What do your listeners expect from your station?  Your P1s know.  20% of your total cume audience provides about 80% of the quarter hour listening.  What makes you Unique?  Promote this uniqueness to increase usage (tune-in), listening occasions per day, and TSL.  

What’s “U?”  It’s the major benefit that core listeners derive from the station.  “U” is what the station means to them, what’s expected, and the biggest attribute of listening.  It’s likely the music or some other quality.

Differentiation is the first step in building a brand.  The strongest brands distinguish themselves from competitors by way of their Uniqueness.   

Passion

What makes listeners passionate about your station?  Make it easy for the core listener to understand what they get when they tune in.  Beyond positioning, becoming a destination station requires being Unique and special and the best station in the listener’s mind.  “U” examples:

>   Hottest hits

>   Hot talk

>   Local news first

>   Rocks the hardest!

>   Newest music; best music

>   Funniest/craziest morning show

>   Most relaxing/comfortable, the softest

The “Unique” factor drives passion, showcases the difference, builds core understanding, and gets those who are loyal to commit to listening more.  They know what to expect – and what makes U different.  Success hinges on the emotion of a format and station brand.  Targeting to the extreme, the station owns a clear-cut format position that is unchallenged.

Be Focused & Targeted  

The “U” factor concentrates on the narrow core that best represents the format niche.  All Sports or News-Talk stations have this advantage.  Since the formats are unique, Oldies, Classic Rock, Rhythmic, or Urban stations are also high on the “U” scale.  Promoting what makes your station unique – the U factor – is essential.  Enhance your branding and programming; put the U into Unique.

Reflect On-Air Enthusiasm

Consider these ways for your station to sizzle with positive energy:

  1. Talents sound like they are having fun and having a great time on the air.
  1. The “fun” qualities are present in all live sets and in promos.
  1. The talents sound prepared when they open the mic.
  1. Interesting information that relates to the local listener is provided often.
  1. Talents show music passion and are into the music as much as the listener.
  1. There is a positive feeling, pride, and forward momentum.
  1. The talents are in touch with the market and audience – Relatability ‘R Us!
  1. The air talents reflect showmanship on the air and in public appearances.
  1. The talents reflect a fresh, exciting, active, and spontaneous sound.
  1. Talents share the station vision and understand the goals; they excel in execution.

Be fired with enthusiasm, or else you will be!

Pic designed by Freepik.com.

John Lund is President of the Lund Media Group, a radio programming consulting firm with specialists in all mainstream radio formats. Did you find this article useful?  You can leave a comment below or email John at John@Lundradio.com.