How to Leverage Client Testimonials in Your Marketing

“There’s nothing more powerful than a happy client telling your story for you. Their words build trust in ways no sales pitch ever could.” – Jenny Pearse

In a world full of polished marketing messages and perfectly curated feeds, genuine trust stands out. And one of the most effective ways to build that trust? Client testimonials.

Real words from real people help cut through the noise and validate your brand. Whether you’re a financial adviser, business owner, or part of a growing team, testimonials give your audience the confidence to say: “Yes, this is the person I want to work with.”

Here’s how you can start using testimonials to elevate your marketing and build stronger connections.

1. Ask for the Right Kind of Testimonials

Let’s be honest—not all testimonials are created equal. A quick “They were amazing!” is lovely but not all that helpful. What you really want is a testimonial that tells a story:

• What problem were they facing?
• How did you help?
• What changed as a result?
• What was it like to work with you?

💡 Pro tip: Ask when the positive experience is fresh. Right after a win is the perfect time.

2. Use Them Everywhere

A great testimonial shouldn’t be hidden on the back page of your website. It should be front and centre—on your homepage, in your proposals, your email campaigns, and even your social posts. Think of testimonials as little trust nuggets that support your messaging wherever they appear.

• 💻 Website: Feature testimonials on your homepage, service pages, and dedicated “success stories” section.
  
  
• 📩 Email Marketing: Use snippets in nurture campaigns, newsletters, or case study follow-ups.
  
  
• 📱Social Media: Turn testimonials into branded graphics, video clips, or carousel posts.
  
  
• 🗂 Client presentations or sales decks: Add them to pitch decks to reinforce your value with proof.
  
  
• 🎯Paid Ads: Use powerful quotes in retargeting ads to reinforce trust.

3. Make Them Visual

Words are powerful—but seeing someone speak about their experience? Even more so.

🎥 Video testimonials add a layer of authenticity that text can’t always deliver. If video isn’t feasible, try:

• A headshot alongside their quote
• A photo of them with your product or at your event
• A branded quote graphic for social media

4. Get Specific

People trust testimonials more when they can see themselves in the story. Group your testimonials by:

• Type of client (young professional, retiree, small business)
• Service or product used
• Problem solved
• Industry or life stage

The more a prospective client sees someone like themselves in the story, the more it will resonate and the  more persuasive it becomes..

5. Turn Testimonials into Client Stories

If you’ve received a truly standout testimonial, take it one step further. Turn it into a short case study that shows the client’s journey, challenges, and outcomes. These stories are powerful for presentations, media kits, and even staff training.

6. Keep It Real

Authenticity matters. Don’t over-edit testimonials until they sound like marketing fluff. The raw, unscripted nature of a real client’s words is what makes them so impactful. Clean up grammar if needed, but let their voice shine through. And always get approval before publishing.

Final Thought: It Starts with the Ask

Client testimonials aren’t just a “nice to have”—they’re one of the most persuasive marketing tools at your fingertips. By weaving them into your brand presence, you build trust, demonstrate credibility, and offer proof of your impact—through the voice of your clients.

So, if you’ve been waiting for the perfect moment to ask for a testimonial, here it is. 💬

👉 Want help getting started? I’ve created a simple testimonial request script you can use for email or video—perfect for those “not sure what to say” moments.