Date Posted:
05 | 25 | 05

Words Are Not Actions

"I love you" he says to her while opening the door, hoping she won't notice he's late...

...again.

She turns to greet him as he removes his keys from the lock, fumbling a bit. She's hoping that maybe, just this once, he'll have remembered to pick up the dry cleaning. And who knows... maybe he'll have remembered that her favorite chocolate shop just happens to be next door to the dry cleaners. God does she have a sweet tooth. After five years of marriage he should know this.

But the only thing in his hands tonight are his keys.

* * * * * * * * *

This is the sort of thing I think of when I hear empty slogans in advertising, including those so often used on the radio. I'm willing to bet the majority of your sweepers are full of them.

"Yep, I've still got it."

Much like the man in the example above who says he loves his wife yet does nothing to prove it, too many programmers honestly believe that saying "We're your at work station" makes it so. It doesn't.

Really, it doesn't.

* * * * * * * * *

He grinned as he caught her eyes following him down the hall. "I've still got it" he thought, but really she was just checking for lipstick on his collar.

"Yep, I've still got it."

Colophon:

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Think About It:

  • Research:   If someone turns on the radio and hears their favorite song, life is good. If they turn on the radio and hear that ultra-safe gold again for the billionth time, they're going to be bored. Do we really need research to confirm this? Apparently, we do.

  • One Step Forward:   To borrow a famous phrase, bringing talent together is one small step for broadcasters that could lead to one great step for broadcasting as a whole.

  • Embrace Individuality:   Until owners understand and even embrace that basic truth about radio, radio will be stagnant at best.

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