“If you repeat something often enough, folks will believe it.”
That’s one of those old radio maxims that results from years of radio stations repeating positioning messages and years of consumers repeating them back to us.
But do they really believe the messages? Or are they just skilled at repeating them back to us?
And what if the message they’re repeating isn’t credible?
And what if you know it isn’t credible and they know it isn’t credible?
Or, worse, what if they don’t care whether it’s credible or not? In other words, what if your message matters much more to you than to its intended target? Have you really achieved anything? Have you really communicated anything? Have you really “positioned” anything? Or is your messaging one big exercise in rote memorization?
Saying stuff on-air does not make it so. And repeating back a message does not mean consumers believe it or even that it matters to them.
A message has to be credible and it has to matter to the audience its meant for.
Otherwise it doesn’t matter at all.
Here’s an illustration of my point in a 30-second video. Please watch: