Step one…

Great marketers understand that if you win the heart, the mind will follow.

Neurologists, using fMRI scans, have proven that emotion precedes decision.

When you create content, the first question you should answer is, “Is this relevant to my listeners? Does this matter? Do they care?”

Content without relevance is worse than wasted time because it will reinforce your misunderstanding of your listeners.

And, of course, the unbelievable also races by without being noticed, which is why 99.9% of radio station liners are a waste of time.

There is no longer credibility in stating your station has “the best variety” or “the most music,” because we know you’re lying.

1. Is it relevant? Do I care?
2. How does it make me feel? How do you make me feel?

That’s it, in a nutshell.

Ignoring emotion is just another way to talk to yourself.

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