As you prepare for your
upcoming shows know that it is more important than ever to make sure
that every message you give must be compelling and connect
very well with your target. This will give you the advantage over
you competitors, both terrestrial and internet. You can no longer
hope to be the best by simply relying on your own natural ability to
shoot from the hip and connect every time, it doesnít work!
One simple way to assure
yourself of having maximum impact on your audience is to plan on
delivering at least one memorable moment for each one of your shows.
These are the bits/features that people will remember from your show
and talk about with their friends and co-workers. If you can produce
just one memorable moment from each of your shows you will see your
ratings increase consistently. I know this sounds almost too
simplistic but historically it has been the simple things that
create the biggest reward.
This does not mean you
should try to make all of your bits bigger than they actually are,
because that can actually have the opposite result you are looking
for. You simply need to be interesting. A quarterback doesnít have
to throw 6 touchdown passes in a game to be great. He simply needs
to be great at what he does, even if itís a pass that he needs to
throw out of bounds to avoid a loss or possible interception.
From this point on
you need to set up a system where you can monitor your
memorable-moment results. Hereís how: Develop a group of 6-7
listeners you can call after every show and ask them what they
thought the memorable moment to the show was. If you are
working at this, you will find that their thoughts align with yours.
This does takes a little bit of set up time but it is well worth it
if you are serious about improving your show. What was good enough
to get you where you are today will not be good enough to keep you
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. After many years
of success working for individual radio stations and clusters, Brian
Joined one of the most trusted consulting firms in the country,
Audience Development 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