There are two things that always work for radio promos. First, make sure each promo does at least one of three things. And second, focus attention on listener benefits, not station attributes. But there are always exceptions. Sometimes, the power fo a promos that focus on listeners is louder than anything that focuses on stations.
Sometimes, stations get a lot more love by standing on the sidelines and letting other people praise them. Shine a spotlight on listeners and the reflection comes back strongly on your station.
When a station tells listeners how great they are, it’s self-promotion and often ignored. But when the station tells listeners how awesome they are, wow. They will love you for it.
Compliment them and make them feel good about themselves in your presence to create a connection that pays off.
That’s what happens in this promo.