DAN O’DAY TALKS ABOUT RADIO

Last week I heard a radio commercial for the San Diego Zoo.

Because it was a typical radio commercial, I have no idea what the commercial actually said (other than “San Diego Zoo”).

But at the very end of the radio ad, the announcer shifted from whatever he was trying to talk about to:

“Download the San Diego Zoo app today.”

The commercial wasn’t about the app. It hadn’t mentioned how the app could be of value to San Diego Zoo patrons.

Instead, listeners were instructed to download an app they’d never heard of, so that they could…um…Well, if people download the San Diego Zoo app, they can do whatever it is the San Diego Zoo app does.

Suggestion: Don’t end your radio commercial with a meaningless and irrelevant Call To Action.

Oh, and hey: Download my app.

If you’re a radio personality, I know exactly how much detailed, constructive feedback you receive from your program director:

Not enough.

Your continued improvement as an air personality should not be contingent upon how much feedback you get from your PD. It’s your career, your responsibility.

Automatically record every show you do.

Listen to every program.

For the things you do well:

1.  Pat yourself on the back. You deserve it.

2.  Mentally explore other opportunities to repeat or expand those quality moments. Have you discovered a fresh new character? A catch phrase? A better way to begin your phone calls?

For The Things That Need Improvement

1.  Don’t beat yourself up about them. All creative performers have room for improvement.

In fact, that’s one key difference between the amateur and the professional: The professional always has room for improvement.

2.  When you hear a break that didn’t go as smoothly as you would have liked, ask yourself why. Ask how you could have made it work.

That break wasn’t unsuccessful because of some unknowable outside force. It was something you did. Or didn’t do.

Figure it out.

3.  Whenever you hear some aspect of your performance that needs improving, make note of it. Keep a written list of things you want to improve.

Each week, choose just one item on that list to consciously focus on. Not only will that aspect of your performance improve; your subconscious mind simultaneously will be working on the other items on your list, too.

Update your list regularly.

“Strengths” and “Weaknesses” are both comparative and dynamic.

“Comparative” means your strength in one area is measured against your strengths in other areas.

“Dynamic” means that as you grow as a performer, some weaknesses disappear while some strengths lessen (often through neglect).

If you’re a program director who understands the importance of giving regular, constructive feedback to your hosts…

Or if you’re a radio personality who isn’t receiving the kind of regular feedback you deserve…

You might want to download The Art of the Aircheck Critique.

This radio commercial goes beyond mere incompetence and enters the realm of Just Plain Bizarre:

The opening line — their one chance to attract the attention of the targeted listener — is:

“How did Dodge become part of the fastest growing auto maker in California?”

Advertising Solves Problems.

No one in the radio audience is grappling with the problem of discovering how Dodge became part of the fastest growing auto maker in California.

No one.

But what the heck are they referring to? What company is is the fastest growing auto maker in California to which they refer?

Dodge-Chrysler?

Or is it Fiat, which acquired Dodge after its bankruptcy a few years ago?

Can the ad agency that created this monstrosity honestly claim this radio advertisement will help the advertiser in any way?

Recently a reporter, interviewing me about radio advertising, asked me for some quick “sidebar” tips on “how to be creative.” Here are three.

These apply apply equally to radio personalities and producers, as well as radio copywriters.

1. Whenever you get even the germ of an idea, write it down. You don’t need to know how you’ll use that idea; you’ll have plenty of time to figure that out later.

But most people won’t bother to put an idea to paper unless they already know exactly how they’ll use it. Big mistake.

2. Don’t try to be creative. Focus on solving a problem. Creativity should not be the goal; it should be the means to an end.

3. When all else fails, go somewhere you’ve never been before. Anywhere, as long as it’s unfamiliar to you.

As you react to new stimuli, you will be forced to think differently…which is a great shortcut to creative solutions.

There’s an old saying in psychology circles:

“If you keep doing what you always do, you’ll keep getting what you always get. So if you want to get something new, do something different.”

That’s more than just a catchy pop psychology mantra. It’s true. If you want today’s journey to be completely different from yesterday’s, all you need to do is begin it from a different place.