Frost Advisory #711 – Make Big Things Little And Little Things Big

I’ve never met Isaac but I did get to witness what is likely one of the highlights of his life.

A few months ago Isaac was able to meet Matthew West prior to a concert and shared his dream of singing on stage with Matthew. While some might have viewed that as small talk with an artist, Matthew saw it as another opportunity to share a fan’s story. A few hours later Isaac was on stage singing “Truth Be Told” with Matthew West.

In his showcasing a fan Matthew demonstrated a technique that I’ve referred to as making big things little and little things big.

Matthew West transformed a listener into a star. Your station can do this, as well. Put them on stage, make them a hero, celebrate them with a moment they’ll never forget.

The transformation from big to little is effective as well. That’s taking a big celebrity or artist and making them little; putting them on the listeners’ level as real human beings.

Jimmy Fallon and James Corden do this masterfully. Fallon clowns around with Justin Timberlake, or rides a seesaw with James Taylor, or has a famous group play a hit song using kindergarten musical instruments. Corden does carpool karaoke with huge stars like Paul McCartney, Barbra Streisand, or Stevie Wonder. He makes them so “little” we can imagine ourselves riding along and singing along.

Making big things little and little things big can transform an ordinary contest or promotion and help transform the listener’s relationship with your station.

Just ask Isaac.

Thanks to my pal Dave Clutter and his selfie stick for the phot op with Matthew.

Link to video:

John Frost

John has been a successful major market DJ and Program Director for such companies as CBS, Gannett, Cap Cities, Westinghouse, Multimedia, and Sandusky and publishes the Frost Advisory.

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