I‘ve heard jocks complain that they didn’t get any calls or emails or Facebook posts when it was expected. This seems odd to me, like a playwright complaining that the audience in the theater didn’t get a joke.
It’s easy to just say “they heard, but they didn’t listen,” but that’s
the wrong end of the binoculars, because it’s about your agenda. We should be considering the possibility that “they were listening, but they didn’t hear,” because that puts the responsibility where it really belongs—on us. If the message isn’t getting across, then we need to do a better job of getting it across.
Besides the fact that people are busy and have lives, I think there’s always a reason why someone doesn’t really hear something. Assuming out front that what you’re talking about is on target, then you have to consider that (1) maybe it’s just not clear, or (2) that the way you did it just wasn’t as compelling as it could have been.
When you put maximum effort into the precise wording and emotional investment you’ll need to make someone actually pay attention, you’ll be far more likely to get the results you want. (Vocabulary is crucial.)
If you don’t really want to dive into it that deeply, you can still be pretty good—but you can’t be great.
Treat every time you open the mike like your career depends on it, because it actually kinda does.
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Member, Texas Radio Hall of Fame
© 2015 by Tommy Kramer. All rights reserved.
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