Imagine going to a fancy restaurant where the server is just perfect. He’s taking your order, but he’s also helping you with a little opinion, making sure you get the dressing you like on your salad… whatever.
And then all of a sudden, the floor show comes on, and he goes down and he’s the performer! He makes you laugh and do stuff, and he’s interesting. It’s the same guy.
That’s your job. (In a team show, it’s easy. One’s the server; the other’s the performer. And those roles can switch.)
That’s what you are. Whether as a solo or part of a team, we need to serve the needs of the listener AND entertain him/her.
It’s really boring to hear shows where only one of those roles is present.
Maybe you have one, too.
It’s called a land line, often connected to voicemail. And the voicemail is nothing but spam. So much so that I no longer even pay attention to the voicemail messages I receive.
(Side note: I’m glad we don’t spam our listeners so that they just choose to ignore us. Gulp! We don’t, do we?)
But recently one caught my ear.
A pet peeve of mine is when someone starts with “I – me – my” verbiage instead of starting with the Subject or the Listener, THEN talk about you.
One of the advantages of a team show is that it gives you the opportunity to get into Content without starting by talking about yourself. Your partner can talk about you.
“Well, Rick was only ten minutes late this morning” leads to a story. Instead of you talking to me about you, you’re talking to me about him.
This ‘indirect’ way of beginning a Content break is not only really effective, but it creates an “insider” vibe – always a good thing.
But remember, this is only an advantage if you use it.
It’s good to remind ourselves of the basics.
One of the quickest ways to focus your radio station and give your air talent an objective way of discerning what to talk about is the simple rule of…
RELEVANT then INTERESTING
Choosing only content that is relevant to your listener forces the talent to put the listener ahead of themselves. This profound realignment of priorities changes the paradigm from what is interesting to the talent to what is relevant to the listener.
Great artists will see one thing in the corner of the picture that stands out. It’s like their eyes are magnifying glasses.
So when you’re going through your process, you don’t want to just pick out an approach, or just start to tell a story and hope it works. You should be alert to what “caught your eye” about it. Continue reading