Using Testimonials to Build Trust with Potential Clients

In the event planning world, trust is everything. 

Clients aren’t just hiring you to book a venue or arrange catering. They’re trusting you with their reputation, their brand image, their once-in-a-lifetime milestones. 

In a market as competitive and fast-paced as New York City, where options are endless and expectations are sky-high, the difference between winning the deal and losing it often comes down to one thing: credibility.

That’s where testimonials come in.

Testimonials are the backbone of modern trust-building. They’re more than just quotes on a website. 

They’re living, breathing evidence that other people (real clients with real budgets) took a chance on you and came out thrilled with the results. 

Used strategically, testimonials can transform your marketing, strengthen your sales pitches, and give potential clients the reassurance they need to choose you over the competition.

Let’s dig into how to collect testimonials, where to share them, and why they work best when paired with user-generated content (UGC) and the social proof economy.

Why Testimonials Are Non-Negotiable for NYC Event Pros

The event industry is inherently high-stakes. 

Nobody wants to gamble on an unproven planner or agency when it comes to a million-dollar conference at The Glasshouse, a fundraising gala at Cipriani, or a private mitzvah at NEBULA. 

Testimonials give prospective clients something they can’t get from your proposal alone: proof of performance.

• • They validate your promises with outside voices.
  • They make potential clients feel safer investing big budgets.
  • They differentiate you in a crowded market where everyone claims to be “the best.”

Think of testimonials as your social currency. In NYC, the most powerful business cards are the voices of satisfied clients.

Step 1: How to Collect Powerful Testimonials

Timing Is Everything

Don’t wait until months after the event to ask for feedback. The best time to capture glowing words is while the excitement is still fresh.

• • Immediately post-event: Clients are riding high on the success you delivered.
  • After a milestone moment: For example, when a client sees photos or press coverage of the event.
  • During renewals: When a client signs on for another project, ask them why they’re coming back.

Make It Easy

Busy executives and clients don’t have time to draft polished paragraphs. Guide them. Provide prompts like:

• • “What was the biggest challenge we solved for you?”
  • “How did our work impact your event’s success?”
  • “Would you recommend us to other NYC event professionals, and why?”

Collecting Formats That Work

• • Written quotes: Easy to jot, easy to repurpose
  • Star ratings + blurbs: Simple but effective on landing pages
  • Video testimonials: High authenticity and emotional impact
  • Social screenshots: Organic proof from Instagram tags, LinkedIn posts, or tweets

Pro Tip: Always get permission before sharing a client’s name, logo, or likeness.

Step 2: Where to Share Testimonials

On Your Website

Your website is often the first impression. A dedicated testimonials page is good, but weaving testimonials throughout your site is better. 

Put them:

• • On your homepage to instantly establish credibility.
  • On service pages, tailored to the offering.
  • Next to calls-to-action, where they can tip the decision in your favor.

On Social Media

Social platforms thrive on validation. Posting testimonials not only reassures potential clients. It reminds past clients of your ongoing success.

• • Instagram: Pair client quotes with event photos
  • LinkedIn: Turn testimonials into case studies or quick-hit posts
  • TikTok/Reels: Share video snippets of happy clients or behind-the-scenes moments

In Email Campaigns

Your email list is already warm. Testimonials help push them toward conversion.

• • Add a rotating testimonial section in newsletters.
  • Use case study highlights in drip campaigns for leads.
  • Include a testimonial in your email signature.

In Proposals & Pitches

Nothing seals the deal like proof. Including curated testimonials in proposals shows potential clients that others in their shoes have trusted you and been thrilled.

Step 3: The Power of Video Testimonials

Video is the most persuasive format for testimonials because it carries emotion. 

When potential clients see another CEO, bride, or nonprofit leader on screen praising your work, it feels real.

Why Video Works

• • Nonverbal cues (tone, body language) build authenticity
  • Easily shared across platforms
  • Strong SEO value when embedded on your site

How to Capture Them Without Overwhelming Clients

• • Film a short clip right after the event, when emotions are high.
  • Offer to send a videographer for 15 minutes to capture client reflections.
  • Repurpose event footage into a mini testimonial reel.

Even a simple Zoom-recorded video testimonial can outperform a polished paragraph.

Step 4: The Benefits of UGC and Social Proof

Testimonials are powerful, but pair them with UGC (user-generated content) and you unlock next-level trust.

What Is UGC?

UGC is any content created by your clients, attendees, or fans. Think Instagram Stories of your event, LinkedIn posts tagging your agency, or tweets praising your execution.

Why UGC Matters in 2025

• • Authenticity rules. People trust peer content more than brand marketing.
  • Volume builds momentum. Hundreds of small shoutouts add up.
  • It feeds algorithms. Social media platforms boost organic UGC because it’s “real.”

How Event Pros Can Harness UGC

• • Create branded hashtags for every event
  • Set up photo-worthy activations that attendees want to share
  • Repost client or attendee UGC (with permission) on your channels
  • Build UGC highlight reels to showcase your reach

Pairing UGC with curated testimonials creates a one-two punch: curated credibility plus spontaneous authenticity.

Step 5: Advanced Uses of Testimonials

Once you’ve built a bank of testimonials, don’t let them collect dust. Put them to work.

1. 1. Segment testimonials by audience. Corporate, nonprofit, and social event testimonials should each target their own buyer type.
   2. Turn testimonials into case studies. Expand quotes into narrative stories for more impact.
   3. Use testimonials in paid ads. A strong testimonial in a retargeting ad can be the nudge that closes the sale.
   4. Incorporate them into video sizzle reels. Showcase your best work alongside client voices.
   5. Leverage them for SEO. Post testimonials as blogs or videos that include keywords prospects are searching for.

FAQs: Testimonials and Social Proof

How do I ask clients for a testimonial without being pushy?
Timing is key. Ask right after a successful event, when clients are naturally thrilled. Make it easy by giving them prompts.

What’s better, written or video testimonials?
Both have value. Written testimonials are versatile and quick to share. Video adds authenticity and emotional resonance. Ideally, use both.

How can I get more UGC at my events?
Design photo-worthy moments, create branded hashtags, and encourage guests to share. The more you plan for it, the more organic UGC you’ll capture.

Where do testimonials have the most impact?
Everywhere, but they’re most powerful on websites, proposals, social channels, and near calls-to-action.

Proof Wins in NYC

In a city where everyone claims to be the best, talk is cheap. Proof is priceless. Testimonials, UGC, and social proof give you that proof. They provide the validation your prospects need to move forward and invest with you.

If you want to learn how top NYC event pros are turning testimonials into six-figure deals, there’s one place to be this fall: The Event Planner Expo 2025.

Reserve your booth now. Get face-to-face with decision-makers, showcase your client wins, and learn the latest strategies for harnessing testimonials and social proof. 

Don’t sit on the sidelines. Get in the room.