Tommy Kramer Coaching Tip #326 – Where’s the Benefit?

Stations that are only an assemblage of “Attributes” are just ducks quacking into a strong wind.  You’ve heard these so-called “Positioning” claims: “50-Minute Music Hours,” “12 in a Row,” “Commercial-free hours,” etc.

What programmers fail to realize is that there’s no real Benefit to any of these claims, because we all know that at some point, we’re going to pay for these with an incomprehensibly long clot of commercials.  And “commercial-free” isn’t true anyway if you run promos or recorded liners between songs, because SURPRISE!… those are thought of as COMMERCIALS for you.

There needs to be some Benefit to the Listener in whatever you promote – or talk about on the air.  If there isn’t one, I (as a listener) don’t care – and I’m not going to do whatever it is that you want me to do.

“Well, that tells people what we are.”  No, it doesn’t.  It tells people that you’re grasping for something that’s not capable of being owned anymore (if it ever was).  Spotify, Pandora, Amazon music, iTunes music, and YouTube are alternative places to get all the music you play – and more – without having to hear you quack.

Offer something tangible.  How does what you’re doing benefit my life?  How is it unique?  Until you can answer those questions, you’re not really offering anything except slogans. Ewww.

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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