Tommy Kramer Coaching Tip #476: THE 2 Content Guidelines

All great air talents know this.  But the road from good to great is a little muddy sometimes.  So here’s an easy “sifting” tip – the only two real Content guidelines:

  1. Hopefully, what you’re talking about is something that the listener cares about.
  2. But it should at LEAST be something that the listener has an interest in.  Has.  Already.

Here are some questions to ask yourself:

  • If it’s not in one of those categories, why are you doing it?
  • Why put yourself in the “trained seal” arena with your Content?  If you’re just “performing” prep sheet stuff, you’re not as good as you could be by focusing your Content selection process.

It’s very hard to get someone’s attention if it’s just something you find interesting, or even worse, if it sounds like you’re trying to force me to have an interest in it.  When I don’t care, I don’t care.  And while silly is sometimes fun, it can also just be silly.  (It’s about context.  It still begins with one of the two categories.)

Look around you.  What about where you are and what you see do you have in common with the listener?  Talk about that.  Add your personality.  Simple.

Great shows aren’t cookie cutters.  They’re INDIVIDUAL.


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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