Tommy Kramer Coaching Tip #360 – The Better Idea

The Better Idea.  That’s what always wins.  Apple.  Streaming.  Social media.

As an air talent, limiting yourself to just trying to match the other guy, or just trying to do a decent job… well, that’s setting the bar too low.

What you should want to do is get better, get clearer on what you want to do, and get more proficient at doing it.  Here are three easy steps toward getting better in just one month:

Step 1 – be able to tell someone, in detail, what your listener’s life is today.  The more you know about the listener, the more relevant you can be.  Relevance is ALWAYS the better idea.

Step 2 – do what the format allows, but make sure that you come across as a person, not just a voice.  This is multi-layered, because we’re also voice actors, to a degree.  Start with trying to sound ON the air just like you sound OFF the air.

Step 3 – Reject the typical or the easiest thing to do.  Keep adding stuff all the time.  Burn material like jet fuel.  Try something this week that you’ve never done before.

That should jump start things. ⏱

Tommy Kramer Coaching Tip #359 – Your Station and…Relevance

You can’t MAKE yourself seem more relevant.  You have to just BE relevant.

No ‘slogan’ (like “Favorites of the Eighties, Nineties, and Today”) will do this.

And it’s not confined to radio.  A TV station where I live uses “On Your Side” as their slogan.  I wasn’t aware that I took any particular side, but after watching their hapless evening news team, I don’t WANT them on my side.

Kleenex.  That name probably has relevance to you.  Lysol = hugely relevant, especially as COVID-19 proved.

At some point, your NAME has to STAND for Relevance.

So remember that what happens when the mic opens – usually in the first 10 seconds or so – is what either keeps the listener here, or chases that listener away.  Say something relevant.

Frost Advisory #505 – We’ll Never Have More In Common

The bleaker the news headlines the more your listeners will be eager to celebrate the good news and the heroes! It’s like gasping for fresh air. It’s why the flight attendants say to put on your oxygen mask before helping others. We need oxygen to be able to help others, and your station can be that for your community.

Tommy Kramer, my brilliant friend of more than 40 years, puts it this way…

“The Coronavirus isn’t the subject of every single break (you still want to be entertaining, too), but the virus IS the ‘backdrop’ of everything.

If a large portion of the content is people sharing about what the virus means in their lives, then remember that it’s not just their sweet stories, but also their concerns, and what that means in terms of being a good wife/husband/neighbor.”

Sports stations will never have fans that aren’t also sports fans.

Country stations will never have fans that aren’t also country music fans.

Christian stations will never have fans that aren’t also devout Christians…


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Tommy Kramer Coaching Tip #358 – The More You Learn…

Watching one of the 700 “home renovation” shows my wife loves recently, I was caught up in what a worker said.

This is a guy who runs one of those machines that excavates earth at an alarmingly fast rate.  But he was interested in learning other things, too.  So, even though he’s just starting out in a landscaping career, he apparently has an eye for the future as he said, “The more you learn, the more you’re worth.”

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Frost Advisory #504 – For Such A Time As This

It’s the new normal. We’ve adapted to working remotely, conference calls on Zoom that look like we’re on the Brady Bunch, and to dealing with social separation at the grocery store and Home Depot.

Let’s hope it won’t last much longer.

Patrick Lecione shares interesting insight on leadership during such a time as this on a recent podcast with Andy Stanley. While his concepts are focused on organizational leadership I believe you’ll see valuable lessons that can be applied to a station’s relationship with its listeners, advertisers, and donors.

He shares…

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Tommy Kramer Coaching Tip #357 – SPECIAL EDITION: Coronavirus Guidelines

We’re in uncharted waters right now, because the Coronavirus is the #1 subject locally, nationally, and globally…

So let’s look at it both Strategically and from a Coaching perspective.


These are the core ingredients in what we should want to air right now:

Acts of kindness
Stories of hope
Examples of self-sacrifice…

In short, be the “glass half full” station.  If that seems corny to you, grow up.  Negativity and Fear are everywhere.  If you feed them, they get worse.

Coaching Tips

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Frost Advisory #503 – Living Out Your Station’s Purpose

We’re living it. Right now.

The bad news is at our fingertips, on our TV screens, and evident in the streets where we live. Everyone is talking about it. There’s no doubt we’re living in unusual times, but our stations have a different role to play than CNN or FOX News. Certainly there is bad news. But all the news isn’t bad news.

Since 1963, the University of Delaware’s Disaster Research Center has conducted nearly 700 field studies on floods and earthquakes, and on-site research reveals the same results every time: the vast majority of people stay calm and help each other.

“Whatever the extent of the looting, it always pales in significance to the widespread altruism that leads to free and massive giving and sharing of goods and services.”

“I don’t know what you’re seeing,” a psychiatrist tweeted, “but I’m seeing people wanting to help all over the place. By following official recommendations, or something practical like doing someone’s grocery shopping…”

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Tommy Kramer Coaching Tip #356 – Your “B” Side

You want to be KNOWN for something.  Some quality – humor, relatable “just like I am” presence, unique vocabulary – SOMETHING that makes you different from everyone else.

But you don’t ONLY want to be known for one thing.

In the days of vinyl 45 rpm singles, the “A” side was why you bought it – at first.  But as the Beatles proved, the “B” side was often just as good.  It’s that way in everything.  Harrison Ford was Han Solo, but he was also “The Fugitive.”  Lebron James is a great basketball player, but what he’s given back to his hometown is what defines him as a human being.

To LAST, there has to be depth.  (This is something that people in the public eye need to pay attention to.  Today’s “trending” is tomorrow’s “Is he still alive?”)

Develop your main thing to the fullest.  Then add another thing.