New Marketing

Remember positioning?

"The basic approach to positioning is not to create something new and different, but to manipulate what's already up there in the mind." ~ Ries & Trout

Seemed so simple and logical, and 'manipulate' was the key word.

But what I'm seeing and hearing today feels more right to me, and I bet to you as well.

Think about this...

It's not what you do, but why you do it.

What's the reason your station exists in your market? (Making the stock price go up won't cut this test.)

Stations that have a purpose will have more committed employees spending more of their time thinking about listeners than bosses.

And the more time spent on those you're licensed to serve, the more relevant and significant you will become to them.

Serving a purpose leads to belief, not only from your employees, but from your listeners.

You don't need to take my word for it. Check almost any brand category. The leader almost always makes its fans feel better about themselves in the presence of that brand.

That brand leader isn't trying to change how its fans feel about them, it's trying to change how they feel about themselves, and that automatically improves the way they feel about the brand.

• Why do you go in to work every day?
• What's your purpose to the listeners who tune in?
• How does what you say and what you play make them feel better about themselves when they listen with you?

That's worth some of your time today, don't you think?