Claire: Hey, that’s quite some buzz you created with the tweets you got from those celebrities.
Client: (raises a cynical brow) So you were impressed?
Client: You thought they gave such glowing reviews and wonderful comments about my brand?
Claire: They absolutely did.
Client: (with a sour face) They didn’t really think up those words. I paid them to do it.
Claire: Well, uhm…yeah. I sorta figured.
Client: But it’s so upsetting! They wouldn’t even think up the words themselves! They asked me what
I wanted them to say and they would just tweet it. I said, “Aren’t you even going to try the product so you can come up with the tweet yourself?” I’m so disillusioned.
Claire: Well, you did get them as talents under a contract. They were paid, so…there.
Client: Really? I mean, shouldn’t an endorser be at least someone who believes in what he’s endorsing?
Claire: If that were true, then Nike shouldn’t have gotten Michael Jordan. Before he got the contract, he always wore Adidas. He believed in Adidas.
Client: Are you serious?!
Claire: You do what you do
to get the buzz going, and when you do it right, the buzz just keeps on going. So…just do it.