DAN O’DAY TALKS ABOUT RADIO

Once or twice a week I’ll receive an email from some radio person whom I’ve never met, saying something like:

“Hey, Dan! I’m on the beach. If you know of any good jobs, please send them my way!”

Umm…Yeah. I’ll recommend a complete stranger, rather than someone whom I know and whose work I respect.

A friend of mine (I won’t reveal his identity, but it’s Harlan Hogan) receives at least one email a day that goes something like this:

“I listened to your free teleseminar about How To Record Voice Overs At Home Or On The Road. It was great! Please listen to my demo and let me know what you think…”

or

“…Would you please recommend me to your agent?”

or

“…I’d like to call you up and pick your brain for just a few minutes…”

Again, those messages are from total strangers.

Do I sympathize with a fellow radio person who’s out of work? Sure I do.

If it’s someone I’ve never met, who’s never been a customer of mine, who’s never attended any of my seminars, with whom I’ve never had any contact at all until now, am I going to put aside my own priorities to try to help him get a job? No.

Is that because I’m a selfish bastard? Some readers might think so.

But it’s because I have no relationship with that person.

I know a guy who has more friends than anyone else I know. Not just “contacts” or “connections.” Friends. People who would be happy to do him a favor not because they owe him, but because they like him. And they have a relationship with him.

His name is Joe Polish. Joe is a big shot marketing expert.

Although we’ve (slightly) known each other for years, since the time he interviewed me for his “Genius Network” (yeah, he uses the word “genius” very loosely), we never met in person until a couple of years ago, at a meeting of a secret organization to which we both belong.

I refer to the group as “People Who Think They’re Much More Important Than They Really Are.”

The group includes some really cool, interesting, smart, accomplished individuals. And, of course, a few blowhards whose idea of conversation is to brag to you about how much money they claim to be making.

Whenever I see Joe at these events, I’m impressed with how relaxed he is, how comfortable he is with himself. That makes it easy for others to be comfortable with him, too.

So Where Is This All Leading?

Joe co-hosts a podcast. I want you to go here and download the one entitled “Episode 029: The One About The Magic Rapport Formula.”

You don’t have to opt in to a list or give an email address…Just download the mp3 recording.

Why do Joe and his co-host, Dean Jackson, put out these high value, free podcasts?

Probably because they’re going to do a high priced “I Love Marketing” event, and the podcasts are a good way to build goodwill and attract people who are interested enough to attend. (And, probably, because they enjoying doing the podcasts.)

What’s my ulterior motive for having you download this particular podcast? I ain’t got one. I’m not an “affiliate” for their high-priced event. There’s no commission to be sent my way.

My only possible reward is your listening to the mp3 recording, benefiting from what you hear, and then returning here to post a comment.

Almost exactly one year ago I critiqued a Cedars Sinai Hospital radio commercial.

The first 22 seconds were excellent. The remaining 38 seconds were…very not excellent.

Here’s another advertisement for the same hospital. Voiced by the same person. Probably written by the same person…who appears to be improving.

Unlike last year’s spot, this one doesn’t desert the targeted listener.

It provides good examples of Pacing & Leading and of Presupposition, both of which are among my Hypnotic Advertising techniques.

So….Is their advertising really improving? Or did they (and we, the audience) just get lucky this time?

I’m hoping this spot is the result not of luck but of improved skill.

A couple of years ago I had the privilege of consulting the morning show of Italy’s R101 — based in Milan but broadcasting to the entire country. Here’s what was going on in the producer’s studio that faced the on-air studio.

Note: This video displays real radio people. Viewer discretion is advised.

December, 1997:

Another travel-filled month.

First there was a quick trip to Traverse City, Michigan, to conduct my Air Personality Plus+ seminar for Ross Biederman’s Midwestern Broadcasting.

The highlight of this trip came on the flight back to Los Angeles from Chicago. Our flight attendant was a real funny guy. At least, he was convinced he was.

To prove it, he stood over me and insisted on telling me the dumbest, lamest jokes imaginable. After each lame joke, he then would lean past me to repeat it for my seatmate.

My last trip of the year brought me back to Europe (first England, then two cities in Germany).

It began with an overnight flight from Los Angeles to London.

I realize that many people assume that we business people traveling alone on international business are constantly tempted by chance meetings with glamorous members of the opposite sex.

Here is the reality:

When I checked in for the flight, I asked if the seat next to me was vacant. The airline employee checked the computer and said, “Yes, it is. Would you like me to place a block on it for you?”

You bet I would. This meant that unless the cabin sold out, the seat next to mine would remain empty for the entire trip to London.

We frequent flyers become very territorial.

Ninety minutes later I boarded the plane and went directly to my seat. To my great surprise, comfortably ensconced in the seat next to mine was a very attractive, exotic-looking young woman.

She looked up and gave me a big, welcoming smile.

And despite all my years of attempts at civilization, I immediately became aware of an instinctual, primal response welling up inside me:

“Damn it! That seat was supposed to be empty!”

And I didn’t talk to the beautiful, exotic young woman once during the entire 10-hour flight.

Next Installment: A Medical Emergency in Essex, England