With the way the so-called “News” is going nowadays, the easiest thing to do is to simply bring a subject up, then mock it or put a cheap punch line at the end.
But here’s the thing… radio – in ALL formats – owes the listener more than that. We’re primarily here to inform, entertain, or both. But I hear music formats that sound lifeless, Imaging in some formats that seems to be sneering in their delivery, “Content” that’s just celebrity gossip flotsam and jetsam, and Talk Radio shows that are just “adopting a posture” and spouting the same one-sided opinions every day.
We can all remember the first time someone said, “I love you.” (We can also painfully remember each time someone didn’t).
We are created to be known. From the early playground experiences of “Mommy, mommy, look at me,” to the moment you discovered the pretty girl knew your name.
“To be loved but not known is comforting but superficial. To be known and not loved is our greatest fear. But to be fully known and truly loved is, well, a lot like being loved by God. It is what we need more than anything.”Timothy Keller
Being known means we’re valued, seen as special. Being known validates who were are, that we have worth.
Hallmark knows this.
Here’s a little tidbit I heard and wrote about years ago, but it bears revisiting.
The story is that Steve Jobs, in an Apple “think tank” meeting, challenged everyone with three questions:
- What would be cool?
- What would be fun?
- What would benefit the life of the customer?
If you want a real “mission statement,” that’s it. And it directly applies to radio. If we’re always thinking “What would be cool?” “What would be fun?” and “What would benefit the life of the listener?” we can’t go wrong.
I would back this up with three questions of my own:
- Does your station even think about this?
- If not, why not?
- And how long do you want to totally miss the whole point of even HAVING a radio station in the first place?
“Listen at 7:20, 10:20, and 4:20 for the next three weeks and write down all the clues we call out. Then on the following Thursday be the 103rd caller when we announce the secret phrase and we’ll put you in a drawing for a chance to win. And if you go to our website you can download all the clues by clicking the tab labeled ‘Promotions,’ then scroll down to ‘February’s promotions’ and enter your loyal listener number which you can find on the back of the bumper sticker you can pick up at several of the 37 metro area Chick-fil-A restaurants. For a list of locations enter your zip code on the dropdown box in the far right corner, unless you’re browsing on your phone then it may appear on the bottom left. Not valid if listening online in Nevada.”
PLEASE! Sometimes we make listening so difficult.
As you develop your storytelling skills, be wary of getting too far off the subject.
I recall a Yankees vs. Twins baseball game a couple of seasons ago. The difference between the Yankees broadcast team (all of whom are excellent) and the Minnesota Twins broadcasters was never more evident than when a Twins announcer – during an inning – talked ad nauseum to a lady with a bird refuge. ???
I was dumbfounded. It served no purpose whatsoever. A way off target “human interest” interview that went nowhere and had me shouting at the TV. The only thing I could think to ask her that would have been relevant to baseball is “Remember when Randy Johnson exploded that seagull?”
(You Tube it if you haven’t seen it.)