Tommy Kramer Coaching Tip #311 – Why Your Imaging is Boring People to Death

Normally, these tips are just to help air talent get better.  But it’s getting difficult for people to improve quickly when they only get to talk every third song or so.  So if you’re a PD, maybe this is something to consider: Your Imaging is boring people to death.

“The Greatest Hits from the 19th, 20th, and 21st Centuries… on KBRP 99…”

  1. No one cares.
  2. You just missed an opportunity to have an actual human being who works on the air CONNECT with the listener.

It’s amazing what just a simple song intro can do, if the jock is “in the pocket” matching the pace and/or emotional vibe of the song.  Plus, maybe he or she could say something meaningful in that time, instead of hearing more carvings from the blarney stone every other song (or even more often, in some dayparts).

“But we want to get the brand out there…”

It is.  To the point of exhaustion.  Plus, unless your brand is tied to a Reality – a person who sounds like somebody I’d like to know, visiting with me in the car – it’s just another commercial for you.  (This is one of the factors in why people say radio plays too many commercials.)

First, try to make your Imaging brief, and fresh-sounding.  But then the next step is to let the talent talk more frequently, and push them to do something worth listening to when they do.  That’s how great staffs are built.

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