Marketing Static: What's the Frequency of Your Message?

One of the larger AM Radio stations (watts) in the country, KMOX, is based here in St. Louis. Today, they began broadcasting in HD Radio.

Like many consumers, I've heard a little about HD Radio, but not sure I could provide more than three or four sentences on the technology.

During the lunch hour, I happened to be in my car flipping through the stations and stopped for the news report on KMOX. During the news, KMOX announced their new HD Radio broadcast and conducted a brief interview with one of their in-house technicians.

Let's skip the part why you would interview a technician to inform your audience of this "big deal" and focus on his message. "John, tell us about HD Radio," said the interviewer.

"Well, HD Radio is a new technology that allows us to broadcast the same content we've been broadcasting, but now it's broadcast with a digital signal. It may not sound like a big deal, but it sure is a bid deal to us techies."

Wow, doesn't that make you excited that KMOX is now broadcasting in HD Radio? You may not be too excited because John has told us about a feature. A feature of a new technology that most of us know very little about.

Perhaps we would have been more excited if John described a benefit. Maybe even a benefit that directly addressed a problem most of us have experienced while listening to AM Radio.

Same question, but let's try a different response:

"HD Radio makes your listening experience on AM Radio much more enjoyable. The current analog signal for AM Radio can be easily distorted. You know when your listening to AM Radio and something is about to come up that you really want to hear, but at that very moment, you start driving through a tunnel; under a bridge or near power lines and all you hear is static? That goes away with HD Radio. You won't miss another important point, idea, phone number or home run. The quality and clarity of HD Radio for AM Stations will be equivalent to what you hear listening to FM today."

A little bit more exciting - don't you think? After hearing this message, I'd certainly be more apt to continue listening or be interested in finding out more information about HD Radio.

Try to avoid using features in your marketing messages. Whenever feasible, clearly state the primary benefit of someone using your product or service - preferably a benefit that directly addresses a recognized problem. You'll receive less "static" and more interested customers.