When things happen to us, we are left with a feeling. The brain stores information by feelings and emotions. The brain remembers how events in your life made you feel. So, why is it that when you turn on the radio most of the time you feel nothing? Feelings are memorable! Make your radio station memorable – put some feeling into it!
by Mic Live and C.D. Case
When you got your first job, did you feel something? Happiness. When you found out that your partner was cheating on you? Anger. When you witnessed the birth of your first child? Ecstasy. When someone in your life passed away? Sadness. When you trapped your hand in the car door? Pain.
When things happen to us, we are left with a feeling. The brain stores information by feelings and emotions. The brain remembers how events in your life made you feel. Feelings are memorable. So, why is it that when you turn on the radio most of the time you feel nothing?
Radio remains the most intimate medium. It has the power to connect to an individual as you would a close friend. It has the ability to reach out to people wherever they are and at any time. It offers not only entertainment and information, but also companionship. So, why is it that the industry has forgotten the power that radio has — the power to make people feel something.
So much time is spent creating the ‘perfect’ format that our attention is focused mainly on the mechanics; clock positions, jock link placement, the ad mintage, number of messages on air… which, don’t get us wrong, is all important and has its place in building a successful station. But invariably it causes us to miss the most important point: what does the listener feel when they consume this ‘perfect’ format?
People gravitate to brands that make them feel something. Your radio station needs to create a feeling within your listeners. With more choices competing for your listener’s time and attention, train your listeners to come to you when they want to feel a certain way or when they want a radio station that reflects the mood they’re already in. Once you have defined the mood, design your product to enhance that feeling at every possible opportunity.
If you want your station to feel fun, ensure your personalities are fun in their delivery and their content. Reading liner cards and sounding ‘neighbour next door’ won’t live up to that mood you want to create. Imaging that constantly repeats “Today’s Better Mix of the ’80’s, ’90’s and Today” won’t live up to the fun feeling. Promotions that involve going to a car dealer and filling in entry forms aren’t fun.
Once you know what feeling you want your audience to experience when they listen, you’ll instantly create a filter for all your programming elements; the music, personalities, imaging, promotions, events, marketing… and ensure that your station means something to your listeners.
Feelings are memorable! Make your radio station memorable – put some feeling into it!
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