Geez, I hate the word “topic.” It sounds so cold and formal. (I use “subject” in coaching.)

Here’s why – nothing is a “topic” in or by itself. The deeper end of the pool in the search for on-air Content is when you add YOUR FEELINGS (or story), so you’re not just reading a social media posting, then asking for people to call in and do your show for you.

When it becomes personal, that’s when it’s actual Content. Without that, it’s just noise.