By the time you are reading this, Christian music stations up and down the dial have swapped out their typical playlist for the 137 best versions of “Holly Jolly Christmas.” While the strategic upside to that wacky Clark Kent-to-Superman identity change has been well chronicled in these 15+ years of weekly Frost Advisories, I reckon’ one aspect of this format flip may not have received enough attention. That’s the part that isn’t about the music.

“You never have a second chance to make a first impression.”

Will Rogers

When we radio folk talk about increasing the station’s listenership we’re really talking about making good first impressions. But those impressions don’t really put points on the scoreboard unless they lead to a second impression, and a third.

“So how important are first impressions? Well it determines if you get the second interview for your dream job or acceptance in the college or university of your choice. A good first impression can mean a second date and who know what happens after that. Making a good first impression gets you a meeting with the senior partners in the private equity firm evaluating your business proposal. No doubt first impressions matter.”

John Maxwell

Consider this:

There is an Outback Steakhouse down the road from me already adorned with custom signage with brand logo. And it’s still under construction. Their first impression is “coming soon,” signaling the arrival to your neighbor their distinctive Bloomin’ Onion and Aussie Cheese Fries only weeks away. Folks will be waiting in line at their grand opening. You can bank on it.

In our format that first impression is all too common music that I don’t know, hosted by voices that feel like strangers, talking about things that don’t necessarily resonate in my life. It’s like how you feel when driving by a church building with an unfamiliar name on the sign and peculiar quotes on its marquee. One might think, “I wonder what goes in there?”

So, it bears the question: which gives a better first impression; your radio station or this restaurant? And Outback isn’t even open yet.