Scotland The Brave.

Perhaps you’re like me first thing in the morning - cup of coffee, check the emails and then a quick scan through the Social Media to see if anything happened during the night?

This morning, scrolling through Twitter, I saw a post from Nation Radio, with the logo and strap line saying ‘From Scotland For Scotland’.

I thought, well done.

Taking the fight to London and the new Global empire. Sometimes the little guy has weapons the big guy can’t attain.

I listened for a while and the station sounds nice...but I had some thoughts.

If you are highlighting ‘local’, you need to OWN local!

First up - the website.

It’s generic. It doesn’t scream ‘From Scotland For Scotland’. In fact it whispers that you’re just another random radio station in some part of somewhere.

Make it Scottish! Stick the Scottish flag on there, some thistle, a bottle of Irn Bru!!

Anything!.

First impressions count. If you’re going to go into battle and use the strengths that come from being ‘local’, then you really need to hammer them home.

Leave me in NO DOUBT that I am listening to a Scottish radio station.

On air

The presenters I heard had nice voices and were very capable but, once again, weren’t selling me the station or the area.

Lot’s of “Great song there….coming up….how are you” links.

No presenter referenced local areas.

Here are things London can’t do :

* London can’t tell me about the man you saw this morning on Argyle Street or ask me if I’ve noticed the new shop on High Street.

* London can’t tell me that a storm has knocked down trees in Barrowfield.

* London won’t pay attention if Barry from Camlachie is on the train to Glasgow Central.

But YOU can!

For Scotland?

Prove it!

You live in the same city as your listener...talk to them about it.

Then bring the personality into it.

Scottish people are very witty, very opinionated and very smart.

Bring that out in them via your links.

“Great song on the way from…” is standard cookie-cutter radio.

Bring me into the link, bring me into Scotland and make me feel part of something that is just for me and my area.

* Be the mirror for your listener.

* Show them their unique lives.

* Help them feel proud of Scotland.

Jump out at me and grab me with all your Scottishness.

You don't need to channel the Battle of Culloden but just FEEL the Scottishness!

Yes, you can do that in a tightly formatted station.

It takes a bit of time and some training - but not a lot!

Step 1 - Website. Make it visually Scottish.

Step 2 - Links. Talk to me about the area. Put yourself in there so I know you’re the same as me.

Step 3 - Imaging. ‘From Scotland For Scotland’. Nice strap line, but I didn’t hear it used once on air. USE IT!!!

Best wishes from my local area to yours :)

onaircoach