A Simple Wave Equals A Lasting Connection

I have been a morning jogger for years and have passed my share of “regulars” along the routes in my various neighborhoods. About two years ago, I came across a new “regular” in my current neighborhood. I noticed that this guy waved at every car, accompanied with a big smile during his daily morning speed walk … and I mean every car! At one point, he and I even developed our own special salute when we passed each other, which was something I began to look forward to daily. (An expectation on my part!) I noticed that drivers would honk at him and wave back. It began to, literally, sound like a busy city street with all the horns in this quaint Nashville suburb!

In mid-summer of 2020, people from several neighborhoods gathered in their cars for a special parade to honor this guy and thank him for being such a positive start to each workday! (See the link here.) Amazing!

He and I have since become friends, and our salute has turned into a weekly neighborhood run, so I get to experience this man’s genuine popularity on an ongoing basis. Cars stop, drivers and passengers greet him with a huge smile, kids stop to give him drawings of him waving. Two years and he’s still going strong – EVERY DAY! Moreover, he keeps a spreadsheet at home and attaches names to cars so that he knows the drivers by more than just their wave (building a database).

There is a lot to be learned from Jim Harris (that’s his name), who has found a very simple and personal way to connect with others and sustain it. This genuinely heartfelt “wave,” frankly, has come to be expected by commuters every morning. He’s as regular as a radio morning show. When people find out I know him, it’s as if I know a genuine celebrity!

As I’ve gotten to know Jim, he really doesn’t understand the “hoopla” from everyone in the neighborhood. He tells me that all he wanted to do was something positive and personal for drivers during the pandemic two years ago. Still going strong, he has obviously done something much more than that. He’s made a lasting connection and he has not rested on his laurels.

Whether you’re on air, a Program Director or in marketing/promotion, seeing what Jim has done is a classic example of what happens when you create a strong, personal bond with just one simple act from the heart. Not only that, but it creates an expectation with those involved which, in ratings terms, means another possible listening (“waving”) occasion. On top of that, sustaining and building on that relationship is the key to the growth of your audience.

Jim has not stopped. He’s as uber-vigilant about his waving now as he was two years ago. And, yes, his “audience” has grown.

Think of what YOUR radio station or show “wave” is or could be. Maybe it’s a daily show benchmark focusing on something positive in your community, or on a specific listener; maybe a special music feature that conjures a memory or something topical; or maybe you find a way to give listeners special access to artists or your music. Whatever it is, we are in the business of creating lasting, positive relationships with our listeners. Now, more than ever, radio needs to be that genuine, human connector to the listener. Create that daily expectation by following through consistently and making it personal.

As difficult as it has been to bond with individuals on a personal level due to technology, my friend Jim found a simple way with a wave (and, in one case, a salute!). Give your listeners a reason to check in with you daily and, who knows, they may even “wave” back!

“Taking Your Radio Presence To The Next Level. Be it an artist, radio programmer or on-air talent. Coaching and mentoring down to your foundational level”

Contact me:
John Shomby
Owner/CEO Country’s Radio Coach
jshomby@countrysradiocoach.com
757-323-1460
https://countrysradiocoach.com