Back to school time is everywhere. In the stores with sales. On the streets with school buses. There are even tax free days for Back to School. It’s not an official holiday like Christmas, Ground Hog Day, or Millard Fillmore’s birthday, but it is just as evident.
Back to school affects everyone’s schedule, even those that don’t go to school. (Can’t say that about ole’ Millard’s birthday.)
“The difference between school and life? In school, you’re taught a lesson and then given a test. In life, you’re given a test that teaches you a lesson.”
Tom Bodett
In “The One Thing,” Gary Keller shares “the ability to dismiss distractions and concentrate on your ONE Thing stands between you and your goals.”
So, let’s go back to school and discuss the one thing that can transform programming.
I’ll begin this back to school lesson by asking for a permission slip to skip the obvious first answers – music and positioning. Let’s save those for the second semester.
On this first day of school I’d like to introduce the idea that “The One Thing” for our radio stations is… meaningful content. You know, the stuff between the songs. While that may not be a new idea on this first day of school, there are important ramifications that, if we ignore, could send us to detention.
- Meaningful content creates familiarity. We care about things that relate to us. And what we prefer is directly related to things we know. Said another way, we can’t prefer things we don’t know.
- Meaningful content creates humanity. People relate to people. A bunch of technical stuff can’t create a bond like an interesting, caring person. (Even Facebook, which was initially viewed as a breakthrough in technology, is all about people).
- Meaningful content creates distinction. If your station is just like the other stations (i.e., playing the same music) there is no reason to prefer you, particularly if your competition is a generic national brand. Preference is directly connected to support from donors and having nifty ratings.
So on this first day of school let’s consider that the ONE Thing. Let the semester begin!
“I’m just trying to be in school. Not old school, not new school. In school.”
Clint Hurdle