January 20, 2015Imaging Messages
A good 99% of the imaging messages I hear on radio stations in the U.S. and around the world are a waste of air time.
They violate the very first principle of marketing:
Your message should focus on the customer, not on your station.
We've talked about this a lot, but based on what I hear every day, it must be a very difficult concept to grasp.
Your imaging should focus outwards, on listeners and their needs, not inwards on your station and how cool it is.
If you think I'm wrong about this, explain why decades of doing it the other way haven't produced huge ratings for you or changed your image and the perceptions listeners in your town have about your station.
January 13, 2015Changing Minds
It's long been known that most of us will adjust our own expressed views to match those of the people around us. For instance, if we're told a wine is rated highly by judges we respect, we not only pay more for it, we rate it higher after drinking it. Now, new ...
January 6, 2015Defender Of The Idea
There's a really good book you should read: The Big Short, by Michael Lewis. It's the true story of the housing bubble and Wall Street malfeasance that led the world to the brink of total financial collapse in 2008. But I don't want to write about high finance ...
December 9, 2014Local Radio
One of the advantages of the Internet and social media is meeting new people you would otherwise never have known. Like John Rockley, who has worked for the BBC in the U.K., one of the truly great broadcasting networks. John says what I often try to …only ...
December 2, 2014Steve Jobs ... On Management
"If you want to hire great people and have them stay working for you, you have to let them make a lot of decisions and you have to be run by ideas, not hierarchy." "The best ideas have to win! Otherwise good people don't stay." Does this sound like your company? Do ...
November 25, 2014How Beauty Feels
Not looks, feels… I think THIS is fascinating, but if you don't have 17 minutes right now, here's the key point: "Beauty is incredibly difficult to do and only a few people can do it, and a focus group cannot do it, and a team rarely can do it." I know there ...
November 18, 2014Life's Autumns
Our world tilts a bit these days. When my mom, who is 89, could still visit, a few years ago now, I would always take her over Trail Ridge Road in Rocky Mountain Park, so she could see the Fall colors, which were resplendent. It's the highest continuous paved road ...
November 11, 2014Welcome To McDonalds
There's nothing wrong with liking McDonald's burgers. You know exactly what you're going to get, whether you place your order in Cleveland or L.A. That's part of what has made McDonald's so successful. But for those of you who don't want a generic burger, who want to ...
November 4, 2014How Might We?
I read a blog early this year by Edward Boches at Creativity Unbound. Like Seth Godin, he's one of the people you should follow and read regularly because he always makes you think. Anyway, the point of the blog was the importance of asking the right questions. He ...
October 28, 2014Come To The Edge
The French poet, Guillaume APOLLINAIRE, wrote a poem about a conversation between God and man: "Come to the edge, He said. They said, No. We are afraid. Come to the edge, He said. They said, No! We are afraid! Come to the edge! He said. They came. He pushed them... ... ...