On the surface, it may seem that Howard Stern on satellite, great books, popular TV shows, and your favorite local radio personality may have little or nothing in common. But they all share one thing that I believe is the key to great radio: They all are INTENSELY personal, but still universal.

Both of these factors are important.

Many Air Talents are very personal, talking about their lives, experiences, and challenges. But if the subject only means something to them – if it’s not universal enough for Listeners to feel a common bond with, a “Boy, I know what you’re talking about” emotional connection – it doesn’t work.

The flip side of the coin is the Talent who talks about ‘top of mind’ universal subjects, things that everyone goes through, but doesn’t bring a personal element – a story that leads to an opinion – to the table. So there’s no emotional bonding.

I’ve often described great radio as open-heart surgery that you perform on yourself.

Choose the right subject matter, then POUR yourself into it.

Note: I have very specific tips for how to get into sharing things about yourself. Without learning them, it’s easy to just come across as self-absorbed.