Content, Content, wherefore art thou?

Minutia, “filler” items, stupid lists like “12 things you can do with chili peppers,” reading vapid social media postings that a lot of people’s own relatives don’t care about.  Why are we settling for this?

I probably get asked about Content and Show Prep more than anything else.  It’s impossible to tell you what will be good Content tomorrow, but I do know the principle that makes it easier – and FAST:

You can’t MAKE something matter.  It either does, or it doesn’t.  If it doesn’t, blathering on about it or making stupid jokes to try and “dress it up” won’t work.

So how do you know what matters?  KNOW YOUR LISTENER.  Not some cold, hard, station profile; but who he or she is, what they look like, where they came from, what their lives are like.  The more you can put yourself in the listener’s shoes, the easier it is to serve subjects up like Bobby Flay fixing breakfast.

Hold your feet to the fire on NOT doing ANYTHING that doesn’t matter.  It’s magic.

In this era of voice trackers in one or more dayparts, multiple responsibilities that take time, etc. it’s not unusual for me to see stations where the morning team may have never even met, say, the evening air talent.

Although this might not seem to be an area for a talent coach to work on, it really is.  I think it’s essential for all the people on the air staff to know each other, communicate with each other, and share with each other.

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One of the main things I deal with as a coach is getting air talent to sound more natural.  Especially to younger demos, sounding “like a disc jockey” isn’t what they want to hear.  But that’s not all there is to it.

There are lessons everywhere, so here’s one with a visual aid.  It’s a YouTube clip of Carole King and James Taylor doing her song “Will You Still Love Me Tomorrow”…

Two “old pros” pretty much knocking it out of the park, with what I think may be the best song ever written about teenage girl angst and hopes.  King and Taylor seem totally relaxed and the performance feels very natural, but it’s also EXPERTLY nuanced.

People work hard to attain that level in both of those areas.  So remember, it’s not enough to just be natural; there also has to be attention to Performance.

The Wizard of Oz is a magical film.  Ostensibly a children’s movie, it’s filled with little “morality plays” about good versus evil, the use of power, family, friendship, and the choices we all make.

To me, it boils down to The Scarecrow or the Tin Man.  One wants to be smart; the other wants a heart: Brains versus Emotions.

When you think about it, the Scarecrow stands out in our minds because of what we felt about him BEFORE he got brains.  The Tin Woodsman cried (which rusted him up, and made him creaky), and as children watching it, we all cried.  The lesson: There’s certainly nothing wrong with Smart, but Heart matters more.

Remember this the next time you open the mic.  If you’ve left your heart out of the equation, you’ve missed the boat.  If I listen for an hour, and don’t learn something about how you FEEL, that was a wasted hour.

With the way the so-called “News” is going nowadays, the easiest thing to do is to simply bring a subject up, then mock it or put a cheap punch line at the end.

But here’s the thing… radio – in ALL formats – owes the listener more than that.  We’re primarily here to inform, entertain, or both.  But I hear music formats that sound lifeless, Imaging in some formats that seems to be sneering in their delivery, “Content” that’s just celebrity gossip flotsam and jetsam, and Talk Radio shows that are just “adopting a posture” and spouting the same one-sided opinions every day.

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