By Holland Cooke
Consultant
Thanks to those who sent comments on last week’s column “Gradually, they know you,” which recommended brevity in explaining to listeners who you are.
Equally important: Clarity that you’re NOT what listeners DON’T want. If you’re a host or programmer, you want to understand listener turn-offs as well as Viking Riverboat Cruise Lines seems to know their prospects.
Promising that “We do not try to be all things to all people,” the Viking brochure promises:
No children under 18.
No casinos.
No nickel and diming.
No charge for Wi-Fi.
No charge for beer & wine at lunch & dinner.
No umbrella drinks.
No photography sales.
No art auctions.
No inside staterooms.
No smoking.
No waiting in lines.
No format lights, butlers or white gloves.
And the brochure details an “Environmentally Considerate” culture “reducing impact through design & technology,” i.e., solar panels, recycling & waste management, etc.
With SO many audio competitors, we can’t risk ambiguity.
Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “Confidential: Negotiation Checklist for Weekend Talk Radio;” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins.” Follow HC on Twitter @HollandCooke