Seven Words

Q:  My listeners say almost all of the things you cited in your previous post when I talked to them by phone, text and on social media, but I agree with your point that when we montage them in radio station imaging they often do sound inauthentic.  What to do?

A:  The trouble with those typical multi listener-voiced self-promotion images isn't just the choice of verbiage. 

In fact, I borrowed those benefit statements from real listener promos that came from things actual folks really did say to their favorite stations.  The lack of genuineness comes from the length of them combined with the fact that what were stated as simple phrases when each listener said them to a personality come across as unbelievably lengthy compound-complex sentences when they get edited together.

1.  As you employ listener voice testimonials, apply the seven letters (W-A-R-P-A-S-T) and then go one step farther.  Imaging should talk in telegrams.

2.  Keep listener testimonials short and simple:  seven words at most.

W-A-R-P-A-S-T

An axiom of today's marketing is that radio listeners respond to testimonials.

The best place to get them, of course, is by recording every interaction with listeners and as much as possible using real people giving real endorsements of real personalities, benchmarks and positions.

However, sometimes the real people don't sound "real" or believable so it's tempting to write statements for them.

Like:  "... always tells the titles and artists of the songs they play..."

Before putting it on the air, ask yourself "would a real person actually say this?

"I'd been listening all day at work, and ... really makes the day go better..."

Would a real person actually say this?

"Everyone at work agrees....'s new policy of only stopping the music twice an hour is GREAT..."
 

Would a real person actually say this?

"I start my day at 5 am, love the fun of ..... all morning long..."

Would a real person actually say this?

"At our house we all agree...if you don't listen to ..... you're missing something fun...something...dependable...something uniquely (town)..."

Would a real person actually say this?

"....a whole lotta fun and a whole lotta music!"

Would a real person actually say this?

"...more FUN in the morning and most music all day..."

"It's a radio bungeejump at ......  I depend on it."

"  ...... really does stop the music just twice an hour..."

"... LOVE that (brand) music...and I count on ..... to keep me up to date on (town).  .... news is so dependable that they win awards.  So...when .... says something, I take it to the BANK."

"I love the  ..... recipe...fun people you can trust because they really know (town)...reliable news, weather, community service, sports....great music variety, a better selection and long song sets...
"There's always another extra long song set just minutes away..."
"(brand) plays more (star 1)...more (star 2)...more (star 3)...

"... is perfect at work..."
"........the best music means I listen longer.  I'm an all day listener..."
".... makes me want to dance"

Would a real person actually say this?

Seven letters to post on the wall of the studio where you produce station imaging:  WARPAST.