Happy clients, forgettable testimonials 😫
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I don't know about you, Reader, but I'm micro-dosing so many hobbies in between calling my senators and attempting to run a business. This year is not for the faint of heart, yet as I slide my embroidery needle through its canvas, I continue to reflect on what I've learned over the last seven years that might make something feel easier for you. Then, when I paid an invoice for some Dubsado support services I needed, it hit me. Nothing makes you evaluate your client process like jumping into the hot seat and BECOMING the client yourself. For example, I worked with a copywriter to write some experimental evergreen sequences for me. She was a pro. (And chyyyeah, copywriters hiring copywriters for marketing support is absolutely clutch when you’re the solo of it all.) When it came time to write her testimonial, I froze. I groaned. I threw a mini-temper tantrum at my desk because what do you mean I have to come up with something profound that accurately expresses my gratitude and articulates your value in a way that will validate your business and help you get lots more clients like me? I, a business owner and Chief of Words, struggled to write her testimonial. Because it’s hard to put transformational experiences into words on the spot. Annnnnnd, then I had an idea… We know the biggest benefit our clients get from working with us is usually tied to their growth stage and team or individual weaknesses. But they don’t always know how to articulate that or what end it serves. Instead of finding new and inventive ways to coax an 11/10 testimonial out of your clients ("Phrase it in third person… imagine how you felt two months ago… name one specific thing that…"), you can just... Write the testimonials for them. YOU CAN DO THAT. Here's the exact email and testimonial template I sent Lauren at Industrious that resulted in this approved testimonial:
"Working with Courtney to revamp Industrious’s brand messaging strategy was invaluable. She took the time to survey, interview, and deeply understand our multiple audience segments and brand touchpoints to deliver a Brand Voice & Messaging Style Guide that gave our teams the clarity we didn't have before. It was the kick-off point we needed, and I'd recommend Courtney’s work to anyone looking for both strategic work and execution support."
— Lauren Funk, Director of Marketing, Brand and Member Engagement at Industrious
How did Lauren feel about me putting honest-to-the-project words in her mouth? EVERYONE IS HAPPY. This testimonial paints a clear picture of what we did and offers a behind-the-scenes look at the process (which is exactly what future clients want to see). Here's how you can use this in your business:Nobody made a rule that your clients have to write their testimonials without help. You know the transformation you delivered. You were in the trenches with them. You saw the before and after. Write a draft testimonial that captures a specific part of the process and explains why it mattered to your client. Send it to your client with a note that says, "Feel free to tweak, edit, or rewrite entirely. I just wanted to give you a starting point." Most of the time, they'll thank you for making it easy. They might adjust a few words to match their voice, approve it as-is, or use it as a jumping-off point to write something even better. Either way, you'll stop getting testimonials that could belong to anyone and start getting testimonials that sell your process and your work. Lemme know if you a) already do this, b) are absolutely going to start doing this, or c) this offends your senses in some way. Genuinely curious, P.S. Customize this email and send it to your next client if you want their testimonial to sell your services for you. for Leisure & PleasureHear me out 🎙️I chime in on Erin Ollila's podcast Talk Copy To Me for a second time to give my 2026 copywriting prediction and listened back to see if my 2025 prediction held up. (Hint: 😬✨🤷♀️)
P.S. ✍️If you’re struggling to DIY your website copy, here are three ways I can support you… 1️⃣ Get The Brand Strategy MEGA Questionnaire & Trello Template: Kickstart your brand clarity so you can make sense of how to market and sell your services/products to a ready-to-buy audience. 2️⃣ Try The Homepage Hero Website Copy Template: Transform your lackluster homepage into a lead-generating workhorse with a waitlist. 3️⃣ Grab The DIY Copy Kit: The ultimate copy template toolkit with prompt-filled templates, video resources, and step-by-step guidance that helps you create a website that converts—without any of the overwhelm, frustration, or 5-figure price tag. Copywriting Services→ Portfolio→ Template Shop→ LinkedIn ◆ Website ◆ Portfolio ◆ Book An Intro ◆ Work With Me You are receiving this email because you grabbed a free resource or opted in at Big Picture Copywriting. Not interested in receiving more emails like this? No problem! Unsubscribe at any time. Please note: on rare occasions, this email may contain affiliate links. 🏳️🌈 🌍 BIG PICTURE supports progress, equality, and human dignity for all people. 600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246 |