Radio's future can be even better than its past. Making Waves, the new book by Mark Ramsey, can help any broadcaster navigate a world of endless competition. An action plan for the future plus expert advice from Seth Godin, Douglas Rushkoff, Joe Jaffe, and many more. Read the "Proof" beats "Benefits" beats "Features"
That's one of the maxims you'll find in the soon-to-be-published The Marketing Playbook.
Think about that the next time you whip up a marketing or positioning thrust for your station.
"Proof" beats "Benefits" beats "Features."
Most stations are stuck in a feature-filled rut. "More Music," for example, is a feature. "10 in a Row" is conceivably proof - if only "10 in a row" proved "More Music," which it rarely does. Have you considered other ways beyond the tried, true, and terrible to offer the audience bonafide PROOF?
Before you make a claim, prepare to PROVE it.
Before you promote a feature, convert it into a benefit, then PROVE it.
The Marketing Playbook has it right!
Always ask yourself, "how are we PROVING to the audience what we're claiming?"
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» More stuff about proof from Marketing Playbook
Our earlier entry on Proof is better than Marketing generated a fair amount of commentary. And one notable correction, "proof is marketing." Nice to see our blogging compatriot Mark Ramsey highlight the same thoughts, both in his endorsement for radio... [Read More]
