Radio stations are at war. Enemies are everywhere. Stations are surrounded by entertainment choices competing for the attention of the same audience. To win, radio stations must engage in verbal combat.
Verbal Combat
Promos are a weapon that can turn stations into lean, clean fighting machines. But only if promos start with powerful words. That’s how you wage war with verbal combat.
Advertisers pay a lot of money to deliver messages to a radio audience, and many (probably most) of those listeners have no interest in the products.
But consider this: All listeners tuned in have at least some interest in what the radio station they listen to offers. 100% of the audience hearing a promo is a candidate to be influenced by it.
Now consider that most of the audience tuned in at any given time doesn’t even listen in other time periods. Does that seem shocking?
Check it out.
