This Frost Advisory is intended for programmers and air talent that are far beyond the basics. It is for those who understand why their radio station exists, who they are talking to, and how to develop content that is meaningful and enhances the station’s appeal.

Once you get that stuff, how do you, as an air talent or program director who coaches talent, take it to the next level?

There is a predictable process the growing stations go through. I said GROWING stations.

The first step is that the stations stop doing things their listeners don’t like and start doing more of the things they DO like. I know this sounds so basic it goes without saying, but believe me you have to say it.

The second step is that the stations get better and better in doing the things the listeners actually like. This is where compelling imaging goes on the air, the talent begin to connect with things the listener is interested in, and the station becomes much easier for a new listener to understand.

While those first two steps are important, a radio station can do those two important things and still end up sounding like any format (except the music), any town, any day, and designed for any listener. This is particularly prevalent with nationally syndicated formats.

As I guide stations through the third phase of development, I focus them on these three points.

• It’s today
• It’s what I believe
• These are people are my friends

That’s a tease.

(P.S. If your station is still at step one or before, don’t worry. Just hearing about higher concepts, even if you don’t fully understand them, can help make them easier to learn. It’s kind of like the Italian lessons they play in the restrooms at the Italian restaurants. Very smart of them!)