One of the most incomplete thoughts ever said to air talent is “If we’re having fun, the listener’s having fun.”
Ridiculous. If the LISTENER’S having fun, the listener’s having fun. You can be having a party in the control room, but if it doesn’t resonate with the listener, it doesn’t matter.
I ask this all the time: “Who’s our target listener?”
What I usually get is a white-page report being regurgitated to me, usually a demo bracket, some assumptions treated as fact, and not one example of how to pull that person in. It’s hardly ever about one clearly targeted listener.
If you assume that all listeners want is “fun” you can have a decent, but shallow pool. To become THE show in your format, in your city, or on your network, is a different thing altogether. Learn all you can about who – specifically – you’re talking to, and you’ll be fine. (“What about the rest of the family?” Win one person over first.)
How do you learn? Go MEET that person. The one who shows up at your event is a P1. She has friends, too. They became friends because of what they have in common, and what they care about most. Having fun is one of those things, but certainly not the only one.
Just off the top of my head, I’d add these thoughts:
Be smart. Be kind. Be observational. And be aware of taking up the listener’s time.
