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Brian Wright “Take The First Exit”

One of ADG’s commitments to radio is to help develop on air talent. We believe that they are the ones that create listener loyalty to a large extent. When coaching air talent we always talk about the need for them to take the first logical exit when they are delivering content. Cover the essence of the content then move on. Instead of giving the audience more than they want, leave them wanting for just a little bit more. 

Too often personalities are so involved with making their point that they elaborate far past where the listener wants to go. It’s like running through a stop sign because you were concentrating too much on your destination.

Taking your first exit is NOT about speed-of-delivery. Instead it is about efficiency. The shortest distance between two points is a straight line. Always take the straight line and your point will not only be heard but remembered as well.

If you got on the freeway to go to a McDonald’s that’s 5 miles away, but
saw an exit sign saying “McDonald’s, 1 mile…” you’d get off at that
first exit right? The same thing is best for your listeners. Take the “first exit.” If you pass it, momentum is lost and so are your listeners.

By mastering this discipline your material will become sharp and clear for the listener to understand. It creates more momentum. You become, by definition, more concise and therefore memorable! Your competitors, in comparison, sound like they are trying to use every possible word in the English language during their bits. I’m firmly convinced that “taking the first exit” is the single quickest way to sound better on the air… Oh, look! Here is my first exit!

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 brian@audiencedevelopmentgroup.com

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