A business testimonial film is one of the most powerful tools for building trust, credibility, and a strong connection with future clients. To create one that truly resonates, you need to go deeper than surface-level praise.
Here are three deceptively simple questions we use in interviews that consistently unlock honest, engaging and insightful responses that will make your prospects want to work with you.
Q1 – the Process Question
When you deliver a product or service, you know all the ins and outs; every step, every moving part, every stage in the timeline.
Your client? They come to the table with a different perspective: their own expectations, assumptions, and sometimes anxieties.
That’s why we always ask:
What surprised you about how the project was implemented?
This question brings fresh insights to the surface. It reveals aspects of your process you might have taken for granted, and shines a light on what your clients value most.
Highlighting these spot blind spots in how you manage expectations uncovers hidden selling points you can bring to the front of your sales conversations.
Q2 – the Hidden Benefits Question
You already understand how your work delivers value. You probably take time to show clients how to make the most of it. But often, the true magic lies in the second-order benefits—the unexpected knock-on effects that really make an impact.
That’s why we ask:
What did this project enable you to do that you didn’t expect?
Time and again, this question sparks answers that surprise even our own clients.
Case in point: we created an explainer animation for a SaaS company. The video condensed what used to be a 20-minute sales pitch into a 4-minute watch.
But what did the client not expect?
That their prospects would instantly understand the value of the software, leading to deeper, more targeted conversations. As a bonus, the client learned more about their audience’s real-world pain points, and fed that insight straight into the developedment of their product.
That’s the kind of value you can’t always plan for—but it’s exactly what you should be capturing.
Q3 – The Passion Question
When they answer, their tone and expression shifts. They start to tell you about the part of the project that they found most satisfying. It’s not always be about the big wins. It might be about solving a small issue that had been bothering them for years. Or a particular team that performed far above expectation.
This question helps you understand what truly drives your client and what excites them in their work.
When clients give testimonials, they often describe the project in broad strokes, summarising outcomes, metrics, and business-wide impact. And while that’s useful, it can sometimes feel a little generic.
What we’re really after is emotion—the moment where they speak from a place of genuine connection with the work.
So we ask:
“What part of this project were you most excited about personally?”
This question changes the energy in the room. Their tone shifts. They sit forward. Suddenly, you’re hearing about the moment that mattered to them.
It’s not always about the headline win. Sometimes it’s a long-standing problem that finally got solved. Or a team that exceeded expectations. Or a detail they’d been quietly hoping someone would get right—and you nailed it.
These moments reveal what truly drives your client, what excites them in their work, and how your contribution tapped into that.
It’s where trust is built—not just with the person on screen, but with every prospect watching.
Creating a business testimonial film
If you want a testimonial film that builds trust, wins work, and genuinely shows the excellence of what you do come to Napoleon Creative.
We’ll handle everything: insightful interviews, beautiful production and painless post production to deliver a final film you can showcase on your website, play in bid meetings and share across your channels.
Get in touch and let’s make something that moves the needle.
