Tommy Kramer Coaching Tip #354 – You Can’t MAKE Something Matter

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.


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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