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Targeting the Indifferent

Why must your station’s message be simple?

Why should you stand out from the crowd?

Why should the differences between your station and your competition be dramatic, not subtle?

Why do the vast majority of radio station messages fall on deaf ears?

Because, as this satirical video illustrates, people care about what they care about, and they don’t care at all about anything else, meaning they don’t know at all about anything else.

Nor do they wish to.

It’s not stupidity, it’s indifference.

You can decry that. You can fight that. Or you can accept it – and create your product and your marketing with that fundamental truth in mind.

The audience doesn’t care about you. So you’d better care about them.

[Note: If you are receiving this by email and don’t see the video, click the post title]

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