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.

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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?

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.)

It’s ALWAYS about the Story.

I remember a couple of seasons ago, a contestant on “Survivor” told about his getting back home after the show was taped just in time to see his mom before she passed away.  Time just STOPPED as I imagined that scenario in my own life.  (This is just one reason why Survivor has lasted so long.)

YOUR responsibility as an air talent is to make the story as concise and as easy and logical sounding as you possibly can.  Survivor is the best-edited show in the history of television; a perfect model for film editors and writers… and storytellers.

You’ll know a great break, a great story, when it takes virtually NO editing to make a promo out of it.

Years ago, when I was inducted into the Texas Radio Hall of Fame, I found myself sitting with an entire roomful of radio legends.  All sorts of “war stories” were flying around that room, and although there was an incredibly wide range of differing personalities, it seemed like we all had one thing in common:

Never Fear Bombing.

Every mistake you make will lead to getting better, because no one wants to make the same mistake a second time.

As a talent coach, I WANT you to jump, THEN see if there’s water in the pool.  “Playing it safe” is for people who don’t have very much talent.

Now obviously, you shouldn’t do something that will get you in trouble with a client or the FCC.  But those are the only cautions.  DO something!  TODAY.

My friend and partner John Frost posted this advisory recently:

Frost Advisory #491 – We live in an OPT-IN world

There is a phone in our home that we never answer.  Seriously.  A constant barrage of robo-calls and “Anonymous” caller IDs has left that phone to be no more than a nuisance.  In fact, we no longer even listen to the voice mails because of so much time wasted checking them.

We live in an OPT-IN world, defined by Merriam-Webster online dictionary as “to choose to do or be involved in something.”  If I didn’t give you permission to communicate with me then your efforts, automated as they be, will be met with an unanswered ring.

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It’s a Top 40 “basic” mechanic: “Crunch & Roll,” which means that in a song-to-song music sweep, you want to hit the NEXT song, THEN talk, not “start early” over the end of the first song, and then continue blabbing over the intro of the next song.

It matters because when that next song begins, then you start, it “turns the page” – meaning that the listener can FEEL the Forward Movement.  (Momentum.)

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If you’ve never read any of the red-hot thriller novels of Sandra Brown, you’ve missed out on a truly gifted storyteller.  My wife and I have read dozens of her books, and since radio is essentially storytelling in microcosm, you might learn something from this comment recently in her book “Standoff,” which is a short book she wrote for a Book Club.

She said it was daunting because most of the action takes place in a confined space, adding “With each book, I challenge myself to try something I’ve never tried before.  Can I pull this off?  This self-imposed fear factor is a positive thing.  It stimulates creativity and urges me to step outside comfortable boundaries.  It makes each book different.  Most important, it keeps readers from getting tired of the same ol’ same ol’.”

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We’re in a world of numbers now.  Sabermetrics dominate Sports.  Take baseball, for example.  “He hits .372 against left-handed pitchers with men on third base and less than two out when it’s raining…”

Well, okay… but that’s not predictive.  It’s just a measurement of what ALREADY happened.

The REAL odds are this: every time you step up to the plate, it’s 50/50.  You’ll get a hit, or you won’t.  This MATTERS, and it’s why Sports is such a great teacher, because every player or team will have its day sometimes, no matter what the percentages say.
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Recently, in a coaching session with a person who was playing it “too safe” on the air, I told him this: No one comes to the party just for the dip.

So okay, your station (and your show) has Music, News, Weather, Traffic updates, etc.  The usual “basic survival kit” for broadcasting.

But now you need to add Personality, Companionship, and Things You and the Listener Have in Common.

Without those, you’re just the dip.