Brand strategists like me know that the arrow to the heart of consumers is proof.  Make a claim then support it with proof. Not unsupported superlative.

A Geico radio ad I heard this morning rated Geico with 97% customer satisfaction. That’s proof. All the other stuff in the spot, mostly entertainment and Gecko-ness, was flah-flah-flah.  On one hand I applaud them. It’s a customer-facing proof point. On the other hand, it’s just data. And data alone has become, A.) not really believable and B.) boring. 

Copywriters and art directors once cared about boring. About drama. “Chat GPT, tell a 97% customer satisfaction story with drama.”  I fault the ad agency for this. And the creative directors. It’s lazy ad craft. Tell a dramatic and fun real customer sat. story then say, “Imagine 97 out of 100 people saying this about your product.”  Something.

Let’s find “proof” then deliver it in an exciting wrapper. 

Peace