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“There’s no shortage of remarkable ideas – what’s missing is the will to execute them.” Seth Godin
You read in-depth broadcast and media coverage with analysis on this site and certainly other quality content providers.
I do the same.
Scrolling through the weeds of tweets a few weeks back, I stumbled on THIS one from Yasmine Khosrowshahi.
The concepts are far from new, but in her short time as a marketer, she’s bright enough to learn from those before her and put into practice strategies to assist her colleagues.
Many of these you’ll find ring true of a Simon Sinek, Josh Spector, or Seth Godin piece.
Or – old school – Ries and Trout.
Let’s review a handful which translate into actionable efforts for broadcast:
Sell Benefits – Not Features
We get caught up in building features – rarely translating into measurable results.
Long music sweeps (when the average occasion is around 11 minutes) – contesting (when less than 3% of your cume plays) – short weather forecasts (when they exist solely for a sponsored feature).
Think about the simplest benefits – obvious to us – but a great benefit for the end-user.
Non-Radio Example – there’s a Subaru dealer in Central Indiana that tags their commercial with “we never charge a dealer or dock fee…” pointing out a benefit that a fair amount of other auto dealers also do not charge those fees. This company only points it out to their marketing advantage in the shopper’s minds.
Radio Example – Zimmer Communications in Mid-Missouri places on their RDS and tag self-promoting audio with the line “A FREE service of Zimmer Communications.” ALL terrestrial radio is – FREE. The Zimmer’s merely point out the obvious for their marketing – and aural activator – advantage.
Another Radio Example – radio remains the #1 out-of-home marketing medium and it is – portable. Internet flickers? Spotify – You Tube – Tic Tok also flickers. Internet failure does not disrupt terrestrial radio. Consider developing audio messages about the strength of radio – free and portable.
Check out a wonderful piece on non-broadcast features vs. benefits – here.
Scarcity Drives Demand
Last week, we published a piece on Secret Weapon Records. Records that differentiate your brand from all others.
In most cases, the gamble you take to identify and air a Secret Weapon Record makes you the only brand embracing that record.
Develop audio that reflects your unique position – on both sides of airing the song.
Example – “Here’s a song from (Artist) that you only hear on W***.” Follow with “(Title) from (Artist) – a song you only hear on W***.”
Play it. Own it.
Additionally, it’s an easy putt to say “you’re running too many spots” to owners or General Manager.
However, “you’re running too many spots.”
It takes fortitude to limit – or cut – commercial messaging.
Limiting your load with a strong strategic plan and a long tactical tail WILL increase your revenue by creating greater demand.
This is only accomplished by the market leaders. Does not work if on a failing brand.
Progressive Pricing works for airlines – hotels – and ride-sharing companies.
Marketing is not about which product you sell – Marketing is about which story you tell
When we begin working with talent, we invite them to craft a thoughtful ‘elevator speech ’ for the show.
A short background on an elevator speech – it’s a speech or pitch designed to be delivered in the short time span of an elevator ride. Under two minutes to include:
- Who you are
- What you offer
- Unique point to your brand
- Final call-to-action
We develop Elevator Speeches for morning show ensemble talent to use in audio pieces or networking events.
Tell – a story – not sell a story.
Consider developing the same for your brand(s) to arm your in-the-field sellers with a punch-through story about why a client needs to be a brand partner.
Contact us for a template.
What do you think you need to create content – VS – What do you actually need to create content
The entry point for audio – and video – has never been easier or cheaper.
More than ever, long-form spoken-word talent or talkers are extending their on-air brands through extra audio outside the show or – better yet – video on social platforms.
Most audio newbies envision building an extensive audio studio in a room or closet in order to break into the podcast or voice-acting space. All you need to begin is a less-than-$100 dollar USB mic, FREE Audacity Editing Software and Hobby Lobby pillows for sound soak. Speaking from experience here.
On the video side, forget the story-large green screen or massive infinity wall. With just your phone and free – yet elaborate – video capture/editing app, you’re in the video game in minutes. Lighting – under $15. There’s even a teleprompt app for your phone to remain screen-focused.
Attract the audience with short-form content – Keep the audience with long-form content.
When story-telling, the value and intrigue of an effective pre-promote or tease cannot be understated.
Efficient and ear-grabbing is key. Most should be no more than two sentences. News organizations – both audio and video – are using the tease tactic with great success.
Don’t confuse your customers with too many options
KISS – Keep It Simple Stupid.
This is a phrase that has been around for over 50 years – coined by The Navy and Lockheed in the 1960s, referring to aviation design.
The project – your project – works best when kept simple. Use simple best practices in your talent coaching, imaging messaging, and commercial copy.
Simplify your sell line after station ID—or eliminate it. Your brand lives in your listeners’ minds, driven by the experience you create for them.
Simple hits harder.
Big money is made by selling status
There was – a time – when passion-driven brands led listeners to PAY for the affinity association.
In its heyday, WXRT in Chicago rarely gave away gear. XRT made a boatload of cash by selling its swag. While a ‘store’ is still open, the merch has come to a standstill.
In St. Louis, Christian Music Joy FM has a FREE sticker that is wildly popular. They. Are. Everywhere.
So well-liked – prompting The Riverfront Times – a local alternative magazine – to openly mock their affinity.
Status – it’s earned, and it’s big money.
Thank you – Yasmine Khosrowshahi – for the prompt to visit – or revisit – these marketing drills.
People don’t care about your product – they look for “what is the BENEFIT” of your product.
And – what your product can do for them.
Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
