Frost Advisory #556 – What Is Your Radio Station FOR?

Perhaps you’ve heard it said that the church is known more for what it is against than what it is for.

“A business is no longer what it tells customers it is. A business is what customers tell other customers it is.”

In his book “Know What You’re For,” Jeff Henderson recommends that you consider the gap between these two questions:

  1. What do you want to be known for?
  2. What are you known for?

The gap between the two answers will illuminate how your station moves from a transactional relationship with your listeners to one that is more relational.

Jeff suggests,

“In your meetings talk about much about the customer as you talk about the organization. Ask this question:

‘How is this helping the person we are trying to serve?’ This will help you stay focused on the ones who will ultimately bring about your success – the customers.

Take social media…

“Look at your last ten social media posts and determine where the spotlight is.”

[Is it on your station or on your listeners?]

He shares that most businesses, and dare I say radio stations, see themselves as on the field with their customers/listeners in the stands rooting them on. He suggests that we flip that; our customers/listeners are on the field and we’re in the stands rooting them on.

“Winning organizations of tomorrow will be more concerned with becoming fans of their customer instead of convincing customers to become fans of the organization.”

John Frost

About John Frost

John has been a successful major market DJ and PD for such companies as CBS, Gannett, Cap Cities, Westinghouse, Multimedia, and Sandusky and publishes the Frost Advisory.

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