And The Winner Is…

Wait! It can’t be.


The secret: anticipation.

Do you help your listeners feel anticipation, and IF you do, do you deliver an emotional payoff when the big reveal happens?

This may or may not end up being one of the best Christmas ads of the year.

It’s not even Thanksgiving yet, for Pete’s sake, but I bet at least one station in your town has already gone all-Christmas music.

So, when you see one of the biggest advertisers in the world use emotion to sell a soft drink, it’s worth paying attention.

As implausible as this story is, the payoff works. In fact, the absurdity of the first 2 minutes and 20 seconds is part of why the payoff works so well.

Don’t just throw a few Christmas songs at me and expect me to make your station my forever favorite.

Use the new cume you’re getting because of Christmas to offer some real emotional payoffs because when you do that, you do have a chance to become my favorite station.

Thanksgiving and Christmas are about feelings. They’re about family.

Share some stories with me that hit my emotional buttons.

Put those between your Christmas songs, instead of that “Most variety” crapola you run 24/7.

If you can’t make me feel in this season, given Covid, given everything we’ve all been through, then you’re in the wrong business.

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