How to Establish Trust and Encourage Action Using Testimonials

“Your son has a lot of potential”; said my English teacher. My parents beamed. I bought it. But nothing ever came out of it. Sometimes I wondered if all the teachers in all the schools were coached in the same vocabulary. Their praised were as bland as their complaints. They refused to acknowledge us as individuals. We were just another brick in the wall.

What are testimonials?

Unlike our school teachers’ evaluation of our deemed merit, testimonials are the reflection of our genuine interaction with our audience. It is a vivid showcase of how we made a difference to their world. It is not a report but rather an endorsement of our credibility and resilience in creating a vivid experience.

Why do testimonials work?

  1. Testimonials are real words by real people. In a world of increasing automation and bot interactions, real human testament reflects genuine bond between people.
  2. Normal people talking in common parlance establishes authenticity and therefore credibility.
  3. Emotion bridges gaps between the digital and human world. Emotion drives real engagement.
  4. Testimonials are not final words of affirmation. There are a series of re-affirmation of trust.
  5. They answer specific aspects of a person/brand. They are focused on these elements. They are not generalised to check all boxes.
  6. Testimonials also helps us have a holistic understanding of the person/brand. It is not limited to just one aspect. They weave the story in its impact.
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Photograph by Joanna Kosinska

Therefore testimonials are the cornerstone of brands trying to create impact with newer audiences. It established trust and encourage action. Testimonials shows the real face of any brand.

If you audience is the anxious generation or suffer from the attention span of a goldfish, think of testimonials in video format. Video testimonials are fun, intuitive and engaging. To find out how we can help you, contact us here.

You can access our portfolio here and subscribe to our channel on Youtube.

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Blink, Blink, Forget: How to Fight the Goldfish Syndrome

Goldfish are believed to have an attention span of only 9 seconds. But post 2000, a new ‘fish’ has beaten them in fickleness. We, humans now have an attention span of 8 seconds (a study by Microsoft).  What does that mean?

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Photo by Marius Masalar

Most people will not read through to the second paragraph. Most people will not stay for the next act. Most people will not wait for the main course.

But the study also states, “They’re better at identifying what they want/don’t want to engage with and need less to process and commit things to memory.”

Beating the human algorithm to create sustainable engagement

1. Create experience

People love experiences. This in part makes us human. We feel. When content creates experience, it enjoins its audience as co-conspirators or co-creators. Content that drives engagement through experience creates a sustainable bond. For example, using metaphors in storytelling instigates the sensory cortex of the human brain. The more vivid the experience, more the engagement.

2. Say more with less

As Todd Brison states quite deftly in his article, “Focus less on more. Focus more on less”. Attend to the best flower in your garden. Create the brilliant 8 second spark and the fire will follow. Maximize the impact by minimizing the zone of contact.

3. The Storyteller

Active voice matters. Audience wants to be addressed directly. They want to be seen, to be remembered. They same goes with the storyteller. The audience wants to visualise the speaker. They want to know the persona. Mascots are unique and visualised form of the voice. Give a personality to the voice.

The Goldfish Takeaway

Going back to talking about goldfish, research at Keio University (Tokyo, Japan) found that goldfish are able to distinguish between classical music by two different great composers, Johann Sebastian Bach and Igor Stravinsky. Create a distinct voice for your  brand and even the human fishes will recognise.

Watch how Vigilbox engages with its audience using this simple animated video:

Find out how you can engage the human fishes. Ask for a quote: http://www.brainpanstudio.com/quote

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VigilBox: Virtual Security Guard for your Car

Meet Mr. Joginder Singh also known as Jogs Paaji by his Karolbag friends. Himself a big property dealer and a huge lover of fancy cars. He recently bought his second car, a shiny red convertible. To celebrate his new purchase, he is out on a world tour of Chandi Chowk (Delhi). Jogs Paaji wants to impress the pretty kudiyans (girls) but manages to impress the carjackers even more.

Vigilbox engages with its audience who wants to feel secure even at the most treacherous of times and places. S/he is a regular city dweller who wants to be in control of her/his vehicle even remotely. Thus uses this app that TRACKS, STOPS and PROTECTS.

WATCH the #animation as the main character drives through the ‘treacherous’ streets of Chandni Chowk (unmindful of the secondary character).

We love cartoons. Do you? : www.brainpanstudio.com/portfolio
Invite us to design visual solutions: www.brainpanstudio.com/quote

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Shared Mobility Pledge by Uber: A Case Study

A brand gains long term relevancy for its audience only when it not just answers the present queries but also designs a solution for the future. The audience knows what it requires today but is largely unaware of the future challenges. Unlike what we would want to believe, the audience mostly do not take ‘informed’ decisions.

Surprise

Most often than not, it is the wave of emotions that guide them towards choices rather than well calculated decisions. Therefore the job of a brand is not just to echo back but rather to discover the next stepping stone and guide the audience towards the bridge to future.

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Uber is a global taxi aggregator. It aspires to make “transportation as reliable as running water, everywhere and for everyone”. But it realises than logistics is not just its big worry. It is to enable a viable city ecosystem that can keep such a mechanism running and pertinent. 

Uber joined 14 other transport and technology companies to sign ‘Shared Mobility Principles for Livable Cities’.


In their statement they state, “The Shared Mobility Principles provide a clear vision for the future of cities and create alignment between the city governments, private companies and NGOs working to make them more livable”.

  • Prioritise people over vehicles
  • Support the shared and efficient use of vehicles, lanes, curbs, and land
  • Autonomous vehicles in dense urban areas should be operated only in shared fleets



Challenge:
How does Uber convey this message in a memorable and engaging way to its audience?
Solution: Using the golden unicorn of the digital age: VIDEO.

 

At Brainpan Studio we simplify complexity. We help brands bypass the language flaw of miscommunication and create impactful digital and visual communication.
We don’t offer answers, we design solutions.


Message in for more elaboration/clarification about Shared Mobility or to talk about our client Uber in general. Cut the congestion out.


We love cartoons. Do you? : www.brainpanstudio.com/portfolio
Invite us to design visual solutions: www.brainpanstudio.com/quote

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Videos, the Dominant Face of Digital Marketing

Golden Question: What do brand managers, digital marketeers and entrepreneurs have in common?
Answer: Need for Speed or in other words, digital acceleration.


VIDEOS work like magic for the movement starved digital interactions.
Here is how and why:

TYPES: How-to, Animation, Infographic, Live action, Documentary, Product, Explainer, Demonstration, and more.

ADVANTAGES: High engagement and conversion; appeals to mobile users.

PERFECT PLATFORMS: Blog, YouTube and Vimeo.

EXAMPLE: The following video by Uber showcases the pain points of its audience (city commuters) and then designs a solution. The video is able to convey the message in an appealing and human way.

COST TO OUTSOURCE: Click to ask for a QUOTE.

START and MAINTAIN: Series or campaigns work better than one off production.

TIPS: Keep them fun and human |Ensure high audio quality | Publish full or partial transcripts for SEO


Wish to watch more videos that enable media managers/brand managers/entrepreneurs to embed into the audience communication culture? Visit: www.brainpanstudio.com/portfolio.

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