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Brian Wright “Compelling”

For years radio has always relied heavily on hype and less on compelling content. Why? Because it’s easier to come up with hype than to develop talent. As you look at your target listener today it is important to understand that they have much less in common with that same target of 10 years ago. The hype of more music, better contests, 10 in row, etc. usually has less impact on them today. In fact, it may actually be a negative because it’s viewed as empty hype. Listeners are not looking for hype but they are looking for companionship. Here’s how you do this:


First, you provide the welcome-mat for them by developing a strong statement of what you are to them. Make sure this statement has a strong listener benefit. They are the only ones that fulfill their purpose. Don’t make this statement too though-provoking or deep or it will not stick. The deepening of relationships with your audience comes from personality content and music, NOT from slug-lines or phrases alone.


Secondly, interacting with your listeners is the single most important step you need to take to create an emotional connection with your audience. Short-burst interaction with and about your listener’s thoughts and feelings is what differentiates you from the other stations and digital media platforms. A mother of two telling of how happy she and her kids were to be able to go to the concert you sent them to will not show up on most digital music sources and most other radio stations for that matter. You need to become known as THE interactive radio station in your area because it makes you all about THEM. I recommend that your station have at least one type of audience interaction every quarter hour. These do not need to be themed or ongoing topics or even part of some elaborate bit. Instead they need to be free-flowing thoughts and feelings from our listeners.


Thirdly, I believe we need to change our thoughts about the way we image our stations as well. For years we have used listeners to accentuate our stations. I believe we need to change that so our radio stations accentuate our listener’s lives instead. In the long run, this will build deep and long lasting relationships with our audience. These relationships will far outlive the thin associations we get from hype.


Our level of success in reaching more people in the future will be proportionate to our ability to target our audience’s needs, by way of consensus appeal. Music is very important but it is only the price of admission…the welcome-mat to the relationship.

Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming and consultant with Wright Media Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue.  Contact Brian at brianw6187@aol.com


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