People can spot a scripted response from a natural one
If the answer is too long, wordy, doesn't answer the question concisely, loses the narrative, you will lose your audience.
Some people are not dynamic, photogenic, or has a pleasant demeanor required for the screen. Interview multiple people.
Avoid awkward people
In order to drive a story, the narrative needs to be clear.
Pacing/Tempo - The pacing should be feel natural.
Narrative needs to be good
What is a good story?
Joseph Campbell, the author of The Hero of Thousand Faces, compiled and studied the most memorable stories, legends, archetypes of storytelling and broke down the ones that last.
Primarily all stories complete what is called a monomyth and the Hero'r Journey.(Similarly all hit songs musics hits use the same 4 chords used in Pachelbel's Cannon in D, the most memorable stories from Grendel, to Shakespear, to Die Hard follow the monomyth.
THE HEROS JOURNEY
All great stories, myths and exciting stories follow what is called the Hero's Journey
All stories arch from the ordinary world, the special to unknown world and then back to the ordinary.
The hero begins in his own world, moves to a world where the rules are different and faces adversity and failure, learns the rules, has a fall, conquering then the resolution return as the victor.
DAN HARMONS STORY CIRCLE
A boiled down version of the Hero's Journey Dan Harmon used to create the stories that have produced award wining shows like Community and Rick and Morty.
THE HERO JOURNEY
What is their company?
What are their problems they are facing. (STEP 2 WANT SOMETHING - STEP 3 ENTER UNFAMILIAR SITUATION)
How did they choose your product (STEP 4 ADAPTATION SOLUTION)
What did the product do for them (STEP 5 HELPED GET SOLUTION)
(SKIP STEP 6: PAY A HEAVY PRICE)
What is the success metric. How did it fix their problem or improve? ( STEP 7 AND 8 HERO EMERGES VICTORIOUS USING WORKATO NOW PART OF THEIR ARSENAL)
PROPOSAL/SUGGESTIONS OF THE STORY CIRCLE FOR THE TESTIMONIAL ADS
Give the questions in advance (goal: to allow interviewed customer to think about a powerful answer
Ask the question again in a different way to curate that ideal answer ( goal is : powerful 20 sec answer)
Have powerful and engaging people with high energy. Try to have a relaxed conversation that can be cut out of the B role footage.