Tag Archives: al ries

What’s Your Word?

Tuesdays With Coleman

My favorite marketing book of all-time is “Focus: The Future of Your Company Depends on It” by strategist Al Ries, and one of the most important lessons in the book involves one simple question.

Focus Al Ries

What’s your word?

Consumers make product decisions on words, not visuals.

When you look at or think about products, you don’t spend as much time evaluating them as you might think. You gravitate to the products that fit what you think you need and select the one that is most strongly associated with the need. This is where owning a word can drive a decision.

Words can determine how you’re perceived within your category or if you are perceived at all. In automotive, for example, Lexus is luxury. Volvo is safety. Despite the fact that many cars are just as safe as Volvo and some have done better in safety tests, Volvo still owns the word. My son just bought one, without even looking at other brands.

Volvo owns the image for safety

Although other automotive brands have improved their safety ratings, Volvo’s brand image for the word is strong enough to withstand it

Sometimes a big brand owns the most important word for a category, like Starbucks for coffee. In that case, you need an idea that differentiates you and the best way to do that is with a single word, not a long drawn out concept.

Domino’s was second in pizza to Pizza Hut until it took the word “fast”. That was great until it got scared off by issues of driver safety. Jimmy John’s now owns the word “fast” for delivery because Domino’s gave it up.

Word association works for radio stations, too. For music stations, your word needs to be the first to come to mind.

There’s a reason why so many stations in the Adult Contemporary universe use the name “Mix”. The name itself can aid the perception of variety.

Whether in name or positioning, the word listeners use to define your station must be simple and clear. “That’s the variety station.” “That’s the oldies station.” “That’s the rock station.”

When your brand is strong and you own a word, it becomes synonymous with the category.

If your radio station is solidly known as the variety station, it will be extremely difficult for another station to take the position away.

If you don’t have a word, think about words that might still be available that radio stations have never pursued or walked away from. Words that were once considered “too narrow” may be perfect for our modern over-communicated world.

If the format leader owns the category word, there are other options. Your station can have a word to own for part of the category.

For example, two Adult Contemporary stations can’t own the Mix/variety image. So perhaps it’s a word like “soft” or “easy” or “lite” or “upbeat” (e.g., “makes you feel good.”)

It may be challenging to own the word “Rock” but perhaps you can own “Classic Rock,” or “Hard Rock” or 80s and 90s Rock.

Your morning show might well be served to own a word too, and it starts by determining what image you want it to own.

Do you want it to be thought of as the funniest? Most outrageous? The most authentic?

To do this, you have to use the same Outside Thinking principles that guide station images. For example, if your station has an image for playing 80s music and you’re trying to capture 90s images, adding an extra 90s song or two won’t do it. You must use specific language that tells the audience the station now plays 90s music.

In the same way, it is not enough for a morning show to be funny. The word needs to dominate sweepers, promos, the show open and close, and so on. It might be “the funniest morning show in Phoenix.” Or, “now, more from Denver’s laugh-out-loud morning show.” Or, “The (name) Morning Show. The one that makes you LOL.”

If the show is meant to be a friendly companion, say that. Controversial? Say that.

And, say it with enough regularity to matter. There is not enough time in your listeners’ busy lives to think they will pick up subtlety.

Once your show owns a word, a show that tries to compete for the same image will be seen as an inferior copycat.

The importance of owning a word is more important than ever.

As digital media consumption increases, you may find your word begin to show up in places other than AM/FM radio.

If you don’t defend your word…or worse, if you don’t have one at all, it’s time to head for the hills.

Lack of Focus = Lack of Greatness

Tuesdays With Coleman

Netflix just dropped the new season of Jerry Seinfeld’s Comedians in Cars Getting Coffee on July 19th. Each episode of the show features Seinfeld selecting a vintage car, then driving a fellow comic in that car to get coffee for a very casual interview/conversation. Episode One of the new season features Eddie Murphy, and that caught my attention.

Comedians in Cars Getting Coffee Netflix

Much of the episode centers on the two comedians talking about the old days, when they honed their stand-up craft in the New York area around the same time. There’s mutual admiration, Eddie slings a fair share of jokes, reveals he is planning a return to stand-up and shares some very insightful behind-the-curtain stories about Bill Cosby and Richard Pryor.

At one point of the episode in the coffee shop, Jerry and Eddie talk about the differences between the entertainment landscape back in the day and the present day. Eddie says, “You’ve got to put time in to creating something that’s worthwhile. Now you’ve got so many options, it seems hard to focus on something. So many options.”

To which Jerry replied, with emphasis:

“A lack of focus is why we have a lack of greatness.”

This astute observation got me thinking about focus in today’s environment and where the lack of focus is coming from. In other words, is it lack of focus on the part of the creator or the consumer?

It’s both.

From a consumer angle, the lack of focus is obvious. We are bombarded with more choice than ever before. More TV shows. More apps. More diets. More games. More news. More streaming. More podcasts. More social networks. More phones. More smart devices.

More, more, more!!

And you’re still expecting listeners to pay close attention to your radio station?

This is the foundation of Outside Thinking, a Coleman Insights philosophy that’s not new, but increases in societal relevance by the day. It instructs that listenership behavior is driven by numerous factors, many of them out of your control. When we adopt the mindset of our listeners, rather than the mindset of a programmer in a board room, we can more effectively reach and communicate with them.

But what about the creator angle? We know our consumers are losing focus. Are we?

Eddie gives an example of a comic he knows that has a specific niche. He’s known for a certain kind of comedy. Eddie explains, “Every Wednesday, this comic kills it. Then a different crowd comes in on Thursday and you can’t even get a laugh.” He follows this up with a remedy: “Just work the niche. You don’t think, ‘I wanna be able to kill on Thursday.’ You say I’m gonna kill every Wednesday.”

The point is, you can’t be everything to everyone. And you need to stop trying now.

We could recommend many books on this topic, but a perennial favorite at The House of Coleman is “Focus” by marketing genius Al Ries. A chapter that really illustrates Eddie’s point is Chapter 9: “Narrowing Your Scope.”

Focus Al Ries

According to Ries, “More money has been wasted reaching out to a company’s ‘noncustomers’ than any other single endeavor.”

Radio brands are well-versed in the art of focusing on loyal customers. We’re taught to grow our ratings by growing the percentage of P1s (first preference listeners), as they provide the bulk of the listening.

Maybe the question to ask of our brands in the context of focus is, “Why does a P1 listener choose our radio station first?” Understandably, this answer varies. The reason a listener chooses a “Jack” station for an unpredictable variety of music is different than why, for example, a listener may choose a radio station with dominant personality images.

P1s choose your radio station because they love it for its niche. As Ries says, “All business is a niche business. The question is, what kind of a niche do you want to own?”

This mentality requires a shift in what being “best” means.

Should you want your radio station to be the best sounding? Of course. But the winning strategy is to have the best position. Build clearly defined, differentiated images, track them in perceptual research and dominate them.

Says Ries, “The power in business doesn’t derive from your products. It derives from your position in the mind. Focus is the art of carefully selecting your category and then working diligently to get yourself categorized. It’s not a trap to avoid; it’s a goal to achieve”.

The less focused consumers are, the more focused creators must be.

Like Ries says, “The future of your company depends on it.”