In a session recently with an air talent on a station my partner John Frost and I both work with, we discussed something “under the radar” for most people on the air. As Frosty put it, “Most air talents think only the longer breaks matter because ‘I get to prepare those.'”
John and I were fortunate in that early in our careers, we had a wonderful mentor named Howard Clark, who showed us what could be done in a short break. Because short breaks matter too. (This became a real strength for each of us, and a staple of what we teach.)
Howard could do a killer, genuinely funny line in seven seconds or less. You listened more closely, because you never knew when Howard would say something that would crack you up – or at least, make you pay attention.
Since you probably never heard of Howard Clark, here’s the lesson:
- A clever line doesn’t always need a lengthy setup.
- Just your tone of voice can connect with the listener. It’s the mindless “read” that simply passes by unnoticed.
My thought? Until you master the art of having short breaks be an opportunity to inform or entertain, you’re not a complete air talent.