Hi Reader, I've been going on for quite a while about "deep testimonials" - and all the great insights that can be gained by just taking a closer, intentional look at your best clients and what they are saying. But unless you or someone you know talks directly about testimonial videos and knows all the underlying benefits, you aren't going to come to the conclusion that the deep testimonial path is right for you. So, who needs this stuff? Really? It is not the burger joint that is netting $12...
12 days ago • 1 min read
Hi Reader, Have you ever watched a client testimonial video that felt . . . rehearsed? Or maybe less-than-authentic? Even if the client is telling the truth, it somehow sounds like they are just reading the company's "About" page out loud. “Their process was seamless. The team was synergistic. They really drove ROI.” This happens because most founders inadvertently build an echo chamber. When we ask clients for a testimonial, they subconsciously (or maybe even consciously) feed us back the...
19 days ago • 1 min read
Hi Reader, You are ready to dive into your customer stories. You have a roster full of potential clients ready to go. But week after week - it gets put on the back burner. What you lack is clarity. When you look at a roster full of "pretty good" clients, it creates a blur. They all look like decent options. And decent doesn't move the needle to action. You aren’t sure who is actually worth the effort of a testimonial, so you end up doing nothing. You don't need better clients. You need better...
26 days ago • 1 min read
Hi , Booking a crew. Finding a quiet location. Blocking out half your day. Traditional video shoots can be a massive drag on your calendar. When Mia Moreno of USC’s Office of Research and Innovation needed to capture founder success stories leading up to a massive 300-person event, she didn't have hours to spare managing a camera crew. So we used the vidwheel remote workflow instead. Mia says it best: You don't need to sacrifice days in your schedule to get high-impact video assets. We make...
about 1 month ago • 1 min read
Hi Reader,A testimonial is just a performance. Right? You set up the camera, you ask the client to say nice things, and you put the prettiest quote on your website. But what happens when the client says something you didn't want to hear? "The product is amazing, but honestly, the onboarding process was incredibly confusing." Through the lens of a traditional testimonial, that quote is a mistake. It gets left on the cutting room floor. But for a business owner? That quote is pure gold. It is...
about 1 month ago • 1 min read
Hi Reader, I had two conversations yesterday that touched on the exact same point. A lot of companies feel behind because they don't have a massive marketing plan. Funnels, ad buys, SEO. But for most of us, honestly? That's fine. If you don't have a complex strategy, the fix is actually right in front of you: Your current best clients. You don't need a complicated strategy or a massive ad budget if you have a current client explaining exactly how you improved their business. But you can't...
about 2 months ago • 1 min read
Hi Reader, Testimonial check. Open your CRM. Take a look at your last few clients (or better yet your last few testimonials). Do they check these boxes? 1. They are enthusiastic about giving you a testimonial? ⬜ Yes 2. They look like the prospect you are trying to attract tomorrow? ⬜ Yes 3. They can they articulate a specific ROI metric? ⬜ Yes Most companies film clients who score a 1/3. And it is usually just checking the first box. These testimonials are "nice." They make you feel great...
about 2 months ago • 1 min read
Hi Reader, In remote production, it’s easy to focus on just the gear or just the story. But without one, the other is worthless. Clarity This is about Strategy. As I mention in the clip, “Clarity helps you choose the client who represents your best story” to validate your market, rather than just filling airtime. Action This is about Trust. “Action means presenting that story at the quality that your brand deserves” so that the medium enhances the message, instead of undermining it. This is...
2 months ago • 1 min read
Hi Reader, A few years back, I had a client with a serious logistical problem. Techstars was running an accelerator program in Japan. They needed high-quality pitch videos from 30 different founders. But it was mid-Covid lockdown. I am based in New York. Obviously, I couldn't fly there. And even if we could - 30 setups would have made the production cost-prohibitive. So, I had to innovate. I adapted our early vidKit into a low-cost, high-quality setup using parts I could source locally on the...
2 months ago • 1 min read