Tommy Kramer Coaching Tip #258 – The Power of ONE Word

One word can change everything. If you’re going to be a truly good Talent, you have to actually think about the words that are coming out of your mouth. I work with people all the time on this.

For example, I heard this the other day:
“I want to hear from you RIGHT NOW. Can you think of a song that’s got something about automobiles in it?”

No. And even if I could, why should I call you? What’s in it for me?

You can’t treat listeners like employees. They’re not here to do your bidding. You’re here to do theirs, actually.

There’s a palpable difference between “Stop by Safeway and get your coupon” (which sounds like an order) and “Stop by Safeway to get your coupon” (which is you explaining an opportunity).

I can hear the feedback now – “boy, that’s really nitpicking.” Yep. You’re right. And that “nit” is the PPM device, showing that I just got tired of being ordered around, and switched to another station with a more inviting tone.

Here’s another, easier to understand example, from my former morning show partner in Dallas, Rick “The Beamer” Robertson, a true wordsmith. Recently, I moved back from Hawaii to my hometown, Shreveport, Louisiana. Rick didn’t know we had moved back, and sent me this text, after hearing about the volcanic activity close to where I used to live:

“I saw there was an erection in your neighborhood. Are you safe?”

Then he sent, “…an eruption.”

No, it wasn’t a typo. He just understands the power of ONE WORD, and made me and my wife laugh out loud.

Tommy Kramer

Tommy has spent over 35 years as an air talent, programmer, operations manager and talent coach - working with over 300 stations in all formats. He publishes the Coaching Tip

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