My shortest testimonial request ever was one line.
“Hey [customer], would you be up for an interview? 15 mins of your time.”
He said yes the same day.
Asking for customer testimonials shouldn’t feel awkward. But when you make the email too long, it sure doesn’t help.
Why long asks feel awkward
When you write three paragraphs explaining why you’d love a testimonial, how much it would mean, and how you totally understand if they’re too busy… you’ve turned a friendly thing into a favor.
Now the other person feels the weight of it. Nobody wants to owe anybody. So they put it off, you feel weird re-asking, and the whole idea fades away.
But look at what actually happens when a happy customer gives you a testimonial.
They’re helping a company they liked working with keep going. As that company grows, it gets better at serving people like them. Both sides win.
The ask should feel like that. Light. Mutual. Something between two people who already like each other.
The email template that works
Earlier this year I helped April Remfrey, a consultant who works with international schools, get video case studies from her clients. I wrote her outreach email. Here it is, nearly word for word:
Hi [Name],
I'm putting together a few case studies about my consulting work, and you and your school came to mind right away.
Would you be open to a short video interview, about 20 minutes? The goal is to capture our work together, because I think your story could really help other school leaders who are weighing their options.
It's casual, and you'll have a chance to review everything before anything gets published.
Let me know what you think!
She sent it to two people. Both said yes.
Swap “school” for whatever your customers are and it works for you.
The four things doing the work
“You came to mind right away.” You picked them. On purpose. That feels good to read.
“Your story could help other school leaders.” This is the mission part. They're not doing you a favor. They're helping people like themselves make a better decision. That's a reason to say yes that has nothing to do with you.
“20 minutes, casual.” You just killed the biggest fear: that this is going to eat an afternoon.
“You'll review everything.” Nobody is going to look dumb on the internet. This line matters more than people think.
What happened after
One of the two, a school principal, wrote back after we published: “I was happy to do this given how supportive April was.”
That’s the whole thing. Happy customers want to say thank you. You’re just giving them a way to do it.
The other one told me straight up: “I’m naturally awkward about being videoed.” He did it anyway, and approved everything, because it was a conversation, not a performance.
See the resultThe videos these emails turned into, live on April’s site.Watch the Proof Drop →
What to do if they ask for the questions ahead of time
Some people will. The principal did, and it was a fair ask. I sent her four:
- What was going on at your school before working with April?
- What did the collaboration look like, and what stood out?
- What changed for your teachers or students as a result?
- What would you say to another school leader considering this kind of support?
Then I told her it was really just a chill conversation that wouldn’t take more than 20 minutes. Which was true.
Don’t send a questionnaire. Send four questions and a reassurance.
If you’re still nervous about asking
Start with the person you’re most sure about. The client who already sends you thank-you emails. Ask them first, get one yes, and the second ask gets easier.
And keep it short. One line if you can. If you can’t, four sentences. If you’re on sentence eight, delete the email and start over.
Quick answers
How long should a testimonial request email be?
One line if you can. Four sentences at most. If you're on sentence eight, start over.
What should the ask say?
Why you picked them, how their story helps people like them, that it's about 20 minutes and casual, and that they'll review everything before it goes live.
Should I send the interview questions ahead of time?
Only if they ask. Then send four questions and a reassurance, not a questionnaire.
Who should I ask first?
The client you're most sure about, the one who already sends you thank-you emails. One yes makes the next ask easier.
Want someone to run this for you?
I do the whole thing, from the ask to the interview to the finished case study on your site. I call it the Proof Drop.
People trust people over companies, and that's what I think is so unique about doing this. I definitely believe that customer stories are the most powerful selling asset you can have.
