DAN O’DAY TALKS ABOUT RADIO

A Loyal Reader Asks:

“What’s your opinion on the famous jock saying, coming up right after this”?
— Louisa Borja Muna

Unless it’s a novice radio host who simply doesn’t know any better, it’s sloppy, lazy, and ineffectual.

Each of your listeners tuned into your radio program for reasons for their own:

• To hear the traffic report

• To play the contest

• To see if you’re playing a song they like

• For companionship

• For diversion

When you say “right after this,” you’re telling those listeners:

“Whatever reason you had for tuning to my show no longer is relevant, because we’re not doing it any more. Instead, we’re now doing this — i.e., this bunch of commercials.”

The structure of “coming up right after this” highlights the fact that your radio programming temporarily is coming to a halt.

The solution is remarkably easy.

Focus on what’s “coming up” and don’t even mention the “this”:

“Oh, and yet another woman has come forward with an accusation against Bill Cosby. And this time I think he’ll be forced to give some sort of public response. This is getting messier and messier…Well, I’ll let you be the judge in just a moment here on the Ed Jock Radio Extravaganza…” (begin your commercial break)

Yes, that requires a little more effort, a little more thought than sticking to the format of “Coming up right after this is X.”

But the impact is greater and both your listener interest and your audience retention rate is higher.

That “little more effort” is one of the things that separate successful radio DJs from run-of-the-mill radio announcers.

Download Dan O’Day’s
RADIO PERSONALITY PRINCIPLES

Note to radio advertisers: In your commercials, don’t mention your “competitive prices.”  

Consumers know the difference between “lowest” and “competitive.”  

A retailer whose commercials take the time to mention its “competitive prices” is like a restaurant promoting its “edible food.”   

The advertisers who boast about their competitive prices actually are saying, “Our prices are nearly as good as the prices other places charge.”   

Hardly a strong selling point.  

Also….

When you say “competitive,” guess whom you’re bringing into your commercials?

Your competitors.

Why would you want to do that?  

Finally, by saying your prices are more or less in line with what everyone else charges, you’re allowing your competition to define the market.   

You should be defining the market in terms of the unique ways your product or service can improve the lives of the targeted consumers.

Use your radio commercial campaign to talk to those targeted consumers about the problems they face and which you can solve for them.

Download Storytelling: Selling with Radio Advertising Stories

John Frost is what’s known as a “singular talent.” No one else writes, produces and performs his style of radio imaging.

He’s flat-out brilliant at creating comedy for radio. And, more recently, in other venues.

You’ll find his profane, filthy, vulgar tweets here. Odds are you’ll find them either offensive or funny.

Here’s a sample of his radio imaging.

Download Complete Radio Imaging Audio Seminar Here

John Frost is what’s known as a “singular talent.” No one else writes, produces and performs his style of radio imaging.

He’s flat-out brilliant at creating comedy for radio. And, more recently, in other venues.

You’ll find his profane, filthy, vulgar tweets here. Odds are you’ll find them either offensive or funny.

Here’s a sample of his radio imaging.

Download Complete Radio Imaging Audio Seminar Here