This tip is primarily for Program Directors, but it also applies to air talent. Never have the air talent say your “positioning” phrase.
First of all, they’re not good at it, because it’s a “selling” thing that no one would ever say in a real-life conversation. (And most “positioning phrases” or slogans backfire anyway. Think about how many times you’ve heard something like, “Favorites of the 80s, 90s, and Today” – and then they play a song you hate.)
Let the Imaging voice do the liners. That’s what that person is for, to take the unnatural language OUT of the equation for the air talent.
Let the air talent concentrate on things that actually matter to the listener, and that he/she can relate to. Your sales pitch isn’t one of them.
