We Could Be Heroes

Sometimes we think we understand our audiences because we can label them by gender and age and ethnicity and values. Plus, Nielsen will count their heads for us (plus or minus a few ratings points).

All of this is helpful, of course, but understanding who people appear to be is not the same as understanding who they want to be.

If I'm a Marvel fan I wear a Spiderman t-shirt because of who I want to be, not because of who I appear to be. What I see in the mirror of my mind is not what you see in my headshot. Understanding the distinction means understanding who and what I identify with and why. And that is really what understanding an audience is all about.

We talk about making personalities "relatable." But relatable to what? And whom? Every personality on every station is trying to speak to the day-to-day concerns of the market's average Joe and Jane, right? So a race to "relatable" is really a race to "average." And have you ever seen a t-shirt emblazoned with "Average"? Do you know anybody who wants to identify with that?

It's not being "regular" we aspire to, it's being extraordinary.

So how can you find out what your fans consider extraordinary?

Start by asking about a fan's heroes. Who are her heroes? And why? What are the qualities that are so appealing to her that she identifies with them?

Heroes like Billy Talbert.

Billy was a parking lot attendant near the U.S. Capitol for over 40 years. He was known for his good cheer, warm greetings, and positive attitude. They called him the "Mayor of Capitol Hill."

He brightened the days of countless lawmakers, staffers, and visitors with his quick wit, infectious smile, and signature catchphrases like "have a good day - unless you have other plans" and "don't let your worries get the best of you." He remembered faces, names, and even license plates. No one was a stranger to Billy. He rarely missed a day of work. In fact, said Billy, "I don't call it work - I call it joy."

Even when he could have retired, he kept coming back. "I love the people," he said.

Billy was that rare thing in Washington - a unifying figure in a divided city. Both Democrats and Republicans loved him and would ask "where's Billy?" on those rare occasions when he was absent. Those were the days the lot’s regulars walked in silence instead of bantering. One lobbyist said, “It was like someone turned off the music.”

As he got older and his health declined, congressional aides would bring him homemade soup or coffee. "You treat me better than my own family," quipped Billy.

As he got sicker, his absences grew longer. People would leave handwritten notes and flowers at his parking booth.

Billy died 2017. All who were his friends over the years were shocked and saddened.

Congress honored him with a moment of silence. A resolution was introduced to celebrate his life. Major media outlets celebrated him. The House Speaker called him "a ray of sunshine" in his memoir.

After his passing, staffers organized an informal memorial near his booth, leaving his favorite snacks (Werther’s candies) and signs reading “We miss you, Mayor.”

A plaque was installed close to the parking lot he tended. Visitors often leave small tokens there in his memory. It's in a place where passersby - staffers, lawmakers, and visitors - will see it. And remember.

Every year, the parking lot staff celebrates "Billy Talbert Day," and they continue to use his famous catchphrases. A scholarship fund was established in his name to support D.C. youth.

All this for a man born of the humblest beginnings. "We didn't have much," Billy said, "but we had each other."

If you know your fan's heroes and why they're her heroes, you know what she wants to identify with.

Be that.

Mark Ramsey Media does audience research for Christian Media - Perceptual research, digital studies, donor studies, music studies, etc. Learn more here. Call Mark at 858-414-4191 or email markramsey@mac.com.

And if you want a strategy to solicit major donors to pay for your research, look here and download this Listener Impact Study solicitation for donors from WAKW-FM.

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