Every time I hear an air talent talk to a “plurality” with words like “folks,” “ladies,” “all of you” (or “some of you”), etc. I want to call them up and do a coaching session right NOW on why this is ineffective.

Maybe you can best understand it through Bob Dylan’s acceptance speech when he received the 2016 Nobel Prize for Literature.  In part, he said, “As a performer, I’ve played for 50,000 people and I’ve played for 50 people, and I can tell you that it is harder to play for 50 people.  50,000 people have a singular persona; not so with 50.  (With fifty) they can perceive things more clearly.  Your honesty and how it relates to the depth of your talent is tried.”  He added, “The fact that the Nobel committee is so small is not lost on me.”

The smaller the target, the more clear the perception, the more you can reveal.  “Hello, Cleveland” doesn’t address anyone in particular.

When I worked at a female-targeted station, I just talked to my wife.  When I worked a male-targeted station, I talked to my cousin Ricky, who was like a brother to me.

Put a picture of someone who personifies your target listener in the Control Room where you can’t miss it – like taping it to a chair in front of you.

Now… reveal.