At NAB Show, radio ad consultant Jeffrey Hedquist gave a talk about the power of radio testimonials. He noted we all have weight as influencers and are able to influence people through trust and entertainment. He emphasized the importance of connecting with the audience and getting their attention with voices other than our own.
He highlighted that storytelling is a powerful way to make facts stick and that creating stories the audience can relate to is essential. Gathering testimonials from happy clients and crafting them into stories is important. He also championed making the audience the hero in imaging. Finally, Hedquist encouraged gathering testimonials over the phone and leaving some uhs and ahs to lend credibility.
