Collecting social proof that builds trust and drives action

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The best thing that can happen to my business is a happy customer telling my story for me.

I've learned that:

👉 A strong testimonial doesn't just pat you on the back.

👉 A persuasive testimonial is not just a compliment.

👉 It sells for you. It builds trust, reinforces your credibility.

It answers the question every prospect is asking:

"Can this actually work for me?"

But let's be honest: most testimonials suck.

While some testimonials inspire action, others read like they were written by a bored intern or generated by ChatGPT on autopilot (yeah, I said it).

The difference? Intention and execution.

Here's how to collect testimonials that close sales without you saying a word:

✅ DO THIS

Ask your happiest customers: Simple, but overlooked. Don't wait for testimonials to land in your inbox. Ask the clients who rave about you directly. They're already sold on your value!

Make it frictionless: Sometimes people blank... so give them a nudge! Write a prompt, offer examples, provide a short form, or even better, interview them over Zoom and transcribe the good bits. Just don't ask them to write a novel.

Use multiple formats: Written quotes are fine. But if they'll let you record a short video? Even better! A 20-second clip can often say more than a long paragraph ever could.

It's all about gains: Encourage them to talk about the before and after. What changed? What improvement did they see? And remember, "It was amazing" means nothing. "We cut our client onboarding time by 60%"? Now we're talking!

Reward them (ethically): Offer a thank-you: a discount, a freebie, or entry into a giveaway. It's not a bribe. It's gratitude.

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❌ DON'T DO THIS

Fake it: Never make up testimonials. It's shady. And if you get caught, it's GAME OVER for trust.

Use fluffy nonsense: "Great service! 10/10!" is not a compelling story. Push for substance, not fluff.

Showcase outdated quotes: Testimonials from 2019? You don't have to delete them... but people want proof that you're still delivering today.

Ignore the bad stuff: If someone gives you constructive feedback, don't hide from it. Use it to improve your offer. It shows you listen.

Misuse context: Don't slap testimonials in random places. Use them strategically on your homepage, landing pages, or proposal decks where they reinforce your message.

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TL;DR

Customer testimonials are more than feel-good quotes. They're tools. When used right, they validate your offer and move buyers closer to a yes. So be strategic. Be real. Most importantly, make it about them, not you.