“Persistent stories that are true, amplified by the tribe… that’s what changes behavior.” – Seth Godin
Have you listened to some of the imaging you hear on radio? Not quite “the more you listen the more you hear,” but close. We’re so busy talking about our own perspective and our own needs, that we forget that stories, not slogans, have impact and are memorable.
We write for print, use cliches, and sound very radio. But it’s not just us. Much of what you see in TV advertising falls into the same category. But we should expect more of ourselves, we’re radio people.
David Ogilvy, one of the greatest marketing people of all time, once said “The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything.”
With that in mind, take a listen to your imaging. What kind of “image” are you looking for? Is that what you hear?
If you listen to how your fans describe your station to each other, you get insight into what’s important. The best stations find a way to reflect that self image.
