Beyond Powerful Radio:Branding--Building the Brand Beyond Radio 381 "Made from wood pulp that doesn't scratch...". In other words, they would focus on what the product was made from instead of the "benefit" of "softness." Every time a radio station says "Your at work, soft favorites," it is selling wood pulp. Sell the benefit of "softness." 2. Develop a strong tagline. Think rhythm and rhyme. They help. If you can sing or hum it, even better. "From Worst to First" was a nervy challenge for a budding Z100 as they told New York they weren't just going to get better, they would be number one. To New Yorkers, joining someone on a run for #1 is an emotional benefit. Have you come up with a line that truly differentiates you? If you have to explain your tagline, it isn't working. If people can't remem- ber your tagline, start again. 3. Media plan. Decide which media are best for you. What's the ben- efit of radio, billboards, TV, online, promotion, contesting, tran-