[Audio Version: I also recorded an audio version of this blog post. Click the link above or the video below to listen to it. You can also subscribe to the podcast where it will also be published]
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When I first started managing and marketing cover bands I made so many mistakes I didn’t have a clue I was making.
I would think their websites needed to be all about the bands and the bands only.
I wrote biogs that went into great detail about why they loved music so much and ‘just wanted to perform’ and ‘express themselves’.
The sites were the virtual equivalent of standing on a soap box and bragging about how awesomely fantastic they were.
Easy mistakes to make and ones that 99% of cover bands fall into.
The upshot: I was actually turning prospective clients off the bands.
Here’s what your prospective client is thinking
When it comes to determining whether your band is the one for them they couldn’t care less what your opinion of yourself is.
The opinions of your clients and people that have actually seen you perform are what matters to them.
They want to hear from someone just like them, who’ve booked you or seen you perform, and loved what you did.
In short, you need to provide credible, convincing and honest evidence about your performance from someone other than you!
The most effective way of doing this is through what the marketing world calls ‘social proof’.
We’ll just call them testimonials.
Not all testimonials are created equal
If you’re reading this post and you’ve got this far there’s a good chance you know that testimonials are good things to have.
You’ve probably even got a few on your website or on that nice thank you card the bride and groom sent you when they got back from their honeymoon.
But beware: Not all testimonials are created equal…
In this post I’m going to show you how to use the incredible power of video testimonials to provide credible, honest and convincing evidence that your band is the best choice for your prospect client.
If you learn and take action on what I’m about to show you you can expect to…
- Increase your volume of bookings and gigs without the need to increase the number of enquiries you get.
- Get visitors to your website to stay longer.
- Generate more enquiries from people that have a much higher probability of wanting to book you.
- Charge higher fees and feel confident doing it.
- Have less price resistance than you currently get.
- Help prospects move closer (and faster) to making a decision to book you.
Does that sound like it’s worth a little bit of time and effort?
Powerful testimonials can be the difference between getting the gig over 3 or 4 other bands chasing the same booking.
By publishing testimonials from clients and people that have seen you perform you’re actually helping them with their research.
People love it when you help them.
Why testimonials work so well and what is ‘social proof’ anyway
I mentioned earlier that testimonials were a form of ‘social proof’.
But what exactly is that?
Social proof is the principle that relies on people’s sense of ‘safety in numbers’.
For example you’re more likely to eat in a restaurant if it’s already busy.
An assumption that we all have is that if lots of people are doing something then it must be OK.
People are particularly susceptible to this principle when they’re feeling uncertain about a decision that needs to be made (read: prospective client is uncertain about which band to book!)
Can you see now how powerful testimonials can be?
“Nothing draws a crowd quite like a crowd.” – P.T. Barnum
American showman P.T. Barnum was a man who knew a little something about the power of social proof.
His timeless advice stands as a lesson that every band needs to learn: Your client (and people that have experienced your performance) will always be more persuasive than you.
No matter how great your website looks, how well produced your promo video is or how talented a band you are, client reviews and testimonials will still play a pivotal role in enticing people to give your band a chance.
Prospective clients want the honest scoop on your band, and when evaluating you, they heavily favor the opinion of the crowd.
But why video testimonials over written ones?
Capturing the positive response to your performance on video humanizes your story.
It’s clear evidence that real people paid their hard earn cash to have you perform for them at their event. And most importantly that they loved your performance and that you were an integral part of their evenings success.
The reaction you’ll get from people using this method will be emotionally charged and hence even more persuasive and convincing.
“The Stage Right Technique”: The easiest way to land video testimonials for your band
Over the last few years I’ve taken numerous cover bands from a no gigs standing start to successful careers with well paid cover bands performing for wedding, private and corporate clients.
Don’t get me wrong these bands are good at what they do, some of the best in the business in fact.
But without sales and marketing they just wouldn’t have the level of bookings at the premium fees we can now command.
I don’t say this to brag. Learning to attract prospects to your band or website and pursuading them to book you is a skill that can be learned.
I made it my business to learn that skill. And when you have the right person teaching you the skills, you can learn fast.
That’s why I’m proud to share with you what I call ‘The Stage Right Technique’
It’s a simple video testimonial-getting technique that I and my bands have personally used to to get clients, audience and event guests on camera raving about the bands.
I’ve been using the technique for a while now and got some superb results.
Take a look at this example of how we captured multiple video testimonials at a wedding The Milestones performed at:
And this one which was from another wedding that The Jazz Cannons performed at. We managed to get loads of the bride and groom pouring praise all over the band (check the brides sunglasses and the grooms head gear at around 45 seconds!):
I first shared this technique on a webinar I held. The response was brilliant. People couldn’t believe how simple yet effective the technique was.
So great in fact that Brad Wills from Black Market Band used the technique on his next gig. He got the bride raving about the band in this video:
The Simple Step-By-Step Process To Using ‘The Stage Right Technique’ To Get Video Testimonials At No Cost
The basic premise of the technique is to capture the reactions of your audience and event guests as you come off stage at the end of a show.
Here’s how to do that….
What you’re going to need:
1. A camera phone.
Yup that’s all you need to get started.
If you’ve got something fancier like a DSLR camera then great, use it.
If you’ve just got an iphone then that’s totally fine too.
Just make sure you’ve got a built in mic on the device you’re using.
Step 1: Get Yourself Prepared
Pick the gig you think you’ll have the best response to your performance on.
Decide who’ll be filming and who’ll be asking the questions.
You’ll need two of you to make this work best. If the lead singer is the one who normally gets the props for a great show then he/she is the one not doing the filming.
Step 2: Video Guests & Audience Members
At the end of your set, you’ll be coming off stage.
Now, if you’ve done a great job of your performance you’ll get one, two or a few people approach you wanting to compliment you.
This is the time you want to capture them on camera.
Have your camera ready recording and capture that moment as the guests talk to your lead singer and tells him/her how great your show was.
Let them do the talking and don’t interrupt! There’s gold in there if you let it come out.
It’ll be a highly charged moment, a bit chaotic and potentially a bit noisey but your main aim is to get as many reactions on camera that you can.
An alternative way:
If you find it’s just too noisy, you didn’t get anyone coming up to you, you find this whole scenario a bit daunting or you just want more testimonials (hint!) here’s what you can do.
After your performance take your camera outside the main event room or at least to a quieter part of the event.
Find some guests and ask them some ‘open-ended’ questions.
An open ended question is one that requires more than one word answers.
Here’s a good open-ended question: “What was your favourite part of the performance?”
Good open-ended questions give you the opportunity to dig much deeper and get more content, reaction and feedback from the person you’re filming. This will make for a much more compelling testimonial.
On the flip side a ‘close-ended’ question just just elicits a single word answer: “Did you enjoy the bands show?”. You see there’s only two possible answers to that question, yes or no. Both of those don’t help you get a great video testimonial.
(If you want more open-ended questions download the bonus below by clicking on the blue button bar)
Always remember, don’t interrupt them. Let them do the talking. You can always edit stuff out!
Step 3: Edit The Footage
Now you need to edit the footage you’ve collected.
You can use either iMovie for Mac or Windows Movie Maker for PC. Both are free.
If you find some of the things the interviewee has said to be inaudible then add in sub titles. You can do that on both these pieces of free software.
Don’t let the noisy background stop you from using the video.
You can either create an edit of quick fire interviews with short soundbites or create one video per response.
Gauge what you have and make a decision on what you think will work out best.
Put your band logo at the start and end of the video to add a nice professional finish.
Step 4: Use Your New Video Testimonials To Get More Gigs
Add the videos to your website and link to them in all your communication with potential clients.
It really is that easy.
You shouldn’t need to spend a penny doing this.
What you will need to do is actually take action on this.
Don’t stop at just reading this.
To help you a long I’ve prepared some bonus material for you…
Click on the blue bar below to get access to:
- A free step by step checklist to help you take all the necessary steps in the process.
- Five more ‘open-ended’ questions to ask to ensure you get the very best video testimonials.
I’d love to know how you get on using this technique.
Share a link to your video testimonial in the comments section below.