Radio is what’s on it – and how it makes us feel

People – real people – consume products and services because of what those products and services do and how they make us feel in their presence.

You could sell an iPhone by advertising its technical specifications just the way your local radio station promotes how many songs it plays in a row.

Or you could focus on what problems the device solves and how that solution transforms our lives.


It's not about the device per se, it's about what it does for us.

It's not about the station per se, it's about the quality of what's on it.

And how all that makes us feel.

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  • “How does that make you feel?”
    In sequence, these are the most powerful and influential six words you’ve ever published.
    Always hit on the prospect’s hot buttons – the decision parameters to which are attached the greatest levels of emotional intensity involved in eliminating emotional roadblocks preventing the desired decision/outcome, and thus enabling the decision-making process to go forward.
    What did Apple do here that most ads fail to do? Establish intimacy. More specifically, intimacy where it’s relevant to the desired outcome.
    Yes, when we use Apple, we can be connected to those who love and accept us. But that’s not half of the message.
    Connectedness isn’t the goal – it’s just a means to an end. We all crave intimacy, the evidence of the good fruit of being loved and accepted. Who doesn’t want that?
    Apple is now seen as the missing link in helping us taste the soul soothing sweetness of that good fruit.
    Apple now equals love and acceptance.
    So, in calling out our industry’s creativity, to do something that has not been done with any consistency or ubiquity in any format, I issue the challenge: format by format…
    1. identify the key hot buttons for each of your formats,
    2. devise a twenty-word or less mission statement – DEVOID OF PLATITUDES AND GENERALITIES THAT ROLL OFF THE SUBCONSCIOUS LIKE WATER OFF A DUCK’S BACK – for hitting hot buttons and delivering media to cater to those hot buttons for that format.
    To illustrate, I’ll get the thought process going for Christian radio:
    1. Key Hot Buttons: Love. As in “Love one another as I have loved you.” (John 13:34,35).
    2. Twenty Words (or fewer) Mission Statement: Edification, exhortation, comfort (1 Cor 14:3).

  • I couldn’t have said it better myself. 🙂

  • To say that this kind of post is influenced by Tom Asacker is an understatement.

  • Jim Fleming

    Don Draper created this

  • This is a bit beyond Don, I think. He was having a highball and wearing a cardigan at the time.

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