Radio-Hed-Logo-2By Jeffrey Hedquist

“I had no idea what it was like not knowing where your next meal was coming from until I volunteered to deliver for Meals On Wheels. I loved the experience and it led me to offering our delivery vehicles to pick up food bank donations for free.”

“I came this close to dying. At that moment, I realized I had to take charge of my own recovery, and now I help hundreds of people take responsibility for their own health care.”

“My divorce left me unprepared for dealing with finances, insurance, and the job market. I vowed to figure all this out and pass on what I learned so other women wouldn’t have to go through what I did.”

“When I discovered the joy of learning to play music and how it improved so many areas of my life, I decided to open a school for older adults to try playing music for the first time.”

Many advertising clients started businesses because of a personal crisis – overwhelming pain, frustration or problem.  Some did it because of a discovery, breakthrough or surprising benefit.  Capturing these personal stories can be a powerful way to create effective commercials.

Not every client will have a personal story like this, but a surprising number will if you probe. You have to ask.

When you uncover one and incorporate it into a commercial, walk the listener though the steps your client went through from pain to relief to teaching; from frustration, to searching, to trying many things, to discovery, to sharing with others.

Your client’s story could be about a way to change peoples’ lives or a unique way to stir fry vegetables, a new way to invest in real estate or a line of colorful knitted caps for babies. Each personal story is unique.

Lead your audience step-by step through the worst parts of the problem, which may be exactly what they’re experiencing, to how your client developed a solution.

By way of telling a compelling story, you’ve educated your audience about your client’s expertise, experience, training and personal involvement. You’ve given them a way to bond with your client.

© 1997-2013 Hedquist Productions, Inc.  All rights reserved.


May 01, 2005 7590
by Steve Cunningham Can it really be five years since we last looked at Samplitude? As Groucho Marx once remarked, “Time flies like an arrow. Fruit flies like a banana,” which has nothing to do with this month’s review of...