It depends on what it is, but only rarely have I heard a Positioning phrase or slogan that actually matters, especially if it’s just touting things like “12 in a row” or “50-minute music hours,” or the nebulous “More music.” (More music than what? My refrigerator?)
Anybody who wants to do so can make those claims, and somebody will, I guess, but why settle for that?
Here’s what you really are: What the listeners think you are when they listen to you.
So consider taking off a lot (or all) of the “sloganeering” and SHOW me why I should listen. It starts with THIS time you open the mic.
Note: there are stations whose Imaging actually means something. But I wouldn’t say they’re in the majority.
Her name was Jane. She was the first girl I ever asked out on a date. She said no.
I convinced myself that it was because of the big zit on my forehead. Or that I wasn’t the quarterback on the football team. I found out later it was because she and her family went out of town.
We think we’re pretty important, don’t we?
It’s tempting to think our station fans’ (P1s’) behavior is a direct result of our programming tactics. I’ve hear otherwise reasonable people exclaim that ratings went up because of the new jingles, ratings went down because we didn’t hit the spot breaks within the bow tie, or question our ratings because we didn’t have a specific number of songs on our playlist. I’M NOT MAKING THIS UP, as Dave Barry would say. (See Frost Advisory #221-Up Is Good And Down Is Bad)
All great air talents know this. But the road from good to great is a little muddy sometimes. So here’s an easy “sifting” tip – the only two real Content guidelines:
- Hopefully, what you’re talking about is something that the listener cares about.
- But it should at LEAST be something that the listener has an interest in. Has. Already.
Here are some questions to ask yourself: Continue reading
It’s the question I ask of every air talent somewhere in the coaching process.
And it’s not because I want them to talk about themselves. It’s because I want them to relate to their listeners as real human beings, not as deejays just sharing information.
The more human you are the more people will relate to you.
One of the most incomplete thoughts ever said to air talent is “If we’re having fun, the listener’s having fun.”
Ridiculous. If the LISTENER’S having fun, the listener’s having fun. You can be having a party in the control room, but if it doesn’t resonate with the listener, it doesn’t matter.
I ask this all the time: “Who’s our target listener?”
What I usually get is a white-page report being regurgitated to me, usually a demo bracket, some assumptions treated as fact, and not one example of how to pull that person in. It’s hardly ever about one clearly targeted listener. Continue reading