Latest Blog, 20th Oct 2020
Top Tips from Steve Orchard CEO of Quidem Midlands Ltd; Capital Mid-Counties.
What’s so special about your business?
If you are about to embark upon radio advertising or digital advertising for the first time or perhaps reviewing your plans, my strong advice is to ask yourself this question first “What’s so special about my business?"
Advertising is a competitive activity – and to win your prospect’s attention and then motivate them to choose you, you have to tell them why they should do business with you and not the other guys. Every week at Capital Radio Mid-Counties we have conversations with dozens of businesses here in the Midlands and the first response to our question “what’s so special about your business” is inadequate to motivate prospects to change their behaviour.
Typically, we get responses such as “strong on customer service” or “family run business”. Whilst both are laudable neither is
competitive. “Strong on customer service” is what all your competitors say, and “family run business” is important to you, but not your customer. For more about what’s important to your customer, see our August 1 st blog about making your advertising more effective where we explain how to get inside your prospect’s head. Advertising is a competitive activity – so
make sure you bring your “A game”.
If you want us to help you compete more effectively just click our “contact us” button.
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.