It’s baseball’s biggest stage. These games mean it all. It’s the dream of every kid who’s ever swung at a baseball in his back yard. And yet, at this pinnacle moment in a millionaire player’s career they are willing to stop the game in order to hold a cheap handwritten cardboard sign.

What in the name of Abner Doubleday is going on here?

“Major League Baseball, Stand Up To Cancer and MasterCard conducted a special in-game moment, with players, umpires, coaches and fans all pausing to hold up placards with the names of loved ones affected by cancer.”

MLB.com

Ironic, isn’t it?

In a format that is all about belief, few stations ever share what they believe. Not a doctrinal statement, but a brand position. A flag in ground. Their vision and purpose for being on the air.

“People don’t buy what you do; they buy WHY you do it. If you don’t know why you do what you do, and people respond to why you do what you do, then how will you ever get people to vote for you, or buy something from you, or, more importantly, be loyal and want to be a part of what it is that you do?”

Simon Sinek – “How Great Leaders Inspire Action”

Why did Elon Musk buy Twitter? We didn’t have to wait long to hear his WHY.

It’s something we rarely consider. And because we rarely consider it we rarely consider its importance. (How’s THAT for a Tweet!)

We rarely consider it when planning our shows. Based upon listening I’m certain that no voice-tracker considers it before recording their next 20 tracks.

One of the things radio has lost in the last generation is the power of NOW, that magical connection between performance and experience. We’ve felt it at the concert, at the ballpark, at the movie theatre, and maybe even in church.

I was having a discussion recently with a program director about the design of a morning show, from the roles of the air talent, to clock structure, to length of breaks, where they placed their news and traffic, and how frequently and on what days the feature segments were played. After we had dissected every detail in depth, I realized that our discussion was 100% analytical. Throughout this hour long analysis we had failed to ask a very important question…

I was in a conversation recently with a new PD about a radio station we’ve all heard of. “What do you think of them?” he asked me. Perhaps assuming I would respond with a critique of their music mix, deejays, liners, and contests, instead I responded with…

“They don’t have a brand.”

A brand is WHAT people think of WHEN they think of you. It’s the position you occupy in their minds that allows them to recognize and recall with “That’s the station that…”

On last week’s show I shared how staring at the The Weather Channel for several days as a hurricane approaches your state can be a great teaching lesson for your radio station if you pay attention.

In this week’s Frost Advisory, I’ll dig a little deeper while it’s freshly on your mind.

The power of winning moments. While it’s important to minimize things that result in listeners tuning away, playing defense isn’t the same as winning. The Weather Channel uses graphics, camera angles (literally), on-the-scene reporters, and live action video to keep viewers coming back for what Mr. and Mrs. Nielsen would call ‘listening occasions.’ We all want to know WHAT’S THE LATEST?

Having lived in Florida for almost thirty years I’ve learned that there four seasons: summer, summer, summer, and hurricane season.

It’s been said that the only colors that change in Florida are the colors of the license plates. As Ian develops into a hurricane up Florida’s west coast and into the Gulf, I figured if I’m going to stare all afternoon at the Weather Channel’s Cone of Uncertainty maybe there was something to be learned from them about programming.

A brown-eyed five-year-old looked in my eyes and said, “I don’t want to be alone.” This wasn’t in response to being left in aisle 7 at Costco for less than ten seconds. This wasn’t a response to some other recent event in his life. This was a reaction to the human condition: we don’t want to be alone.

The people in the white coats have a name for it. It’s called “monophobia.”

“Monophobia is the fear of being alone. This catch-all term includes several discrete fears which may or may not share a common cause, like the fear of:

• Being apart from a particular person
• Being home alone
• Feeling isolated or ignored
• Living alone
• Loneliness
• Solitude

verywellmind.com

You’ve likely been a part of this kind of conversation in your station’s hallways.

“The client wants us to give away vacuum cleaners or we won’t get the buy.”

“The morning show will give clues for 30 days. Listeners go to the website and submit their guesses, and anyone that gets all 30 correct will be a finalist…”

Jeepers! The fact that there are even 629 of these Frost Advisories (every week for over a dozen years) might suggest that there is a lot to this programming stuff. I reckon’ that’s so, and I love discussing higher concepts with smart people, but I also know there are some simple truths.

A simple truth is that there are only two distinct elements to programming a radio station.

Music and words

These are the only tools we have to impact lives, achieve ratings, to make revenue goals, or to hang gold records in the lobby to show visitors that we are really, really a neat station.