A primary strategic objective for every talent is to do content that moves the audience to care about them. Think about the relationships you have in your real life. The people you know, who you can just be yourself around. Who you have fun with and affirm you. Those are the people you want to spend time around. We develop a relationship with listeners in exactly the same way. By revealing ourselves so they feel like they know us, too. Mojo from Mojo in the Morning, Channel 955, Detroit had open-heart surgery last week. It was a procedure he’d known he needed for years and now was the time. The listeners knew all because Mojo has this deep capacity to share all of this life with his fans (everyone on the show has this ability, which is why they are all so popular). Here’s the break where Mojo talks about his family on the eve of the operation. It’s exceptionally honest, authentic, and real where Mojo explores his fears, and chats about his therapist, his mom, his kids and wife, and the video he would leave for them if something went wrong. Then wonderful dimension at the end when they aired callers wishing him well. Pay close attention to the callers. Listen to how they talk with him. What they say and how they say it. It’s quite apparent they care about him. That’s the kind of relationship you should have with your listeners, too. This is content only they can do, which makes them special. Despite the length of this break (they’ve earned that), would you do a break like this? Could you? Email your thoughts to me here once you hear it.