One Surprising Truth About Your P1 Listener
The Lowdown on P1 Listeners
Chuck
Recently questions have come in about P1’s. P1 listeners. Who are they? Aren’t they my long-time, every week dependable listener? Well, no.
You may be surprised by that, so let me expand. A bit of understanding may help as you work to relate every single week to this important group of listeners, who are probably donors to your station. Recently questions have come in about P1’s. P1 listeners. Who are they? Aren’t they my long-time, every week dependable listener? Well, no.
The standard definition of a P1 is a listener that prefers your station over any other. With this definition, you would think they would be there consistently, right? Well, no. Here’s the raw truth. Who is in the P1 group will be different depending on the week you measure.
Let’s say Sophie is a P1 this week. Well, next week Sophie has taken a trip with her two kids down to visit her mother. She finds a local station in her mother’s town that sounds a bit like yours, and next week she is a P1 for that station. But she’s not listening to yours. Week after that, she is home, and you are on again. But then she is off for vacation….
So here’s the blunt truth: Fickle, busy, easily distracted. But when asked what she listens to, Sophie and others like her mention you. Yes, she is a fan. This is why creating an emotional bond with Sophie and her friends is so important. You want her to always come back to you!
But it also stands to reason that building an emotional bond is an every week kind of thing. You can’t bank on a memory of last week’s flowers—you need to be handing them out again this week.
Action: A little understanding goes a long way.
- Brainstorm how knowing you have different listeners each week as P1’s impacts what you say on-air.
- Review our website for more READING ON HEART CONNECTION.
Feedback:
We’d love to hear how you changed your on-air conversation. Share by e-mail or post it here.
