Tag Archives: marketing

Changing Listeners Minds

“Persistent stories that are true, amplified by the tribe… that’s what changes behavior.” – Seth Godin

future and past

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.

Frost Advisory #212 – Driving Miss Daisy

It felt really weird. The seat was uncomfortably close to the steering wheel. She couldn’t see out of the rear-view mirror.

It felt weird because my daughter Daisy was sitting in MY car. It was designed for my comfort, not hers.

Driving Miss Carly

That’s the problem in attracting new listeners to your station. We are comfortable with it, but it can feel weird to them at first particularly if they have some preconceived notions about this “Christian radio thing”.

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It’s not about the cardboard

Mickey MantleI collected baseball cards as a kid.  I mean I really, really collected baseball cards as a kid.  When most of my friends were buying a just pack or two at a time, I would ride my bike down to Klotzbach’s Little Store and buy the entire carton.  The gum in those packs was hard enough to pick a lock but it gave the card an unforgettable smell.

Even at that early stage of life there was something about being associated with a winner.

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