How to Solicit and Respond to Testimonials (with examples)

Feb 12, 2024 | Strategic Marketing

Testimonials are powerful tools for businesses, acting as real-life endorsements that can significantly influence potential customers’ decisions. They offer social proof, showcasing the positive experiences of existing clients or customers. However, soliciting top-tier testimonials requires finesse and strategy. In this guide, we’ll explore effective methods for securing compelling testimonials that can elevate your brand.

The Testimonial Request – Written

The fastest and easiest way to get amazing and useful testimonials you can leverage is to draft the testimonial for your client based upon praise they have provided in the past. Think about things they have said that demonstrated their delight with your product or service, or even how you handled a complaint or misstep, and draft what they told you.

After you have drafted a summary, narrative, or bullet points sharing a little of the situation they commented upon, send it to them with a request. Here’s a template you can use:

Hey John,

I really appreciate your business and how long we have worked together and as I continue to grow my book of business, I could sure use your help telling others what you love about our company/product/service. 

Remember that time when X happened and you mentioned how much you appreciated Y? I would really like to use that as a testimonial of our outstanding Z. To make it easy, I’ve drafted a summary of what I remember. If you would be so kind as to edit this to more accurately reflect your meaning and then give me the okay to use it as a testimonial, I’d be really grateful. Or, if it is as you remember, you can approve it as is.

[Insert Summary]

Do I have your permission to use this testimonial with your title/position and company to demonstrate to others what they can expect from me and my Company?

Please reach out if you have any questions, and thanks in advance for considering my request.

Signed, Your Name

Requesting a Video Testimonial

While video testimonials can be more challenging to secure, they carry immense credibility. For clients open to this format, you would still want to remind them of what they have said in the past and consider providing a drafted script and offering to facilitate the recording process.

Your best results for a video testimonial will usually come from an interview or conversation you can film yourself (and edit) and then submit it for their approval. The beautiful (and effective) aspect of video testimonials is that viewers trust them more as they are more difficult to fake; you can use real names, do away with the doubt cast by anonymity, and lead the conversation to glean what you feel is essential to leverage.


  • Coach them: Provide guidance and support throughout the filming process.
  • Capture authenticity: Encourage natural responses and genuine feedback.
  • Assure professionalism: Whether professionally filmed or captured on a smartphone, ensure clear audio and visual quality.

Questions for Recorded Client Testimonials

As you interview your clients for testimonials, please ensure they repeat the question to you as part of their answers. For instance, in the first question, they would respond, “XX is different from others because they…” OR “I love XXX because they do XXXX differently from other online offerings…”

When conducting interviews for testimonials, structure your questions thoughtfully to elicit meaningful responses. 

Here are some examples:

  1. Differentiation: What sets us apart from others in our industry?
  2. Origin Story: Why did you choose our company initially? What is your story? (Challenges/Dissatisfaction/New to the position, region, etc)
  3. Key Benefits: What do you appreciate most about our product/service?
  4. Impact: How has our offering improved your quality of life?
  5. Advantages: What advantages have you experienced working with us?
  6. Addressing Doubts: What would you say to someone hesitant about trying our product/service?
  7. Personal Experience: Can you share your experience with us in your own words?

Also, provide space and time between questions and answers and even restate their answer for clarity. When you are doing a re-take of an answer because they want a do-over, give three quick claps before your next take, as that will signal on the audio track that you need to look for a re-take during edits.


When requesting reviews online, it is important to choose the ONE channel where you want them to post their review. Do not ask them to post on multiple channels, even as an “OR” request, because more than one ask will result in no action. You can choose Google, a social media channel, Yelp, etc., but only ask for one and provide the link right in the email request (or chat in your video conference) to make it easy.

Use the same approach with a reminder of what they have liked about working with you and your company to guide them and alleviate the heavy lifting, and thank them when they do what you have asked!


  • Choose one platform: Direct clients to the preferred review platform.
  • Guide the review: Remind them of positive experiences to highlight.
  • Express appreciation: Thank them for their time and feedback.

Responding to Reviews Online

Make sure you ALWAYS respond! Responding to online reviews, whether positive or negative, is an important aspect of managing your online reputation. Here are some general guidelines along with examples:

For Positive Reviews:

  • Express gratitude: Thank the customer for taking the time to leave a positive review. Example: Thank you so much for your kind words! We’re thrilled to hear that you had a great experience with our [product/service].
  • Personalize the response: Reference specific details mentioned in the review to show that you’ve read and appreciate their feedback. Example: We’re delighted to know that you enjoyed the [specific feature/service]! It’s fantastic to hear how our [product/service] made a positive impact.
  • Invite them to return: Encourage repeat business by inviting them to come back or try other products/services. Example: We look forward to serving you again soon! If there’s anything else we can assist you with, feel free to let us know.

For Negative Reviews: 

  • Apologize and empathize: Begin with a sincere apology and acknowledge the customer’s concerns. Example: We’re truly sorry to hear about your experience. Please accept our apologies for any inconvenience you may have faced.
  • Address the issue: Clearly address the specific concerns raised in the review. Avoid making excuses and focus on finding a solution. Example: We understand your frustration with [specific issue]. We take this seriously and would like to investigate further to ensure it doesn’t happen again.
  • Offer a solution: Propose a solution or invite them to contact you directly to discuss the matter further. Example: We’d like to make things right. Please contact us at [customer service email/phone] so we can learn more about your experience and find a resolution.
  • Maintain professionalism: Keep your response calm, and professional, and avoid engaging in any argument. Example: We appreciate your feedback, as it helps us improve. We’re committed to providing the best service, and we’d like the opportunity to make things right.

Note: Always monitor and respond promptly to reviews to demonstrate a commitment to customer satisfaction.

By following these strategies, you can effectively solicit top-tier testimonials that showcase your brand’s strengths and build trust with potential customers. Remember, authenticity and gratitude are key to nurturing strong client relationships and bolstering your reputation in the marketplace.

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