Convincing Talent to Change: The Old Inside/Outside Game

Trying to get a morning talent to change their show so it wins in PPM can be one of the hardest things. Giving up control is tough, which is why I use lots of analogies to pull them outside of radio to make my points. If delivered well, they’re tough points to refute and put you in the best possible position to get the morning talent to make strategic changes so ratings go up.

I talk with shows all the time about how, instead of being on the receiving end of PPM ratings in radio, we’ve been on the giving end of it in TV: each night as we sit on the sofa with the remote control, each one of us cruises up and down the channel guide in search of a show that captivates and entertains—one that makes us laugh or engages us. We make that decision in micro-seconds before pushing the button again. 

Same with the internet. Say a friend sends you a You Tube link saying it’s the funniest thing they’ve ever seen. We click on the link, immediately look at the clip length, and if it isn’t “the funniest thing we’ve ever seen,” we click away. 

I proffer to shows that if we treat TV and the internet that way, why should we believe listeners would treat us any differently? 

Point made. 


Need help getting your morning talent to change—for the better? Let’s chat.