Email and DM Templates That Get Responses
Template 1: After a Breakthrough Session
Subject: Quick question
"Hi [Name],
I loved our session today, and I'm genuinely excited about your progress with [specific area].
Would you be open to sharing a few sentences about your experience? It would really help other [target audience] decide if coaching is right for them.
No pressure at all. If you're up for it, here are a few prompts:
- What were you struggling with before we started working together?
- What's changed since then?
- What would you say to someone on the fence about coaching?
A few sentences is plenty. You can just reply to this email.
[Your name]"
Template 2: End of a Coaching Package
Subject: Reflecting on your journey
"Hi [Name],
As we wrap up our work together, I wanted to say how proud I am of everything you've accomplished. Going from [where they started] to [where they are now] in [timeframe] is no small thing.
Would you be willing to share a brief testimonial? It helps other [target audience] see what's possible.
Pick whichever questions feel most natural:
- What was going on when you started coaching?
- What results or changes have you experienced?
- What surprised you about the process?
- Would you recommend this to someone in a similar situation?
Even 3-4 sentences would be amazing. If you'd rather not, no worries whatsoever.
[Your name]"
Template 3: DM After a Client Shares a Win
When a client messages you something like "I got the promotion!" or "We hit $100k this month!", that's your opening.
"That's incredible, [Name]! Would it be okay if I used what you just said as a testimonial on my site? I can keep it anonymous if you prefer. Your story would really resonate with others going through the same thing."
They've already articulated the result. You're not asking them to write anything new.
Template 4: The Follow-Up
Subject: No rush on this
"Hi [Name],
Just a gentle nudge on the testimonial. I know life gets busy. If it helps, even 2-3 sentences would be perfect. Something like:
'Before working with [Your name], I was [problem]. After [number] sessions, I [result]. I'd recommend this to anyone who [situation].'
Feel free to tweak that however you like. Or if you'd prefer, I can draft something based on our conversations and you can just approve it.
[Your name]"
Offering to draft the testimonial for their approval removes 90% of the friction. Many clients are happy to approve a well-written testimonial but would never get around to writing one from scratch.
What Questions Pull Out Powerful Testimonials
Weak testimonials happen because coaches ask weak questions. The right prompts pull out specific, persuasive details.
| Question | What It Reveals |
|---|
| What was happening in your life/career when you decided to try coaching? | The "before" state that prospects relate to |
| What specific results have you seen? | Concrete outcomes (the most persuasive element) |
| What surprised you most about the process? | Addresses fears and misconceptions |
| Was there a turning-point moment or session? | Creates a vivid, memorable narrative |
| How would you describe the experience to a friend? | Natural, authentic language |
| What would you say to someone considering coaching but unsure? | Directly addresses prospect hesitation |
Pick 3-4 per request. More than that feels like homework.
What Makes a Testimonial Persuasive
Specificity. "I got a 30% raise within two months" beats "I'm earning more now." Numbers, timelines, and concrete details make testimonials believable.
Transformation. A clear before-and-after arc. "I was stuck in a job I hated for 3 years. After 6 sessions, I had a clear plan and the confidence to make the switch." That's a story a prospect can see themselves in.
Authenticity. Testimonials that sound too polished actually reduce trust. A little nuance ("I was skeptical at first, but...") makes the endorsement more credible.
Where to Display Testimonials for Maximum Impact
Collecting testimonials is only half the job. Where you put them determines whether they influence buying decisions.
| Location | Why It Matters |
|---|
| Your booking page (above the fold) | The last thing a prospect sees before booking. Directly increases conversion. |
| Next to pricing/service descriptions | Testimonials justify the investment right when price resistance hits. |
| Homepage or profile page | First impression. Builds credibility before someone explores your services. |
| Social media (pinned posts, stories) | Reaches people who may never visit your website. |
| Discovery call follow-up emails | After a prospect expresses interest, testimonials tip the scale. |
Formatting tips:
- Include the client's name and context (with permission). "Sarah M., Marketing Director" is more credible than anonymous.
- Bold the key result line.
- Use headshots when possible (35% more engagement than text alone).
- Keep them fresh. Testimonials from the last 6-12 months feel current.
- Match testimonials to services. Show career testimonials on your career coaching page, not your business coaching page.
Building a Testimonial System
The coaches who consistently collect great testimonials don't rely on memory. They have a system.
Step 1: Identify your trigger. Decide when you'll ask (after every package completion, after a breakthrough session, after a client reports a win). Pick one and commit.
Step 2: Send the request within 48 hours. The longer you wait, the less likely you'll get a response.
Step 3: Follow up once. If no response within a week, send Template 4 above. If still nothing, let it go.
Step 4: Review, approve, and publish. Thank the client, confirm permission, and add it to your profile.
Automate the Process
Manual testimonial collection eventually breaks down. You forget. Life gets in the way.
Talkspresso has a built-in testimonial request system that solves this. After a session, you send a testimonial request to your client with one click. They receive a simple form, write their testimonial, and submit it. You review, approve, and it appears on your profile automatically. No copy-pasting, no email chains, no manual formatting.
You can mark your best testimonials as "featured" so they appear prominently on your profile. And if you receive great feedback outside the platform (LinkedIn comments, emails, text messages), you can add those manually to keep everything in one place.
This turns testimonial collection from something you do when you remember into something that happens as part of your normal workflow.
Handling Common Situations
"Can I see it before you publish?" Always yes. Giving clients approval rights builds trust and often results in them adding more detail.
"Can I stay anonymous?" Respect this completely. Use initials and a general descriptor ("J.R., Tech Executive"). An anonymous testimonial with specific results is still valuable.
"I don't know what to write." Offer to draft it. Write 3-4 sentences capturing their transformation, send it for their approval. Most clients will sign off with minor edits.
A vague testimonial comes in. Thank them, then ask one follow-up: "Would you mind adding one specific thing that changed for you? That detail really helps others relate." Most clients are happy to add a concrete detail when prompted.
How Many Do You Need?
- 0 testimonials: Major credibility gap. Fix this first.
- 3-5: The minimum effective number. Covers most prospect objections.
- 6-10: Strong social proof with enough variety for different prospect types.
- 10+: Excellent. Segment by service and rotate your featured testimonials quarterly.
If you're starting from zero, aim for 5 testimonials within your first 3 months. That means asking every single client.
Your Action Plan
Today: Identify 3-5 past or current clients who've had positive experiences.
Tomorrow: Send a personalized testimonial request to each one using the templates above.
This week: Follow up with anyone who hasn't responded after 5 days. Offer to draft for their approval.
This month: Add your first 3 testimonials to your booking page and profile. Set up a system to request testimonials after every completed package going forward.
The Bottom Line
Testimonials are not a "nice to have." For coaches, consultants, and creators selling their time and expertise, they are the single most effective way to convert a visitor into a paying client.
The coaches who consistently win new clients aren't necessarily better coaches. They're the ones who systematically collect and display proof that their coaching works.
Start asking. Make it easy for clients to respond. Put the results where prospects can see them. Do this consistently and your testimonials will sell your coaching for you.
See the full feature breakdown on Talkspresso for Coaches, or read our step-by-step guide for creators selling paid video calls.
Start collecting testimonials on Talkspresso (free to start) →
