In talking to Program Directors and GMs over the years, I’ve heard a lot of discussion about why a show does or doesn’t really get the audience the people in charge think it should.

For example, they’ll go down their bullet-point lists of all the ingredients that a morning show should have – the capsule descriptions of what words describe each Talent, which one is the “starter” and which is the “reactor,” and (hopefully) the reason people will listen to them.

But if you stop there, you’re missing the center of the bulls-eye: Values.

What are the talent’s values?  What are the station’s values?  What do you STAND for?

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The buzz word today is “stories.”  That’s a simplistic way of saying that personal experiences are more powerful and memorable than just “bits” or “items.”

And the best example I’ve ever seen of how stories should take shape is the TV show “Survivor.”

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At the end of the Fall 2017 network television season, we saw something unprecedented.  The reason you may not have noticed it is that it didn’t work – at all.

“The last episode before the gripping season finale…” was the “trailer” at the end of the NEXT TO LAST episode of at least two series that I regularly watch.

Think about this.  “The last episode before the last episode.”  Where does the madness end with these stupid network hype machines?

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I keep hearing things being READ to me in EXAGGERATED tones: “THANK you for ALL you’ve DONE!”

Thinking about how to help people mature and get past this point, I happened to have an old Andy Griffith Show on while I worked the other day.  It was an early episode, from the first season, and Andy himself was REALLY exaggerated, using a loud, cornpone delivery that made him sound like a cartoon character.

But Griffith himself said later in his life that he found it difficult to watch those episodes, when he was still basically just doing his country bumpkin character from “No Time For Sergeants,” his first Broadway play (and later, his first movie).  That was kind of the style then; everything was overplayed.  And Andy thought he needed to stay in ‘vocal overdrive’ to be the comedy center of the show.

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In the previous two tips, we went over Step 1 – weeding the garden of bad or outdated habits, and really seeing into what an actual Strategy is, rather than just a bunch of Tactics thrown at the wall to see what sticks – and Step 2, which is a crucial building block of developing both Timing and Trust, in what you do on the air and in shaping the knack of pulling people closer to you.

Those are huge, and take some time to believe in, because there are plenty of people who THINK they’re coaches that actually know nothing about starting from scratch and creating an entity that has a real chance to get huge ratings.

Step 3 of my coaching process is the most fun, the longest lasting, and the most imaginative:  It’s all about the Art – the “how high can you fly?” quest that all great talents have.

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Last week, in Step 1, I let you in on the first step of my coaching process – which is primarily a “weeding the garden” period of stripping away outdated habits, and learning how Strategy is different from Tactics.  (Tactics should grow out of the Strategy you’ve chosen for the station and for the show; not the other way around.)

The second step is where the real issues come to the surface:  Developing Timing and Trust.

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Recently, a station manager brought me aboard to work with a new air talent that had just come to the station.  Even though the new guy done a couple of sessions with me a year or two ago, he’s still afraid of being coached.  The boss told me the guy’s exact words were that “He doesn’t want someone coming along trying to make him sound like everyone else.”

Well, first of all, that’s not what I do.  Yes, I have some basic principles that have been proven to work over the course of coaching over 350 stations in all formats.  But a lot of times, a talent will harbor this fear of making changes simply because (1) he didn’t work with a good coach, (2) he thinks he knows all he needs to know, and/or (3) he associates the “bits” he does with BEING his identity.

So in case you’re approached with working with a talent coach (and there are only about three that deserve to be called that), I’m going to lay out my 3 Steps of Coaching over the course of the next few tips.

Step 1: Correcting bad habits, and “weeding the garden.”

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A very good talent I work with did a contest the other day, and had a great winner, who was really surprised and happy about winning lunch for her office from a local deli.

He did a good job with her in the winner call he played on the air, but at the end, he added a whole bunch of “blah blah blah” about the specific hoops the winner had to jump through to get her prize and, along the way, he mentioned the name of a person in the office that no listener would know or care about.

This is what I sent him in his coaching session recap:

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In the last tip, I talked about learning something about you each day, and how essential that “reveal” is to becoming a three-dimensional personality to the listener.  Here’s a deeper look at it:

You should reveal something about yourself EVERY day, but not with an agenda.

Last week, on an automotive Talk show I coach in Houston, the female cohost said, “Ask Mike your question, ’cause if you ask me, I’ll just say ‘Pick the fast one, in black.'”  That changed her from being just the “announcer” of the show to a Personality – in ONE LINE.

That’s the kind of reveal that works best, because it seemingly just slipped out as you were talking.  And that’s the key: It has to sound accidental or incidental – NATURAL to share, not just you bringing up a subject so you can sound off on it.

When something revealing just plops out in the course of the conversation, that’s when people actually NOTICE what was just said.

Here’s part of a post-Halloween coaching session recap with a morning team I work with in Austin, Texas…

Steve and Amy.

Well, look at what we learned about you in Tuesday’s show…

You’re aware of what’s going on, and you have hearts (coverage of the New York City tragedy).

Amy has managed to rationalize not wanting to go out in the cold to ‘Trick or Treat’ with her kids as THEIR decision.  (And Steve called her on it.)

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