It’s no secret that endorsements from customers have more authority than self-promotion, and this is especially true in technical and scientific markets. Scientists trust other scientists, and if they see someone they know, or a company they’re familiar with using a product, they’re more likely to consider buying it and trust that it can deliver what they need. Promoting your product or service with an authentic customer voice is an invaluable tool for communicating company messages and showcasing your business at its best. A great method of communicating these messages is through a customer testimonial. While it’s typical for testimonials to take a written form, we have had great success conveying satisfied customer voices in videos, by-lined articles in trade media publications, and even Q&As. The format variations for customer testimonials are numerous and often sit beyond conventional expectations.
