Watch. Then Read.
Long-form videos on customer proof, interview craft and what actually works for MSPs and tech vendors, with the thinking written up underneath each one.
Can you use AI to make customer testimonials?
Using AI to invent a customer, their words or their experience is a fake testimonial, and regulators have been explicit about it. Using AI to transcribe, edit, caption or draft from a real, approved interview is a different thing entirely. Here's where the line is.
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Testimonial vs case study vs success story vs customer reference: what's the difference?
A testimonial is a customer's own words in your favour. A case study is the detailed written account. A success story is mostly a friendlier name for either. A reference is a customer a prospect can talk to. Here's the difference, and when each one does the work.
How do you know if a testimonial is working?
A testimonial is working when it's live where decisions happen, salespeople send it in real deals, and those deals move forward. Here's how to check each of those without a data team, and why video views are the wrong number to watch.
How long does a testimonial stay useful?
No study has measured how quickly a B2B testimonial loses its power. A story stays useful while it's still true. Here are the specific things that make one go stale, and a simple yearly check to catch them.
Who owns a testimonial, and what happens if the customer leaves?
Who owns a testimonial depends on what was agreed, which is why the agreement matters more than the film. Here's what permission to get, what to do when the customer changes job or stops being a customer, and how we handle it.
Questions to ask before you hire a testimonial company
Before you hire anyone to make customer testimonials, ask who runs the interview, who does the asking, what arrives and when, what you can do with it, what happens if you're not happy, and whether every quote is exactly what the customer said. Here are the twelve questions, and our answers.
Do testimonials help you get found in AI search?
Yes, but through the written story rather than the film. AI answers read text on pages, and a customer story published properly as text is exactly the kind of page they cite. Here's what the evidence says, and what not to waste money on.
Where to put testimonials on your MSP website
Put testimonials where buyers make decisions, which is almost never a testimonials page. Here are the places on an MSP website that matter most, which kind of quote belongs on each, and the one rule that makes every one of them work.
Video testimonial vs written case study vs Google reviews
Reviews get you onto the shortlist, a video convinces the person deciding, and a written case study gives the detail to the second person in the room and to the search engines. They aren't competing formats. Here's which does what, and in what order to get them.
Six ways MSP websites hide the proof they already have
Most MSP websites don't lack customer proof, they hide it. Named on the homepage and anonymous where the buyer decides, quarantined on one page, gated, repeated everywhere, missing from the pages that rank, or lost in a merger. Here's each one and the fix.
Which client should you ask for a testimonial?
The best client to ask for a testimonial is rarely the biggest logo or the friendliest contact. It's the one who most resembles the business you want to win, has a real before and after, and can point to a moment. Here's how to choose.
Turn your helpdesk into a testimonial engine
Your helpdesk is the only part of your MSP that's there at the moment a client feels relief. Here's how to turn that into a steady flow of testimonial nominations: the events to watch for, the words engineers use, and the workflow behind it.
Should your MSP have video testimonials?
Probably, but not always first. A customer film earns its cost when you regularly have to prise buyers away from their current IT provider, or you're winning meetings and losing deals. If your work comes through referrals and your close rate is healthy, there are cheaper things to do first.
How to run a customer story programme at scale
Most vendors don't have a production problem with customer stories, they have a rhythm problem. Every story is a one-off project that starts from zero. Here's what changes when it becomes a programme instead.
MSP Testimonials vs Testimonial Hero vs Vidico: an honest comparison
MSP Testimonials, Testimonial Hero, Vidico, Remote Video Testimonials and Here Now Films all make customer testimonial videos, for quite different buyers. Here's how they compare on recording, price, turnaround and what arrives, using only what each one publishes.
How sales teams use a testimonial every week
A testimonial earns its cost in live deals, not on a feed. The trick is matching it to the stage: one sentence for a cold prospect, the film once they reply, the objection clip on a stalled deal, and the verdict in the proposal.
How channel vendors use MSP partner stories
A channel vendor isn't only selling software. It's asking an MSP to stake its own client relationships on someone else's product, and only another MSP can reassure them about that. Here's what a partner story needs to show and where to use it.
What makes a good video testimonial?
A good video testimonial opens on a moment rather than a name badge, features a customer your buyer recognises, gets specific, keeps every sentence exactly as it was said and is easy to follow with the sound off. Here's the full checklist, and how to spot each one in a sample film.
How to organise testimonials on your website
Once you have more than a handful of testimonials, a single list stops working. Tag each story by the services the customer bought and the one sector they're in, keep those two separate, link stories and service pages both ways, and give the library a couple of filters.
Why most MSP testimonials don't work
Most MSP testimonials fail quietly. They're general praise from a customer who doesn't look like the next prospect, filed on a page nobody visits, and never sent by anyone in sales. Each of those is fixable.
The best way to get video testimonials made: DIY, apps, agencies or a specialist
There are four realistic ways to get customer video testimonials made, and each suits a different kind of business. Here's what they cost, what you get, who they suit and what to watch for, with other providers named and linked.
How many testimonials does your business need?
No study says how many testimonials a business needs. A better question is coverage: does every service you sell, and every sector you want to win, have a customer who can speak for it? Here's how to work out your number.
How to be good on camera in a video testimonial
Sit facing a window, put your phone on a tripod at eye level, choose a tidy background with a bit of personality, then look at the phone and just talk. Being good on camera has very little to do with confidence and a lot to do with ten minutes of setup.
What if my client says no to a testimonial?
Most clients who turn down a testimonial are turning down the way they were asked. It sounded like work, they didn't know what they'd say, or they were worried about being named. Each of those has a fix.
Testimonial interview questions for MSPs, and the follow-ups that matter more
A good testimonial interview follows the story in five phases, and every question in it is designed to get a specific day out of the customer rather than an opinion. Here are the questions, and the follow-ups that turn polite praise into proof.
How a remote video testimonial works, from booking to handover
You pick a customer, we do the asking, your customer talks to me for 45 minutes from their own desk, and the full pack lands 14 working days later. Here is each step properly, including sign-off and what happens when things go sideways.
What you get from one testimonial interview
One 45-minute conversation becomes a full film, a teaser, five shorts, a sales battlecard, a case study, the posts, the emails and the rest. Here is every piece, and more usefully, what each one is actually for.
How much does a video testimonial cost?
Anywhere from a free app to well over £10,000. The price mostly tracks one thing, which is who does the asking and who runs the interview, and the cheap end usually hands both of those back to you.
Five ways to get testimonials from your clients
Almost every MSP owner believes their clients would say yes, and almost none of them have more than two testimonials. Five ways to fix that, starting with the praise already buried in your PSA.