by Tracy Johnson
Listen to the way promos sound on your radio station. Are they tight, clear, and concise? Does it give listeners something to do? And does it complement the brand? The way you promote matters.
Of course, you say. But you hear it over and over. You’re performing it so many times the promos are mostly taken for granted.
Listen again. But this time do it through the ears of a consumer.
It’ll shock you. You’ll soon realize how ridiculous some of the claims are. There are probably more details and instructions than you thought. Especially social media promo messages.
Remember, the audience is in a car or at a desk focusing on something else. They’re not paying much attention. And they aren’t listening much. The radio is on in the background.
Then an air personality disrupts the environment, which they had been perfectly content with.
Peppy & Zippy are fictional personalities on an imaginary station but are based on real-life air personalities on real personalities at real stations. And the content in this promo is also real.
Here’s how many promos sound to the audience:
Obviously, this an exaggeration to prove a point. But is it so far from reality?
There are many Peppy & Zippy’s on the air, rambling through mind-numbing instructions or shouting at listeners. They bark orders to follow us, like us, and engage with us.
But never really tell us why.
One of the problems with Peppy & Zippy is they think they have to do everything. The copy is jammed with more, more, more. They have a presence on every social media platform. But none are updated because nobody has time. And they seem to think listeners should engage just because.
But even if they wanted to, listeners have a hard time engaging because they can’t find the Peppy & Zippy’s sites.
The audience may be listening but nobody hears the invitation. There are too many instructions. It moves too fast. And there’s no specific reason to engage.
Is it any wonder listeners think we sound like Charlie Brown’s teacher?
Are you a Peppy & Zippy personality?
Simplify your presence. Get rid of platforms that aren’t perfect for you. Specialize in fewer and make them easy to discover. And adjust the promos to focus on benefits, not instructions.
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