Earlier this week, I found myself in a highly productive conversation with another executive. We were debating a fundamental operational question: who is best equipped to determine whether a specific campaign or promotional idea will actually work for a client?
The argument presented to me was that our Account Executives are far more capable of making that call than a Program Director or Brand Manager. The logic was completely sound. The sales team conducts a thorough Client Needs Analysis. They sit face to face with the business owner. They know the exact revenue goals, the profit margins, and the target demographic better than anyone else in the building.
When I heard that perspective, my immediate response was, “You are not wrong, but…”
You are not wrong, but what happens if those specific client needs are never translated into a language that actually resonates with the audience?
My dad used to have a very colorful, unapologetically blunt saying for situations exactly like this. He would tell me that executing a plan without considering the actual environment you are standing in is just pissing in the wind. You might feel like you are doing something highly productive, but the end results could be a complete disaster.
Having our Account Executives manage the clients and execute a thorough Client Needs Analysis is incredibly important. Sales professionals are the absolute lifeblood of our revenue. But if the brand team does not have direct input on how that client message is ultimately crafted, we risk ignoring the very people we are trying to influence. If a commercial message does not resonate with the listener, the audience will not be inspired to buy those goods and services. And if the audience does not buy, we have failed the client who entrusted us with their marketing.
What If We Started With the Audience?
This leads to a massive operational shift. What if every single thing we did started with the audience in mind one hundred percent of the time? Do not lie to yourself; nobody does it one hundred percent of the time. But what if we actually tried?
If our sales department relies on a Client Needs Analysis to understand the advertiser, our programming and content teams must rely on an LNA.
I made up the term Listener Needs Analysis, but the core concept should be the absolute foundation of our entire business. An LNA is the practice of constant, intentional audience outreach. It means we stop operating in a vacuum and start designing our music, content, and revenue campaigns based entirely on what the listener actually values.
How Does an LNA Change Daily Execution?
When it comes to music, an LNA means we stop guessing or relying solely on national charts. We look at local research, direct audience feedback, and streaming trends to build playlists that reflect the exact taste of our hometown listeners.
When it comes to content, an LNA means tapping into resources like the Jacobs Media Techsurvey. The research tells us clearly that listeners crave human connection and local companionship. Armed with that knowledge, we coach our talent to share authentic stories rather than just reading promotional liner cards. We focus on building deep emotional loyalty. We look at Edison Research Share of Ear data and realize that when we introduce friction into the listening experience, the audience tunes out. So, we obsess over making our digital streams and our on-air transitions as seamless as possible to keep listeners locked in.
An LNA also transforms our promotional strategy. If we look at the audience first, we stop designing station contests that require listeners to jump through confusing hoops. Instead, we build experiences that are actually fun to hear, even for the vast majority of people who never play along. Yes, that applies to keyword contests, too.
Most importantly, when it comes to client campaigns, an LNA bridges the gap between sales and programming. The Account Executive brings the business goals from the client. The Brand Manager then applies the Listener Needs Analysis to ensure the campaign sounds entertaining, relevant, and compelling to the audience. We turn a list of product features into a story that fits the lifestyle of our listeners.
The Ultimate Revenue Strategy
Putting the audience first is never an attack on the sales process. In fact, it is the ultimate revenue strategy. When the audience loves what comes out of the speakers, time spent listening expands. When listeners trust our brand and our talent, they trust our advertising partners.
Next time you sit down to map out a sales package, schedule a music log, or coach a morning show, view the project entirely through the Listener Lens. Start with the audience in mind. Because when you serve the listener first, the client wins, the audience wins, and ultimately, our entire business wins.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
