One of the more popular features on Karlson and McKenzie on WZLX, Boston is when Kevin talks to his mother-in-law, Patsy. These conversations are very fun, you get a true sense of who Kevin is as a person (and son-in-law), and they are highly relatable. In this break, Patsy gets her driver’s license renewed so Kevin calls to talk with her about it.
One of the criteria about bringing personal experience content to the show is if the audience will find the story intriguing and if the story has some drama or observations that will hook listeners to hear it. John, from John and Tammy, KSON, San Diego, recently took a plane ride with New York Giants QB Eli Manning. Great content is story-based. John shares his in a most enaging and authentic way. Then does the simple, yet very effective thing of getting listeners to tell their stories about seeing celebrities on planes. Both breaks are below.
Several weeks ago when the Super Bowl was the Hot Topic, Pablo and Free, WPGC, Washington, DC went looking for a unique thing around the game to engage and entertain listeners that might make them return for another show. We came up with the “Star Mangled Banner”. They found the audio of four artists singling the National Anthem at a previous game (it’s all on line). Each listener sang one of the last four words of the song (home, of, the, brave). We aired it and took calls from listeners guessing the artists. If no one figured it out, we had listeners return the next day to try again. It was unique, innovative, topical, and done in a way which resulted in additional occasions of listening.
When Baltimore played San Francisco in last month’s Super Bowl, Karson and Kennedy, MIX 104.1, Boston, found yet another reason to talk with Karson’s grandmother, who is the Ravens’s number one fan. Besides being just fun to listen to her carry on (she is a real character), this break turns Karson, the show anchor, into Karson the grandson. Everyone plays their role in humanizing the team because they are who they are. This one’s well-crafted and has lots of laughs so it’s sticky.
One of the few kinds of content which cannot be duplicated by a competitor is personal experience content. It also might be the best content to do because it defines the characters on the show and is the most authentic to creating loyalty and an “I feel like I know them” vibe between the talent and listener. Sean and Michelle, on Lite Rock B103, Rockford, IL did a simple, yet highly effective character-building break when they talked to Michelle’s son about getting his driver’s license. How many moms do you think were in the audience nodding their heads up and down laughing at this exchange?
How better to use as content a guy’s inability to buy anything other than roses and chocolates for his wife on Valentines Day than by doing a custom song from him to her? Dave and Veronica on WQYK, Tampa invited in couples looking to celebrate the holiday. We found out lots of personal stuff about the wife from the couple and then did a very custom song as a Valentine’s Day gift. The break below is a great example of how you do unique and innovative content that is both memorable and cannot be duplicated.
What radio has over all other forms of media is that it’s personal. That level of intimacy helps create a bond with the audience that makes them loyal. Recently, Cassidy, on Drex and Maney, KISS 95.1, Charlotte, admitted to the audience that she was not being invited to the wedding of a close friend. The honesty and vulnerability of that story defines Cassidy and creates a level of empathy from listeners that is very valuable. Here are the two breaks they did – one the story, the other listener’s reaction.
The morning of the Vice Presidential debate in October, Rob and Joss, Froggy 92.9, Santa Rosa, CA did something very clever. They gave a political civics quiz to two people who were second-in-command where they worked. This works because it plays off the theme of the day, uses appropriate trivia, and is done in a way where listeners can play along in their cars on the way to work.
The goal of any interview with a celebrity is to humanize them from the start. Stars come on because they’re promoting something. Humanizing them makes listeners more receptive to the sales job at the end. Jimmy Rollins plays for the Philadelphia Phillies and is a huge local star. Coming on to promote his charity event, listen to the things Tiffany and Michael, B101, Philadelphia talk with him about to create fun and make him a real person.
The audio posted this week has been chosen for one specific reason – to show you how chemistry plays a role in creating fun and an environment listeners want to be around. Listeners can tell if the team likes each other. Here’s Dave and Veronica at WQYK, Tampa just playing around with each other when a listener called. You can’t fake chemistry. The audience knows if it’s real or not. Show your playfulness and listeners will want to wake up with you because they feel a part of your team.