“Country music has a perception problem,” states Judann Pollack in her article entitled “When Country Wasn’t Cool”, and there is nothing more true. People who don’t listen to country music think the songs are all about beer, trucks, and guns (I know I did during my own country music hiatus that lasted from around 2011 until earlier this year). So if that’s all country music is—“huntin’, fishin’ and lovin’ every day,” as Luke Bryan says—how do they effectively use advertising?

Here’s the truth about the fans of country music: they are dedicated. “[The fans] comprise more than 46 percent of U.S. adults, 40 percent of boomers, 39 percent of millennials and 40 percent of Gen Xers,” CMA senior director of marketing research Karen Stump told Pollack for AdAge. The fans are dedicated because country music stars are “authentic”, relatable, and believable. They drive Chevy trucks, go hunting, and take casual walks down Broadway in Downtown Nashville, TN. When fans see them using a product, they can trust that the product is reputable.

If you think country music stars won’t raise consumer engagement for your brand, think again. While impressions may not be as high as advertising with stars like Rihanna, Katy Perry, or Beyoncé would be, when it comes down to the most important part—the conversions—having a country music star on your side is one of the best things for your company.

Advertisers: stop being afraid and give us what we want (Carrie Underwood, Brad Paisley, and Shania Twain)!