So that…

My programming mentor held up two fingers and said, “Two words to help you focus your radio station;

So that…”

While I’ve had this concept in my programming toolbox for a few decades, I’ve heard that phrase pop up several times in the last week including even Sunday morning in church. I figured I needed to make it my next Frost Advisory.

“So that…” will help clarify the purpose or benefit of anything you do.

“We use ‘so that’ and ‘in order that’ to talk about purpose.”

Cambridge Dictionary

• Does your morning show help your listeners wake up and start the day? Add “so that” and you’ll find the benefit to the listener.
• Does your station give away summer trips to glamorous vacation spots? Add “so that” and you’ll connect to something really meaningful in their lives.
• Even something as ordinary as traffic reports every 15 minutes. Add “so that” and you’ll better connect with what I call the “right here, right now.”

You may find that when you attempt to apply “so that…” as the finishing statement to your features your listeners may be respond with “so what?”

“So that” or “so what.” It’s a difference-maker.