A Simple Story Structure That Builds Trust and Drives Results
Testimonial videos are one of the most powerful types of content you can create—especially if you’re looking to build trust and convert leads. But for them to work, they need more than a few kind words.
The most effective testimonial videos follow a story.
At JSB Video, we use a structure that helps real customers tell real stories—so your prospects can see exactly how your product or service makes an impact.
Here’s the story formula we use for every testimonial video.
Our Story Structure: Turning Experience Into Impact
We use a four-part narrative framework that helps real customers speak to real challenges, and connect the dots between your service and their success. Here’s how we guide that structure:
1. Clarify the Customer’s Goal
We begin by establishing what your customer is trying to achieve. Not just tactically, but big-picture. What’s their mission? What are they building toward?
For Growflo’s testimonial featuring Andrej Suske of Cascade Tropicals, we anchor the story in the broader mission: helping greenhouse operators run more efficient, organized businesses. Andrej isn’t just using software—he’s trying to optimize the day-to-day operations of a complex agricultural business. That’s the foundation we build from.
2. Introduce the Problem or Challenge
Next, we work with your customer to identify and articulate what wasn’t working before. This gives the video tension and purpose.
With Cascade Tropicals, we focus on the behind-the-scenes struggles Andrej and his team faced in greenhouse operations before Growflo came into the picture. The goal here isn’t to make your customer sound like they were failing—it’s to show that they were actively looking for a better way, and felt real friction along the way.
3. Show the Turning Point: Your Role
This is where your product or service enters the story—not as the hero, but as the catalyst.
For Growflo, that meant introducing the software as a strategic solution, not just a technical one. We highlight what made it a good fit, what the onboarding process felt like, and how the team at Cascade Tropicals experienced the transition. Every detail here reinforces trust—because it’s not just about what the product does, it’s about how it fits into real-world workflows.
4. Share the Results and Deeper Impact
Finally, we bring it full circle. How has their day-to-day improved? What ripple effects are they seeing? And more importantly—how does that allow them to keep growing?
In Andrej’s story, the results are tangible: more streamlined operations, more confidence in the process, and more time back to focus on growth. But the value goes beyond features. The testimonial shows what’s possible when a business gets the right support—and how Growflo enables its customers to keep pursuing their mission with clarity and momentum.
Real Example: Growflo x Cascade Tropicals
Growflo, a leading provider of cloud-based greenhouse management software, came to JSB Video to produce a testimonial that could serve multiple purposes—from trade shows and direct outreach to website marketing. Their goal wasn’t just to showcase a happy client. It was to demonstrate their real-world value through the voice of someone who uses their product every day.
We worked closely with Andrej Suske, the owner of Cascade Tropicals, to film on-location and craft a testimonial that felt personal and professional. The shoot combined Andrej’s voice with thoughtful b-roll and stock footage to create a dynamic narrative. We also used text on screen to emphasize key phrases and ensure critical takeaways stuck with viewers—even in settings like trade shows where the video might play on loop without sound.
The result was a polished, human-centered video that Growflo now uses across multiple platforms to educate and engage their audience. Since the video launched, they’ve received positive feedback and seen a measurable uptick in interest from potential customers—especially those looking for clarity in a complex industry.
Tips for Filming a Strong Testimonial (Our Approach)
This isn’t a how-to guide—it’s how we do it. Every testimonial video we produce is crafted with intention, and we bring the same care to every shoot, regardless of industry or budget.
Here’s what sets our approach apart:
We prep your customer like a collaborator, not a subject.
We don’t hand them a script. Instead, we guide them with story-driven questions that draw out meaningful, natural answers—because we want the audience to trust their words.
We film with context.
Whenever possible, we shoot on location to ground the video in your customer’s real environment. This adds authenticity and creates more opportunities for visual storytelling.
We prioritize clarity and message retention.
That’s why we often use on-screen text to underline key points—especially when the video is being used in settings like trade shows or websites where sound might be off.
We plan with multiple uses in mind.
One great testimonial should work for more than one thing. Our editing process considers how the video might be used on your homepage, in sales outreach, or as a vertical social post.
We focus on story over flash.
We’re not chasing viral moments. We’re building trust and connection through honest, well-paced storytelling that reflects the tone and goals of your business.
Let’s Tell Your Customers’ Stories, Together
When done right, a testimonial video doesn’t just share a good experience—it becomes a strategic marketing tool. It builds credibility, shortens your sales cycle, and gives future clients the confidence to choose you.
JSB Video is here to help you capture those stories in a way that’s clear, emotional, and conversion-ready.
Ready to craft a testimonial that works across platforms and speaks directly to your audience?
