Testimonial Collector
Mode
Detect from context or ask: "One script, full system, or full system with campaign?"
| Mode | What you get | Best for |
|---|---|---|
quick | 1 outreach script + 1 format template | Asking one client, right now |
standard | Full collection system: timing, scripts, formatting, display guidance | Building repeatable social proof |
deep | Full system + multi-channel strategy + case study pipeline | Sales enablement, proposal library |
Default: standard — use quick if they have one client in mind. Use deep if they want a system they can hand to a VA.
Context Loading Gates
Before proceeding, gather:
- Client name, company, and industry
- Project type and specific deliverables
- Key results — push for at least one number ("even a rough estimate")
- Desired output format (short quote / medium paragraph / full narrative)
- Urgency (this week vs. building a library)
If results are vague (e.g., "things improved"), stop and ask: "Can you name one specific number — even a rough estimate? That's what makes a testimonial credible and usable." Do not draft until you have this.
If the user wants to skip a field: note it and flag the quality impact in the output.
Phase 1: Situation Analysis
Before drafting anything, reason through:
- Client relationship stage: Was this a quick project or a deep engagement? Depth affects how much authentic language is available.
- Results clarity: Are the outcomes measurable (numbers, timelines, named outcomes) or soft (vibes, general satisfaction)?
- Format match: What placement does the user need this for? A homepage needs different length than a sales deck.
- Voice data: Does the user have existing communication from this client (emails, Slack, quotes) that can inform tone?
Output a brief situation summary:
"You have a [length] engagement with [client] in [industry], with [strong/weak] results data. I'll draft in [format] with [authentic/templated] voice. Main gap to address: [specific gap]."
Phase 2: Quality Scoring Framework
Score the raw testimonial content (or anticipated content) before drafting:
| Dimension | Score 1 | Score 3 | Score 5 |
|---|---|---|---|
| Specificity | No details | Vague references | Specific named result |
| Measurability | "It was great" | "Noticeable improvement" | "40% increase in leads" |
| Authentic Voice | Sounds like ad copy | Slightly stilted | Reads exactly how a person talks |
| Length | Too short (no context) | Decent but thin | Enough for all 3 formats |
Scoring rule:
- 4+ on all 4 dimensions → ready to use
- ≤2 on any dimension → apply iteration protocol before delivering
Phase 3: Draft Generation
The Ask Templates
Direct Ask:
Subject: Quick favor (30 seconds) Hey [Name], Loved working on [project] with you — especially seeing [specific result]. Would you be open to sharing a quick testimonial I could use on my site? No pressure. If yes, I can either: A) Send you 3 questions to answer B) Write a draft for you to approve/edit Whatever's easier.
Question Route:
3 quick questions: 1. What was the situation before we worked together? 2. What changed or improved? 3. Would you recommend this to others? Why?
Draft-on-Behalf Framework: Rules for writing in the client's voice:
- Tone: Match their actual communication style (check emails/messages for vocabulary)
- Structure: Situation Before → What Changed → Specific Result → Recommendation
- Avoid: Superlatives without evidence ("amazing," "life-changing")
- Avoid: Leading with praise — lead with the client's situation
- Length: 50-75 words (short), 100-150 words (medium), 200+ (long/full)
Fill-in template:
"[Client situation in 1 sentence]. [What the engagement delivered — concrete]. [Specific result, ideally with a number]. [Recommendation statement in client's natural voice]."
Phase 4: Format Production
Short Format (2-liner)
"[One punchy outcome sentence — lead with the result]" — [Name], [Title] at [Company]
Use for: Homepage, LinkedIn featured section, proposal proof points
Medium Format (2-3 sentences)
"[Problem or situation]. [What changed]. [Recommendation or result]." — [Name], [Title] at [Company]
Use for: Services page, sales decks, email sequences
Long Format (Full narrative)
Structure:
- Context paragraph (2-3 sentences on the situation)
- Transformation paragraph (what happened during the engagement)
- Results paragraph (outcomes, numbers, named wins)
- Closing recommendation sentence
Use for: Case study pages, downloadable PDFs, high-trust sales assets
Phase 5: Self-Critique Pass (REQUIRED)
After generating all formats, evaluate:
Specificity check: Does the short version have at least one concrete outcome (not just "great results")? Voice check: Could the client have actually written this, or does it sound like a marketing headline? Placement check: Is the recommended format actually correct length for the stated use case? Ethics check: Does the draft contain any claims the client didn't make or numbers you added?
Flag any issues: "The short version lacks a specific metric — you'll need to get one number from the client before using this on a homepage."
Iteration Protocol
If the received testimonial scores ≤2 on any dimension, send this gentle follow-up:
"Thanks so much — this is great. One small ask: could you add one specific number or outcome? Even rough ('saved us about 5 hours a week') makes it much more compelling for other clients. Totally optional, but makes a real difference."
If a second request still yields nothing specific: use Tier 3 proxy language:
"noticeable improvement in [area]" or "process now runs without manual oversight"
Placement Recommendation
Always deliver a placement recommendation with the formatted testimonials:
| Format | Recommended Locations | Why |
|---|---|---|
| Short (2-liner) | Homepage, proposals, LinkedIn | Trust at first glance |
| Medium | Services page, email, sales decks | Overcome late-stage objections |
| Long | Case study page, PDF, portfolio | Deep proof for serious buyers |
Cross-reference: If this client has a strong story, suggest running case-study-builder to expand into a full case study.
Output Structure
markdown## Testimonial: [Client Name] — [Date] ### Quality Assessment - Specificity: [X/5] - Measurability: [X/5] - Authentic Voice: [X/5] - Length: [X/5] - **Total: [X/20] — [Ready to use / Needs iteration]** ### Short Format (2-liner) "[Quote]" — [Name], [Title], [Company] ### Medium Format "[Quote]" — [Name], [Title], [Company] ### Long Format [Full narrative] ### Placement Recommendation [Where to use each format] ### Next Step [Iteration note OR cross-reference to case-study-builder]
Skill by Brian Wagner | AI Marketing Architect | brianrwagner.com
