On last week’s show I shared how our format is the most dependent on what happens between the songs for its success. That perspective is rooted in the immutable truth that all formats are defined by one of two things; hits and stars.

Since CCM doesn’t have either (at least to those listeners that are new – the basis of all potential growth – familiarity must be created between the songs. That’s where strategic themes, powerful branding, emotional connection, and compelling talent can transform a radio station’s connect to its fan base.

So, if what happens between the songs is so critical…

How do we know what to talk about…

…and how to talk about it?

Much of my coaching of talent focuses on these two challenges because if we don’t get this right we can be perceived as nothing more than songs you don’t know by artists you’ve never heard of.

Here is a practical application:

Not-yet-good radio stations are full of things that aren’t relevant or interesting. Transforming them from not-yet-good to something better involves two distinct steps.

The first is sculpting.

When Michelangelo was asked how created his famous statue of David he said,

“It was easy. I just took away everything that didn’t look like David.”

The first step involves taking away anything that isn’t relevant. For air talent handcuffed to what deejays used to do – National Donut Day, celebrity birthdays, and trivia Tuesday – that means there may not be a lot of content left.

That’s when they ask, “But what do we talk about?”

That’s the process I call painting. And I have the world’s simplest and tastiest idea.

Go to the grocery store.

That’s where I found myself on a recent Monday afternoon. “I picked a really good time to be here,” I told the checker. “There’s no wait!”

She replied, “You should have been here Friday. It was graduation day. This place was packed.”

-The big game
-A holiday weekend
-Girl scout cookies going on sale
-4th of July cookouts and fireworks
-Back-to-school
-Valentine’s Day and trick-or-treating

You’ll see show prep literally on display. Especially on the greeting card aisle, where every card has a story, as does every face searching for that right card.

The grocery business depends upon having the right stuff in the right place at the right time. In our business we call that show prep.

And it happens only between the songs.