CCM Coaching Tip #25: One Step Closer, All the Time

by Tommy Kramer, KramerMedia.net

So let's focus on the real goal of radio.

It's kind of like a conveyor belt. You want the listener to move one step closer to you, all the time.

It starts with the first time someone hears you. Maybe he or she just hit the "scan" button on the radio (which is how most people find their new, favorite station). You want them to hear something that makes them want to remember you and come back again.

Then it's about becoming a regular listener - giving you a button on that car radio, or getting your app on the phone, maybe bookmarking your website.

From there, the next step is becoming a real fan of the station. Ardent fans spread the word, whether they actually tell someone about you or not. It's as simple as I get in your car, and you have the station on. That soaks in. This is the listener that joins your Music Advisory Board, etc.

And the last step is becoming a Superfan. That means trying to get in to win a contest, coming to your station's events, or even becoming a sponsor of them.

EVERYTHING you do on the air should, ostensibly, be trying to move the listener one step closer to you. If it doesn't, take it off the air.