It was an innocent enough question, I thought.
Do people you run across seem to know about the station? The lady hired to drive the station van around the city all day long responded, “No. They think I’m selling fish.”
We’re consumed with ourselves. Everyone we know knows our station. “The Curse of Knowledge” puts us in a position where we can’t even comprehend what it is like to NOT know what we know. It’s that “imagine the world without the color blue” thing. We can’t.
“Almost no one visits your restaurant, almost no one buys your bestselling book, almost no one watches the Tonight Show…
We think we’re designing and selling to everyone, but that doesn’t match reality…
Growth comes from person-to-person communication, from the powerful standards of ‘people like us.’ And it comes from activating people who are ready to be activated.”
I know of a radio station that achieved an historic #1 ranking in Women 25-54 in part by an influx of quarter hours from new people in the ratings panel. Those weren’t new listeners mind you, they were just new panelists. In other words, they weren’t listeners that we manipulated, they were already fans ready to be activated. And they were fans for a reason. They were fans because that station mattered to them.
We can’t adjust our tactics in an effort to manipulate our listeners into changing their lifestyle for one more quarter hour. They don’t even know what a quarter hour is, AND they think we’re selling fish.
You can’t manipulate your way to number one. There are no short cuts.
You have to do things that matter.