A station group I visited recently shared with me remarkable stories of changed lives, impact in their community, and their vision to reach people far beyond the boundaries of their current signals.
However, in listening to their stations I heard none of these things. I literally heard the trivial (in the form of ‘trivia’) more than I heard stories that demonstrated what the stations stand for.
Successful stations understand and embrace what makes them meaningful and preferable. They then efficiently demonstrate those values in ways that resonate emotionally with their listeners.
Efficiency and meaningfulness are two sides of the same coin. One does not exclude the other. Successful stations develop disciplines for each.
The National Football League is a “copycat” league. If a team succeeds by throwing 50 passes a game, the next year, every team looks for its Peyton Manning or Tom Brady.
If a mobile quarterback wins a bunch of games, everyone starts drafting a quarterback who can run in addition to pass. (I’m not talking about Tim Tebow. Note the “and PASS” part. The only target Tebow can hit consistently is the ground.)
Radio’s like that, too. Continue reading
I was intrigued by the old cowboy. He stood underneath the shade of a large oak tree on a sidewalk in the Fort Worth Stockyards willingly receiving five dollar bills from moms and dads, grandmas and granddads so that their kiddos could sit for a moment on the back of a long-retired longhorn steer. What followed was two minutes of smiles, laughter, waving and cameras clicking capturing the joy on the faces of these young ‘uns. A splendid time was had by all.
I did the math.
$5 every two minutes. That’s $150 an hour.
A remarkable moment in my favorite movie “Field of Dreams” is the soliloquy from the brilliant actor James Earl Jones:
John Frost, Alan Mason, and David Sams (executive producer of Keep The Faith) pictured with broadcasting legend Bud Paxson (founder of Home Shopping Network, Paxson Communications, and PAX-TV), a man whose influence was life-changing in our careers.
Thanks to my friend Randy Brown for this thought:
Often, when you select a YouTube clip, it starts with a commercial. In many instances, a message pops up in the lower right portion of the screen that says “You can skip to video in…” and then it counts down 5 – 4 – 3 – 2 – 1, then you click it to get to what you actually wanted to see in the first place.
That’s the way people think when they listen to you. You start talking, and in the listener’s head, the 5 – 4 – 3 – 2 – 1 countdown begins.
Get on into it, or the listener “clicks” mentally – or sometimes even physically – and isn’t hearing you anymore. It’s just “blah-blah-blah” noise in the background. So you want to connect the Subject to the Listener as concisely as you can.
We have to EARN EVERY SINGLE SECOND OF LISTENING that we get. You do not deserve being listened to just because your transmitter is on.