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Your proven customer acquisition system that increases conversion rates at every step of the customer journey so you can enjoy record breaking sales.
You already know testimonials work. But let’s face it — most businesses use them like wallpaper. Flat. Passive. Forgotten.
But what if you could take a glowing client testimonial…
And transform it into an emotionally-driven, story-based email that actually sells?
That’s what we’re diving into here.
Story-based emails work because people remember stories, not sales pitches. A well-told story makes your reader feel something. That’s the difference between a "nice testimonial" and an email that gets replies, bookings, and buys.
By the end of this guide, you’ll know exactly how to:
Extract the emotional gold from any testimonial
Structure it into a compelling email
Turn real client wins into evergreen marketing assets
Testimonial = I liked the service.
Story = Here’s what I was struggling with, how I found you, and how my life changed.
💡 Use the testimonial as your raw material — not your final message.
If your email sounds like a summary, you lose.
If it feels like a journey, you win.
Every great story-based email has a proven narrative arc. We’ll break that down next.
Look for these:
A before-and-after transformation
Specific details (numbers, emotions, timeframes)
Relatable struggle (the more “real,” the better)
👉 Bad: “Working with her was great!”
👉 Good: “I had tried 4 coaches before and nothing worked… until I followed her 3-step system. Now I’m booked out for the next 2 months.”
Use this story skeleton:
The Struggle: What problem were they facing?
The Search: What had they tried before you?
The Spark: What made them decide to work with you?
The Solution: What was the process like?
The Success: What changed in their life or business?
✅ Pro Tip: Rewrite the testimonial in your client’s voice but through a narrative lens. Don’t just quote — narrate.
There are 3 main formats you can use:
Great for high-ticket services or logical buyers
Clear before/after contrast
Focus on numbers or measurable outcomes
Perfect for heart-driven offers (coaching, healing, relationships)
Focus on feelings, fears, and relief
Best for fun brands or email newsletters
Use humor, tension, or irony
Here’s a proven template you can follow:
Subject Line:
👉 “2 months ago, she almost quit her business…”
Opening Hook:
Just 8 weeks ago, [Client Name] was this close to giving up.
She’d tried everything — courses, coaches, even that overpriced funnel template that everyone swore by.
Enter the Conflict:
Nothing worked. Leads were cold. Her confidence? Even colder.
The Turning Point:
Then she found [Your Name / Offer].
And for the first time, it felt different.
Simple. Real. Tailored to her.
The Transformation:
Fast forward to today?
She’s fully booked, raising prices, and actually enjoying her business again.
CTA:
👉 If you’ve been where [Client Name] was — and you’re ready for a turnaround —
I’d love to help.
[Insert CTA: Book a call, reply to this email, check this out…]
Use the client’s actual words where possible (makes it feel real)
Inject personality — your tone, humor, phrases
Include a P.S. for skimmers: “P.S. [Client Name] isn’t the only one getting results. You could be next.”
❌ Copy-pasting the testimonial verbatim
❌ Turning it into a boring recap instead of a compelling journey
❌ Forgetting the call to action!
Testimonial:
“I was struggling to get clients for months. I signed up for Jen’s program and within 3 weeks I had booked 4 discovery calls. I can’t believe the difference.”
Email Version:
Subject: She almost gave up on coaching…
“I was about to throw in the towel.”
That’s what Marissa told me in our first call.
For 6 months, she’d posted on IG. Sent emails. Ran ads. Nothing.She felt invisible.
But after joining my program, everything shifted.
Within 3 weeks: 4 booked calls.
Within 5: 2 paid clients.What changed?
A simple shift in her messaging and lead magnet. That’s it.If you’re in Marissa’s shoes, don’t wait another 6 months.
Let’s talk: [CTA link]
Build a folder of 5–10 story-based emails from past clients
Tag them by pain point (e.g. “no leads,” “burned out,” “launch failed”)
Use in newsletters, email courses, or follow-up sequences
These work forever — because real stories don’t expire.
Track:
Open Rates
Click-through Rates
Replies
Conversions
BONUS: Ask new leads “What made you reach out?”
Often, it’ll be one of your story emails.
People don’t remember facts.
They remember feelings.
Turn your happy clients into story characters…
And your email list into a crowd of future buyers whispering “Wow, that’s me too…”
Pick 1 testimonial right now
Map out the 5-part story arc
Turn it into an email using the template
Send it. Watch what happens.
And here's a prompt that will help you write this stuff faster — even builds out the full email for you?
ChatGPT Prompt:
You are a world-class email copywriter and storytelling strategist. I want you to help me turn a testimonial into a compelling, story-based email that builds trust, hooks attention, and drives action.
First, ask me for the full raw testimonial.
Then, ask the following questions to extract the narrative:
1. What was this person struggling with before they found me?
2. What had they already tried that didn’t work?
3. What made them decide to try my offer?
4. What happened after they did?
5. What was the biggest breakthrough or transformation they experienced?
6. What are they saying now about the experience?
Once you have those answers, write a persuasive email using this structure:
– Subject line: Use curiosity or emotion tied to the story
– Opening hook: Paint the emotional "before" picture
– The struggle: Describe what wasn’t working and how it felt
– The turning point: Introduce how they found me and why it felt different
– The transformation: Show the “after” with emotional or tangible results
– Call to action: Invite readers to take the next step (reply, book, buy)
– P.S.: Reinforce social proof or urgency
Tone should match a friendly, conversational brand that uses storytelling to connect and convert. Make the email emotionally compelling, easy to follow, and highly relatable.
Ready? Ask me for the testimonial to begin.
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