If your radio station went off the air would anyone care?
Recently, a station I work with had some signal problems. The PD told me they were inundated with listeners saying the signal was staticky and difficult to pick up.
I remember being in the control room at KRBC in Abilene, Texas, when a West Texas lightning strike hit our tower. The general manager stuck his head in the studio and said to me, “I want you to announce that we’re off the air.” He could be a little goofy but at least he knew whether we were on the air.
When you’re really focused – clear on what you want to do – you have a chance to be great. When you’re not quite sure, or just “winging it” this break, your odds diminish.
The best programmers make it where you know the objective, which should be first, to keep the listener with you. (When someone tunes out, that’s a misfire.) And then, hopefully, make the listener want to come back tomorrow for more.
Like a great song. You want to hear it again.
You lose your ego, and you gain confidence, when you do the right things right.
So don’t even think about your voice, forget trying to “sell” things, and just share. What you and I have in common today is the real subject matter. The rest is maintenance and branding. (But do those well, too.)
Did you see it too?
Hundreds of millionaire professionals willingly gave up a tool of their trade and replaced it with something that on any other day, in any other circumstance, would subject them to ridicule and harassment from their co-workers.
They wore pink.
Topics are just springboards to reveal emotions. (Please read that sentence again.)
These thoughts will help you:
- If you’re just talking about a subject, but I’m not in that picture, it won’t work well.
- If it is about the Subject and about me (the listener) but not about YOU, too, you’re still missing an ingredient.
- And anything that doesn’t have a clear emotion at the center of it is just fodder.
This is why all great Content comes from what’s around you that you and your listener have in common or can identify with, and feel something about. Otherwise, it’s just a “topic” – which I consider to be basically the same as drain cleaner.
This week I’ve had the unique opportunity to introduce a program director to our format whose background is exclusively in mainstream radio. That was me 23 years ago.
If I only knew then what I know now.
“People are really not coming to see us as much as they are coming to see and hear what we represent to the audience.”Carole King