Brian Wright is a 30-year radio veteran who has successfully served
many companies over the years as Program Director, Operations Manager and VP of programming. With many years of success working for individual radio stations and clusters,
Brian Joined one of the most trusted consulting firms in the country,
Audience Development Group. For the last 15 years Wright has enjoyed building alliances
with scores of stations in the US & Canada helping them grow in ratings and revenue. Office: 1616.940.8309email: /pdqa
One of the biggest goals you have is to get your listeners to become emotionally attached to your product.
The more attached they become, the higher your ratings will be. In theory, it's that simple, the practical application
to this can be more complicated, but still not that difficult. Here are some steps you can take to develop that attachment.
1. Talk and write in a down to earth manner. Skepticism runs high in today’s society, so promos that are too slick and over-produced may be seen as pure hype and no substance.
There are some radio-speak terms that are completely lost on the average listener....Stay away from them.
Send a clear, fun message that is unmistakable.
2. Stress the listener benefits and the emotion behind them. The listener must feel (know) that you are constantly
in touch with their wants and needs. Many times it is important to actually tell people how they'll feel when they
listen to a particular feature or segment of your station. Also, tell them how others feel about those features and segments.
Make sure you stay focused on the listener’s emotion and not simply your station’s emotion.
If you are doing X# of songs in a row, tell the listener how it will benefit them, NOT just the number of songs.
3. Understand what emotions people already perceive in relation to your station.
Listen carefully for the emotions behind what they tell you about your music and other station activities.
Once you start gathering this information, you need to feed it back to them in the form of promos, enhancers and testimonials.
At this point you really begin your listener harvest. There are some "ready-made" emotional links to various formats
that seem to hold true from market to market. Country is tied to patriotic, family oriented thoughts.
Hot AC, is escapist by nature and makes people feel young. Rock is often outrageous, shocking and sometimes rebellious.
Christian is encouragement for the target and their family.
4. Keep your emotional link consistent and realistic. If you try to go against any emotional predisposition
you will most likely fail or disconnect with your constituency, (We’ve heard a lot about this in the political arena lately haven't we).
In other words, if you have a mainstream Country or Hot AC station and rely heavily on shocking your listeners,
you will most likely shock them right into the waiting arms of another radio station.
5. Today’s listeners are looking for authenticity. The best way to exude this is by featuring the listeners themselves inside of your content bits and imaging.