Monday, April 26, 2010


“Win the heart and the mind will follow.  The mind (logical left brain) can always find logic to justify what the heart (intuitive right brain) has already decided.”  
     — Roy H. Williams, The Wizard of Ads.
As humans, we are all a bundle of emotions in one stage of control or another.  As marketers, and that’s what anyone in our business truly is, our job is to reach as many of those emotions as possible whether it be in your management style, your sales presentation or in the way you program your Radio station(s).
As Roy H. Williams points out in most of his writings and is so well capsulated in the quote, win your consumers’/clients’/employees’ hearts, and you’ve won the battle.
How much time do you spend each day in this endeavor?  Are you sure what you’re spending your time on is truly focused on reaching your listeners emotions? Your clients? Your employees?
Is spending a couple of hours trying to produce the “perfect” music log the best way for a programmer? Or would you be better off spending that time producing compelling imaging?  Or working with the air talent on their content?
Is spending hours working on policies and procedures the best way, or is a walk-about in the building touching your employees with encouragement, or a group brainstorming session involving creative minds at your station to solve a problem better?
Is looking for ways to package for value added the way, or would you be better off using your creativity to solve the client’s problem? After all, that’s what they really care about.
I won’t try to convince you one way or the other. However, I will encourage you to examine your list of priorities.  Where are they located?  In the head?  Or the heart?
Bob Glasco

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