Welcome to the group

Most radio listeners don’t spend much time thinking about radio.

You probably don’t spend much time thinking about your city’s sewage maintenance plant, not that radio is like a sewage maintenance plant…

Uhh…on second thought, scatch that analogy.

The point is, no matter how the questions are asked, most respondents don’t really know the details of why they listen to you or to your competitor.

They may think they know, but chances are, they really haven’t spent a lot of time forming those decisions consciously.

They just like your station better. It’s the music. It’s the guys in the morning. It’s just the way the station makes them feel.

And, in the end, that is the truth: It’s the way you make them FEEL.

The human brain’s emotional system can function independently from the cortex, the seat of human consciousness.

If you trust me on nothing else, trust me on this: If you make your listeners feel something strongly today, they will be more likely to listen tomorrow, even if they can’t say why.

Make ’em laugh. Make ’em cry. Make ’em weep if you have to. But make them FEEL, or you’ll never make it to the other side of the brain, where they think.