by Tracy Johnson
Radio stations need listeners and fans, but don’t act like it. Sure, we go through the motions and say the words, “Thank you for listening”, but more often than not we spend more time telling the audience how great we are. Or we ignore them. Some even hide from the audience at promotions and appearances. Just being nice wins fans.
Just being nice isn’t so hard. But it does take time and discipline.
When is the last time you went out of your way to connect with a listener? As a personality or programmer who depends on the listener for success, doesn’t it make sense to interact at every opportunity?
Instead, we often rush them off of the telephone when they call. Or worse, don’t answer at all.
We shake hands without establishing eye contact. Or hide in the back to avoid interacting at all.
We don’t talk to them. Or worse, speak poorly about them to other listeners. I’ve heard personalities laugh at prize pigs to other listeners.
We fire off emails or tweets with an impersonal or auto-response form. Or worse, ignore their attempts at personal contact.
Disney is known as the Happiest Place on Earth. It’s more than a positioning statement or hollow marketing claim. It’s a commitment to customer service, and it’s ingrained in every employee.
At one of the Disney resort restaurants, a family was celebrating their child’s birthday at a character breakfast. But the family was late and missed their reservation. All later seatings were full.
So there they were, sitting outside the breakfast, looking sad. A Disney employee noticed.
She asked what was wrong, then sprang into action.
Not only did they get in for breakfast, she put them in a front-row table. And the boy’s favorite character came around to lead the restaurant in singing Happy Birthday.
You might think this employee was a supervisor. But she wasn’t. She was a custodian, sweeping and dusting. But she knew that serving the audience was the responsibility of every employee.
Your audience will be passionate about your station when you are passionate about them.
Imagine your radio show as a restaurant. The audience is the customer. Success depends on the customer having a great experience. Your goal is to get them to come back over and over. And tell their friends.
Great restaurants go out of their way to make an impression. The chef comes to the table. The owner stops to find out how it’s going.
How about your station? What are you doing to make an impression on the audience? Would they come back because of the service and attention to detail?
You can be a missing link to the audience. Just take a few minutes. Invest the time to make an impression.
Just being nice to listeners will give you an advantage.
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