You’re Doing Customer Testimonial Videos Wrong. Here’s How to Do Them Right.

Customer testimonial videos are a staple in the sales and marketing toolkit, and for good reason. When done well, these videos provide social proof, reduce perceived risk, and create an emotional impact on prospective buyers. But too often, they fall flat.

In Episode 4 of The Business Video Playbook, I had a great conversation with Alex Hoff of CoverStory, a former reality TV producer who challenges the conventional approach to customer videos. His take? The best testimonials don’t start with a script: they start at 4 a.m., in a moment of crisis, overwhelming frustration, or job-threatening disaster. 

That may sound extreme, but we learn there’s always a story behind Alex Hoff’s unique approach to capturing emotional hooks. It generally happens “before” someone chooses a product or service.  

To discover Hoff’s template for testimonial videos with an emotional draw, watch our interview now:

The Benefits & Hurdles of Customer Testimonial Videos

As a veteran marketer who values close collaboration with sales, I see great customer testimonials as critical proof points to demonstrating that real users find value in your product or service. Sales is tough, and any edge that helps shorten the cycle is worth pursuing.

When done well, customer testimonials: 

• Reduce perceived risk by showcasing validation from happy customers
• Build emotional connections through relatable stories
• Highlight use cases and benefits customers gain from using your product or service

Yet even when customers are enthusiastic advocates, capturing a compelling testimonial is tough. For example, identifying happy customers is easy, but their busy schedules can be difficult. Other common hurdles include: 

• Legal or PR restrictions on who can speak publicly
• Discomfort or lack of confidence on camera
• Difficulty expressing measurable ROI
• Scripted content that feels stiff, inauthentic, and forgettable

Where Most Customer Testimonials Fall Short

Most business testimonials miss the mark because they:

• Rely on the same tired formula: problem, solution, outcome
• Run too long for today’s short attention spans
• Aren’t fully integrated into the sales process or the buyer’s journey
• Neglect what modern buyers crave: real, specific stories that inspire confidence in their investment

Watch Hoff Explain What to Do Instead

Template for Testimonial Videos—From A Former Reality TV Producer

Sales teams want to show evidence of existing customer return on investment. However, ROI doesn’t always resonate without context. Instead of leading a customer interview with talking points, Hoff suggests taking a documentary-style approach. These open, relaxed conversations help customers be themselves and share what really matters: the challenges that kept them up at night, the turning point that sparked change, and the transformation they experienced after adopting your solution.

“Find a moment, a story, that shows the full arc of somebody’s discovery, usage, or success with a product. A lot of businesses just want to focus on the results. But you need to know that ‘before’ part in order to make the testimonial relevant and important to your viewers. ”

— Alex Hoff, Co-Founder of CoverStory

Jump to the formula: watch the short video here.