Customer testimonials are some of the most powerful marketing tools you can have. They prove that your product or service works, builds trust with new buyers, and can often answer the objections that stop people from purchasing.
Yet, many businesses struggle to gather enough fresh, authentic testimonials — even when customers love what they bought. The truth is, people are busy. If you do not make giving a testimonial easy and natural, most people simply will not get around to it.
Below you will find practical, proven ways to collect more testimonials without feeling pushy or awkward — plus tips for making sure those testimonials are useful and believable.
Why Testimonials Matter
A good testimonial does three things:
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It shows a real person got a real result.
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It builds credibility you cannot buy with ads.
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It connects with potential buyers by reflecting their own fears or goals.
In short, people trust other people more than they trust your promises alone.
10 Ways to Get More Customer Testimonials
These strategies work for both product and service businesses, memberships, coaching programs, and online courses.
1. Ask at the Right Time
Timing is everything. The best moment to ask for a testimonial is when your customer has just experienced a win. This could be:
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Right after they complete your course or first milestone.
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Right after you deliver a service and they thank you.
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When they renew or reorder.
People are far more likely to give you a glowing testimonial when they are feeling happy and successful.
2. Automate the Request
Use your email system or CRM to automatically send a testimonial request a few days or weeks after purchase. Keep it short, friendly, and make it as easy as possible to reply.
Example:
“Hi [Name], I hope you’re loving [product/service]. I’d love to hear about your experience — even two or three sentences help us a lot and help others decide too.”
3. Make It Easy With Prompts
Most people do not know what to say. Instead of asking, “Can you write me a testimonial?”, guide them with simple questions.
For example:
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What was the problem you wanted to solve?
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What did you try before?
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What changed for you after using our product/service?
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What would you tell someone thinking about buying?
Turning the ask into a short mini-interview can yield much better stories.
4. Use a Simple Form
Create a quick, mobile-friendly form on your website. Add it to your thank-you page or link to it in your follow-up emails. Keep it short — name, email, a few guiding questions, and permission to share.
5. Incentivize If It Makes Sense
Some businesses offer a small thank-you for testimonials — like a discount code, bonus content, or a chance to win a gift card. This is fine as long as it is genuine and you do not dictate what they must say.
6. Run Customer Spotlights
Ask your best customers if they’d like to be featured in a case study or member spotlight. Many people love the extra exposure — especially if they run their own business or want their work showcased.
7. Capture Social Proof from Reviews
Sometimes your best testimonials are already out there — in Facebook comments, Google reviews, or emails customers have sent you. If someone posts positive feedback publicly, reach out for permission to quote them in your marketing.
8. Use Video or Audio
Written testimonials are good, but a short video or audio clip can be even more persuasive. If a customer is open to it, invite them to record a short video — they do not need fancy equipment, just their phone.
To get good video testimonials:
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Give them a clear prompt.
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Keep it casual — no scripts.
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Remind them to keep it under one minute if possible.
9. Ask in Your Community
If you have a private Facebook group or online community, post a prompt asking members to share what they love about the product or their best results so far. People often reply publicly, giving you permission to share their words.
10. Add It to Your Checkout or Completion Process
Right after a customer checks out, completes a project, or finishes a course, show a quick form asking, “How did we do?” This moment is when the experience is fresh and feedback is more genuine.
Tips for Better Testimonials
Collecting testimonials is one thing — using them well is another. Here are three quick tips to make your testimonials more powerful:
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Always use the customer’s first name and, if they agree, a photo. Real details build trust.
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Pick testimonials that talk about clear results and feelings, not just generic praise.
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Spread them out — place testimonials on your sales pages, product pages, checkout pages, and social media.
Final Thoughts
Most people are happy to share a kind word if you ask at the right time and make it easy. You do not have to overthink it — keep your ask short, clear, and personal. Follow up gently if you do not get a reply the first time.
The result? A steady stream of genuine, believable testimonials that help new customers feel confident choosing you over the competition.
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