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Think about one of those
times when you walked into a room and people were saying things you
had no clue about so you look around, stared off in different
directions till you are invited in or the subject changed. Inviting
your listeners to be apart of what’s going on and removing those
awkward moments will soon allow them to be on their way from the on
ramps to the fast lane!
Connecting to your audience
is what makes radio great. Whether it’s with the music, concerts,
promotions or content of your show, you have the responsibility and
the creativity to touch your audience in a way that other stations
can’t.
Now with that thought in
mind, as I listen to stations and coach air talent, there’s one
common rule we keep forgetting that is causing a huge disconnect on
the air. Treat each break like someone is tuning in for the first
time. We are forgetting we have new listeners scanning the dial
or checking us out and we have to provide them with on ramps to feel
connected to the station and your show.
I hear too many times, air
talent referencing things on the station that if I’m a new listener
I don’t know what you are talking about. From teasing contest, prize
sounders, other air talent, etc., there needs to be a constant form
of communication to include anyone and everyone in the conversation.
This is similar to the rule you may have heard about not referencing
things in the studio the listeners can’t see. It’s still radio and
with the eye opening reality of PPM, the listeners are tuning out
quicker then we ever realized because of a disconnect.
The great part is it
doesn’t take a lot of extras words or even derail your content. The
P1’s who already love you with not feel you are over explaining
things they know or questioning their intelligence; however at the
same time, reminding new listeners of who you are, why you do what
you do or who/what’s coming up in 10 minutes can inform and inspire
if done correctly.
As an air talent, the
creativity is in opening the on ramps with brevity and focus. Always
knowing how to get in and out of a break allows the middle to carry
itself so finding words that add a little definition brings more
return listeners and makes you a better talent.
Ace McKay is a
Consultant and Talent Coach for Ace Books Consulting. He can be
reached at
acemckay@gmail.com.
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