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“Be ready always to give an answer when someone asks you about your hope…” (I Peter 3:15)

Chuck here. About five years ago, I had lunch with a fellow who does viewer research and consultation for secular news organizations. He researches the kinds of stories they do and what would most likely grow their viewership. He’s a guy who recommends to local news stations to do more stories during the ratings “sweeps” about eating healthier and fewer stories about murders and fatal car wrecks.

Before he knew that I work in Christian media, we got talking about what he was seeing. He said it would surprise me the no. 1 thing news viewers wanted from news. I said, “Try me” . He said, “Hope, that’s the no. 1 thing viewers want from TV news.”

“But, he added, we’re having a challenge convincing the News Director that it shouldn’t be ‘if it bleeds, it leads’.”

Sobering, especially in our current world of anxiety, uncertainty and yes, fear.

My guess is that sentiment from news viewers has likely increased.

Let me give you that headline again: The no. 1 thing secular news viewers want is hope.

We see this even more so with Christian media consumers – the top things they want from us (and believe we do a good job delivering) – according to our Finney Media Why Listen? nationwide research are:

help in growing spiritually.
help with worshipping God throughout the day.
worshipful Christian songs.
help in understanding the Bible better.
and they want to be encouraged.

In short, they want Biblical spiritual encouragement. Said another way . . . the hope and peace of the Good News.

If you wondered this week if it was time to re-assess, ramp up, focus on, become laser-beamed about your on-air content, make it this: More peace, More hope. Biblically focused. The world needs and wants to hear it and see it.

Read our latest Finney’s Fast Five “Top Five Things to be Saying to Your Listeners right Now“.

In our surveys, Christian radio listeners choose what they prefer to listen to from a set of potential reasons. We have spoken about the top four reasons—but the fifth reason matters! From the nationwide Finney Media Why Listen? Survey, the top four reasons for listening are (ranked by percentage who indicated that’s a main reason):

1.	It helps me worship God through the day	87%
2.	It helps me grow spiritually	81%
3.	I like the worshipful Christian music	77%
4.	I want to be encouraged	76%

Right after these spiritual encouragement reasons, we then find this major reason:

I want to get away from negativity on other stations

55%

Get this: Over half of the Christian radio listeners we surveyed nationwide said that getting away from negativity on other stations was a major reason they listen.

Shocking images. Coarse language. And, worse. All coming at them and their families, often without them choosing it.

Don Henley of the Eagles sang about this whole exploitative, sensational, shocking, “if-it-bleeds-it-leads”, media culture in his 1980 hit “Dirty Laundry”:

Dirty little secrets

Dirty little lies

We got our dirty little fingers in everybody’s pie

We love to cut you down to size

We love dirty laundry

Kick ’em when they’re up

Kick ’em when they’re down

Kick ’em when they’re up

Kick ’em when they’re down

That was 40 years ago! Your listeners believe the world . . . and other media . . . are unloving, hopeless, hurried, impatient, unkind, bad, unfaithful, harsh and out of control.

Knowing that your listeners are choosing your Christian media to get away from all of this negativity is a reason to re-check your show, your blog, your station. Are they the opposite – loving, joyful, peaceful, patient, kind, good, faithful, gentle, and self-controlled (Galatians 5, The Fruits of the Spirit)?

Something to consider daily.

Note: We’ve mentioned The Lean Startup often, especially reflecting on the concept of “failing fast”. But there’s more to explore. That’s why we’re discussing the book’s concepts in our blog. Please read on.

As business owners, managers, and content creators, you have a delicate balance to maintain: create a recognizable brand so people know what to expect when they come to you, while also innovating when needed. It’s a challenging task, and not everyone succeeds at it. So, how do you do it?

A favorite business thought leader is Eric Ries and his popular book “The Lean Startup”. A many-time entrepreneur who questioned the “usual” way things were done in business, he presents a roadmap for innovators on the path from new idea to successful business. He applies techniques that manufacturers have long used. And, these concepts are not just for two-person ventures based out of a garage.

Ries paints a broad definition of both entrepreneur and startup, so his principles can ultimately be used by anyone in any level of a business wanting to test out new ideas.

Ries states that your ideal aim and goal should be to “learn what customers really want.” So, how does one go about doing that? By using empirical data that measures actual customer response.

Measurable data is essential for a business. “The Lean Startup” shows you how to apply scientific methods to business management and get feedback from your customers often in a process Ries calls the Build-Measure-Learn feedback loop. You start by stating your idea as a business hypothesis. Next you’ll build a “minimum viable product”. He emphasizes not wasting much time on a product that customers may or may not want and introduce the product or offering to the most forgiving segment of your potential customer base.

You use your metrics to measure your customers’ response and start making small changes to your product methodically and as quickly as possible, watching your metrics with each change to determine whether or not your hypothesis was correct.

This kind of research is critical for gaining traction on an idea, and it gives you the information you need when it’s time to decide whether to persevere with the idea (is it a viable business venture?) or make a “pivot”—that is, decide to use the information you’ve gathered to test an entirely new business hypothesis. This may involve using a different technology, or targeting a different customer segment or customer need, among other things. Sometimes you’ll make several pivots before you come up with something that customers want.

Addressing the need to stay efficient as your business grows, Ries suggests a concept called “The Five Whys.” Essentially, for every problem that arises, you ask “why?” five times in order to get to the true root cause of the issue. It sounds simple but can easily devolve into blame-shifting. He gives examples of how to execute this concept, but Mr. Ries misses some specifics that would give would-be users of the concept a better grasp on how to manage it. For example, is five times the magic number? If you get to the root of the problem after asking “why?” three times, should you be concerned? Or, what if it takes ten times? Additionally, Ries explains that you should make preventative changes at each level of the issue—each answer to “why?” constitutes one level—but is it more efficient in a meeting to come up with a solution to each level as it’s addressed, or to wait until you know the root problem and then backtrack?

This must-read is ideal for anyone in business who wants to learn how to innovate effectively, be more efficient, and find out if their ideas really solve the problems they’re supposed to. As to testing, we’d love to discuss how research can help you innovate. Read about ways we RESEARCH, and then CONTACT us.

In writing and publishing, there is the idea of “readability”. The “Flesch Readability Grade Level” calculation scores the level of readability of a piece of writing based on grade level.

From Paul Smith’s Lead with a Story: “Long, complex sentences with bigger words result in a higher ‘grade level.’ But unlike a school exam, a high score here isn’t better. The score doesn’t reflect the intelligence of the ideas, just the complexity of the writing style. So a high score doesn’t mean you’re smart. It means you’re a bad writer.”

He continues “. . . articles in the Wall Street Journal and the New York Times typically score between grade level 8 and 10 on this scale. That’s about right for impactful, decisive business communication. Even popular fiction writers like John Grisham and Tom Clancy write around a 7 or 8 on this scale, which is one reason their books are such good reads . . . Unfortunately, many businesspeople write at a 12 to 15 on this scale, which is much too complex . . . It shouldn’t be a chore. Save their brainpower to think about the meaning and impact of your idea.”

What would happen if we in Christian media adopted the same idea on the understandability of spiritual communication? Imagine a system where we keep the “intelligence of the ideas” but we work toward clarity of understanding with our words, images, ideas. And we use grade levels to do it. Deep meaning delivered with clarity.

To paraphrase Paul Smith: “Long, complex sentences with narrowly understood words result in a higher ‘grade level.’ The score doesn’t reflect the profoundness of the ideas, just the complexity of the writing style. So a high score doesn’t mean you’re smart. It means you’re a bad Christian communicator . . . Unfortunately, many Christian communicators write at a 12 to 15 on this scale, which is much too complex. It shouldn’t be a chore. Save their brainpower to think about the meaning and impact of your idea.”

At Finney Media, we help with this. We believe in profound spiritual meaning delivered with widely understood, heart-connective words and ideas. We’ve done research to better understand what is widely understood so that it’s not a chore and that we save their brainpower to think about the meaning and impact of your idea . . . and that they hopefully take a step in the direction of Jesus!

Whenever people ask me why they should put the time and expense into listener research, the following story comes to mind:

This one radio station’s morning host just wasn’t getting it. Every morning he was doing the show he wanted to do, but listeners just weren’t connecting or coming back. So, management scheduled focus groups, the kind where you put listeners around a table to talk about a topic. And, then you have folks from the organization behind the glass to watch and take notes. They invited the morning host to come hear what the listeners had to say about his show.

Predictably, the listeners trashed the show. After listening to the abuse for some time, the beleaguered morning host leaned over to his Program Director and griped, “What do they know? They’re just listeners.” And, he was serious.

His stint with the station didn’t last much longer.

We laugh (and maybe cry) at that story. And yet, sometimes, I do that! We all do that! We think we know better than our listeners regarding what they want. What they’ll come for. What they’ll stay for. What they’ll come back for.

And, so often we miss the mark. Because we are not our listeners. That’s why it’s so important that we ask them. It’s hard for us to understand without asking what they want to hear.

The whole point of listener research is to help us to see through our listener’s perspective. Because we’re daily a part of the endeavor, we actually think about what we’re creating and airing. Which means we’re just too close to it. Way too close to it. If what we want is more people listening or reading or watching, we need to understand better what they perceive, what they are familiar with, and what they like and don’t like. We need to understand what they expect.

So, why put the time and expense into listener research? Because the more we step out of our own perspectives and into theirs, the more likely they are to give us a listen, read our blogs, and watch our videos. And that right there is our goal. So unless you’re a mind-reader, you can’t afford not to!

As we talk with Christian radio listeners, a desire from media for a more uplifting, gentle and innocent tone keeps coming up. It’s almost as if it’s the equal and opposite reaction to our coarser, angrier world. So, it appears that the Christian radio listener’s desire for uplifting, spiritual, gentle and innocent goes up as the world gets more obnoxious.

We see this in the Christmas TV show and movies preferred by Christian radio listeners. Tied for number 1 were Rudolph The Red Nosed Reindeer and Elf. Uplifting innocence onscreen.

Read our latest Finney Fast Five article “Top Five TV shows and Movies” preferred by Christian radio listeners.

What we didn’t see was much interest in more “serious” Christmas classics like Little Drummer Boy or The Nativity Story or A Christmas Carol. Or, more recent “classics” with contentious themes like The Santa Clause or Christmas With The Kranks.

It looks like our listeners/viewers/readers don’t want “cranky” mixed with “Christmas”.

And, supporting this, finishing strongly just outside our Top 5 TV shows and movies was something that isn’t just one TV show or movie – it’s a collection of them. The Hallmark All-Christmas Marathon. Many folks mentioned it even though it’s not a specific movie. The whole idea of a “blanket” of Christmas movies resonates.

All of this should inform us just how we Christmas this year. Make it about the Christ child. Put Luke 2 at the center of your sound (and, yes, playing Linus’s reading of it is still the best with our listeners).

Here’s our core advice: When you have the choice, lean proactively in the direction of what you are doing; being uplifting, gentle, and innocent.

This year at Thanksgiving, Tom Hanks will bring us the story of Fred Rogers—Mr. Rogers to most—in a movie called It’s a Beautiful Day in the Neighborhood. The mark of Mr. Rogers was kindness—in words, in how he listened and in how he focused his attention.

In our new book Wisdom for Effective Communication; The Little Book of Big Ideas, we have a chapter that zeros in on this Christian grace. Especially during the holidays and especially in our raucous times, we thought it good to remind us all just what that means. Here’s an excerpt from the chapter entitled ‘Use Kind Words”.

Excerpt from Wisdom for Effective Communication; The Little Book of Big Ideas:

Saying sweet nothings. Buttering up. Flattery. Is this affirmation? Well, at my firm, and in my personal life, I say no.

Dictionary.com defines affirmation as: confirmation or ratification of the truth.

Here’s my take on it: Affirmation is saying what is true and kind without a critical “but.” It’s speaking the truth in love.

Flattery is stretching the truth. “You’re so good that you make everyone else look bad!”

Criticism is a truth that is negative. “You should have taken more time with this project, and now it’s a mess.”

But consider affirmation. There is always something to be recognized, something that says, “you matter” and “you are important.”

“You did a remarkable job locating all the quotes.”

“Your birthday says to me that God had a purpose for you to be here today.”

“How is your little girl? I remember how well-behaved she is for a four-year-old.”

Affirmation is a salve in a wounding, critical world. It creates a welcoming atmosphere and sets you up to have a better reception for whatever communication will be taking place.

I didn’t naturally realize this, and I certainly wasn’t born with the inclination to affirm. But over the years I noticed things. And I learned.

I’m still learning. And this holiday time will be another practice session in kindness. I invite you to join me.

You can purchase Wisdom for Effective Communication; The Little Book of Big Ideas on AMAZON.

Special Note: We’ll introduce the book in a ten minute webinar at 11:30 a.m. CT/12:30 p.m. ET on Tuesday, November 12th. Mark your calendar for this lunchtime.

“Think about it: How much will you open up if you don’t trust me? The bottom line is that how much you share is based on how much you trust me and the relationship.” —Wisdom for Effective Communication

Chuck Finney, President of Finney Media, spent decades in radio helping programmers discover how to craft their words for the most effective communication with the listener. During those years, he was also a husband, father and leader. He learned what it meant to “say the wrong thing” and how that can put a wrinkle in life. But, he also learned to “say the better thing”.

If you’ve had some of those same struggles, Chuck has opened up his heart to help you learn from the mistakes he’s made. He’s authored the book “Wisdom for Effective Communication; The Little Book of Big Ideas”, a quick read full of deep truths.

“When the meaning is deeply important, a story is what makes the meaning real, what makes it reach deep into a person’s heart.” —Wisdom for Effective Communication

In this book he unveils the secrets: what works, what doesn’t, and—most importantly—the attitudes to start with before you say a single word. Learn to communicate more clearly, more deeply, and in a way that leaves others better off for it!

This book is ideal for leaders, parents, managers, and virtually anyone who wants to more effectively communicate and connect with those around them. The principles are straightforward and to the point, so you can start applying them right away.

This book can be pre-ordered right now on AMAZON. We suggest doing it today, while it’s top of mind.

For more information visit: Wisdomforeffectivecommunication.com. Currently available as an e-book and soon in print.

By Chuck Finney with Jan Shober

By Chuck Finney with Jan Shober, taken from a chapter titled “Not About You”

Want a revolution in your communication? Ask people about themselves. Ask your partner, listener, friend, grandchild, or date about likes, wants, visions, or desires.

This game-changing move will dramatically up your communication effectiveness.

I remember my first date with my wife Lynda. I reeled off stories and chatter the entire time—all about myself. My hometown of Cincinnati, my sports teams, my radio history for goodness sake! What a bore! Lynda was unimpressed. She considered saying no to a second date. Who wants to be with someone who only cares to hear his own voice?

Things have changed significantly for me since those fateful first days of dating.

I landed at a station that was tuned into the listener—to win more listeners. The program director brought what was then a new concept to the station. He reminded the team, “Our difference is that we talk to listeners and play what they want.” At that time (this was pre-computer), research consisted of using the telephone book and calling folks to ask them if they would participate in a survey. People would then rate the music they liked. And, here’s the intriguing part: That music was different than what was on the national charts. Way different!

You know what happened? Our station, an AM music station, beat a competing FM station for audience size. That never happens! But, we were listening to our listeners.

Another talented friend worked with me in the early 90’s. When our station hired him from legendary News/Talk KMOX in St. Louis, one of the things I was aware of was that KMOX dominated radio listening in St. Louis. And, stations like that always do things the listener loves. But, we broadcasters have a hard time understanding some of these things if we aren’t from their market. I asked what one of those things was on KMOX. He told me I wasn’t going to believe him. “Y’know what they do that people love that would surprise you? The Lord’s Prayer! People go crazy over it being on the radio!”

Pre-order your copy of “The Little Book of Big Ideas: Wisdom for Effective Communication” and get it to your Kindle when it’s released on November 12th.

Listen to this exclusive audio interview from author Chuck Finney:

Many secular communicators use Christian values in their storytelling. Think about Disney and Budweiser—dogs and horses and lately even stepdads!

They use Christian values such as love, peace, generosity. These values resonate with us because we might be storytelling toward a similar value.

What is their goal? To sell tickets or in Budweiser’s case to sell beer. To get you to buy their product.

Christian story uses similar values or themes. But, our goal is very different. Our goal is to help our listener/viewer/reader take a step toward Jesus! We long to help a reader/viewer/listener think differently about their connection with Jesus.

We hopefully tell the story in a way that reaches people of varying levels of spiritual maturity, so that someone who is a devout believer could understand and want to follow Jesus more closely, in the same manner as someone who isn’t even in church right now.

Paul David Tripp is a Christian counselor and author. He tells the story in Instruments In The Redeemer’s Hands about a counseling session where the husband and wife sit down and she starts crying before he even finishes praying. Her angry husband is impatient. They dive into the discussion and she starts talking about her story. The husband gets mad, jumps up and walks out. Heads to his car.

Paul prays with the wife and says, “I’m going to go track down your husband.”

Paul chases him out to the parking lot. He says, “I understand that you are angry and hurt and this is really hard. But, I’m going to go back in and rejoin your wife.”

As he’s walking in, he realizes that the husband is right behind him. The man says, “I can’t keep running away!”

Months later, after significant improvement in their relationship and their ability to talk to each other, the husband shares from his heart about that fateful day in the parking lot.

He says, “I don’t have any idea what you said that day. I only remember that you came after me!”*

Thank you, Lord, for this example of how we’re supposed to be with the people in our lives, with the people to whom we minister. Help us to reach others with stories that bring them closer to you!

*Story summarized from Paul Tripp’s book TITLE.Google Paul Tripp Marriage books and you’ll see the options.

Leading with Hope and Peace in an Anxious World

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