The Far Side caption read, “What we say to dogs”. The cartoon showed a man pointing to his dog saying, “Okay, Ginger! I’ve had it! You stay out of the garbage! Understand, Ginger? Stay out of the garbage, or else!”
The caption on the second panel read, “What they hear”; “Blah blah Ginger blah blah blah blah blah blah….”
They say we are exposed to over 3,000 advertising messages every day. You likely only remember a handful of them, if that. Our brains are neurologically wired to filter out everything that doesn’t helps us “survive and thrive.”
“Because that information isn’t helping them eat, drink, find a mate, fall in love, build a tribe, experience a deeper sense of meaning, or stockpile weapons in case barbarians starting coming over the hill behind our cul-de-sac.” Donald Miller, “Buiding a Storybrand”
Maybe you’ve heard how it is important to “aim” your programming at a “target” listener, but maybe you don’t realize that without that discipline the brain’s neurology filters it out as noise. That’s right. It’s as though you don’t even exist.
So blah, blah, blah all you want about things your listeners don’t care about. No one will remember you.
John is a partner in Goodratings Strategic Services, and has been a successful major market disc jockey and program director for such companies as CBS, Cap Cities, Westinghouse, Sandusky, Gannett, and Alliance during his 38 year broadcast career. John joined Goodratings’ partner Alan Mason in 1999. Contact John at [email protected]