«Return to Blog List Customer Successes in Advertising: AT&T’s “Small Business Moments”
While reading Fast Company magazine, I came across an AT&T ad featuring a customer success story. The ad’s headline read "Chad Harris’ Small Business Moment."
It went on to highlight, in a paragraph, how the business owner seized an opportunity with his smartphone and AT&T Small Business Solutions. He checked inventory, got pricing and submitted a bid – all from a remote jobsite – and won the job. The full-page ad also features what looks like a stone monument of Harris with his smartphone in one hand and a shovel in the other.
It’s attractive and engaging – and a great example of using customer success stories in advertising. The ad encourages readers to read about more of these moments online.
In advertising, you can capture customer success stories in short snippets like this or in longer advertorials. But no matter which length you choose, it has to tell a story. AT&T succeeds in telling this story in 5 sentences.
I’m always on the lookout for great examples of using customer stories in sales, marketing and PR. Anytime you run across one, let me know!