Here’s a clever tip that can help you figure out a couple of things that are really important.
- WHY. Why is this something on your station in the first place? Maybe it’s a piece of content from your morning show team. Perhaps it’s a promotion or marketing campaign. A news story, a weather forecast. You get the point.
- HOW. Is it done in a way that effectively communicates the moral of the story? Bad stations choose content poorly. Great stations do content that reveals, even in subtle and indirect ways, the purpose of the station.
Understanding the moral of story, because every story has one, helps to refine a station’s brand values.
Is it how to get your kids to open up to you? Is it how average things can become amazing things? Is it how someone’s mood can be transformed by hearing others share something good? Is it the thing that you learned years ago as a kid that still impacts your life?
Oh, and by the way, don’t use the phrase “the moral of the story”. Friends don’t talk that way to friends. And that’s why we’re here.
*Thanks to my friends Chris and Liesl for inspiring this conversation.