Connecting with the listener – as soon as possible in any given break – is Job One.  I’ve spent hundreds of hours doing sessions about this one thing with air talent in every English-speaking format, and the best example is the simplest one:

I like bubblegum.  You like bubblegum, too.  Let’s be friends.

That’s the way we form relationships as kids.  We start with what we have in common.  The problem with so much of radio today, where some faceless voice selects an article or a subject from the internet or social media, then adds a lame punch line to it, is that it lacks that fundamental “bubblegum” ingredient.

This is why “News of the Weird,” “Trivia,” “Stupid Criminal Stories,” “This Day in History,” and contests that are too complicated and don’t sound like I can win the prize anyway are massive “Fails” today.

Reject all those.  START with what you and the listener have in common.  If you don’t really know who the station is targeting, ask your PD today.  If you need help learning how to do this, well, there’s always coaching…