My friend and partner John Frost posted this advisory recently:
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.
While you may not have directly asked your listeners to OPT IN, ultimately they have. They have expectations. They have experiences with your station perhaps they desire to have again.
Maybe they heard something, felt something, or realized something that they wouldn’t have without your radio station in their life.
So… have your listeners OPTED IN for songs they don’t know by artists they’ve never heard of, deejays that talk too much, traffic reports for traffic they’re not in, or newscasts about politics and bad things happening to people?
The more you do what your listeners have OPTED IN for, the more impact you’ll have.
John and I have worked together for almost 25 years, and he never fails to inspire. Let me add another camera angle to his tip – what it means to YOU as an air talent.
The question to ask yourself is “Do I opt in?” Think about it. Have you opted in to carrying out the Strategy of your station? Have you opted in for the work ethic it requires to really give it your best effort every day?
Show Prep, Performance, Awareness of what the unspoken bargain is with your listeners – if you don’t choose to opt in for the best performance you can give, why would you expect to be rewarded for it, in terms of the all-important Time Spent Listening?
We’re at the start of a New Year. It could be the best year you’ve ever had in connecting with the listener. Or it could be just another year of not really doing what you’re capable of to EARN the listener’s time. Do you opt in to being great, or are you in danger of being just another “Voice Saying Words”?
Here’s the good news: it’s actually easier – FAR easier – to do great radio than it is to do “average” radio. Read the Frost Advisories, my tips, and the Mason Morning Minute each week at www.goodratings.com, and you’ll see how easy it is to make the listener opt in to your show every day.
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