I was having a discussion recently with a program director about the design of a morning show, from the roles of the air talent, to clock structure, to length of breaks, where they placed their news and traffic, and how frequently and on what days the feature segments were played. After we had dissected every detail in depth, I realized that our discussion was 100% analytical. Throughout this hour long analysis we had failed to ask a very important question…
“Does anybody like this stuff?”
The CCM format seems to attract more analyticals as programmers than artists. That’s okay, I suppose, as long as we understand that people are drawn to things emotionally, then process intellectually the decision they’ve already made.
(Consider how new cars are marketed. The emotional commercials are designed to create interest, usually national advertising. The ones with the price points, usually the local car dealers, are for people who have already made their decision but need an incentive to buy now).
I like what John C. Maxwell says.
“When I want to really get to know someone, I ask three questions. People’s answers to these give me great insight into someone’s heart. The questions are:
What do you dream about?
What do you sing about?
What do you cry about?
Analysis is fine and important – for what it is. But it is important that you move from the spreadsheet to the heart monitor and consider the “emotional” dimension of your station.
How does it make you feel?
Do your air talent sound like the kind of people your listeners would want to hang around?
If you’ll FIRST connect with your listeners emotionally, you’ll have the chance to build a connection that can transform your station.
