Think of how many times you’ve heard an Air Talent say – more often than not with the sound of rustling paper or a page turning in the background – “I was reading an article in this magazine yesterday,” or “I saw in the paper this morning that…”
Or there’s the “attribution” thing of “This morning in the Dallas Morning News…”
“No, no! The adventures first, explanations take such a dreadful time.” – Lewis Carroll, Alice’s Adventures In Wonderland.
I first met John Moore in Nashville at a GMA event. He was a guest speaker, and wanted to meet my friend Jon Spoelstra. The next day I saw him speak about Starbucks, and how they managed the brand through their marketing.
It was only after he’d spoken that he mentioned about his stutter. Yes, someone who makes a good portion of his income speaking in front of large groups had a stutter.
But the real point of this story is the story. In a recent post John talked about his situation, but it’s not only the story, but how he told it. We can learn a lot about how John told the story. When we see on-air people trying to communicate a story, it’s a great example of mixing facts with emotion to create a reality you can feel.
Telling a great story can take longer than 60 seconds, but if it’s done well enough, it’s worth it What do you hear on your station, facts or the emotion of a story like John’s.
P.S. If you want to have a highly successful station, you need to read “The Passion Conversation,” which was co-authored by John.