On last week’s show I shared despite the fact that vanilla ice cream ranks as most people’s favorite there are NO vanilla ice cream stores. In other words “favorite” is not the only consideration. “Interesting” matters, too. Surprise and delight matters.

In my opinion one of the biggest challenges of Christian radio is the tendency to do the same old things the same old way. I know stations that don’t sound significantly different than they did ten years ago and yet the world has changed around them. Never has this been more obvious due to the pandemic.

“If you leave a white post alone it will soon be a black post. If you particularly want it to be white you must be always painting it again; that is, you must be always having a revolution. Briefly, if you want the old white post you must have a new white post.”

G. K. Chesterton

Someone said that God doesn’t create in straight lines; only man does. So, what do you do with this? I’ll start with something in the recent rear view mirror.

How do you talk about MLK Day without talking about MLK Day? Pushing your creativity can help you avoid straight lines and discover a fresh new way of getting into things worth talking about.

My talented friend Tyler McKenzie at Z88.3 in Orlando said, “No need to go out to the mailbox today.” That was her fresh new way of talking about MLK Day without using straight lines to start with the obvious “It’s MLK Day!”

If you create show content (or promotions or imaging) by simply telling your listeners something they already know, your station will be as invisible as the billboard you’ve driven pass a dozen times. “It’s Friday.” “It’s almost the weekend.”

“When your listener hears only what she has heard before, it’s difficult to keep her attention.”

Roy Williams

But that requires effort. That requires getting out of an assembly line mentality. That requires understanding that creativity is fundamental to effective communication.

“Do people in this industry even realize we are all in the creativity business?

I don’t think they do. Or creativity is just too hard, and we’re too lazy. Not sure which.”

Brant Hansen

So, how do you talk about Valentine’s Day without talking about Valentine’s Day?