http://www.storiesthatsellguide.com/2009/02/my-bumper-sticker-would-be/ the complete guide to success story marketing Thu, 19 Jan 2012 22:16:43 +0000 hourly 1 http://wordpress.org/?v=3.2.1 http://www.storiesthatsellguide.com/2009/02/my-bumper-sticker-would-be/comment-page-1/#comment-46 Marie-Claude Ethier Thu, 05 Mar 2009 16:25:06 +0000 http://storiesthatsellguide.com/blog/2009/02/my-bumper-sticker-would-be/#comment-46 Despite Lipitor's assurance that these are 'real' customers, the cynical consumer in me immediately recoils at the blatant 'un'-authentic feel of the ads. I agree with you Casey that the company completely missed the point here. I worked in media long enough to know that the number of people who can look natural in front of a camera is exceedingly small. And they are usually actors. Despite Lipitor’s assurance that these are ‘real’ customers, the cynical consumer in me immediately recoils at the blatant ‘un’-authentic feel of the ads. I agree with you Casey that the company completely missed the point here. I worked in media long enough to know that the number of people who can look natural in front of a camera is exceedingly small. And they are usually actors.

]]> http://www.storiesthatsellguide.com/2009/02/my-bumper-sticker-would-be/comment-page-1/#comment-45 Casey Hibbard Sun, 01 Mar 2009 23:09:41 +0000 http://storiesthatsellguide.com/blog/2009/02/my-bumper-sticker-would-be/#comment-45 Hi Robin, Thanks for your comments. Good point about them being upfront about patients being compensated for sharing their stories. I see that note on the site, but I'm not sure that it comes across on the TV ads. I do agree the polish of the ads takes away from the "compelling" that usually comes from showcasing real customers. Thanks, Casey Hi Robin,
Thanks for your comments. Good point about them being upfront about patients being compensated for sharing their stories. I see that note on the site, but I’m not sure that it comes across on the TV ads.
I do agree the polish of the ads takes away from the “compelling” that usually comes from showcasing real customers.
Thanks,
Casey

]]> http://www.storiesthatsellguide.com/2009/02/my-bumper-sticker-would-be/comment-page-1/#comment-44 robin hamilton Fri, 27 Feb 2009 22:44:05 +0000 http://storiesthatsellguide.com/blog/2009/02/my-bumper-sticker-would-be/#comment-44 This is interesting, the point about effective advocacy/customer stories is that you can empathise or transfer the example/picture yourself with the same issues or situation. Doubly interesting for me as my age and lifestyle makes these situations very real! Do I think these are too 'slick'? Yes, way too polished. Does the concept of using this type of customer evidence suffer as a result? Well it's not as compelling as it could be however the company states clearly that 'Patients were compensated to share their stories' and I think consumers are smart enough/cynical enough to lower their expectations accordingly. This is interesting, the point about effective advocacy/customer stories is that you can empathise or transfer the example/picture yourself with the same issues or situation. Doubly interesting for me as my age and lifestyle makes these situations very real!
Do I think these are too ‘slick’? Yes, way too polished.
Does the concept of using this type of customer evidence suffer as a result?
Well it’s not as compelling as it could be however the company states clearly that ‘Patients were compensated to share their stories’ and I think consumers are smart enough/cynical enough to lower their expectations accordingly.

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