January 8, 2010

A very good friend and mentor of mine and one of the most distinguished executives in our business, had a great line. "The Audience Doesn't Get The Memo."

Think about that. Sure you've made subtle changes that you all think are significant, but check your TSL (or AWTE in PPM) ... .they probably won't pick it up.

Is that contest so easy for you to understand in the memo your Promotions Director prepared, but it's impossible to understand on the air?

Have you introduced an additional positioning statement that sounded great when the PD presented it in the sales meeting and sent an e-mail to the staff, but you barely hear it on the air (See TSL/AWTE above).

Try that as a filter ... "The Audience Doesn't Get The Memo" So spell it out and K.I.S.S.