What does listening to your station say about your listeners?

Are you a brand new Nike wearing, sunglasses in the hair, shorts sporting, world traveler - or more the twittering, shaggy hair, skinny jeans concert goer? No matter who we are we use symbols, actions and products to help construct our self-identities. By sporting certain brands, behavior or interests we give cues to the outside world about how we would like them to see us. Each individual constructs an idea about him or her self -- consciously or not -- and constantly communicates this idea.

So, how does your radio station fit into the self-identity of your listeners? What is the signal your listeners send out by blasting your station through their car stereo? And how well does your overall presentation match your listeners' self-identity? 

While "playing today's hits" is a way to market your station it doesn't necessarily match your listeners lifestyle and identity. In other words: your station has to represent a lifestyle. And while the music you play is a very strong indication of that lifestyle, the elements between the music must also communicate why and how your station fits into your listeners self-identity. 

Therefore, consider this for your next promo: 

• Don't start with your call letters.
• Instead start with how and why the promotion fits into your listeners' life.
• Don't talk about what YOU do but about what your listeners get.
• Show how the promotion complements your listener's lifestyle.   

Here is how that could sound:

Now imagine hearing this piece blaring from the car next to you at a red light. Who is sitting in this car? You bet it is a fun, sexy person that loves life - at least that's how he or she gets to portray him or her self by listening to your station. And all of a sudden your are more than just another radio station - you are the match to your listeners self-identity.