The Most Underused Asset in Your Business
I need to tell you something important.
The words your students say about you are more powerful than anything you can say about yourself.
You can write the most compelling sales copy in the world. But one genuine testimonial from a real student does more for trust than paragraphs of marketing.
Yet most course creators collect testimonials poorly, display them lazily, or don't collect them at all.
Today, we're going to fix that.
Why Testimonials Work So Well
Let's understand the psychology.
Social Proof
Humans are social creatures. When we see others succeeding with something, we believe we can too.
"If Sarah from Ohio did it, maybe I can too."
Risk Reduction
Buying a course feels risky. Will it work? Is it worth the money?
Testimonials reduce perceived risk. Real people have taken the leap—and it worked out.
Specificity Builds Credibility
Vague praise ("Great course!") is forgettable.
Specific results ("I landed my first client within 3 weeks") are undeniable.
Emotional Connection
Stories connect. When potential students read about someone who was in their exact situation—and transformed—they see themselves in that story.
The Difference Between Testimonials and Case Studies
Both are powerful, but they serve different purposes.
Testimonials
Short quotes or statements from students.
- Quick to consume
- Good for sprinkling throughout your sales page
- Build trust through volume and variety
Case Studies
Detailed stories of transformation, usually with a before/during/after structure.
- Longer, more in-depth
- Good for overcoming specific objections
- Build trust through depth and proof
Ideally, you have both.
How to Collect Powerful Testimonials
Most testimonials are weak because of how they're requested.
"Can you write a testimonial?" → "Great course! Very informative."
Here's how to get testimonials that actually sell.
Method 1: Ask Specific Questions
Instead of asking for a generic testimonial, ask specific questions:
- What was your situation before taking the course?
- What specific results have you achieved?
- What would you say to someone considering this course?
- Was there anything that surprised you about the experience?
These prompts naturally generate detailed, persuasive responses.
Method 2: The Screenshot Request
Ask students to share their wins via email or in your community. Then screenshot those messages (with permission).
Screenshots feel more authentic than polished quotes.
Method 3: Video Testimonials
Video is the most powerful format.
Ask students if they'd record a 1–2 minute video answering:
- Where they were before
- What changed
- What they'd say to someone on the fence
Tools: Loom, VideoAsk, or just their phone
Tip: Offer an incentive for video testimonials (free bonus content, extended access, etc.)
Method 4: Catch Them In the Moment
The best time to ask for a testimonial is RIGHT after a win.
When a student emails saying "I just got my first sale!" respond with:
"That's amazing! Would you mind if I shared your story? Could you tell me a bit about where you started and how it feels now?"
Capture the emotion while it's fresh.
Method 5: End-of-Course Survey
Include a feedback survey at the end of your course.
Add a question: "Would you be open to us featuring your story on our website?"
Then follow up with those who say yes.
The Anatomy of a Great Testimonial
Not all testimonials are created equal. Here's what makes one powerful:
1. Before/After Transformation
"Before this course, I was stuck at 500 Instagram followers. After implementing the strategies, I hit 5,000 in 3 months."
2. Specific Numbers or Results
"I landed 3 new clients and generated $4,200 in my first month."
Numbers are undeniable.
3. Emotional Language
"For the first time, I actually feel confident calling myself a photographer."
Emotion connects.
4. Overcoming Skepticism
"I was skeptical because I'd bought courses before that didn't work. This was different."
This addresses the objections your prospects have.
5. Personal Details
Full name, photo, location, profession—these add credibility.
"Sarah M., Marketing Manager, Austin TX" is more believable than "S.M."
Creating Full Case Studies
For your best student stories, go deeper.
Case Study Structure
1. The Hook A compelling headline or quote that grabs attention.
"How Alex Went From Side Hustle to Six Figures in 8 Months"
2. The Before Where were they before your course? What were they struggling with?
"Alex had been trying to freelance for years. He was barely making $500/month and constantly undercharging."
3. The Discovery How did they find you? Why did they decide to enroll?
"Alex saw my free webinar and knew it was time to invest in himself."
4. The Journey What did they do in the course? What were the key breakthroughs?
"Within the first week, Alex raised his rates. By month two, he had landed his first $2,000 project."
5. The After Where are they now? What results have they achieved?
"Today, Alex consistently earns $8,000–10,000/month. He's turned down projects because he's fully booked."
6. The Advice What would they tell others considering the course?
"If you're on the fence, just do it. The investment paid for itself 10x over."
Where to Display Social Proof
Testimonials work hardest when placed strategically.
On Your Sales Page
- Near the top (after the hook)
- After you describe the transformation
- Alongside each major module description
- Right before the call-to-action/pricing
- At the very bottom (for those who scroll)
On Your Homepage
Feature 3–5 of your best testimonials prominently.
On Your Email Opt-In Page
Even one testimonial increases opt-in rates.
"I learned more from this free guide than from paid courses!" — [Name]
In Your Email Sequence
Sprinkle testimonials throughout your launch emails.
Day 3: "But don't just take my word for it. Here's what Sarah experienced..."
In Your Ads
Testimonials make great ad copy. Use quotes as headlines.
"I tripled my email open rates in 2 weeks" – [Name]
On a Dedicated Testimonials Page
A "Success Stories" or "Results" page compiles all your proof in one place.
Link to it from your sales page and navigation.
Testimonial Display Best Practices
Use Photos
Testimonials with photos convert better than text alone.
Keep Them Scannable
Pull out the best quote as a headline. Add the full testimonial below for those who want details.
Include Variety
Different industries, backgrounds, experience levels.
Prospects should see someone like them.
Video > Photo > Text
If you have video testimonials, lead with those.
Update Regularly
Add new testimonials as you collect them. Fresh social proof keeps your page current.
What If You Don't Have Testimonials Yet?
Just launched? Here are ways to build social proof quickly:
Beta Launch
Offer your course at a discount to beta students in exchange for feedback and testimonials.
Mini-Transformation
Can you help someone achieve a small win before the full course? Document it.
Your Own Story
Your transformation counts too. Share your journey as a case study.
Borrowed Credibility
If you've worked with notable companies, spoken at events, or been featured in media—mention those.
Results from Free Content
Have people commented on your free content with wins? Screenshot those.
Asking for Permission
Always get explicit permission before using someone's words or image.
Simple request: "Would you be okay with me featuring your story on my website and marketing materials? I can use your full name or just your first name and city—whatever you're comfortable with."
Get it in writing (email is fine).
Common Testimonial Mistakes
Too Vague
"Great course!" tells people nothing.
Push for specifics when collecting.
Obviously Fake
Identical writing styles, stock photos, no last names—these scream fake.
Keep it real.
Outdated
Testimonials from 2019 suggest nothing's happened since.
Update regularly.
Not Visible Enough
Buried at the bottom of your page where no one scrolls.
Place them throughout.
Not Addressing Objections
If everyone worries about "not having enough time," include a testimonial from someone who also felt that way.
Match testimonials to objections.
Your One Small Win Today
Reach out to ONE student who has gotten results.
Ask them these questions:
- Where were you before taking the course?
- What specific results have you achieved?
- What would you say to someone considering this course?
That's one powerful testimonial you didn't have before.
Start there. Collect more over time. Your conversion rate will thank you.
Next Step: Got students and testimonials. Now is your course content getting stale? Read Course 2.0—when and how to update your curriculum to keep it evergreen and relevant.