Unlocking compelling client testimonials

Before prospects meet you, they research you. It’s important that what they find online about you is reassuring and builds trust. Client testimonials on your website can help with this.

It can be challenging, however, to get testimonials from clients, as they may not know how to even get started. What I do is prompt them with a few questions. And most importantly, I position it as a small favor.

For example, your interaction may go with your client John like this:

“Hi John, I’m wondering if you can do me a small favor by answering a few questions.”

• How did you get to know me?
• Why did you choose me over other financial consultants?
• What was the biggest key takeaway from our session?
• How was your experience sitting down with me?
• On a scale of 1 to 10, how likely are you to recommend me to your family/friends?

All these questions are intentionally designed to reinforce John’s positive impression of you and, most importantly, differentiate you from other financial consultants.

Formatting with AI

After John provides you with the answers to these five questions, put the answers into ChatGPT, and it will automatically create John’s unique testimonial of your services. AI isn’t perfect, though, so make sure you edit the testimonials before you put them on your website.

Using testimonials on social media

Once you have the testimonial, broadcast this on your social media platforms, such as LinkedIn, Instagram or website, to amplify the effect from 1-to-1 to one to many.

Jaslyn Ng is an eight-year MDRT member as well as a Top of the Table member. This was excerpted from her 2025 MDRT Annual Meeting presentation, “Unlock the secret formula to lifelong referrals: Never run out of clients again.” (MDRT member-exclusive content)

For more ideas to find more clients

• Watch “Building a 100% referral-based practice” (MDRT member-exclusive content)
• Read “Influencing how people discuss you professionally”