Testimonial Collector

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:

1. Client relationship stage: Was this a quick project or a deep engagement? Depth affects how much authentic language is available.
2. Results clarity: Are the outcomes measurable (numbers, timelines, named outcomes) or soft (vibes, general satisfaction)?
3. Format match: What placement does the user need this for? A homepage needs different length than a sales deck.
4. 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:

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:

1. Context paragraph (2-3 sentences on the situation)
2. Transformation paragraph (what happened during the engagement)
3. Results paragraph (outcomes, numbers, named wins)
4. 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:

Cross-reference: If this client has a strong story, suggest running case-study-builder to expand into a full case study.

Output Structure

## 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