A Wasted Opportunity

Such a shame…


Honestly, I can’t believe I’m still talking about liners in 2017.

I felt like a lone voice in the wilderness two decades ago, but now I can’t think of a successful radio consultant who still advises client stations to read liners.

Look, it’s more than just volumes of research that prove listeners don’t believe radio’s claims of “better variety” or “more music.”

It’s more than the neuroscience that proves the only way to change minds and affect behavior is through the emotions. We feel before we act. Logic has little to do with behavior. Just look at those who disagree with you politically.

It’s more than the mind-numbing absurdity of describing your station as “A better MIX of the 90s and today,” or whatever other fence you want to put on listener’s expectations for your station.

Every time you read a bland, boring liner you’re wasting an opportunity to connect on a deeper level with your listeners.

How many times a day are you doing that to everyone who happens to be hearing your station at those moments?

Here, think of it this way…

Do you even hear what the person on the other side of the fast food speaker says to you when you first pull up to the order box? That’s their liner:

Would you like to try a jalapeno-infused Metamucil-wrapped pound of bacon fried in whale blubber? Go ahead with your order when you’re ready.

So why, for goodness sake, are you still trying to pour station propaganda into people’s ear holes 4 or 5 times an hour?

They’re not listening for that! They’re not listening to that!

They don’t care about your claims of superiority and excellence!

They want to hear their favorite song.

And, if you’re courageous enough to bare a bit of vulnerability, they will actually listen to you — if you say something personal and human that connects to their emotions, their right brain, the way music does.

I just found out my dog has an incurable blood disease.”

“So happy to tell you that today is the 5th anniversary of my mom’s cancer remission. Love you, mom — and I’m so proud of you!”

“It’s my 15th anniversary today! I’ve posted a wedding pic on our website. Am I the luckiest guy in the world or what?”


Stop squandering the attention listeners are giving you.

Talk to them as if each was sitting across the console from you, as if they were really close friends.

If you need help, even a bit of shared courage to face your VP of Programming or GM — whomever you feel is threatening you — call me. I’ll help any time I can.

It’s only our future that depends on this.