Tom and Ray Magliozzi have hosted NPR's most popular show, “Car Talk,” for decades. They are now retiring because, it is "time to stop and smell the cappuccino."
I have listened to their broadcasts for years, and still couldn’t tell a carburetor from a carbuncle. But that is not really the point of their show. It is to entertain their listeners, not actually educate.
As this article points out, the duo did two things that seem to have accounted for their longevity. And it’s a great marketing lesson for all of us. First, they provided something special: They created a niche for themselves on the radio that didn't exist before -- combining call-in comedy and cars.
Most important, they showed that public talk radio didn't have to be stuffy. They never took themselves seriously, laughing at themselves (never their audience), constantly. They were funny, warm, self-deprecating and just plain fun to spend time with. (An example of their style: "My brother has always been 'work-averse,'" Ray said. "Now, apparently even the one hour a week is killing him.")
So, the marketing concept is simple. Be unique, or at least as different as you can be. And use a tonality that people enjoy responding too. In your marketing, ads, customer service, just be as true to yourself at possible. Warm, funny, concerned…whatever your true nature dictates, just be real. (Of course if you are basically a curmudgeon, well, you probably have a problem.)
So sure, the concept is simple, as most are. But the execution? Well, that’s what you might want to work on.
Got the idea?