Tommy Kramer Coaching Tip #260 – Why Your So-Called Positioning Phrase Doesn’t Work

“The Best Variety at Work…”
“(City)’s Best Music…”
“We Play More Music…”
“The Home of the Fifty-Minute Music Hour…”

We’ve all heard these.

None of them – not one – is true.

So why are you using them?

In a world surrounded by B. S., why are you adding to the junk pile of words thrown together like they fell out of a bowl of Alpha Bits and made what sounds like a sentence?

What do any of these say about the Values of your radio station?  Or your city?  Or anything, really, that’s meaningful to your audience?

Let’s take a close look…

“Best variety at work” – do you play “I Am the Walrus” by the Beatles?  Do you play the “Flying” theme from E. T. by John Williams?  Do you play Keith Urban, Pit Bull, MercyMe, the Grateful Dead, Rihanna, Frank Sinatra, Cream, Mark Knopfler, Phil Collins, and Vince Gill?  My iPhone does.  Looks like IT’S got a better variety.
Oh, and “best variety at work” doesn’t even register at 2am when I’M NOT AT WORK.

“Houston’s Best Music” – really, now, do we even need to discuss that?  Re-read the last paragraph.

“More Music,” “Fewer Interruptions,” and “Fifty-Minute Music Hours” just tell me (1) that you play more music than some other station (but NOT more than Spotify, Pandora, and Apple Music),  (2) you’re actually INTERRUPTING the flow of music to tell me that you have fewer interruptions, and (3) I’m gonna have to pay through the nose with some ungodly long commercial cluster after you give me a 55-minute massage – and you only do that a few hours a day, anyway.

Oh, and I heard a younger-demo Christian station that plays hip-hop, aggressive music that mentions Jesus say “Hits, Hip-Hop, and Hope” the other day.  Hits?  Really?  Hope?  Well that part’s right.  I was hoping that I didn’t have to hear anymore of its music.

Listen, please…

I would recommend that you use your energy to simply say the name of the station, so people can become familiar with it (in diary markets) and know what station to tune into (in PPM markets) so the device will register that.

Your NAME is your Brand.  The things you do are your ingredients.  Your AIR TALENT should be the main ingredient in connecting with the listener.  I can get the music anywhere.  This is why I’m a Talent Coach; so there will be people on the air that reflect the things your listener cares about, and seem like friends – that cool friend that you always like being around.

Stop wasting people’s time trying to tell them what you’d like them to think about you.

When radio gets more honest, doesn’t try to tell people what to think, and becomes a viable place to visit, get information, and be entertained by, it does well.  All the slogans and Positioning statements in the world are just noise.

Tommy Kramer

About Tommy Kramer

Tommy has spent over 35 years as an air talent, programmer, operations manager and talent coach - working with over 300 stations in all formats. He publishes the Coaching Tip

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