What’s Your Story?

“Marketing is no longer about the stuff that you make, but about the stories you tell.”
~Seth Godin

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Apple has a story.  Budweiser has a story.  Nike has a story.  In-N-Out Burger has a story.  Most successful brands do.  They have a story beyond their “product” that has been burned into the minds of the consumer.

Microsoft doesn’t.  Microsoft is a utility program – a good one – but a utility program mostly purchased transactionally instead of emotionally. There aren’t a lot of positive Microsoft stories.  Stories are what people remember.

Take that all down to the level of say, your radio station, and how does it translate?  Is there a story you tell everyone about the station – one that is about the music, but beyond the music at the same time?    Something that taps into your listener’s passion?  Something that’s uniquely yours and not shared by other stations in the same format?

This post is a “how to” one.  Here are two people who can help:

The right story starts with the “why.”  Simon Sinek’s concept links well with media brands.  You just have to figure out why your station does what it does, and why people become fans.  Chances are you can weave those into a terrific story.

You can also find help from author Donald Miller’s Storybrand site.  You may recall Miller from his book, “Blue Like Jazz.”  Someday, when I have enough time, I’m going to attend his sessions on building your brand’s story.  But I’ve already learned from him the value and importance of the right kind of story.

 

 

Frost Advisory #314 – Programming Lessons from Father’s Day

“You can do anything… once”, boomed my dad’s voice to his mischievous adolescent son.

Those words served as a life lesson of accountability.  But, you know what?  Those words were also true.  I COULD do anything… once.

So can your station.

Always done it this way

Making programming decisions based strictly upon what you’ve already done is like driving while looking in the rear view mirror.  It won’t get you anywhere but where you’ve already been.

As I write this a popular Orlando barbecue restaurant is opening its usually closed doors on Sunday to raise money for the shooting victims.  Well, guess what?  They’ve never done that before.  It’s interesting how even opposite behaviors – being closed on Sundays and opening this particular Sunday – are ways to demonstrate a core value of their business – giving back to the community.

In other words, the more they innovate the more they are able to fulfill their mission.

Resisting a new idea because “it doesn’t sound like my station” is the cry of the rear view mirror driver.  I also know those that innovated once but that innovation became their own “we’ve always done it this way”, and refused to innovate beyond it.

The programming lesson learned this Father’s Day is that you can do anything… once!  It’s called innovation!

“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

 

Tommy Kramer Tip #159 — The Greats are the Greats for a Reason

The Beatles.  John Grisham.  Jack Nicholson.  Meryl Streep.  Jack Nicklaus.  Vincent Van Gogh.  Michael Jordan.  Movie Director John Ford.  Steve Jobs.  All Greats in their chosen fields.

And believe me, the Greats are the Greats for a REASON.  There’s something about each of them that’s not only special, but it would stand as great in any era.  That’s why people will still be listening to Frank Sinatra when they can’t even remember Nancy Sinatra.  People will still be watching “Casablanca” (even though it’s “only” in black and white) and understanding the nobility of the struggle against a regime that wants to limit freedom, and understand the sacrifices that have to be made to preserve that freedom, as long as that video exists.

Either the theme, or some individual skill set made a great thing (or person) great.  And yes, this certainly applies to radio.  Whether your “great” was Wolfman Jack, Robert W. Morgan in Los Angeles, Fred Winston in Chicago, Ron Chapman in Dallas, or your local morning guy that no one in a neighboring state knows – but you still love (in my case, Larry Ryan in my hometown of Shreveport, Louisiana) – magnetic, truly entertaining air talents get put in the “Greats” folder and STAY there.

But here’s the hidden factor: the greats are great for MORE THAN ONE REASON.  Think of it like an old 45rpm record – gotta have an “A” side, and a “B” side.  Your “A” side gets you noticed, but it’s not enough to sustain you.  You also have to find that other thing, like a pitcher coming up with an excellent slider to go WITH his hundred-mile-an-hour fastball, to get to the level of TRULY Great.

Because truly great equals MEMORABLE.  The Beatles didn’t just do one great song.  Jack Nicholson didn’t just do one great movie.  And Michael Jordan wasn’t just a great shooter.

I hear a lot of jocks now, and a lot of STATIONS now, that have no “great” quality of any kind.  So it’s impossible for them to come up with that “memorable” quality because they have no foundation of greatness to build upon.  If that describes you, or where you work, get help NOW.  Because the millennials EXPECT great, and have no patience at all with mediocrity.  Get a great Consultant, and map out a great Strategy.  Get great air talent, or at least people with a spark that makes them stand out at a party or a backyard barbecue or in a play, then hire a great Talent Coach to develop them.

If you don’t, you’ll just fall into the abyss of “okay, but not great.”  Remember, all dinosaurs had to do to disappear from the Earth was stand still.

– – – – – – –
Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2016 by Tommy Kramer. All rights reserved.

When You Were A Kid, Did You Ever Ask Your Parents, “Please tell me a bedtime fact?”

“No, no! The adventures first, explanations take such a dreadful time.”
~Lewis Carroll

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Ken Blanchard tells the story of a time shortly after 9/11 when he forgot his identification when trying to board a plane.  Being what I’d call a pretty fast thinker, he ran to a nearby pre-TSA bookstore and bought a copy of his latest book.  When he got to the TSA agent, he said he didn’t have his passport or drivers license, but had this… and held up the copy of the book for the agent to see.  “Hey, this guy knows Don Shula,” the agent yelled to his compatriots.

Old guys rule!

I had the opportunity to talk to, and primarily listen to, Ken Blanchard recently,   I’ve read most of his books, from the first one, and was interested for the opportunity to find out why he was so successful.  I learned a couple of things I wouldn’t have imagined.

First, he’s a great storyteller.  Not about himself, but about the world around him and how he navigates it.  And if you read them, every book is told in story form.  Even today, years after its release, I still remember the concept of “leave alone-zap” from the One Minute Manager.  Stories are social, stories are viral.  Facts… not so much.  None of us ever asked for a bedtime fact.

Second, he’s a collaborator.  I always wondered why it was always, “Ken Blanchard with…”, and I learned it was fundamentally because he’s a collaborator.  He feels he’s better when there’s someone with him.  Sorta the way morning teams feel.  He believes other people make him better.  Yep, he’s even written a book about it.

With Blanchard, collaboration takes a form I hadn’t heard of before.  He has 6 or 7 drafts of each book before publication, and has it out for others to read, and then asks them a few simple questions, including, “What do you remember from the book?,” and “What could be better?”  He’s been doing this since the “One Minute Manager”, and with 60+ books to his name, that’s hard to argue with.  I want to be Ken Blanchard when I grow up!

How many of our stations are constructed around the principle of storytelling?  How many of us really emphasize collaboration across departments?

Tommy Kramer Tip #158 — Do things for the Right Reasons

The three reasons things are usually done:

  1. (Air Talent) “It’ll be funny.”
  2. (Program Director) “It’ll get ratings.”
  3. (General Manager): “It’ll schmooze a client.”

These are not Strategies, they’re just aspirations.  Let’s examine them…

Funny.
Something being “funny” is certainly not always a reality, and you can’t just use that crayon all the time anyway.  I would just say, “Try to make the show fun,” and keep in mind who your listener is.

“It’ll get ratings.”
Even with all the latest tactics on affecting PPM (or now, Nielson), you really can’t predict what will “get ratings” except in terms of doing things every time you open the mic that are compelling to the LISTENER.   And it goes deeper than that, because anything that seems calculated SOLELY to get ratings will ring HOLLOW with the Listener.  You can use any tactic you want to, but unless what you’re doing is either Informative or Entertaining (or both), it won’t work.

“It’ll schmooze a client.”
This means nothing to the Listener, and maybe even works AGAINST the Talent if it’s perceived as “selling out”.

There are only two legitimate reasons to do anything on the air:

  1. It’s Relevant to the listener.
  2. It has a Benefit to the listener.

Those things will ALWAYS work.  Tactics have their place, but believe me, if you do things for the right reasons – STRATEGIC reasons – winning becomes a byproduct.

Self-promotional afterthought: you can’t do it without great talent.  If you’re a PD or GM, rather than getting caught up in a vicious circle of hiring, then firing, consider bringing in a coach to develop your talent.

– – – – – – –
Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2016 by Tommy Kramer. All rights reserved.

A Footnote On “The Greatest”

“And I wouldn’t even mind if folks forgot how pretty I was.”
~Muhammad Ali

It was in the United Airlines Club in Seattle toward the start of my consulting career. It had been a long day of intense meetings, and here I was waiting for a red eye flight to the east coast, followed by no sleep and more intense meetings. I’m sure I showed the fatigue.

As I looked around the club I thought to myself, “Do you know who that looks like?”  At this point I should probably mention that flying around the country so much, the airlines will give you free upgrades, which meant you meet a lot of interesting people.

Back to our story: He sort of looked like him, but heavier and older, but there were bodyguards, so I became convinced it was him. Next my thought was whether I should bother him or not, but I finally walked across the club room and said, “Mister Ali, you don’t know me, but you’ve been an inspiration for me and millions of others with your ability to keep coming back to win.” He smiled and said, “thanks”, and I turned to walk away, but he reached out and touched my arm and in a soft voice said, “Never give up, you can always keep fighting.”

I’ll never know if I looked like I felt and needed a boost, or if it was something he said to people, but I’d been given advice from the greatest fighter alive!  Those words drift back to me from time to time. You always have to fight to stay in a positive frame of mind, to stay true to yourself and God, and yet, like Ali, with humor.

Muhammad Ali who was a winning boxer, a controversial figure, a great showman, someone with a great sense of humor, a man of history, a father, and true to the best of his faith, died last Friday.

When he had been asked a while ago how he wanted to be remembered he said:

“I would like to be remembered as a man who won the heavyweight title three times, who was humorous and who treated everyone right. As a man who never looked down on those who looked up to him… who stood up for his beliefs…who tried to unite all humankind through faith and love.

And if all that’s too much, then I guess I’d settle for being remembered only as a great boxer who became a leader and a champion of his people. And I wouldn’t even mind if folks forgot how pretty I was.”

That’s true Ali, proud of his achievements, unwavering in beliefs, and always with humor. An American champion.

Frost Advisory #312 – Lessons We Can Learn From Muhammad Ali

Paul McCartney, Bernie Sanders, Tiger Woods, Justin Bieber, Russell Wilson, Jenny McCarthy.

I reckon’ there’s not much of a common thread through these famous names.  But within hours of hearing the news each tweeted out a tribute to Muhammad Ali.  I counted 729,699 tweets about the man self-identified as “The Greatest”.  My Google search stretched to almost eight million.  I overheard conversations about The Champ while walking through the Los Angeles airport.

ali-word-cloud

Interesting the words people used.  Few even mentioned boxing.  Remarkable.  While the sport may have launched his fame, his persona made him bigger than boxing.  (Consequently making boxing bigger than ever before).

What words would people use to describe your radio station?  Would they simply describe the category which you are in by default: that Christian station?

Would they describe just the ordinary tools you use (mix of music, deejays, contests, traffic and weather together)?  Or would they describe your station as something special, more significant, and beyond the boundaries of the ordinary?

Float like a butterfly, sting like a bee.

There was nothing ordinary about Muhammad Ali.  That, my friends… is why people are talking about him.

Tommy Kramer Tip #157 – An Additional Liability of Constantly Teasing

In the last tip, I dealt with the latest radio “incomplete thought” – constantly teasing something at the end of each break.

If you go back and read my tip on “The First Exit” (it’s #3 on my website), you’ll see that the most effective momentum device EVER is to get out at the first place a break “resolves”.  You always leave ’em wanting more, and you have great – and unpredictable – forward momentum.

Over the years (and I first wrote about this over 20 years ago), I’ve heard this misinterpreted in a lot of different ways, like…

“Get out at the first punch line.” (Not everything is funny.  Sometimes there ISN’T a punch line.)

“Get out at the First Exit – but then say our names, or the name of the station, into the break.” (Really?  You WANT your name or the station’s name right next to commercials?  What do you think the listener associates you with then?  The “First In, Last Out” thing never worked, and it doesn’t work now, either.)

And then there’s our newest incarnation:  “Take the First ‘out’, but then do a tease of what’s coming up.”  (NO! This completely DESTROYS the First Exit.  Taylor Swift doesn’t end a song by playing a few notes of the next song she’s going to do.)

A show without SURPRISES is a show that’s not worth listening to.  I don’t WANT to know everything you’re going to do ahead of time.  In the last tip, I listed the four or five categories of things that are worth “promoting ahead” (not “teasing” – I can’t stand that word. When someone calls you a “tease”, that’s NOT a compliment).

I have to go away now.  The large vein in my neck is really starting to throb.

– – – – – – –
Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2016 by Tommy Kramer. All rights reserved.

Microsoft’s Removal of the FM Tuner in Their Phones is Our Fault

Microsoft is removing the FM tuner app from its Windows mobile phones.  According to an article in the trade press, the app has been removed from the latest development build of the OS, and it’s gone for good.  So, what does this mean for radio?

It’s bad PR for us

Tech journalists don’t “get” radio.  They see it as nothing new, and their assumption is that nobody listens any more.  If this is reported, it carries the subtext that “Microsoft removes an old-­fashioned thing from their phones”, even though that couldn’t be further from the truth.

We’ve got ourselves to blame for the above, though.  We’ve failed to care about the user experience on connected devices.  An FM tuner is, when you step back, an insanely bizarre user experience: requiring people to remember random numbers between 87 and 108 to find a station.  On a connected device like a mobile phone, the radio industry could make this experience much better, but we’ve mostly chosen not to.  It’s the poor user experience, I believe, that is the reason why an iPhone doesn’t have an FM radio inside.

It isn’t as bad as it sounds

This isn’t the removal of FM capability from Windows Mobile phones.  The FM tuner continues to be part of the Bluetooth chip inside the device, and so you’ll still be able to download FM tuner apps from the Windows app store.  All that’s happening here is that there won’t be a default FM tuner app pre-­installed on the phone.

This adds an extra step to get FM onto a listener’s phone.  But it does foster some competition in the Windows Mobile FM tuner app space.  The enterprising app maker will be able to use RadioDNS and other technologies to produce a great user experience, and get a level playing field when trying to get installations.

Windows still remains the only mobile OS with an FM receiver as standard.

It ignores the reality of the international market

According to a study in 2011, 94% of Indian radio listeners tune into (FM) radio on their mobile phone.  Only 16% do so on a radio receiver.  FM radio on mobiles is also popular in places like Latin America and Africa; a Firefox employee telling me that FM radio was “one of the most requested features” in those territories.  It’s no surprise that the cheaper the phone becomes, the more likely it is to have access to FM radio.

By withdrawing development of their basic FM tuner app, Microsoft is essentially treating these nations as unimportant to the future of Windows on phones.  That is a mistake, in my view.

Radio needs to step up

The primary argument for FM radio in cellphones is “it’s useful in times of emergency”, which is a weak and niche argument (not least because automated, networked US radio has repeatedly shown itself as relatively incapable of actually reacting at times of emergency).

I have doubts that broadcast radio inside mobiles is the white knight we think it is.  We’re trying to marry the most interactive device we own with a lean-­back medium that’s specifically designed to be consumed while doing something else.  But that shouldn’t stop us improving that experience as much as possible.

We should be working to make the default FM tuner app an amazing experience.  We should provide metadata like logos and service information to already­ existing industry initiatives like RadioDNS and Emmis’s NextRadio app; and we should fund them better so they can do more.

We should put into place optional service­ following from FM to IP, so you never lose your favorite station.  We should build FM capabilities into our own apps, working with the Universal Smartphone Project.  We should capture data (like the Indians) to help argue our case in future.  We should at the very least ensure that RDS is present on all our services.

But most of all, we should be singing with one voice about broadcast radio’s benefit within mobile phones: and highlighting that for Microsoft to remove an app that delivers a free feature is a bone­headed decision.

 

 

The Paradox Of Excellence

“Desire is the key to motivation, but it’s determination and commitment to an unrelenting pursuit of your goal – a commitment to excellence – that will enable you to attain the success you seek.”
~Mario Andretti

pursuit-of-excellence

“Let’s do everything with excellence.”  OK, I thought as I heard the comment, that makes sense.  Who wants to be the opposite and do nothing with excellence.  I nodded my head like a good boy.  I’m in, lets be excellent.

Throughout my career I’ve heard different people making the excellence argument.  But I could never figure out what that meant.  The dictionary seems to indicate it’s “possessing outstanding quality or superior merit; remarkably good.”  That seems clear.  Sort of.

Unfortunately excellence is not as ubiquitous as people want to think.  Michael Jordan is excellent, John Wooden was excellent, American Pie is excellent, Star Wars is excellent.  But is your radio station excellent?  Is it excellent because you say so?  Or is it the people who call and tell you how great you are, which never includes the voice of people who aren’t calling you.  Perhaps just your being there makes it excellent.

Saying so is easy, but achieving excellence is not.  Excellence is a quality that people appreciate partially because it is so hard to find.  And like many things, excellence is a journey, not a destination.  We should appreciate the work that went into achieving excellence more than excellence itself.

Which calls for a better understanding of what excellence is.  Fortunately, the Internet can help you with whatever you need and I found something that made great sense to me.  It’s a roadmap for excellence, sort of a “how-to” for those who really want to pursue excellence:

INTEGRITY – Match behavior with values.  Demonstrate your positive personal values in all you do and say.  Be sincere and real.

FAILURE LEADS TO SUCCESS – Learn from mistakes, and don’t be afraid to make mistakes.  View failures as feedback that provides you with the information you need to learn, grow, and succeed.

SPEAK WITH GOOD PURPOSE – Speak honestly and kindly.  Think before you speak.  Make sure your intention is positive and your words are sincere.

THIS IS IT! – Make the most of every moment.  Focus your attention on the present moment.  Keep a positive attitude.

COMMITMENT – Make your dreams happen.  Take positive action.  Follow your vision without wavering.

OWNERSHIP – Take responsibility for actions.  Be responsible for your thoughts, feelings, words, and actions. “Own” the choices you make and the results that follow.

FLEXIBILITY – Be willing to do things differently.  Recognize what’s not working and be willing to change what you’re doing to achieve your goal.

BALANCE – Live your best life.  Be mindful of self and others while focusing on what’s meaningful and important in your life.  Inner happiness and fulfillment come when your mind, body, and emotions are nurtured by the choices you make.