Monday, July 24, 2006

You're Biased. That Means "I Disagree With You"

One of the potholes in the road of letting listeners know what you stand for, which is very important if you want them to trust and bond with you: today, it seems that
people only want to hear opinions which agree with their own.

Of course, political candidates solve this problem by doing the age old "how do I feel about that issue? let me take a poll and I'll tell you" which is where the politics of patriotism and family values come from. The challenge for country radio is that being patriotic and safe for the family are indeed core values for our target, but those values alone can also make you just a little too safe and one-dimensional (boring?) to successfully build younger demos and "secondary user" cume growth.

The solution, of course, is to be absolutely genuine in your point of view on the things your listener cares about. The challenge, then, is to do that without alienating your heavy-users because the more they get to know about the 'real' you, the less they like and identify with you.

If you want to see a company that 'gets' this and get a lesson in how this is done in a retail environment, go visit a Starbucks Coffee Shop.

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