impacting your business or daily work?”
Framing the problem helps set the stage for the value your company provides. It also ensures the testimonial isn’t just praise—it’s a story arc that begins with a real need.
3. Reveal the Solution
Purpose: Clearly position your service as the game-changer.
Sample Questions:
- “What made you choose our company over others?”
- “What stood out to you during the process of working with us?”
This is your opportunity to allow clients to discuss your standout qualities—your communication, creativity, turnaround time, customer service, or innovative solutions.
4. Focus on Results
Purpose: Drive ROI and trust through measurable outcomes.
Sample Questions:
- “What changes or improvements have you noticed since working with us?”
- “How has this impacted your business or your clients?”
If you can get hard numbers—such as “20% more qualified leads” or “cut production time in half”—even better. If not, let the client describe results in their own words. Authenticity wins over polish every time.
5. Capture Emotion and Authenticity
Purpose: Strengthen emotional resonance.
Sample Questions:
- “What was your favorite part of working with our team?”
- “Would you recommend us to others? Why?”
These are the money questions. They often yield the most heartfelt responses, which work powerfully in video form. You’re not just looking for what was done—you want to capture how it felt.
6. End with Open-Ended Wrap-Ups
Purpose: Provide unscripted gems that often become the best soundbites.
Sample Questions:
- “Is there anything else you’d like to share about your experience?”
- “If you had to summarize your experience in one sentence, what would it be?”
These questions give your interviewee space to express thoughts that weren’t prompted directly. Sometimes the best material comes from unscripted, off-the-cuff reflections.
Bonus Tips for Better Testimonial Interviews:
- Prep your interviewee: Let them know what topics you’ll cover so they feel confident.
- Keep the atmosphere relaxed: A calm subject gives a more natural performance.
- Use a two-camera setup for visual variety in editing.
- Always capture clean B-roll to overlay during edits and tighten up pacing.
Why Work With a Professional Team Like St Louis Corporate Video Production?
Crafting an effective testimonial video is more than just asking questions—it’s about capturing the right answers with the perfect visual and audio setup. At St Louis Corporate Video Production, we bring decades of expertise to every project.
We are a full-service professional commercial photography and video production company with the right equipment and creative crew service experience for successful image acquisition. We offer studio and on-location video and photography, editing, post-production, and licensed drone services—including the ability to fly drones indoors.
Need a custom interview studio with tailored lighting? Our private studio setup is ideal for clean, branded testimonial videos that look polished and professional. Our space is large enough to incorporate props and set design for a visually rich production environment.
Our team is well-versed in repurposing media for maximum branding impact, and we specialize in file type conversions, media style matching, and advanced AI tools to streamline and enhance every phase of production.
Since 1982, we’ve worked with marketing firms, creative agencies, and businesses throughout St. Louis—delivering standout results through expert media craftsmanship and creative direction.
If you’re ready to transform client success stories into your most compelling marketing assets, St Louis Corporate Video Production is ready to help. Let’s make your next testimonial video not just good—but unforgettable.
Let me know if you’d like a version of this formatted for your website, newsletter, or social media campaign!
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