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Brian Wright
Audience Development Group

Diving For Pearls




Our weekly FastFaxes spend a good deal of time on talent development and coaching technique. We hope you have had the opportunity to go over these plans with each person on your staff and have not hidden these points away somewhere.  I remember when my son was 3 years old he hid the part of his lunch he didn't like in the corner of his closet.

Out of sight out of mind. My wife and I couldn't figure out what that strange smell was in his room, or where it came from.  After a small investigation, we found what was left of the banana and half of baloney sandwich that Jaxon thought was gone forever.


It is very important that they understand that "time does matter" and whenever the listener says to his/herself or to someone else, something about our station, good or bad it has a lasting impact. In many recent coaching sessions I have conducted, the air talent stated that they were well aware how important it is to present their content in THE most efficient manner and believe they are doing so. Then as we listen back to the show, we hear two or three bits right away that donít represent that type of planning and care. The air talent even seemed surprised that this happened. They had not yet developed a clear sense of urgency for getting to the primary essence of their point. *This is why talent coaching is so important. Itís not intended to be a time where we catch the talent doing things wrong. Instead it is usually a time to help them master what is right.


An Illustration that can be applied here is the corral reef diver that is searching for pearls. The native way of doing this is to dive deep beneath the surface without any scuba gear so bubbles to not stir up their surroundings.  The diver must be well conditioned, knowledgeable, and keenly aware of his fate if he/she miscalculates.  The pay-off for all of this is a great treasure of pearls.


Personalities need to start diving for great treasure, without the liberty of an underwater breathing apparatus.  Right now, many on air personalities are drowning is a sea of their own words and miscalculations of what the audience wants.


We truly feel that personalities are the mortar that holds the bricks of the radio foundation together.  Without them a station will not be battle-strong.  We simply believe that we must be much more efficient in our talk sets. Letís work hard for great treasure.


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


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