The Christian Radio Homepage

column archive








Brian Wright
Audience Development Group

Connect With Your Target





As you prepare for your upcoming shows know that it is more important than ever to make sure that every message you give must be compelling and connect very well with your target. This will give you the advantage over you competitors, both terrestrial and internet. You can no longer hope to be the best by simply relying on your own natural ability to shoot from the hip and connect every time, it doesnít work!


One simple way to assure yourself of having maximum impact on your audience is to plan on delivering at least one memorable moment for each one of your shows. These are the bits/features that people will remember from your show and talk about with their friends and co-workers. If you can produce just one memorable moment from each of your shows you will see your ratings increase consistently. I know this sounds almost too simplistic but historically it has been the simple things that create the biggest reward.


This does not mean you should try to make all of your bits bigger than they actually are, because that can actually have the opposite result you are looking for. You simply need to be interesting. A quarterback doesnít have to throw 6 touchdown passes in a game to be great.  He simply needs to be great at what he does, even if itís a pass that he needs to throw out of bounds to avoid a loss or possible interception.


From this point on you need to set up a system where you can monitor your memorable-moment results. Hereís how: Develop a group of 6-7 listeners you can call after every show and ask them what they thought the memorable moment to the show was. If you are working at this, you will find that their thoughts align with yours. This does takes a little bit of set up time but it is well worth it if you are serious about improving your show. What was good enough to get you where you are today will not be good enough to keep you there.


Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming. After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue. Contact Brian at