It’s a curious thing. A few understand it, but most do not. In over 25 years in the format I’ve never been a part of an interview where a potential program director or air talent was even asked if they knew what the format was about.

Coming from a background in mainstream radio I didn’t really understand what our format was about either. I thought the format was about the music we play, the deejays, the promotions and doing radio stuff. After all, that’s radio, right? I had to undergo a process of learning that our format is about something much more important. I learned it from listening to our listeners.

Every February my friends at KSBJ in Houston, Texas, encourage their listeners to encourage others with “Love That Sticks.” It’s a simple gesture that doesn’t take much effort, costs even less but is remembered long beyond its time on the station.

In these times when discouraging news bombards us with every push of a button we can all use some affirmation. When the world is bringing us down we thirst for something to lift us up and remind us of our TRUE value.

I’m told that the word ‘encouragement’ literally means to pour courage into. This word appears over 100 times in the New Testament.

The most successful stations have learned that our format – at its core – is about identity.

The successful stations remind us of who we are and whose we are. That’s why their listeners tune in day after day after day.

How often does a women get validated for being a good mom and nurturer? How many men are ever encouraged about being a good dad and provider? A good neighbor. A good friend. A good son. A great daughter.

“Don’t tell people what to do, tell them who they are.”

Bob Goff