Week 10: DIFFERENTIATE OR DIE

Have you read marketing guru Jack Trout’s book ‘Differentiate or Die’? In it, he highlights the vast numbers of choices within brand categories now available to consumers. For example, in today’s ultra-competitive world, the average grocery store has 40,000 items on its shelves! With terrestrial radio, Sirius/XM, internet radio, IPOD’s and other audio entertainment sources, how do listeners choose between all that’s out there? By how they’re different from one another!

The key to your survival as a radio talent is in the differences you have over your competition and how you use your on-air promos and marketing to overteach that message. Dell, Southwest Airlines, Volvo and Wal-Mart are examples of brands with a perceived difference from their competitors. What’s yours? And..just as importantly…what are you doing/going to do to explain that difference to your listeners?