No doubt about it, Content is the biggest challenge for any air talent. RELEVANCE to the listener is the key. Not settling for something that your listener only has a passing interest in is a huge step in making your show different from all the others.
– I can read Facebook without you.
– I can see “filler stories” on any website without you.
– I can get stories about other people, in other places, that bear no resemblance to where and how I live my life…without you.
True Content is simple, really. If I can see myself in whatever ‘scene’ or situation you talk about, it’s good. If I can’t, you’re just talking to someone else – or maybe just talking to no one.
There are only two lanes:
- Things that are relevant to how I live.
- Things I might NEED to know, but haven’t heard about them yet.
As Roy Williams (“the Wizard of Ads”) said, “Nobody wants to see your home movies unless they’re IN them.”
