Testimonial Request Sequence for Estate Planners Email Guide
Why Testimonial Request Sequence Emails Fail for Estate Planners (And How to Fix Them)
Your client just referred a friend, but they're asking for proof of your firm's impact. Do you have it ready?
Many Estate Planners find that while their work provides profound peace of mind, articulating that value to new prospects can be challenging. You’ve probably noticed that a simple word-of-mouth referral often needs a little more weight to truly resonate.
Authentic client testimonials bridge this gap. They build trust before the first consultation, validate your expertise, and serve as powerful social proof that converts hesitant prospects into confident clients.
They transform abstract promises into tangible results, seen through the eyes of someone just like them. But asking for testimonials can feel awkward, or even like an imposition.
This sequence provides a clear, respectful path to gather those crucial endorsements, transforming client satisfaction into a powerful marketing asset.
The Complete 3-Email Testimonial Request Sequence for Estate Planners
As an estate planner, your clients trust your recommendations. This 3-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Check-in
Ask how things are going and gauge satisfaction
Hi [First Name],
It's been a little while since we finalized your estate plan, and I wanted to check in. Our primary goal is always to provide lasting peace of mind and ensure your legacy is protected exactly as you envisioned.
I hope everything is settled comfortably and continues to meet your expectations. If anything has changed, or if you have any questions at all, please don't hesitate to reach out.
We're always here to support you. Your ongoing satisfaction is truly important to us.
Best, [YOUR NAME]
This email uses the psychological principle of reciprocity. By offering continued support and checking in without asking for anything, you reinforce the client relationship and build goodwill. It opens a low-pressure communication channel, making a future request feel less transactional and more like a natural progression of care.
The Request
Ask for a testimonial with specific, easy prompts
Hi [First Name],
I'm reaching out because your experience with our services is incredibly valuable. We often hear from prospective clients who are handling complex decisions about their future, much like you once were.
Your insights could provide immense clarity and comfort to others considering their own estate planning needs. Would you be willing to share a brief testimonial about your experience with us?
To make it easy, you could consider these prompts: • What was your biggest concern before working with us? • How did our services help you achieve peace of mind or protect your family's future? • What would you tell a friend who is considering their estate planning options? Simply reply to this email with your thoughts, or click here to submit it through our secure form: [LINK TO TESTIMONIAL FORM] Thank you for considering this request.
Your words make a real difference.
Best, [YOUR NAME]
This email reduces cognitive friction by providing specific, easy-to-answer prompts. It frames the request not as a personal gain for your firm, but as a way for the client to help others. This taps into altruism and the desire to contribute. The clear call to action and multiple submission options (reply or form) cater to different preferences, increasing the likelihood of a response.
The Gentle Nudge
Follow up with those who have not responded
Hi [First Name],
I recently sent an email asking if you'd be willing to share a brief testimonial about your experience with our firm. I understand how busy life can get, so I wanted to gently follow up.
Your perspective is genuinely helpful for families and individuals who are just beginning to think about their estate planning. Hearing from someone who has already navigated the process provides them with invaluable confidence and understanding.
If you have a few moments, we would be truly grateful for your thoughts. You can simply reply to this email, or use our easy online form here: [LINK TO TESTIMONIAL FORM] Thank you again for your time and consideration.
Best, [YOUR NAME]
This email utilizes the psychological principle of consistency and gentle persistence. It provides a non-aggressive reminder, respecting the client's time while reiterating the value of their contribution. By re-emphasizing the benefit to *others* and providing the call to action again, it removes any barriers that might have prevented a response to the initial request, without causing annoyance.
4 Testimonial Request Sequence Mistakes Estate Planners Make
| Don't Do This | Do This Instead |
|---|---|
✕ Not asking for testimonials at all, assuming satisfied clients will volunteer. | Implement a structured, consistent process to request testimonials from all appropriate clients shortly after service completion. |
✕ Making the testimonial request vague or complicated, asking clients to 'write whatever you want'. | Provide clear, specific prompts (e.g., 'What problem did we solve?', 'How did we make you feel?', 'Who would you recommend us to?') to guide clients and reduce their effort. |
✕ Only asking for testimonials once and then abandoning the effort if there's no immediate response. | Use a short, polite follow-up sequence (like the one above) to gently remind clients and provide another opportunity to share their feedback. |
✕ Collecting testimonials but not actively using them in marketing materials or on the firm's website. | Integrate testimonials prominently across your website, social media, brochures, and initial client consultations to build immediate trust and credibility. |
Testimonial Request Sequence Timing Guide for Estate Planners
When you send matters as much as what you send.
The Check-in
Ask how things are going and gauge satisfaction
The Request
Ask for a testimonial with specific, easy prompts
The Gentle Nudge
Follow up with those who have not responded
Send after a win, project completion, or positive feedback.
Customize Testimonial Request Sequence for Your Estate Planner Specialty
Adapt these templates for your specific industry.
Trust Attorneys
- When requesting testimonials, prompt clients to speak about the peace of mind they gained regarding asset protection and their family's future.
- Highlight how your firm clarified complex trust structures and ensured their legacy would be managed according to their wishes.
- Encourage clients to mention the security of knowing their loved ones would avoid probate and unnecessary legal battles.
Elder Law Attorneys
- Ask clients to share how your services helped them handle difficult decisions about long-term care, Medicaid planning, or guardianship.
- Focus on the relief and dignity your solutions provided, ensuring their loved ones received the care they needed without financial distress.
- Prompt for comments on how your firm simplified complex regulations and offered compassionate guidance during challenging times.
Probate Attorneys
- Request testimonials that describe how your firm eased the burden and stress during a period of grief and loss.
- Encourage clients to highlight the efficiency and clarity you brought to the probate process, allowing them to focus on family.
- Ask them to mention how your expertise helped resolve estate matters smoothly, avoiding common pitfalls and disputes.
Estate Tax Planners
- Prompt clients to discuss how your strategies helped preserve their wealth and minimize tax liabilities for their beneficiaries.
- Ask them to articulate the confidence they gained in knowing their financial legacy was optimized and secure.
- Encourage testimonials that speak to your firm's expertise in handling intricate tax laws and providing clear, effective solutions for wealth transfer.
Ready to Save Hours?
You now have everything: 3 complete email templates, the psychology behind each one, when to send them, common mistakes to avoid, and how to customize for your niche. Writing this from scratch would take you 4-6 hours. Or...
Get Your Estate Planners Emails Written In Under 5 Minutes.
You've got the blueprints. Now get them built. Answer a few questions about your estate planners offer and get all 7 emails written for you. Your voice. Your offer. Ready to send.
Stop guessing what to write. These are the emails that sell estate planners offers.
One-time payment. No subscription. Credits valid 12 months.