“Why Is that Important?” | My Go-To Question for Customer Testimonials

Want an easy button to flesh out a compelling customer testimonial?

Simply ask them this question:

“Why is that important?”

I’m in the process of putting together a course on how to craft effective customer testimonials. So I’m currently weeding through my pre-production documents, process notes, and watching my interviews to identify my top, go-to questions.

This exercise is far more difficult than you’d think, because in the last 6 years or so, I’ve trained myself to not write out my questions. Which must sound silly. I mean, I interview people for a living, why on earth would I not come prepared with questions?

Well, in a way, I do. I just don’t write out a list of questions. Instead, I prepare conversation topics.

Why? To achieve authenticity.

For every video I produce, my primary goal is to completely immerse the audience in the story. If I fail to accomplish this, my client’s message doesn’t stick, and the video is worthless.

The audience’s experience is critical.

That means removing anything that feels hokey, cheap, fake, or contrived. If what that person on camera is saying sounds forced or stilted, the audience checks out. They have far more important things to do with their time than be lied to or taken for a ride.

The film has to feel natural.

It has to flow.

It has to be authentic.

Therefore, I have to do everything in my power to make my on-camera subjects (my interviewees) feel comfortable. As the interviewer, I’m literally setting the tone. The approach I take has a direct impact on the atmosphere of the interview, which impacts how they feel, which has an immediate effect on their tone, posture, and phrasing.

The problem with preparing a list questions is that it sets an interview tone. It signals to the person that I am a reporter and they are being interviewed. I’m essentially telling them that I’m not interested in them, I’m interested in getting my questions answered. I have these boxes that need to be checked. You’re here to check my boxes.

With that atmosphere, I’ve created an interrogation. My subject is uncomfortable, guarded, only saying what’s necessary, and has a fake smile plastered on their face.

You ever had to suffer through a poor public speaker who blankly reads their notes, or worse, attempts to throw in random gestures or inflection? Yes. That’s exactly what I’ve just created. It’s painfully awkward. You won’t willingly watch that.

To avoid that scenario, I need to make them feel comfortable. So, I come prepared to have a conversation. Thus my list of conversation topics.

But just because I don’t write out my questions anymore doesn’t mean I don’t ask questions. As I’ve been looking back at my material, I’m noticing I default to the same 10-12 questions every interview.

And I’m seeing the magic behind this simple, yet valuable question:

“Why is that important?”

Obviously this question is currently out of context. That’s because it’s to be used as a follow up to your overarching topic.

For example, I was interviewing a client of Esther Choy for Leadership Story Lab’s upcoming video marketing campaign. We were talking about why they pursued Esther for storytelling consulting.

Q: How did you get connected to Esther?

A: <Insert story of getting connected.> “And she inspired us to tell the story of our company.”

Q: Why is that important, to tell the story of your company?

When building a customer testimonial, you’re trying to tease out the customer journey. That requires that you to uncover and dig into why this person needed what you offered. And sometimes, especially when you’re talking to high profile or high performing individuals, they don’t tend to see themselves as in need. They may even actively avoid showing themselves as weak. So at times it’s inappropriate, and ill advised, to come right out and ask directly about their problem or pain point. That could land wrong and be offensive.

And if I offend them, I made them uncomfortable. I’ve killed the flow.

However, asking the question “Why is that important?” is a brilliant way to get anyone to unpack their need. Because now you’re asking for meaning. You’re asking for them to explain themselves, to provide reasoning and context for their decision.

With this question you’ll begin to uncover their psychological motivations, and even their philosophical need. Through their answer, they will most likely express the existence of a hole that your offer has filled for them.

You now have a wedge and a platform to go deeper and ask about their challenge or pain point directly. Because now they’ve opened the door for a direct follow up question. By answering that question, they’re inviting further inquiry without any of the offense.

When used effectively, it’s like throwing a one-two punch.

The first punch (“Why is that important?”) provides your story with the meaning and context, their need, and the goal they hoped to accomplish.

You can now follow that thread and throw your second punch, digging deeper in the situation, uncovering their emotions, frustrations, and challenges.

If you’d like to collaborate on your next customer testimonial, or a series of stories, send me a message here to check my availability and see if we’re a good fit.