Tommy Kramer Coaching Tip #477: Does Your Positioning Phrase Matter?

It depends on what it is, but only rarely have I heard a Positioning phrase or slogan that actually matters, especially if it’s just touting things like “12 in a row” or “50-minute music hours,” or the nebulous “More music.” (More music than what? My refrigerator?)

Anybody who wants to do so can make those claims, and somebody will, I guess, but why settle for that?

Here’s what you really are: What the listeners think you are when they listen to you.

So consider taking off a lot (or all) of the “sloganeering” and SHOW me why I should listen. It starts with THIS time you open the mic.

Note: there are stations whose Imaging actually means something. But I wouldn’t say they’re in the majority.