When Double Q radio station General Manager Andrew Ashwood swept me from town in 1991 so I wouldn’t fall witness to the downsizing of his not yet revealed creation, he vividly explained the importance of change and how its cost required the loss of those I’d probably never see again.
Change should be one of the seven words Broadcaster’s never use in the waves that shoot from their very large towers and egos.
Change is constantly connected to influential people mainly because they’ve been blessed with incredible amounts of acute awareness. They shape and reshape circles, manipulating style and strengths but more importantly true leaders adapt to change.
They’re physically capable of pulling off what I call parroting: the art of matching the style of others; mainly the competition.
Inside a modern America of endless minute by minute chance and changes the daily goal for employees “not” in control is to learn how to play the very game business leaders are sending your way. Your best place to study is in the radio and television commercials the mind, body and soul enjoy tuning out.
Dr. Gary Ranker reveals, “For advertising to properly work, required is an immediate connection with viewers or listeners.”
Take that thought and put it in your workplace; what message are you currently sending? If your 9 to 5 or late, late at night was an advertisement, who’s buying the product you’re trying to sell?
Advertising on a highway billboards, baseball game handouts or church programs need to develop an instant relationship before any type of motion can be inspired.
Thousands of dollars are spent everyday on projects geared toward collecting clients and being in the advertising business I feel the same chill you do when the people, places and things trying to make a point do nothing more than invite a waste of time to your reasons to want to invest your hard to locate minutes and money.
Dr Ranker teaches us, “Effective advertisements don’t say what the manufacturer wants. They say what the targeted audience wants to hear.”
Learn how to play the very game business leaders are sending your way. You are in the business of you and your current job is nothing more than your biggest client. Stop fearing that today is your final day because in your business world only you can fire you.
Learn how to better advertise what you bring to the 23.999 hours they expect you to give everyday. Develop criteria that influences rather than deflates. Oh crap you know where I’m going…STOP TELLING PEOPLE HOW MUCH YOU HATE YOUR JOB!
While you’re at it…stop moping around the office. Begin the process of connecting with a solution.
If things are tight, tough and completely overtaken by fat, sloppy bosses with nothing more on their mind than golf, ugly boats a bottom line that earns them endless bonuses…let them worry about their own investment in personal advertising. Stop buying into their cracked whip approach called motivation through intimidation.
Be in charge of selling a great day at work. I’m not talking Disney, Bouncy Ball World or hanging Muppets from the ceiling of your office. Make a connection with fellow stakeholders.
Nearly 49 years of life on this planet and the only message I’m taking to heaven is bosses get off your back when the job is done right. How about motivation through positive results?
When you explode at work...stop and locate the individual that convinced you that it was ok to let words, chairs, papers and things that look like 8-track tapes fly.
Who sold you that idea?
I’ll never forget throwing my first king sized fit in a radio station production room; a jock named Pat Richards did it while I was on the air. Everybody loved Pat. Pat could do no wrong. Pat got what he wanted when he threw the fit. I get called an a** ***e.
Dr. Ranker says, “The key to influence is to change what you do and say.”
Look around…notice anybody close? I sit in a recording studio alone all day. If you could only hear the thoughts that race through these lips recognized mainly for out of control car advertisements, hardware stores and dentists that always claim to have the newest way to brighten your smile.
The key to influence is to change what you do and say…
I’m currently wondering what’s being sold to the creative person inside when I shout out, “You ****** loser! You fat *** **** up! Why don’t you get a real ******* job instead of focusing on a childhood lifeless ambition that should have been dead before it began.”
Yeah I’m winning alright. Winning is a choice not a collection of choice words. Maybe we should locate a new agency to help us design better self advertising.
I will always believe in you first…
arroecollins@clearchannel.com
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