Tommy Kramer Coaching Tip #473: The First Two Goals

There are two immediate goals in radio:

1. You have a listener.  Keep him (or her) around for a while.

2. Compel that person to come back again tomorrow.

Without meeting these first two goals, NOTHING else can be accomplished.  No matter what your Strategic plans are, no matter what the Board of Directors’ monetary aims are, no matter what your “Imaging” tries to accomplish, unless you learn how to grab a listener and make that person want to listen again, you’re dead in the water.

Some questions for you:

Do you spend more time on these fundamental goals than other things in a given day?

Do you give conscious thought to who that person is that’s listening, and HOW to appeal to them?

If not, why not?  Do you just want to fail?  My brilliant friend and associate John Frost used to have a miniature billboard on his desk that read “It’s the Cume, Stupid.”

Cume builds one person at a time.

Frost Advisory #619 – The Emotional Connection To Your Brand

A recent conversation with a program director new to the format reminded me of an idea that I wished I had understood two decades ago coming from a world of mainstream radio.  

People don’t tune to your station because of what YOU are, they tune to your station because of who THEY are.

“Sometimes you have to watch somebody love something before you can love it yourself.”

Donald Miller, “Blue Like Jazz”
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