Our Competitive Advantage

Not long ago, the PD of one of one of my favorite stations texted me, “Quick question: What competitive advantage do you think we have over any other station in our market? Just react in a sentence. We’re in a meeting going over that.”

I love pop quizzes.

My reply was, “Always positive, in a deeper way than just attitude.”

If this doesn’t describe your station, give it some thought. “That we’re Christians” is NOT a competitive advantage; it can be a big disadvantage. We play the least familiar music of any format except maybe Smooth Jazz (which is mainly instrumentals), and if we come across as not willing to meet a new listener – ANY new listener – on their ground, we have no advantage at all.

Thinking that just because we’re Christians will automatically mean that other Christians will listen to us is the biggest fallacy. For CCM as a whole, the numbers just don’t bear that out.

Remember, just the tone of your voice can make the difference. Or the delivery of the Imaging voice. Or the copy you give that person. Examine everything.