I coach show prep and Content constantly. One of the questions I get asked about most is, “How do I make a subject work on the air?” Sometimes it’s a good idea, but that air talent just can’t seem to find the “connective tissue” that really clicks with the audience.
So, a couple of simple guidelines about Content:
- Keep in mind that if it’s not Relevant, it WON’T work. I’m listening for the things that apply to my life, today. Period. A story about “Growing wheat on Mars” is of no relevance to me. (I’m hesitant to even get on a plane these days. Someone might decide to open the door at 25,000 feet.)
- But if it IS relevant, simply tap into an Emotion that we have in common about it, and it WILL work. Every time.
It’s a drag hearing emotionless conversation or a lame attempt at trying to make something matter just because you thought of a punch line.
Answer this question and you’ll be on the right track: “How does it affect me (as a listener)?”
