Think about this: Your listener has an average of seven short-term slots of memory. And her mind, heart, and spirit are busy with things important to her: family, health, work, friends, appearance, not having enough time to juggle all she has to do, more month than paycheck.
When we play or say something on the radio or online, we’re hoping she will lend us one of those short-term slots of memory. That she will lean in, pay attention and remember what we played or said. Your effectiveness in doing this is going to be dependent on:
- her interest level in what you are playing or saying
- how much you engage her heart
- and how concise and obvious you make your message
Each of us has important stuff coming at us that we need to talk about on the air – that new promotion or offer, that new fundraising appeal, that new contest, that upcoming concert . . All good ideas.
Here’s the challenge: throwing more different ideas, promotions, and appeals at your listener just makes it more likely she hears you as Charlie Brown’s teacher (“wah, wah, wah…wah, wah, wah!”) or even worse, that she tunes away or even turns you off.
We don’t want this to happen. The goal is helping her stay and to come back.
So, here’s the question: For each new item you’re adding to your station or program, what will you stop doing?
More is not more effective. More concise, more obvious and fewer messages. Now that’s more effective!
