Hi Reader,

The typical B2B testimonial workflow usually goes like this: find a happy customer, ask them to say something nice, pick the fluffiest soundbites, and . . . publish something mediocre that makes you feel good but never actually converts a buyer.

There is so much more you can get out of client conversations.

I just finished running three of my own client interviews through our rootThread analysis process. Going in, I assumed they hired us because they needed high-quality video production. The data proved me wrong.

When I analyzed the transcripts, here is what they actually cared about:

• Bandwidth Protection: Capturing broadcast-quality stories in under 45 minutes to get back to running 300-person events.
• Stakeholder Credibility: Buying the moment their boss asked, "Oh my God, who did this?"
• The Absence of Chaos: Not having to manage logistics, troubleshoot tech, or panic about deadlines.

It comes down to process and reliability . . . with a side of video. Traditional testimonials miss this business intelligence completely.

Here is something just for the folks on this mailing list:

I have the bandwidth to run this for 3 people this week. If you have a raw video file of a past client interview sitting on a hard drive, reply to this email and send it over.

I’ll run it through the rootThread system and send you back the full analysis report so you can see exactly what hidden buying triggers you left on the cutting room floor. No charge, just a look under the hood (and your two cents on the report and how you might use it).

Let me know if you want to grab one of the spots.

- Neil