Of all the things I get asked about, the search for Content comes up far more often than anything else.  First of all, you have to look for it, but it’s really all around you.  Prep sheets are great for lining bird cages, but real Content can easily be distilled into two lanes:

1. What’s already on the listener’s mind – TOP of mind, not just something he/she “has a passing interest in” – filtered THROUGH your observations, experiences, and opinions.
2. Things the listener may NEED to know, but might not have heard about yet.

Anything that you have to “reach” for, you should automatically reject.  Let everyone ELSE do trivial, typical, or obscure stuff, while you make great contact every at-bat.  (Obligatory baseball reference is for my partner John Frost.  Go Yankees.)

With the natural flow of stuff that you have to promote (station stuff, events, web features, etc.) and Contests, that’s really all you need.  The creative “difference” factors don’t lie in finding “off the beaten path” things to talk about; they’re in HOW you weigh in on and share the things the listener cares most about.

This makes your prep process SO easy.

The other day, I was having to teach someone how to talk over a song intro.  This is a modern phenomenon, apparently, because most people on the radio today never heard the Drake Format or the “Q” Format that revolutionized radio in the late sixties and early seventies.

Before those, jocks just talked whenever and wherever they wanted to, so you heard a song end, the jock blather for a few seconds (or longer), and then start another song, talking up to the vocal.

Bill Drake changed that.  Jocks fit the song intro, instead of starting early.  Momentum increased exponentially.  The Q stations (KCBQ in San Diego first, others later) took it another step further.  But jocks tended to lose contact with the pace of the song, doing every break in a high-powered delivery.

Stations like KNUS in Dallas, Y95 in Miami and others took it beyond that, maintaining the momentum, but also introducing a sensitivity to the pace and “vibe” of the song and matching it with the delivery.

Enough with the history lesson.  Jocks today grew up hearing a song end, the talent talking for much too long, then another song starting.  Momentum ceased to exist under the guise of “respecting the music,” primarily an Album Rock approach.

Stop – Start – Stop – Start.  The definition of NO true momentum.

So back to the recent session.  Continue reading →

Just last month, an associate sent me this email:

Do you have any suggestions for how to correct a “Ron Radio” delivery?  A client of mine in a small market sent their night jock’s audio to me.  He is kind of a puker.  It’s been forever since I’ve dealt with someone who pukes on the air.  I was going to have him put a picture of his wife (or similar) in front of him to maybe make him more conversational.  I remember you having a better way of having someone visualize speaking to another person.

My reply:

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Despite all the zillions of VERY specific tips that I coach, the people I’ve worked with the longest know that I’m all about developing Personality on the air.  The most important mentors in my career stressed that – particularly as “cookie cutter” formats became dominant – Personality was the sweet brown liquid inside the Coca-Cola can.

Just the other day, a guy I’ve worked with for several years took a foray into the world of creating a character voice to do his weather forecasts, and ran it several times during his show.  It wasn’t terrible, but it wasn’t ‘ready for prime time’ yet, either.  Here’s part of what I wrote in our session recap:

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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?

Continue reading →