The more words are used, the less the Personality stands out. The more complicated a Promotion or Contest is, the less effective it is.
Keeping things simple from a formatic perspective should be married to keeping things as simple as possible in coaching talent, so they can perform in a way that truly resonates with the listener.
My methods, and the formatics I recommend are all about keeping it simple so there’s more “meat” in the Content – and even in the STYLE of the Content. Our job in the coaching arena is to make it EASY to sound consistently top-notch every day.
Poisonous things can slip in – too many words in a forecast, the name of the station redundantly said again by rote at the end of a break (taking away any possibility of the First Exit that surprises the listener), goofy names for promotions that don’t tell us what the Promotion or Contest IS, reading crappy liners (that the station Imaging voice should read, if you simply must do them), etc. Guard against these.
It’s not just “Keep It Simple, Stupid.” It’s “Keep it simple or I listen to something else.”