Too often, we make the mistake of thinking of business as a matter of pure rational calculation, something that in a few years computers will handle better than humans. One hears this in conference room and corridor: “What do the numbers indicate?” “Just give me the facts.” “Let’s weigh the evidence and make the right decision.” And yet, truth to tell, few talents are more important to success than knowing how to tell a good story." - Michael Hattersley, Author of Management Communication
Think about successful brands: Cricket Wireless, Coca-Cola, McDonald's, Apple. These brands connect with customers on an emotional level because they tell a persuasive story.
People don’t just buy a product for the sake of buying. They buy a lifestyle, a solution, a trusted source, a story that is relevant to their values and needs. It’s a much more intimate experience when advertising builds on a storyline identity.
"A voice can sneak in, bypass the brain, and touch the heart.”
- Jay Allison, an Independent Broadcast Journalist.
We don’t need visual stimulus to understand or feel a moment. Just by listening to sounds and voices, we form pictures in our imagination.
“Stories constitute the single most powerful
weapon in a leader’s arsenal.”
- Dr. Howard Gardner, Professor, Harvard University, Author of Leading Minds
Anthropologists and historians argue that storytelling defines our humanity. For thousands of years people have passed along stories as ways to define their experience and pass on knowledge gained. The oral tradition will never die because of the sweet sound attracts life.
Nobody in marketing or advertising would say that the oral tradition is dead, or that sounds don't emotionally affect listeners.
The single most powerful strategy is defining your voice, building a relatable story, and telling it to the world. The single more powerful tool to amplify your strategy is Radio.