Most testimonials are a talking head and a logo. This one, from a small bakery, kept me for ninety seconds. Here’s what it did differently.
It opened on the answer
The first line was the owner saying “We doubled our weekend orders.” No intro, no name card, no music swell. The context came after, once we cared.
It cut away every few seconds
Each time she mentioned something, we saw it: the oven, the queue, the order screen. The talking head was the spine, but we were rarely looking at it for long.
DoCut to the thing as it’s mentioned.
Don’tHold on the speaker for a full minute.
It left the pauses in
Not the ums. The real pauses, where she thought about the answer. Removing filler is good. Removing every breath makes people sound rehearsed.
Trim the ums. Keep the thinking.
