A station group I visited recently shared with me remarkable stories of changed lives, impact in their community, and their vision to reach people far beyond the boundaries of their current signals.

However, in listening to their stations I heard none of these things. I literally heard the trivial (in the form of ‘trivia’) more than I heard stories that demonstrated what the stations stand for.

Successful stations understand and embrace what makes them meaningful and preferable. They then efficiently demonstrate those values in ways that resonate emotionally with their listeners.

Efficiency and meaningfulness are two sides of the same coin. One does not exclude the other. Successful stations develop disciplines for each.

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I was intrigued by the old cowboy. He stood underneath the shade of a large oak tree on a sidewalk in the Fort Worth Stockyards willingly receiving five dollar bills from moms and dads, grandmas and granddads so that their kiddos could sit for a moment on the back of a long-retired longhorn steer. What followed was two minutes of smiles, laughter, waving and cameras clicking capturing the joy on the faces of these young ‘uns. A splendid time was had by all.

I did the math.

$5 every two minutes. That’s $150 an hour.

A remarkable moment in my favorite movie “Field of Dreams” is the soliloquy from the brilliant actor James Earl Jones:

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If only the words we use were compassionate words… and not distant newscaster words.

In our format, what if we only used the words of a friend, not those of a scolding teacher, or a detached observer.

I literally heard these words on a radio station this week:

“Extricated the lone occupant…”

…which, I guess, means that someone’s daughter or son, or brother or sister, or husband or wife was trapped in their car when heroes (someone’s daughter or son, or brother or sister, or husband or wife) came to their rescue, something those heroes do almost every day for someone’s daughter or son, or brother or sister, or husband or wife.

Instead of instructing and scolding, I wonder how many more people would listen if if our stations were known for the caring and loving people on the air.

What if the key to your station’s impact was contained in these simple words:

“Rejoice with those who rejoice; mourn with those who mourn.” Romans 12:15

“My friend told me to call because you called out the name of my daughter. I’ve never listened to your station before!”

Stations that play the Family Name Game® understand the power of a name. A community of voices introducing traffic or weather, birthdays, anniversaries, can all be used effectively to create word-of-mouth. (They can also be used ineffectively adding clutter).

Coca-Cola’s new campaign invites you to #ShareaCoke with the someone whose name is on the label. This a ‘trigger’, something designed in that creates a reason to act.

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