In coaching Talent to become more than just deejays, I draw on why legendary personalities become legends. In the past, it was Robert W. Morgan in L. A. or Fred Winston in Chicago. In Dallas, where I lived most of my adult life, it was Ron Chapman, Terry Dorsey, Kidd Kraddick, and in the Contemporary Christian arena, Brother Jon Rivers. There are others, too, of course. (Fill in the name of your market’s Legend.) In my hometown of Shreveport, Louisiana, it’s a guy named Larry Ryan, who’s been in that market for over 40 years. And when I was just a duckling starting out in radio, Larry told me something that I still remember every day, and have developed specific techniques in how to coach.

He said, “If you do just ONE THING each day that people remember, you’ll be a star.”

ONE THING PER SHOW. That’s all you need. Do the math: Say you take two weeks of vacation per year. So if you work five days a week, fifty weeks a year, and do one thing each day that your Listener really connects with, that’s 250 things at the end of a year that your Listener remembers about you that he or she doesn’t remember about your competitor! 250 concrete reasons to keep listening to you, instead of to the other options across the radio landscape or satellite and digital formats.

Now this is not about only doing one thing during your entire show. It’s about doing one thing that’s memorable, one thing that no one else will do, every show. It’s also about never going through a show without that one thing. This is one of the prime areas where “critique” serves no real purpose. It’s all about coaching—brainstorming ideas to cultivate a sense of what will set you apart.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2015 by Tommy Kramer. All rights reserved.

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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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2015 by Tommy Kramer. All rights reserved.

If you get the Sundance channel, you probably know about the series “Iconoclasts”. I just saw an episode the other day featuring actor/comedian Mike Myers and the controversial Indian-born author and speaker Deepak Chopra. Myers was insightful and funny, but Chopra said something that really rang the bell of what makes great radio:
“If a life can be a series of perpetual surprises, that’s the most joyful experience you can have.”

That’s it. That’s the ‘secret’, if there is one. Most radio today is full of information, gossip, promotional messages, etc.—but lacks surprises. Being surprised by something is like seeing a butterfly emerge from its chrysalis when you’re a kid. Or an ending to a movie that you didn’t see coming. Or unexpectedly being moved by an act of kindness.

Shock is not the same thing as Surprise; it’s just one crayon. There are others. If you’re having trouble seeing them, well, that’s what I’m here for. Coaching isn’t about a set of “do this, don’t do that” rules. It’s about helping you access the things in your noggin that can surprise the listener.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2015 by Tommy Kramer. All rights reserved.

If you’re an Apple hater—you don’t like Mac computers, don’t like the iPhone, and would never buy an iPad—try to put that aside for a second. Of course, if you’re using a PC, you’re probably not reading this anyway, because you’re sitting through a Norton Security scan, Windows Updates that’ll take 40 minutes, or the dreaded blue screen of death. Anyway…

Apple has a simple philosophy. Three thoughts:
What would be cool?
What would be fun?
And what would benefit the customer’s life?

If your radio station thinks the same way—what would be cool, what would be fun, and what would benefit the listener’s life—you’ll be successful. But many stations seem to only think “What would be cool—to us? What would be fun—for us? And what would benefit us?”

As an air talent, even if your station doesn’t get it, YOU CAN. Start by being really, really user-friendly, like an iPad. (If I need some sort of prior knowledge to listen to your show, I’m out of here.) And like the guys in the Apple Stores, never talk down to your listener, or make him or her feel dumb for not knowing what you know. Make it FUN to listen. If you’re in a Talk or News format, make it always interesting and unique to hear your Content.

Now take these concepts and DO run with scissors!

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2015 by Tommy Kramer. All rights reserved.