How to Get Testimonials and Referrals

In the last post, we delivered a fantastic client experience. The project is a success, and they’re happy.

Most people stop here. They send the final invoice and say goodbye.

This is like running a marathon and stopping one foot before the finish line. The entire journey — from Stranger to Client — was leading to this exact moment.

A happy client is not the end of the process. They are the beginning of your greatest marketing asset: proof.

Your job now is to turn their success into a story that attracts your next client.

Stop “Asking for a Favor”

The biggest mistake people make is treating testimonials and referrals like they’re asking for a favor.

“Hey, would you mind writing me a testimonial?”
“Do you know anyone else who might need my help?”

This approach is weak. It puts the work on the client and makes you feel needy.

Let’s reframe this.

You are not asking for a favor. You are guiding them to tell their success story in a way that helps people just like them.

Part 1: How to Get a Testimonial That Actually Sells

A generic testimonial like, “She was great to work with!” is nice, but it doesn’t sell. It’s forgettable.

A powerful testimonial is a story. It has a before, an after, and addresses a specific doubt. You don’t get that by asking an open-ended question. You get it by asking the right questions at the right time.

The Timing: The “Peak Excitement” Window

The best time to ask is right after a major win or at the very end of the project when their positive feelings are at their peak.

Don’t wait a month. Ask when they say something like:

“Wow, the new website looks amazing!”
“We just got our first lead from the new campaign!”
“This is exactly what I was hoping for.”

The Method: The “Guided Story” Script

When you hear that praise, that’s your cue. Here’s what you send:

“That’s so great to hear! I’m thrilled you’re happy with the result.

To help me explain the value of this process to future clients, would you be open to answering a few quick questions about your experience? No need to write a formal paragraph, just your honest answers are perfect.”

Then, you ask these five questions:

What was the single biggest challenge you were facing before we worked together? (This sets up the “before” picture.)
What were you most skeptical or hesitant about before we started? (This is pure gold. Their answer will directly address the biggest objection your next prospect has.)
What specific result or transformation have you seen since we completed the project? (This is the “after.” Push for numbers if possible, e.g., “leads increased by 50%.”)
What was your favorite part of the process? (This highlights your unique value and client experience.)
Who is this perfect for? (This gets them to describe your ideal client in their own words.)

Finally, you make it effortless for them. Once they reply, you say: “This is amazing, thank you. To make it super easy, I’ve woven your answers into a testimonial below. Does this look good to you?”

You’ve done all the work. All they have to do is say yes.

Part 2: How to Generate Referrals Without Asking

Begging for leads is awkward. The best referrals come naturally. Your job is to plant the seed and make it incredibly easy for them to introduce you.

The Timing: The “Check-In”

Wait 30-60 days after the project ends. Let them live with the results. Then, send a simple check-in email.

“Hey [Client Name], I was just thinking about your project and wanted to check in. How have things been since we launched the new system?”

The Method: The “Specific Trigger” Ask

Once they reply (and hopefully share more good news), you make your move. Don’t be vague. Be specific.

Vague (Bad): “Do you know anyone else I could help?”
Specific (Good): “So glad to hear it’s still working well! On that note, I have the capacity to take on two more clients this quarter and I’m looking specifically for [describe their industry or problem]. Do you happen to know any other [CEOs/founders/etc.] in the [their industry] space who have mentioned being frustrated with [the problem you solve]?”

This specific trigger makes it easier for their brain to find a match.

The Final Step: The “Referral Packet”

Make it brain-dead simple for them to refer you. End your email with this:

“No pressure at all, but if anyone does come to mind, here’s a simple blurb you can forward them to make an easy introduction. Thanks again for being such a great partner!”

The Blurb:

“Hey [Friend’s Name],

Hope you’re well. I’m connecting you with [Your Name]. He’s the one who helped us [the specific result, e.g., ‘overhaul our marketing and double our online leads’]. He mentioned he’s taking on a few new clients and I thought of you.

I’ll let you two take it from here!”

You’ve Closed the Loop

This is the final step of the journey.

Stranger → Audience → Community → Prospect → Client → Advocate.

This is how you build a marketing engine. A great client experience leads to powerful testimonials. Those testimonials build trust and convert new prospects. A great experience also leads to warm referrals, which feed the top of your funnel with the best possible leads.

This is the flywheel. This is how you stop chasing and start attracting. This is how you win.

Thanks for following along with this series. Now go get it. ✌️

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