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Focus On The Listener.

The stereotype of the radio personality as egotistical and self-involved is not entirely fictional.

Most jocks ask themselves, “What can I do that will get attention? That will make me look good?”

They should be asking, “What can I do that will entertain, interest or touch my audience in a meaningful way?”

A true entertainer will follow his own interests…but in a way that includes his listeners.

One vital way to keep your focus on “delivering the goods” for your listeners is to prepare for your show.

For some, preparing means checking the latest headlines just before going on the air.

A more effective approach is to find out what’s happening in the world and to discover how you react to the various events of the day.

That, of course, requires more effort than simply finding out how shows in other markets reacted to the same events.

Remember: Most jocks don’t prepare for their shows.

That’s why they coined the word “average.”

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radio copywriting

I Am Not A Human.

When actors are stuck — when they can’t “figure out” or “discover” how to play a certain character at a certain moment — they are told, “Find the love in the scene.” Find what that character dearly loves and is trying to achieve, and let that guide you.

When a writer of commercials doesn’t know where to start, I say unto that writer:

“Find the story.”

Raise your hand if you like to hear commercials.

No, I don’t mean you advertising people. I mean the rest of the world, who view commercials as nuisances.

Not many hands up now.

Okay, now everybody:

Raise your hand if you enjoy hearing a good story. (By “good” I mean one that interests you. That diverts, excites, provokes, stimulates or inspires you.)

Oooh, lots of hands in the air now!

Guess what? Everybody likes a good story.

(They’ll disagree over what is good and what is “boring,” not realizing that by “boring” they really mean “not relevant to my experience.”)

You know how “experts” love to point out “the difference between humans and other animals”?

Well, they’re all wrong.

The difference between humans and other animals is:

Only humans tell stories.

Whether a history book or an adventure film or carefully a rehearsed line in a singles bar, it’s a story.

Dogs don’t tell stories. Has your dog ever shared one with you?

On the other hand, you have either heard or told at least one story about a dog.

(Don’t tell me your story about your dog, by the way. It’s not relevant to my life. But I can tell you a couple of great stories about my dog, if you like.)

Even a story about a dog really is a human story. At least, if it’s a dog story a human will pay attention to.

Example: When I was a teenager, my dog taught himself to stand on his hind legs and extend his right front paw to open the sliding glass door to the patio.

To me, that’s fascinating, because it was my dog and my house. But even to you, who knew neither, this story might at least elicit a brief, “Huh!”

Why? Because that dog was acting like…a human! (In writing terms, that’s called Personification — attributing human qualities to non-humans.)

But here’s another kind of dog story:

Rover woke up. Scratched a bit. Went back to sleep. Woke up again. Yawned. Rolled over. Scratched some more.

Not so interesting to humans.

Why not? We do all those things, right?

But….It’s 100% mechanical behavior, with no inner thought or emotion or desire expressed, exposed or implied.

Which means it’s not a human story.

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The latest issue of my Radio Advertising Letter features a critique of a subscriber’s radio commercial…

A discussion of why so many radio account executives lack confidence…

And an explanation of how & why most radio advertisements that try to “drive traffic to a website” do it all wrong.

This posting is for subscribers to add their own comments….

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Most radio personalities take what other jocks have done and do it themselves.

I, however, like to take what other jocks have done and do it completely differently.

For example:

“The Mystery Voice.”

Contestants have to guess who it isn’t.

As long as they don’t guess the right person, they win.

Suggestion

Don’t select obvious celebrity voices.

Instead, use a voice from a news actuality.

Example

CALLER:  Um….Justin Bieber?

JOCK:  You’re wrong! You win!

Every now and then you might get a contestant who doesn’t quite understand the goal and who guesses correctly…in which case, she loses:

CALLER:  Republican presidential candidate Herman Cain?

JOCK:  Oh, I’m sorry, you’re absolutely correct. Better luck next time!

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New Relationship MarketingToday we did an exclusive teleseminar with Mari Smith, author of THE NEW RELATIONSHIP MARKETING: How To Build A Large, Loyal and Profitable Network Using The Social Web.

This posting is for attendees to share their own honest reviews of the teleseminar.

If you were there, what did you think?

P.S. Here’s where to get your copy of Mari’s new book.

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