If you’ve had success, it’s easy to think that the learning process is pretty much over.  But there’s always another level.

Legendary guitarist Jimi Hendrix thought Eric Clapton was stunning, but Clapton thought Hendrix was miles above him.  Steven Spielberg thought John Ford was the world’s best movie Director, but Spielberg’s movies will be benchmarks for generations to come.

Great ideas and new approaches are everywhere.  The late night talent on a tiny station you pick up driving somewhere may do something so original that it bowls you over.

No matter how good you are, you can get better.  And more importantly, you should WANT to get to yet another level.  Keep trying to learn more, or you risk becoming a dinosaur.

(From my perspective, this is the essence of coaching.  Helping YOU get to the next level.)

There’s what you want it to sound like; then there’s what it actually is.

“We just have a conversation with the listener.”  Well… not exactly.

It’s NOT really a Conversation.  Music radio is at its best is when it’s concise and at least momentarily memorable – or at the VERY least, when it doesn’t waste our time.

This thought helps; it’s NOT a conversation.  It’s just an Observation with an Emotion tucked in.

Thinking this way won’t leave you frustrated if you don’t get phone or social media response.  Your job is to offer things up that are incisive or entertaining.  Getting a reply isn’t the real goal.

Football player and coach Herm Edwards said, “A goal without a plan is nothing but a dream.”

You want to get better.  We all do.  But how?

If you don’t have a plan, you may luck into something, but probably not.  And even then, you’ll be tested.  Something will come up, like a hurricane, or the Coronavirus, or the Black Lives Matter movement, and you’d better have some process in place that’ll work for you.  As we’ve seen, people often blurt something out that backfires on them.

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When you open that mic, the most important thing to do is what seems like the easiest one: MEAN IT.

But this is actually very difficult to do without some training.  If you sound even the slightest bit insincere, or like you’re just serving up information with no real emotional investment in it… well, that’s why everyone’s impression of an air talent is that kind of pukey, surface-level-but-no-deeper “announcer guy” (or vapid nitwit).

ESPECIALLY if you’ve been blessed with an exceptional voice, remember that Emotions top “a great voice” every time.

If you sound like you actually MEAN what you’re saying, your listener will feel it.  If you don’t, in baseball terminology you “just fouled one off your own foot.”

A lack of credibility is never anyone’s first choice.

Not long ago, I saw a TV ad for a European car, and the voiceover began with “The thrill you’ll feel when you sit down behind the wheel…”
No.  I’ve driven one of those cars, and because it sits about 4 inches off the ground, I didn’t feel the “thrill,” I felt like I was getting a colorectal exam at sixty miles an hour.

This ‘telling people what they think or feel’ (or what their reaction should be) is really annoying.  Al Ries and Jack Trout call it “Marketing your aspirations.”

It’s rampant in radio, too.  Just this week, I heard a morning show promo that said “Great stories, and lots of laughs” (or some other bragging drivel).  Not true.  I heard them, and their stories were “pat” and predictable, and the farthest thing from “laughs” I could imagine.  They just recycled stories from the internet, and plugged their Facebook page.

Instead of constantly telling your listeners what you WANT them to think or feel about your show or your station, just promote the Benefits of listening to you.  The best show promo just plays me a clip of the show, then tags it with who you are and when you’re on.

Let the listeners decide for themselves.  Let go of the hype.  No one believes it.