In the last tip, I mentioned one of my earliest mentors, Howard Clark. Howard was part of the original air staff of the legendary KFRC in San Francisco, and later in life returned to his (and my) hometown of Shreveport, Louisiana. And believe me, just listening to Howard was a lesson in how there are endless opportunities to do real Content.

One day, later in both of our careers, Howard shared his vision. He never worried about Content. He said if you’re paying attention to the song, to the artist, to the city, to the mood of the people around you, something will come to mind. And if it doesn’t, just do a nice, professional break. (But even then, sound ENGAGED in what you say.)

To quote my friend John Frost, “It’s a shame that most people have never heard someone as good as Howard, much less worked with him.”

But those of us who were around him can still spread the word.