Take 1 – Spring Cleaning Guide: Messaging

Spring Cleaning

Spring has arrived!  Yes, the spring book is at hand (for those of us who follow such things).  It’s a good time to freshen things up whether you play the ratings game or not.  Here are a few things to review and give your station that clean lemony smell!

Volume 1:  Messaging

  • When is the last time you’ve listened to your station, I mean really listened?  Get out of the station for a day and hear what the station really sounds like.  Take notes on everything you hear from the imaging, the music, the promotions, the processing, and the talk.
  • Is your message clearly defined?  If you are “safe for the whole family,” does your imaging support that position or did it get sidetracked into secondary messages?
  • How often is that message being heard each hour?  Count the times per hour that you identify the station as well as how many times you mention your primary position.
  • Have you spread yourself too thin by doing too much?  How many competing messages are we running that are asking something from the audience?  Too many “asks” may mean nobody is hearing any of them any longer.
  • Have you cleaned out old imaging or imaging tied into a certain season?  No more winter weather liners or imaging about roasting by an open fire.  Sound like now, not then.
  • While we’re at it, are your stations benchmarks still relevant or just “something we’ve always done?”
  • Lastly, does your station sound like your community or could you drop it in any town in the country?  Challenge yourself to write emotionally and for your unique area.

Next:

Volume 2: cleaning up your audio architecture… often known as your music.

Please reach out to me if you have any questions or suggestions at tj@goodratings.com.  If you’d like to get these updates weekly, would you please sign up for TJ’s Take.

TJ Holland

About TJ Holland

TJ has been voted one of the "Top Programmers in America" multiple times. He brings passion to mentoring team members and developing engaging brands. He publishes TJ's Take.

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