Imagine a stranger starts talking to you about a product you rarely use. Maybe you’ve never used it.
His reasons for using it sound very similar to ones that other people use to describe competing products.
How likely are you to try this product?
Not very. I thought so.
Guess what? Stations fall into the same trap when they use this approach to introduce a new anchor.
Just watched a promo where a new anchor talked up his new station. He cited the familiar reasons of great people, strong news commitment, concern for the viewer, a great place to work, etc.
My guess is he changed few minds.
His reasons didn’t break any new ground. They failed to get viewers to see the station in a different light.
More importantly, why ask a stranger to make this sale? How much trust has he earned with viewers?
The station is asking a relative unknown to get people to change their viewing behavior. And all he’s offered people is his kind opinion of the station.
That’s asking a lot – both of the anchor and the viewers.
Why not let viewers get to know the guy first? Let him make his mark in the community. People will then listen to and value his opinion more after he’s earned their attention.
Don’t make the mistake of thinking that a new anchor automatically has influence with your audience. He or she must first sell themselves before they can effectively sell your station.
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