Never Apologize For Being Different - Follow This One Rule

I've been thinking a lot about what it means to be "different" than others in your workplace/industry. I've caught myself several times apologizing for "thinking too big" and I have to stop that.

After mentioning an idea I'll say:

"Now, I know.....sometimes I think too big but I think this is a great idea."

I need to stop doing this. Granted, not every idea will be gold and constructive criticism is important but you should always lead with confidence in what you believe in...otherwise how can you sell it to others? This is true for ideas or selling advertising. If you don't have confidence in what you are saying....then how can others?

I meet people all the time who are afraid to be themselves. Not only at work but also outside of it. I think "being different" than the rest of the group can give you a lot of internal psychological battles if you let it:

• We fear that people won’t like us, respect us, or value us if we don’t “fit in”. Why do we fear that so much? It’s a waste of energy. Leaders can't have this fear or else they are followers.
• "It's not the way we've always done it." - This one bothers me a great deal. Broadcasting is a living breathing thing. You have to embrace change or else stay in the back of the lane. 25 years ago I was playing commercials on a cart machine, spinning records, and the occasional CD. Things certainly have changed.
• "But it's not going to be easy to change!" - Seriously. You can say that for everything. The question is: Will that stop you or not? You and I also both know that LIFE ain’t easy! Sometimes taking a risk of change is not only necessary but that is what separates you in a market/industry.

Part of why I am writing this article stems from my personal programming philosophy. Since my very first gig as a Program Director for a tiny little radio station in Massachusetts, I remember asking myself why we had to shackle ourselves into being "hokey" and looking "small".

Just because we are in a small market....why do we have to look and sound like it? I see it all the time and it bothers me.

For example, I'm familiar with a small station that will upload their local morning news to YouTube. Love it! That's such fantastic effort but the execution of it is "hokey". (You're going to see this word a lot from me. It seems to be my "catch-phrase" lately.)

The morning DJ places his phone on the shelf and simply rips and reads local news. The audio is poor. He is wearing a sweatshirt. No graphics. The lights behind him shine into the camera creating a whitewash. Finally, all this effort and the videos are not shared on their social media platforms. The view count is consistently under 10 views.

With little effort, this could look amazing. A nice sport coat. A different room to record in. Hell, at least plug a microphone into your camera! Geesh. It's a little like the teacher from Peanuts. Whaa waaa waa waa. You don't need to spend any money to improve it...however, for under $100 this could look very professional. There is plenty of tech out there.

Now, let me step away for a minute. I don't mean to destroy the effort. It's so important and does a tremendous local public service. But why be (say it with me) "hokey"?

I think some small-market stations have the total opposite philosophy then I do. They embrace the "hokey" - thinking that looking "too big" will disconnect you from your local audience. Much like my friend Captain Tom Martin from Lucky Catch Lobsters.

I met Captain Tom in the early 2000s when I was on Vacation in Peaks Island, Maine. At the time I was part owner of a web design company and small ISP in Hanover, NH. Long story short he needed an online store....and I needed an indefinite supply of lobsters! If you go to his website https://www.luckycatchlobster.com/ you are looking at the same website I custom built 20 years ago! It's clunky. It's old. It uses PULL DOWNS! But, it works for him and people still order daily on it. He loves it.

I've tried to get him to update the technology but he refuses. Why? He embraces the "hokey". He fully believes that his customers like the "down-home Maine" look and feel of the site. He believes it screams the fact that he is a simple "real deal" lobster man. What you see is what you get. I assume there is a lot to be said for that.

My philosophy doesn't mean you ignore the most important part of any broadcast. Your content and LOCAL audience. Your content is what sets you apart. Going back to my YouTube example: Which of the following scenarios is better for the local listener/YouTube watcher?

1. Hokey video uploaded with engaging and relevant local content.
2. A flashy "big market" style delivery with bad content that isn't relevant.

I believe we all know the answer. Without getting political the phrase "lipstick on a pig" comes to mind. I think my philosophy sits right in the middle. 

A professional looking presentation with relevant content. 

Relevant and informative for your listeners yet professional looking enough to make your clients feel special. Awwwww! You thought I was going to forget about the clients, didn't you? Never.

Broadcast is always servicing two masters - clients and listeners. Now, let's go back to the YouTube scenario from the perspective of the client. This time we have 3 options:

1. Hokey video uploaded with engaging and relevant local content.
2. A flashy "big market" style delivery with bad content that isn't relevant.
3. A professional looking presentation with relevant and interesting content.

Which would you like your logo attached too? Exactly.

I bring all this up because I am amazed that this simple philosophy isn't obvious in some small markets. In the next few days, I am hoping that I'll have video footage of our game show night to share. This wasn't "hokey". It looked like a major market presentation and it wasn't difficult to achieve it but it did take extra effort. Granted, maybe the cardboard cutouts of the hosts might have been a bit cray-cray but it added to the "game show" vibe and people seemed to love it.

We brought the zany, corny, and slightly cheesy experience of a real 70s/80s game show to our local market. However, I wasn't what was expected. I tried to add a sprinkle of cheese much like Richard Dawson, Bob Eubanks, or Monty Hall. Not to emulate but appreciate their 70s-ness.

"The audience was expecting Ryan Seacrest but got David Lee Roth."

I decided to be different in my delivery and give people attending an authentic experience. There are plenty of local small market DJs in the area who would have played it straight - like Mark Summers. When you are wearing a sequin shirt....you're not Mark Summers - your David Lee Roth.

Be aware, however. Not everyone likes David Lee Roth but then again...not everyone likes Mark Summers. Just be yourself...you'll either be liked or not. Just like in life. Just provide great content and be professional.

Being different means you stand out, which is a good thing in a world where everyone is trying to blend in. It's even a better thing when the broadcast industry is increasingly turning to automation and syndication. Same 'ol vanilla. It means you're interesting because you're different. It means you are less restricted by what's comfortable, able to explore new ground, not afraid of things because you don't know about them.

So, you have to ask yourself in everything you do did you provide - "A professional looking presentation with relevant and interesting content"? 

If the answer is "YES" - congratulations. You have avoided being "hokey" and I guarantee that will place you higher in the market.