Tommy Kramer Coaching Tip #327 – A Shoe Store With No Shoes

My friend and associate John Frost and I have one huge pet peeve – when we walk into a client station and can’t hear it playing in the building.

When we ask why this is so (and we do), we get these really lame answers:

“People are working, and the music distracts them.”

“We want people doing their jobs, not just listening to the radio.”

“The people in the office can’t talk to each other if the station is on.”

And the one I found most insane – “You can hear it in the bathroom.” (Wow! Let’s all go in there!)

No one wants to walk into a shoe store that has no shoes. If I can’t hear your station in the lobby or in the hallway, apparently you don’t have one worth listening to.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2019 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #326 – Where’s the Benefit?

Stations that are only an assemblage of “Attributes” are just ducks quacking into a strong wind. You’ve heard these so-called “Positioning” claims: “50-Minute Music Hours,” “12 in a Row,” “Commercial-free hours,” etc. What programmers fail to realize is that there’s no real Benefit to any of these claims, because we all know that at some point, we’re going to pay for these with an incomprehensibly long clot of commercials. And “commercial-free” isn’t true anyway if you run promos or recorded liners between songs, because SURPRISE!…those are thought of as COMMERCIALS for you.

There needs to be some Benefit to the Listener in whatever you promote – or talk about on the air. If there isn’t one, I (as a listener) don’t care – and I’m not going to do whatever it is that you want me to do.

“Well, that tells people what we are.” No, it doesn’t. It tells people that you’re grasping for something that’s not capable of being owned anymore (if it ever was). Spotify, Pandora, Amazon music, iTunes music, and You Tube are alternative places to get all the music you play – and more – without having to hear you quack.

Offer something tangible. How does what you’re doing benefit my life? How is it unique? Until you can answer those questions, you’re not really offering anything except slogans. Ewww.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2019 by Tommy Kramer. All rights reserved.