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Latest Blog, 20th Aug 2020
Radio Advice: Authentic storytelling about your business IS more effective
Top Tips from Simon Alexander of Capital FM Mid-Counties
Real stories market your business more effectively. Here's how AND why...
A study over 1,000 patients proved that authentic stories are so powerful that medical patients are more likely to go through with a procedure if they’ve been told a story of its success over statistics."You should have this procedure done, it has 90% success rate," is LESS effective than a Doctor saying, "We think you should go through with this procedure because there was a guy called Terry, similar age to you, he had it done last year and he's back playing Rugby now."
Translate this idea to radio advertising. "You should buy these roof tiles because they last for at least 10 years and are really durable in bad weather," is LESS effective than a roofing company saying "I've been a roofer for 20 years. You should buy these tiles off me because I started my business when I had a leak in my roof and I realised how important it was to have quality tiles, that are expertly fitted, and not cheap ones which simply don't do the job."
The patient is more likely to go for it because of an authentic human connecting story than being told (in this case) positive facts. Same goes for your roofer.