Here’s a quick check of your Content: I believe that all that matters is what matters.

If you’re just doing “fluff” bits, even if something creates a chuckle, it’s not necessarily gonna make someone come back tomorrow. But that person probably will if you’re the best at talking about what matters to him or her.

Don’t misunderstand me – this doesn’t mean that you have to be “news-ish” or boringly serious all the time. That would go against everything I believe in. If you can make people laugh, that’s a great skill. I’m just saying that if you’re funny about what matters to the listener – the situation that he or she can identify with – not just a Subject that just fell out of the sky, you’ll be much better.

This was a hard lesson for me to learn in my own on-air career. But the great Lee Abrams, my Program Director in both Chicago and Cleveland, said to me one day, “Tommy, you can’t try to be funny every break.” That was a key building block in what I became, and in what I coach today.

EVERY mood is welcome – as long as it matters. And being truly Entertaining certainly isn’t just about punch lines.

Focus. What is your listener waiting to hear your ‘take’ on today?