Wicker and Wilde, MIX 98.1, Richmond Finding Atlas the Dog

There’s this old adage in radio that small market stations want to sound big and big market stations want to sound small.  In the latter, “small” means homey.  All radio should sound personal.  If you’re a person of a certain age reading this post, you’ll remember when hometown stations would let listeners get on-the-air and ask the audience for help in finding their lost dogs.  That’s exactly what Wicker and Wilde, MIX 98.1, Richmond did recently.  A listener lost his dog Atlas and he asked for the audience’s help in finding him.  Which resulted in this narrative theme over one show where listeners called with Atlas sightings and the resolution at the end of the program where the dog and owner were reunited.  So homey and touching – with anyone listening that day wondering if there was a happy ending.  This is wonderfully touching radio and super local.

Gregg, Freddy, and Danielle, MIX 104.1, Boston with Gram’s Jams

Anytime you come up with an idea centered around the music you play, it scores well with the audience and ties you back to the overall brand images of the radio station.  Gregg, Freddy, and Danielle, MIX 104.1, Boston afternoons, wanted to play the often-used simple game of reading a song lyric to the audience and having the listener give back the artist and title to win a prize.  That’s been done a million times, right?  Add in a cast member’s grandmother, who’s reading the racy lyric, and you do both character development and earn an image of being fun, and you shift the feature from being a pure promotional giveaway to the earning of images with the entire audience.  Especially important for those not trying to win the prize, but still wishing to be entertained by what they hear.

Mark and NeanderPaul, KSLX, Phoenix Dirty Pics to the Pastor

The origin of your breaks communicate your relevance.  Using a Hot List topic to generate your break connects both you and the audience to whatever is going on in life right now.  Mark and NeanderPaul, KSLX, Phoenix used the story of Patriots Coach Bill Belichick getting in trouble for sending a text to talk with the audience about the texts they’ve sent that weren’t proper.  As some things go, this became about the inappropriate nude pictures sent to others.  Here’s a fun story told by a female listener to the guys about naked pictures she accidentally sent to a group text, which included her pastor.  The start is the Belichick story, but the end has the focus on a listener, making her the star of their program.  Note her nice compliment to the show at the end of the call.  She shared that personal story because she feels like she knows the people on the show, key to her calling.

 

John and Tammy, KSON, San Diego The Jimmie Allen Interview

Here’s another example of an interview that hits the sweet spot to sell tickets and entertain the audience.  As I’ve mentioned in previous posts on this page, most people who ask for interview time on a show do so for one reason – they want to sell something.  Our goal is to always entertain the audience with laughter and storytelling.  Listeners want to get to know the celebrity you’re talking to.  Enter John and Tammy, KSON, San Diego with their conversation with country artist Jimmie Allen, who’s on to sell tickets to his upcoming show.  If you’re not aware, Jimmie is African-American and very funny.  John and Tammy absolutely have a game plan for this interview.  But, they’re comfortable enough to let the chemistry drive it.  They’re great listeners and allow Jimmie to be Jimmie.  Here are two segments.  After all the laughter and our getting to know Jimmie better, don’t you think they helped him sell more tickets?  Which means he’ll come on the show again.  Artists remember great experiences.  So do listeners.  This ticks all those boxes.

Brian and Chrissy, WGNA, Albany Be Where the Audience Is

Great brands meet their customers wherever they are.  Look around any big website.  They tend to have, front and center, stories about (and links to) stuff around the Hot Topics of the day.  Great personality shows instinctively know where the audience is emotionally and where they should be on an given day on a topic.  Which brings us to Brian and Chrissy, WGNA, Albany.  It’s their first show after their Buffalo Bills lose to the Kansas City Chiefs in what was the greatest weekend for football ever.  There’s no need to say that so much of their audience was grieving over the loss.  So, that’s where Brian and Chrissy were, too, with their content.  Some of their benchmarks remained, but the rest of the show had Bills content and tapped into where their audience was emotionally.  Here’s one break which proves that (note how they start the break with audio to hook the audience).

The Big Tigger Morning Show, V103, Atlanta with That’s That with Miss Pat

Alliteration is very powerful, especially when it comes to naming features.  Research has proven that named features are retained.  When you add alliteration, it heightens things.  The Big Tigger Morning Show, V103, Atlanta has, in its cast, a comedian very popular with the audience whose name is Miss Pat.  Wanting a daily feature to define Miss Pat and her sense of humor, they settled on That’s That with Miss Pat.  This is a great, highly memorable name for a benchmark.  In the feature, Miss Pat goes off on a topic of the day that has caught her eye.  She gets to be her big bold self and apply her sense of humor against a story or topic everyone knows about.  Here’s an example of That’s That with Miss Pat.

Kyle, Bryan, and Sarah, WRAL-FM, Raleigh with Conflict Creates Entertainment

In the construction of your breaks and in the dissection of the stories you tell on the show, where’s the conflict?  Who or what helps push your story line forward and can be the center of emotional engagement that draws listeners in?  Kyle, Bryan, and Sarah, WRAL-FM, Raleigh think of this in every break they plan on the show.  Sarah was due to have a girls weekend with college friends in Key West.  Yet, one of the friends invited another gal Sarah doesn’t like, and even considers an “energy vampire” so she’s thinking of bailing from the get together because of it.  A good story to tell for character definition because it’s honest and has conflict.  The show took things one step further – after Sarah tells her story and lays out the drama for the audience to comment on, they get on the friend in question so Sarah can ask why she did that.  This is “lean in content”.  And because it had conflict throughout, it garnered an emotional reaction from the audience both on the phones and in social media to make it more memorable to keep the show top-of-mind and “can’t miss”.  In your content breaks, where’s the bold conflict you can center things around so listeners are engaged and entertained?

Karson and Kennedy, MIX 104.1, Boston Just Play More Music

One of the reasons FOX News is so powerful is because in every segment they air, there is a villain.  Regardless of your politics, having a villain in some of the things you do will heighten a break’s stickiness.  It doesn’t always have to be negative, but opposites create meaning.  If I love The Bachelor and you hate The Bachelor, that could lead to an interesting and passionate on-air conversation that forces the audience to emotionally take a side as they identify with whichever position they hold.  Karson and Kennedy, MIX 104.1, Boston have an annual project each December where they gather toys for needy kids.  5000 Toys for Girls and Boys has been a staple of the show for years.  It took off this year when a villain appeared – an antagonist if you will – who was tired of everyone having their hand out for something.  He called the show, voiced his unhappiness, told the show to just play more music, and even insulted a cast member at one point.  What do you think happened?  The feature took off and not only beat, but exceeded its goal.  All thanks to the caller.  That the show used the bashing to further create humor made it even more memorable.

Zach and Brittney, B100, South Bend The Tree Pee

At our core, we’re storytellers.  That’s how human beings connect.  By telling stories. So it was fitting to tell stories just before the holidays about Christmas tree issues gone sideways.  Any show could make the case that this has been done before.  This is an issue if the stories being told are bland, boring, unentertaining, and do not connect. Not so with Zach and Brittney, B100, South Bend, IN who told their stories, then asked the audience to tell theirs.  Here are some wins of this short break:  Vulnerability, coupled around real life, work.  The audience wants in on your life.  You also stand a greater chance to win if you do what these guys did – put the spotlight back on the listener and let them tell their story.  Some shows feel like they should always be front and center.  This break shows how to back up, let the listener shine, and support them where needed to advance the narrative so everyone can relate and the audience can have a fun time hearing the story.

Kyle, Bryan, and Sarah, WRAL-FM, Raleigh Only at the Fair

Here’s another great example of the power of audio.  The North Carolina State Fair happened back in October.  As Kyle, Bryan, and Sarah, WRAL-FM, Raleigh went with their families, there was color all around them.  From the patrons to vendors to ride operators.  All these people (and more) had fun perspectives on the event and many had stories to tell of what they saw and experienced.  These guys are smart.  Not just because they know to bring this content to the show to position them as local and involved in what happens in the community.  But they also gathered audio (a simple feat with one’s cell phone) for story-telling from the colorful people around them.  In this clip, the bus driver taking fair-goers from the parking lot to the fairgrounds, the show quizzed him on the odd stuff he not only saw, but heard from others who worked the event.  Running this audio in the breaks, and commenting around it, is much more engaging than the one-dimensional act of them recounting everything for the audience.