CCM Coaching Tip #113: Everything is Local, or it’s Not

The push is on, from buying goods made locally, to liking an artist because he or she is from your area, to rooting for a team because a local guy plays for them – even politics. Everything is local, or it’s not.

But “being local” isn’t just about regional references. This is a real challenge for CCM networks like K-LOVE or WAY-FM. And it’s just as important for larger radio companies with many stations spread all over the place like Salem has. They almost can’t help sounding generic, like “one size fits all” stations. The same songs, the same guests, the same Imaging, etc.

But here’s the problem: If you don’t feel local, then you’re generic.

Local = emotional engagement.

Generic = who cares?

So if you want to sound local, it’s not about street names. It’s about Content. Every station I work with, we talk constantly about Content, and creating the feeling of “this is my station; they know what I’m going through.” (No matter where you live.)