Several times in these tips, I’ve referred to being on the air as like having a conversation with a friend.  But of course, someone who’s just tuning into your show for the first time isn’t a friend – yet.

So if you want to pull that person toward you, follow these two guidelines religiously:

1. Never go so fast that you lose being conversational.

And…

2. Never let the conversation go longer than it should.

It’s pretty obvious that people are tired of fast-talking deejays (particularly in the voice-tracking arena) who don’t sound engaged with us at all.  And in coaching somewhere over 1700 people over the years, I’d guess that maybe – MAYBE – one percent of them have a good sense of “how much is too much.”  (Hint: “too much” = a lot less than you might think.)

There are two things that will make someone tune OUT fast:

1. Playing a song he or she doesn’t like.

This is why you should definitely want to do music research.  The charts don’t say it all, because they’re too general.  And what the label reps say is sometimes just a “quacking” noise.

My dear friend Randy Brown, an excellent programmer, put it best when he was accosted by a label rep for not playing a certain song.  When Randy told him he didn’t think it fit his station, the rep said, “It’s just one song.”  To which Randy replied, “Yes, but when it’s playing, it’s the ONLY song.”
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The main challenge in bringing great Content to the table each day is that it takes a little work – something that it seems like the vast majority of air talents now see as more of a nuisance than anything else.

So what we get a lot of the time is the “kicker” story – one of those supposedly “amusing” stories like the “stupid criminal of the day” tripe, or innocuous, space-filling items like one I saw the day of this writing, “What your crush on Keanu Reeves actually means, according to science.”

This is the lamest form of show prep.  Here’s why:
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There are many things to learn from great movies, TV shows, and books – all excellent examples of storytelling.  And one of the simplest lessons came from the very first Star Wars movie (and continues today): the FIRST LINE sets the stage…

“A long time ago in a galaxy far, far away.”

Bam!  In ONE line, you’ve justified everything that follows.  And of course, each movie in the franchise then has the “crawl” that explains what’s happening at the precise time of that episode.
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