Your station’s Imaging is on 24/7/365. More, by FAR, than any individual air talent is on.
It sends out your message to the listener; how you want to be thought of. Or as everyone says today, “Your Brand.” (Ick. What a stupid label.)
So, let me help you with two related thoughts:
Right at the end of 2023, an amazing thing happened. The great movie director Peter Jackson got with Giles Martin, son of the Beatles’ producer George Martin, Paul McCartney, and Ringo Starr, and using ‘computer learning,’ salvaged a John Lennon demo of a song called “Now and Then.”
It became a massive hit (#1 in England, 54 years after their last #1, and the same type of reception all over the world). And the video Jackson created was remarkable.
Radio personalities tend to think only of what works in the Control Room, not necessarily what works better on the OTHER side of the radio – you know, the Listener’s side.
My brilliant friend John Frost and I had a challenge once in Orlando. Together, we ran five stations, one of which was a rather dormant AM station that we wanted to resurrect as a Sports Talk station.
But we didn’t have a budget to make a splash and get people to sample this new baby that was one of the very first Sports Talk stations in that day to really open up the so-called rules. We wanted big personalities, parody commercials, a station Imaging voice (Jeff Lawrence) who was crazy inventive. But that was all just on the air. How to get noticed was the challenge.
So… Continue reading
In the last tip, I said, “Your show really is a movie without the camera.”
After you get past learning “the basics,” then develop a real Personality on the air, you’ll hopefully reach a stage in your career where the ego disappears and you actually just get in a zone where it’s almost impossible to have a bad show.
But I believe it requires getting outside of radio, mentally, and seeing each “Content” break you do as a little movie (without the camera).
What do I, as a listener, FEEL when you talk about something? Continue reading
Okay, let’s go to work on why a topic (if we must use that word) clicks on the air, or just falls kind of flat.
Case in point, a husband-and-wife afternoon show I’ve coached for several years. They have lots of chemistry and a good sense of who the listener is, but like everyone, they need a little reminder now and then.
If you fly a lot, you get perks, upgrades, free beverages, hot towels, and great seats. If you don’t (like me), you’re crammed into the “cattle car” seats with Jabba the Hut sitting next to you with his elbow in your ribs the entire flight. There’s that curtain between coach and First Class that says, “You’re not welcome here.”
The point being that often, a business concentrates so hard on pleasing the core customer that it treats the others like they’re not particularly wanted, except to buy a ticket. Continue reading
One of the things that keeps coming up in my coaching sessions is this imaginary concept that you want to spread a wide blanket over your Content, keeping it accessible to the masses. “Broad” Subject headings, not too personal, is the way a lot of stations sound. I can’t name any right this moment, because they’re too generic to remember.
Here’s what’s actually true: the more intimate your Content is, the more people you attract.
If you need a good example of how NOT to bring more people into the fold, Sports broadcasting is it.
The other day, I watched an NFL game, and the “color” commentator said, “They’ve got a linebacker there playing three-technique…”
Huh? What does that mean? The average viewer (or listener) has NO CLUE. Apparently, it means that some linebacker either has three legs, or just ordered three pizzas from Dominoes.
As your career advances, radio changes you. Early in your career, you might think that everything needs to be stressed. So it’s easy to talk about something in a way that makes it seem like you’re battering me with things. A little too much “hype.”
The best way to build a larger and more loyal audience is to open the door a little bit wider each day. The message is a simple one: “Come on in. Here’s what you and I have in common.”
There are certain techniques I coach in order to avoid people thinking all you do is talk about yourself, but the bottom line Is you want to do this every day. If I don’t learn something today about you that I can relate to, there’s really no connection. Anyone can just select something to talk about, then add a punch line. But that’s not necessarily revealing.
And to REVEAL… is to Connect.