It’s easy to settle for the low-hanging fruit, in terms of Content. What “the Buzz” is may be the 34th most important thing today to your audience.

Don’t ever confuse “the Buzz” with what actually matters. Resist the easy path. Don’t ever let the headlines, or some Buzzfeed article keep you from seeing what’s top of mind – TODAY – to your listeners.

I assure you, people have other things that they’re far more interested in than what some prep sheet or news website might lead you to believe. (And don’t even start with me about the Political channels or websites. That little world that seems so big doesn’t matter AT ALL if your kid or your best friend needs help.)

When you weigh in on what your listener actually cares about each day, you’re way ahead of 99% of your competitors.