I hear there are more “religious” radio stations in the United States than any other format category. Unfortunately those religious stations combined have fewer listeners than any other. The reason for that is quite simple.
A radio station cannot grow its audience unless it is designed to grow its audience. To grow a station one must think beyond songs and deejays and sweepers. One must think strategically. Eh, gad!
A strategy is a plan that incorporates big picture concepts such as:
Why does the radio station exist?
Who are our listeners? What do they desire and expect from our station?
No matter how many songs in a row you play or “commercial-free zones” your station may promote, radio is still at its core about the CONNECTION between you and the Listener.
A great Consultant can help you map out a Strategy, but the essence of Coaching is about how many ways there are to carry out that strategy. And when it comes to engaging the listener, and making that person want to listen longer or more often, sometimes the little things matter more than the big things.
Here’s an example, from morning team Tom & Ana on Contemporary Christian station Spirit 105.3 in Seattle:
Common ground. We talk a lot about it in our little format, and that’s a good thing.
Who’s your target demo? How many kids? What’s their favorite TV show? Where do they go on summer vacation?
All good stuff we need to embrace.
“To move an audience, especially a diverse audience, from where they are to where you want them to be requires common ground. If you want me to follow you on a journey, you have to come get me. The journey must begin where I am, not where you are or where you think I should be.”
But there is a common ground that we seldom consider and about which few books are written.
The power of NOW.