I coach show prep and Content constantly. One of the questions I get asked about most is, “How do I make a subject work on the air?” Sometimes it’s a good idea, but that air talent just can’t seem to find the “connective tissue” that really clicks with the audience.

So, a couple of simple guidelines about Content:

1. Keep in mind that if it’s not Relevant, it WON’T work. I’m listening for the things that apply to my life, today. Period. A story about “Growing wheat on Mars” is of no relevance to me. (I’m hesitant to even get on a plane these days. Someone might decide to open the door at 25,000 feet.)
2. But if it IS relevant, simply tap into an Emotion that we have in common about it, and it WILL work. Every time.

It’s a drag hearing emotionless conversation or a lame attempt at trying to make something matter just because you thought of a punch line.

Answer this question and you’ll be on the right track: “How does it affect me (as a listener)?”