How to Be Real

I can’t believe I’m saying this, but as an industry we seem to have forgotten how to be “real.” Has a generation of Rick Dees – and now Ryan Seacrest – ripped the “real” out of us?

Here’s a good piece by Roy Williams, “the Wizard of Ads,” on using the consumer’s (i.e., listener’s) own experience (i.e., being “real”) in order to persuade her to buy your product (i.e., listen to your station).

Consider this next time you stoke up your fancy-pants positioning line.

When you talk like “them” you’re not one of “us.”