What does this switch do?

By John Frost

What does this switch do?

The thing about a new place is that you don't know where everything is.

You have to hunt around for this and hunt around for that. Even when you figure out where things are it still takes awhile before remembering becomes second nature.

We moved into a new place recently and there are several light switches that are in very odd places. A light switch to a closet is on the middle of the wall in an adjacent room. An electric outlet in the living room is controlled by a switch next to the front door. But just the top socket. After a couple of weeks we're still walking around the house saying, "What's this switch do?"

Your station is like that.

New listeners to your station don't know where stuff is. This is complicated even further when you consider that new listeners to Christian music stations don't even know the music. (More on that in a subsequent Frost Advisory).

The easier you make it for listeners to find stuff, particularly new listeners, the greater the chance they'll become fans.

It all starts with the talent-they are the tour guides; the friendly voices meeting people at the door. Successful stations make it a priority to train the air talent to communicate effectively to a first time listener.

Listen to the next break on your radio station. If you were a new listener would you understand where the stuff is?