{"id":3682,"date":"2022-03-03T13:47:16","date_gmt":"2022-03-03T02:47:16","guid":{"rendered":"https:\/\/www.bprworld.com\/?p=3682"},"modified":"2022-03-03T13:47:16","modified_gmt":"2022-03-03T02:47:16","slug":"sell-what-theyre-buying","status":"publish","type":"post","link":"http:\/\/bprworld.com\/de\/news\/sell-what-theyre-buying\/","title":{"rendered":"Sell What They’re Buying"},"content":{"rendered":"

By David Kidd, BPR<\/em><\/p>\n

\"\"<\/p>\n

In 1974 a young Kodak engineer named Steven Sasson was assigned a seemingly low-stakes task: to see if there was any practical use for a recent invention capable of turning light into data. He built a device that could capture images and digitally display them on a screen, and eagerly presented it to his bosses.<\/p>\n

But Steven made a tactical blunder: He billed the new technology as \u201cfilmless photography\u201d. That positioning clashed with the very raison d\u2019\u00eatre of his audience \u2013 executives whose careers depended on the sale and processing of film<\/strong>. The response from his board of directors was stunned silence.<\/p>\n

Why did he make such a deeply flawed pitch? Steven, in his own words, said he was carried away by his enthusiasm for his invention. He later said: \u201cIt never occurred to me that I was at odds with the fundamental mission of the company for the last 100 years\u2026\u2026to sell film and process it.\u201d<\/p>\n

In other words, the board wasn\u2019t buying what he was selling.<\/p>\n

Anyone involved in sales knows that it\u2019s easier to close the deal when the buyer has already identified a need for the product you are trying to sell.<\/p>\n

The same applies to programming a radio station.<\/p>\n

There\u2019s no use being the station that is best known for playing country music in a market that has little or no appetite for that genre.<\/p>\n

Find out what the audience wants in terms of programming elements and music eras & genres BEFORE your next strategy and planning meeting. The things they REALLY want or love.<\/p>\n

Don\u2019t rely on gut feel\/comments from colleagues\/friends.<\/p>\n

Rely on the listeners\u2019 opinions.<\/p>\n

Once you know what they want, design the format to THEIR specifications\u2026\u2026 not something that resembles what they want or your interpretation of what they want.<\/p>\n

Strategy is just one part of successful programming.<\/p>\n

The other is EXECUTION of that strategy.<\/p>\n

Once you have created the product, TELL the listeners about it.<\/p>\n

Be creative yet simple in your messages to ensure maximum cut through.<\/p>\n

SELL it to them\u2026\u2026. because you know they WANT it!<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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