“Second verse, same as the first.” Herman’s Hermits
Over these last several months these weekly Frost Advisories have had a few recurring themes. For one thing it doesn’t look like the pandemic is going to over anytime soon. For another we need to be thinking about not just getting through the day-to-day grind but also what we are learning through it.
What are we learning about how to encourage during a national emergency? What are we learning about creating a shared experience where people don’t feel isolated? What are we learning about being human and relating to what people are going through?
In his book, “Know What You’re For”, author Jeff Henderson says that 74% of customers don’t care if brands disappear is because they don’t think brands care about them.
He suggests that instead of shouting how great the business is, we need to start talking about how great our customers are and engage with them about their life. I think this is particularly important during our shared experience of the pandemic.
Jeff shares that rather than just having our listeners follow us on social media we should also follow them. Imagine the reaction if your radio station or personalities reacted to something they posted on social.
I know how I reacted. I’m sharing with you now.
“Personable leads to remarkable. Remarkable leads to memorable.”
We’ll get through this thing. Together.
John frost 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]