My brilliant friend and associate John Frost recently heard a station that used the slogan “We Actually Care.”

These people are obviously… well, stupid.  As a coach, this concerns me because the air talent that has to live UP to what the station says about itself is virtually crippled by it.

First of all, the only possible inference of that phrase is that they’re better than the stations that DON’T “actually” care.  (But I’m not familiar with any station that has “We Actually Don’t Care” as their slogan.)

Second, there’s a language lesson in this – let’s call it “the unnecessary adverb” rule.  The word “actually” is superfluous, and doesn’t strengthen anything.

But third – and most important – how is the air talent supposed to back this up?  The result, if they even try, will be sugary soap opera-ish B.S. that has little chance of any real success.

Be wary of what your “Positioning Statement” says.  If it’s just “marketing your aspirations” or nebulous word salad, it’ll just lie there flat.

This is why I don’t believe in positioning statements at all.  Let your ACTIONS define your station, and simply let your NAME be the Brand.  Be clear that an IDENTIFIER, like “The Classic Rock Station… 92.5 KZPS” is fine, but let’s get away from meaningless “sloganeering.”

Then the air talent can “Actually” just pour effort into being relevant and entertaining.  What a concept.