You’ve probably heard the old saying “you can’t make a second first impression.”
It’s true.
In sales, in those first few seconds when you meet a new client, you are either going to continue forward progress or it will be full-stop.
Same goes for job interviews or first dates. This is what makes making a good first impression so stressful.
Attitude
Good first impressions start with projecting a positive image. Projecting a positive image comes from your attitude.
I won’t go all Norman Vincent Peale on you, but your attitude is formed by what you do every waking moment. You can’t just turn it on when you need to. That will project a faux image easily discerned by any human being that can fog a mirror.
Derry’s Dad
In my broadcast sales class on talent assessments, guest lecturer and professional sales trainer Chris Derry, shared with my students that his dad was a stickler for having a positive attitude by what you wore on your face.
Come down to breakfast without a smile and you were immediately sent back upstairs. His dad didn’t care if you were late for school, you were not going to start the day at breakfast with a frowny face or a grumpy attitude. Chris said his sister went back up stairs many a day, but he quickly learned how to play the game.
But it wasn’t a game. It was building a positive character trait that would lead to a life of success in every endeavor that Derry would take on. He quickly learned even on days when he didn’t feel like smiling that forcing a smile for breakfast with his dad very quickly had him feeling more exuberant.
Fake It Till You Make It
Zig Zigler tells the story of faking a smile on his face and voice when he wasn’t exactly feeling it. He said that by faking it, it quickly became genuine and his mood would reflect his face.
Therapists will tell you that logic cannot change an emotion but action will. That by doing something that gives you a feeling of accomplishment, you will enrich your spirit and improve your attitude.
HD Radio’s 1st Impression
HD Radio is 15 years old. It answered a question no listener was asking (and still isn’t).
But why was HD Radio such a bust?
First, it was introduced with very low power that made reception of HD Radio nearly impossible in the home, office or car.
It tried to fix the poor quality of AM radio and improve the quality of FM radio. It would destroy AM radio with increasing co-channel noise interference and really make a mess of the band’s sky wave at night. With FM its improvement was almost unnoticeable to the average listener.
Worse, the promotion of HD Radio on FM radio stations often drew the comment to a listener with an FM not an HD Radio set that the sound of the station did sound better in HD. The listener didn’t understand from the radio ads they needed to buy a new radio set to pick up the HD Radio signal and so they didn’t. And even if they did figure out they needed an HD Radio set, trying to find one to buy at Walmart, Target or even Radio Shack was an exercise in futility.
Media Life magazine reported that media buyers say things like “HD Radio doesn’t feel like a thing” or “there’s almost zero consumer interest” or “it’s the least-promising technology of the new ones introduced in radio in recent years” or “most people won’t be able to hear the difference between HD Radio and regular radio and that’s a problem.”
First Impressions are a Bitch
There are 19,778 FM radio signals on the air as of the end of 2016 according to the FCC. Of those, around 2,000 of them are broadcasting in HD, about ten percent.
The number one reason those 2,000 FM radio stations are broadcasting in HD is to feed an FM translator that is not broadcasting in HD.
Media Life magazine compared how New Coke was introduced after the Pepsi Challenge was promoting it was beating Coca Cola in taste tests. I remember those days well. I was in radio sales and the local Pepsi bottler was my account. (I was a Coke drinker.)
I took that Pepsi Challenge one time with the owner of the Pepsi bottling plant and yes, I said I liked the taste of Pepsi better. He beamed.
I could tell the super sugary taste of Pepsi easily and I preferred the less sugary, belching kick of Coke. But I wasn’t about to pick the wrong one. I was in sales after all. I knew which side my bread was buttered.
Coca Cola totally bummed out about the Pepsi Challenge introduced a high sugary version of its drink and called it New Coke. It was a disaster. In months Coke brought back the original formula as Coke Classic. Today all remnants of New Coke are gone.
The lesson Media Life tells us is that “you can introduce something new and improved, but you can’t make the public want it.
Which brings me back to HD Radio.
Classic Radio
Maybe it’s time to bring back the elements that make great radio, great.
A product that is focused on a defined listener 100% of the time.
A product that is curated from music to jingles to personalities to commercials.
Nothing is put on the air that is out-of-place.
I think FM radio sounds great sonically.
Listeners do too! It’s why radio still reaches over 93% of Americans every week. It’s the #1 reach and frequency medium in America. It beats everything else. Period.
FM radio doesn’t need to make a first impression. It already is embraced by its listeners.
Bring back the classic formula that made radio great and cement radio’s future with the next generations.
Being Human Never Changes with Technology
No matter how much the technology changes, the reason one human being is attracted to another human being will never change.
Radio has their ear.
What will you say to them?
In two months, the world’s largest radio meeting will once again be taking place in Las Vegas; the 2016 NAB Show. Ironically, since leaving the radio industry and entering academia at Western Kentucky University, I attended my very first NAB show in 2011 and have every year since. So as visions of massive crowds and very sore feet dance in my head, I thought I’d look back over those past years and see how the theme of these meetings has evolved.
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