by Nick Michaels
Copyright 2013 American Voice Corp. All Rights Reserved.
Why does the audience listen to your
station or program?
In this over communicated world all “time spent” decisions are made based on a
compelling reason. Focusing on this reason is the best way to make your station or program connect with
your audience so that they want to listen longer and tune in more often.
Is your imaging based on explaining
your playlist or content?
Why? Unlike TV
commercials or outdoor or direct mail, which are designed to attract new
listeners, your on-air image advertising is only being heard by people who are
already listening to your station.
Stating the obvious several times an hour, telling them what they
already know, is a waste of the audience’s
precious time.
Being station-centric leaves the
audience out of the process.
Instead of speaking from the station’s perspective, speak from the
audience’s
perspective. Take the focus off the radio station and put it on the audience.
Specifically, on why they listen.
Why they listen has more to do with
how the content makes them feel, than the content itself.
For the audience the content is a means to an end. That end is a feeling. When you trigger that feeling, you are connecting with the audience.
To figure out why they listen, define that feeling as precisely and concisely as possible. Try to reduce the definition to three words.
Talk Radio Wasn’t I Right
Classic Rock / Classic Hits Take Me There
Country Share The Feeling
AC Time For Me
For the audience it’s all about the
feeling.
When you look at it from the audience’s point of view, the radio experience is all about the feeling. The feeling is why they listen. Are you helping them connect to that feeling? We can help you do that. For some examples please click on the three-word definitions above.
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