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:

  • Oldies And The Fatal Flaw:   Remember the Taco Bell ads with the dog? People loved those ads, but the ads didn't sell tacos. Revenue went down and the campaign was scrapped. The question is: does oldies radio as we know it sell cars? Does it sell tacos?

  • It's The Content, Stupid:   They were naked on the floor - not even making it to the bed - when she said words that ended the evening: "Wait a minute, I have to tell you something..." Meanwhile, on my station...

  • Think Different:   Apple is selling more computers thanks to the time and effort they put into products like the iPod. What could your station be doing to bring more listeners into the fold? It's time to Think Different.

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