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What Keeps You Up at Night?

There are lots of things that might worry you but competition shouldn't be Man Insomina one of them.  How can I even suggest that?  Here's a real life example:

Long ago, in another world, I programmed a new radio station that was taking on the "established" Top-40 signal in the market. There's lots of "moving parts" when you attempt something like this and, of course, there was plenty to worry about including:

  • Music Selection
  • Music Rotation
  • On-Air Talent Hiring/Training
  • How Many Commercials Per Hour;
  • News Load;
  • Promotions;
  • Public Speaking;
  • Community Involvement;
  • Exterior Advertising;
  • Logos;
  • FCC Compliance;

And the list goes on and on.  Plenty to keep me awake at night.  

However, the one thing that didn't keep me awake was our competition. After listening, off and on, for a day I never...never took the time to listen to what they were doing again.

It didn't matter.

Sure, at station meetings some of the staff would start in on what the other stations in town were doing or wern't doing and my response was always, "Let's pay attention to what we're doing.  We do that and we'll win."

And, that is exactly what happened.  Within 14 months the "other station" switched formats and our station was billing a million dollars a year.

This isn't to say you shouldn't be aware...but your focus should be on your product or service.  Perfecting and performing at the very top of your game.  And, after all...it's the only thing you can control.

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Insight Advertising, Marketing & Communications is a full service advertising agency based in Des Moines, Iowa.  You can connect with us on Twitter @InsightADV and our Facebook Page is right here

 

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