The Power of Word-of-Mouth: Getting Client Referrals & Testimonials
Oct 6
What’s the most powerful form of marketing for your coaching business?
It’s not reels. It’s not paid ads. It’s not even your beautiful website—although, yes, you should definitely have one.
It’s word of mouth.
If your best friend tells you that a new mascara changed her life, or that a book made her completely rethink her career… what do you do? You buy it. Instantly. No research, no questions, no hesitation. That’s because we trust our best friend (or our mom, or brother, or cousin…) more than a stranger on the internet. And that’s the power of social proof.
Now imagine if someone’s best friend was saying that about you—as a life coach.
That’s exactly what we’re talking about in this episode: how to use word-of-mouth marketing to attract aligned clients, how to gather testimonials that build instant trust, and how to turn happy clients into a referral machine.
Stick around, because this is one of the most overlooked strategies for new coaches—and one of the easiest to implement.
Hey Coach! I’m Moriah Riona—award-winning luxury brand designer, luxury branding coach, and host of the Superbloom Coach podcast.
And this is Superbloom Coach Presents: The Ultimate Guide to Starting Your Life Coaching Business—Your step-by-step roadmap for building a coaching business that feels aligned, looks elevated, and actually gets clients.
Today, we’re talking about the power of word-of-mouth—and how to use referrals, testimonials, and social proof to grow your coaching business organically, sustainably, and authentically.
And make sure you grab the free workbook that goes along with this entire series. It will help you take action on the things we’re going over today! You can grab your copy at moriahriona.com/workbook or find the link in the description.
Let’s get into it.
Tip #1: Word-of-Mouth Is the Most Powerful Marketing Strategy You Have
Let’s start with the story I mentioned earlier.
When someone you trust tells you to buy something—it’s already sold. You don’t need to be convinced. You don’t need a 10-slide carousel on Instagram. You just do it.
That same principle applies to coaching.
If a friend or colleague says, “You have to work with my coach—she changed my life,” that person is already 90% sold before they ever land on your website or book a discovery call.
Word-of-mouth marketing is the fastest way to skip the cold lead phase and jump right into “How do I work with you?”
And the best part? You don’t need a huge audience or a viral following. You just need a few raving fans.
So get started now.
Reach out to one past client this week. Just check in. Ask how they’re doing. Reconnect. Because those relationships can create ripple effects you don’t even see yet.
Tip #2: Social Proof Builds Trust Before You Ever Speak
Social proof is the online version of word-of-mouth. And it’s essential for your coaching business.
Because before someone buys from you—they want to know:
“Has this worked for someone like me?”
“Can I trust her?”
“Is this going to be worth it?”
Testimonials answer those questions instantly.
And that’s why, inside Luxury Brand Leader, I have all of my clients gather testimonials before we ever start on their website design.
Because we’re going to use them everywhere. Not just on a “testimonials” page, but throughout their homepage, sales pages, lead magnets, nurture emails, even the About page.
Here’s the truth: your potential clients will believe your clients more than they’ll believe you.
So make a list of three past clients you could ask for a testimonial this week. I’ll give you the exact prompts to use in just a minute.
Tip #3: Ask for Referrals (But Make It Easy)
Referrals are word-of-mouth in action—but you have to make it easy for your clients to refer you.
Here’s what works:
At the end of a coaching program or even a single session, simply say something like,
“I’ve loved working with you. If you know anyone who might benefit from this work, I’d love for you to send them my way.”
That’s it. No pressure. Just a casual, supportive invitation.
You can also:
Add a short referral line in your offboarding email
Create a referral page on your website
Offer a bonus session or a gift when someone they refer signs up
But keep it simple. Your best clients want to share your work—they just need a little direction.
So take action now: Write out one referral script you feel good about using. Add it to your client offboarding process today.
Tip #4: Use Testimonial Prompts That Get Results
Let’s be honest—“She’s amazing!” is sweet, but it won’t convert a stranger into a client.
You need testimonials that tell a story. That show transformation. That make your potential client say, “That’s me.”
So when you ask for testimonials, don’t just say, “Can you write a review?” Give prompts like:
“What was your biggest breakthrough while working with me?”
“What were you struggling with before, and how do you feel now?”
“What would you say to someone considering working with me?”
These questions help your client reflect and give you specific, powerful language you can use in your marketing.
Take action: Choose one client from your list and send them a testimonial request with these prompts.
I hope this episode gave you a new perspective on how powerful word-of-mouth really is.
If it did, would you do me a quick favor?
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Tomorrow we’re talking about networking strategies for coaches—but not the awkward, small talk kind. I’m showing you how to build aligned relationships that actually bring in clients and grow your brand.
You don’t want to miss it!
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