I’ll be heading to music city to help thirty owner/operator businesses create long-term, relation, bonding campaigns that will last the lifetime of their businesses. I’ll be accompanied by a couple dozen, brilliant advertising consultants.
Country music is on my mind.
Have you ever been rolling down the road, a song emerges from the speakers like a genie from a bottle, and you’re instantly in the singer’s shoes?
Somehow, a song came on the radio, matched what you’re going through exactly, and you could relate. These little earworms will keep popping out of nowhere when you’re heart is broken. But where were these sad songs when life was good? Why do they seem to be following you around, jumping out at every corner when they never did before?
The answer is relatability.
A good country song makes an emotional connection by telling a story the listener can relate to, in an unusual and interesting way. The listener, making a self-identification with the story, is sucked in because they are going through the same, relatable thing.
Country music legend, Reba McEntire, says when picking songs from a pile of demos, “If a song touches my heart, it’s going to touch your heart too. It’s got to have something that makes an emotional connection with the listener. If the song makes the hair on my arm stand up, I can’t wait to put that song on hold.”
Great advertising should be like a great country song. It should touch the heart of your prospect and make the hair on their arms stand up.
How To Write Ads Like Country Songs
The secret is in the stories that you tell. Do the stories you tell resonate with the people you’re trying to reach?
Here are a few questions to ask yourself when searching for relatability in your advertising:
- What are the problems your customers are experiencing?
- How are you the solution to their problem?
- How can you tell a story about the prospect in an interesting way?
Relatability is getting someone to say, “Yeah, absolutely. I never thought of it that way, but yes, I agree. Tell me more!”
Your advertisement should be a reaffirmation of what the prospect is currently going through. They should think, “Yeah, that’s me.”
When a listener listens to a song and says, “You sang that song right to me. That’s my life!” you know it has relatability. Advertising is the same way.
The first time Reba heard the demo for “Is There Life Out There” she thought, oh my gosh, I can relate to that. She wondered, is there more to my life, is there more I could be doing? When your advertising gets people to wonder how their lives will be better by using your product or service and they realize they have a need, your ads will start popping up everywhere they go.
Make sure your ads have relatability and you’ll have a hit ad on your hands.
Michael D. Slover