Think Bank is different

One of my favorite topics is ‘banking’. I worked for a bank for a short time and in one meeting I suggested using testimonials. You should have seen the look on people’s faces. They couldn’t believe I could suggest something so ridiculous.

I believe testimonials speak volumes.
When I buy something from Amazon, I’m reading the testimonials to get a balanced view and my decision is heavily influenced by the reviews. This applies to electronics in particular, where I’ll seek out views from multiple sites like newegg. Its not difficult to spot the genuine reviews.
When we buy online, a tangible product effectively becomes intangible and Content is the only source of reference that helps us build an ‘overall picture’ of the product (unless we go showrooming first).
Content like your example is especially important for intangible services like banking. Testimonials as stories can help re-build the lost trust.
Another intangible service is recruitment. There is a site called glassdoor.com which leverages ‘insider testimonials’ to help job-seekers better understand what it’s really like to work for various firms. When you read the mixed bag of reviews, it’s interesting to spot some that likely originate within HR departments trying ‘re-balance’ :)