What would happen if a portion of the pitches focused on outcomes?
So much of what I'm hearing locally is all about premiums. There are long descriptions about mugs, holiday wreaths and CD's. Are these things really the reason listeners tune-in to public radio?
Outcomes
Part of the pitch should be about outcomes. The outcomes should be from the listener's perspective instead of the station's internal focus. An internal focus might be something like, "With your contributions, we were able to hire two new reporters. We're hoping for more this year!" An example of a positive outcome from a listener's perspective might be testimonials about the value of reporting from a listener's perspective. "You're reporting on the plant closure in the Quiet Corner" gave me a greater understanding to the implications of long term unemployment on the economy. The stories in your series brought home the human toll of joblessness." Something like this takes preparation but, is effective in driving home the unique value proposition of Public Radio's content.
Balance
It is not about what we need. It is not about the premiums. Premiums are inducements. The real reason people listen is the compelling content. If the content matches the lifestyle and values of a large enough portion of the audience on a consistent basis, listeners become contributors. There needs to be a balance in the message points. Talent needs to make sure there is a balance between the case and the close. Long pitches focusing on a mug or a bouquet of flowers as a premium might motivate some donations but, they are off point. They ignore the built-in advantage of listener loyalty to content that matters.
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