Six ways your creative message can save radio

I have been reading with great interest, many differing opinions regarding why radio is having difficulty competing and why it’s losing market share. The opinions usually go on to offer an idea as to how to improve this situation. All are interesting, but with all due respect to those who have authored them, many miss the point.

That's because many are written from the point of view of repackaging sales techniques so they fit the social media model. Or some offer ideas on, well, selling new ideas. Humbly, I beg to differ.

In these next seven blogs,on no particular timetable,  I hope to clarify what, in my opinion, can be done at the local level to improve your competitive advantage, and indeed, press it to once again dominate your market. All six can be summed up in one word------talent.

Here are the six ways your creative message can save radio:

1/  Stop writing your own spots.

2/ Create an intern program with the local high school or college and use the kids in the program for commercial air talent to expand your capabilities.

3/  Use social media for IMMEDIACY and INTERACTIVE SELLING and teach your clients to do the same.

4/  Do more live reads.

5 / Keep the message simple and focused.

6/  Use your creative team to cut down on the time between gathering information and delivering a spot or idea.

And the seventh topic:
WHY ON AIR TALENT COUNTS and why you should invest in grooming your own.

Next blog: Stop writing your own spots