I’m the first to admit it: I’m kind of expensive. So I’m especially tickled when a small market radio group brings me in to work with its air staff, because it demonstrates that management really does care about the people who work the front lines every day.
Years ago Jake Jacobs arranged for me to spend two days working with the air talent of Results Radio in Sioux Falls, South Dakota. On the afternoon of the second day, I coached them through my Defining Your Unique Listening Proposition workshop. Here are two quick ideas they came up with.
• Instead of ending his listener phone calls with, “What’s your favorite radio station?” (a predictable cliche), one jock decided to try ending each call with, “What’s your favorite condiment?”
• Scotty Collins came up with a prerecorded “Stunt Winner,” which can be played as needed instead of airing the occasional bored-sounding contest winner. The Stunt Winner will ALWAYS sound incredibly excited, grateful, and forever loyal to the radio station.
