Scary Mary

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It's a great quick "double-check" to be sure you're not missing a major talk-about that sends the message that you missed something important to the target listener.

But, that's not what this post is about. If you want to learn how important dramatically-contrasting personalities/roles are, watch American Idol.

Sure, Scary Mary seems to be this year's William Hung and that betrays that there IS a formula at work here (like the age old morning show success formula of 'a dick, a dork and a dear').

One contestant is 'accident prone,' another is an emoter who 'just wants to cry' almost every week, another appears to be in a "Purple Haze," and another is all about "Sexual Healing' and trying to rebuild relationships. Who can't relate at least a little bit to one or more of them?

How clear are the individual roles on your station? Do they resonate with the core values and priorities of your target listener?

You may have a GREAT character role, but if it sends the message that "I am older than the average target listener" and "I'm not from around here and I really don't like or understand this place," you shouldn't be surprised that if in spite of great role clarity, the audience never seems to fully embrace or accept you.

It's not just about HAVING unique characteristics. It's about whether your core listener cares or relates to 'em.