Over the years we have learned that the biggest enemy of any radio personality is the negative byproducts of repetition. These byproducts impact anyone who has ever turned on a microphone, including you. They manifest themselves in many different ways but can be essentially summed up this way; “The things we say the most are delivered with the least amount of authentic enthusiasm and excitement.” Think of the things we say the most:
- Station IDs [Including Sluglines]
- Your Name
- Song Titles
- Key promotional events
- Talking with contest winners
- Live commercials
As you can see, these are all critical features of your radio station that need to be sold with the most authentic enthusiasm and conviction possible. Many stations, heard all over the country, race through most if not all of this material as if they are in autopilot mode. How do we fight against this?
The first step is to simply be aware of the fact that it is affecting you. The next step is a bit more difficult. I’ve noticed over the years, watching live theater, that each performance is as good as a previous one. So I discussed this with various people in this industry asking them what the secret is? The answer? The adrenaline of a live crowd in front of them during each performance! The adrenaline of a real audience is the answer for you as well. You must find a way to envision and know that real people are listening to you to the point that it persuades you to be great! The best way to make this happen is to involve your listeners on your show frequently. Have you ever noticed that personalities almost always sound more “alive” when they are interacting with listeners? It’s no coincidence.
Start fighting off the negative byproducts of repetition today. It will make you a better tomorrow!
Brian is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming and consultant with Wright Media Group. For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue. Contact Brian at [email protected].