A networking site for Radio advertising sales professionals.
Radio Storytellers
People love stories. Best-selling books, top movies, the best radio commercials are great stories. Like plays, your commercials should have conflict, tension and resolution. Even if it's a simple one-voice spot, each character should go through a transition, show some development.
One character might change from a skeptic into a believer (at least partially). Another might start out frustrated and become fulfilled by the end of the commercial. If all your characters change as they would in a play, you'll sustain your audience's interest.
More than the voices, sound effects, music and technological tools available, your ability to tell stories is the greatest skill you have. An interesting story will involve your listener's imagination, and the story becomes more their own, because they've participated in its creation.
Then, instead of trying to sell reluctant customers, you're simply building marketing elements into a story that your audience is helping create. Magic? You bet, and it all happens around the individual electronic campfires we call radios.
Jeffrey Hedquist creates client stories for the radio at Hedquist Productions, Inc. P.O. Box 1475 Fairfield, IA 52556. Phone 641-472-6708, Fax 641-472-7400, email jeffrey@hedquist.com. For more story resources, visit http://www.hedquist.com.
©1997-2009 Hedquist Productions, Inc. All rights reserved.
One character might change from a skeptic into a believer (at least partially). Another might start out frustrated and become fulfilled by the end of the commercial. If all your characters change as they would in a play, you'll sustain your audience's interest.
More than the voices, sound effects, music and technological tools available, your ability to tell stories is the greatest skill you have. An interesting story will involve your listener's imagination, and the story becomes more their own, because they've participated in its creation.
Then, instead of trying to sell reluctant customers, you're simply building marketing elements into a story that your audience is helping create. Magic? You bet, and it all happens around the individual electronic campfires we call radios.
Jeffrey Hedquist creates client stories for the radio at Hedquist Productions, Inc. P.O. Box 1475 Fairfield, IA 52556. Phone 641-472-6708, Fax 641-472-7400, email jeffrey@hedquist.com. For more story resources, visit http://www.hedquist.com.
©1997-2009 Hedquist Productions, Inc. All rights reserved.
Replies to This Discussion
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Permalink Reply by Jack Davison on -
A tip to salesfolks when with clients: "Stories that you can tell involving similar businesses, etc. reach the same button that a good story-ad reaches in listeners"! I find story-telling keeps their attention better than anything else I can legally do!
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Permalink Reply by Jeffrey Hedquist on -
Jack - Exactly. Stories "make facts sticky." Storytelling is one of the best tools for management, sales , marketing, customer relations, human resources, education and...raising kids.
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