We humans are hard-wired for stories. When we hear a story—something with conflict and resolution, a beginning, middle and end—we lean forward and listen. Stories are what our language is built around. Stories are how we learn to speak. We can use storytelling to make our radio advertising much more engaging.
Luke Sullivan (world’s greatest copywriter) says “Our job is to discover the stories behind our brands and tell them in a way that will get people’s attention.” He’s right. When we discover the truth about the brands we represent—the way the consumer interacts with the brand—the stories begin to tell themselves. And our listeners will more easily remember what we have to tell them, because it takes shape in a familiar form.
If you want to do effective radio that people remember, follow rule three: Tell a Good Story.
Here’s a good story that utterly defies standard hospital marketing: