Christine and Salt, WTIC-FM, Hartford with Christine’s Dental Visit

How personally deep can you go with listeners?  What are you willing to share to move the audience to care about you?  When we care about something, we think more deeply about it and want to be around it.  On Christine and Salt, WTIC-FM, Hartford, the audience has been part of a conversation about Christine’s cancer over the years.  Christine has been deep and open about her medical challenges and struggles and draws strength from those listeners rooting for her.  Her cancer is back.  It was found by her dental hygienist during a regular oral cleaning.  In this segment, she visited her hygienist to share the news and recorded all of it so we felt like we were in the dentist’s lobby as it was discussed.  This is immensely personal and powerful on so many levels.  Would you be open to doing this?

Foxx and Annie, CBS-FM, New York City with Wishing Myself a Happy Birthday

The more intimate and personable vibe your show has, the greater chance you have connecting with the audience and moving them to a primary goal – feeling like they know you.  Such is one of our objectives with Foxx and Annie, CBS-FM, New York City.  The show is relatively new, having taken over when the iconic Scott Shannon retired several months ago.  I normally hate the reading of birthdays on-air.  I think it’s irrelevant content no one else cares about.  But this one was different.  It’s a listener calling to wish himself a happy birthday.  In the process, it’s quite apparent he knows and loves the show.  Plus he’s fun and reveals himself, heightening that intimacy, which is an image transferred to the show.

AD and Chris, KSHE, St. Louis with the Stray Rescue Recap

Get involved in life, and find stories for your show.  In the process, show your humanity to connect with the audience.  Such is the case with AD and Chris, KSHE, St. Louis.  AD was out of town with his wife two weeks ago.  While out on a walk from their Airbnb, they found a dog on the highway disheveled, thin, and scared.  Our cause on this show is pets.  AD took to the dog and brought him back to their rental.  He and his wife cleaned up the dog and brought him back to St. Louis and turned him over to one of the many animal shelters we partner with to do our Pet Projects.  This on-going narrative has been content for the show.  Here’s a conversation he had with the shelter to get an update on their efforts to find a forever home for the dog.  Human and real.  You leave with an absolute sense of what AD’s all about as a person.  Show that to your audience and you’ll win.

Karson and Kennedy, MIX 104.1, Boston with The Big Trial

With the Trump trial headed to a verdict, I suggested in last week’s Monday Morning Free Idea to engage listeners who’ve been on juries to find out what that was like.  You can tackle the Trump trial without ever talking about the ex-president so you don’t trigger the audience.  Karson and Kennedy, MIX 104.1, Boston took that challenge and asked listeners who’ve been on juries to tell them about their experience.  This is terrific story telling as everyone with an experience has a different one to share.  This highlights you don’t always have to be fun, but you must always be relevant and engaging.  Here’s a listener telling them about the trial where she judged someone’s fate.  This is “lean in” radio.

Chris and Dina, WMAS-FM, Springfield, MA with Mother’s Day Mayhem

Without friction, you don’t get any explosion!  That’s another way of saying if you don’t have conflict or tension, your story is less valuable to the audience, maybe even worthless.  When looking at the stories to tell on-air, ask if there’s a tension of opposing forces.  Mix those and then watch what happens.  As evidenced by Chris and Dina, WMAS-FM, Springfield, MA.  Back before Mother’s Day, they heard from a stay-at-home mom who wasn’t going to get a gift from her husband.  That’s moderate tension, as they wished her well.  On the next break, they heard from her husband who said she always complained and that he felt her being able to stay-at-home with the kids was a gift all itself.  Explosion.  How do you think the audience reacted?  Yup, that’s what happened.

Foxx and Annie, WCBS-FM, New York City with The 6:40 Feel Good

I’ve featured on this page examples of the positive news and content features done by many shows.  Research has proven over the years that this feature resonates with the audience because the world can be such a negative place.  I’ve always encouraged you to feature the good news from listeners instead of just finding good stories that you tell them.  What works is letting listeners talk about their favorite topic – themselves!  Foxx and Annie, WCBS-FM, New York City had a perfect example of this feature the other day in the 6:40 Feel Good when a listener called to boast about how she learned how to fix her washing machine from YouTube.  Listen to this break and hear the listener’s pride!

Carlin and Brent, Indie 88, Toronto with Toronto’s Worst Bathroom

To make an idea sticky, you must push your verbiage to the margins.  Language counts for something so to look for the best or worst of something is better than living in the mushy middle.  Which is why Carlin and Brent, Indie 88, Toronto went looking for Toronto’s worst bathroom.  No doubt their listeners have had to use many of them (so we knew it’d be relatable).  We went about this differently than normal.  The show curated a ton of audio and video content prior to us launching the competition, guaranteeing we’d have stuff for breaks long before we asked the audience to get involved.  Here’s an example of a break they did after the launch.  The winning store owner of the worst bathroom got the golden plunger award.  Remember when doing something like this to push your language to the margins so it stands out.

Chris and Dina, WMAS-FM, Springfield, MA with the Celebrity Slowdown

When you have something to give out, how you give it out is way more important than what you have to give out.  Yet, I still hear shows that believe the quality of the prizes equals the success of the show or still solicit for caller ten (ugh).  How you entertain and engage the audience is much more important because earning that image captures the imagination of those not trying for the prize, which is most of the audience.  That’s the concept of designing whatever you do for those who only come in to be entertained.  Chris and Dina, WMAS-FM, Springfield, MA came up with a fun new game to prove this called the Celebrity Slowdown.  My bet, as you listen, is that you’re playing along.  So will the audience.

Carlin and Brent, Indie 88, Toronto with Drunk Doug Ford

You know what’s local?  Making fun of (having fun with?) those larger-than-life personalities in your market.  Do you know who they are?  Carlin and Brent, Indie 88, Toronto do.  Doug Ford is the premier of Ontario in Canada and comes from a long line of very colorful family members who are also politicians.  Doug is ripe for being made fun of.  Which is why the guys, on occasion when Ford says something that catches their ear, doctor the audio in a segment they call Drunk Doug Ford.  Being local is about knowing the people and things happening in your town where, when they’re part of your content breaks, are only understood by those who live there.

The Daly/Migs Show, Rock 99.9, Seattle Digging Deep on the Bridge Story

I heard some creative excuses two weeks ago about why some shows didn’t touch the Baltimore bridge story.  One said “we’re the escape” (no, you’re not – you need to reflect how the audience feels waking up to the story).  Another said “it’s not local” (that doesn’t matter – it was topic #1 that day which validates being on it). Your audience wants to be tied to the topics of the day.  Add your perspective and you define who you are.  That is one way to do character development.  Enter the Daly/Migs Show, Rock 99.9, Seattle who dug deep into the story.  That morning, they not only talked with listeners who had bad bridge experiences, they also got on a guy who oversees the bridges in the state of Washington.  Listen to their inquisitiveness to localize the story and give insider perspective they would not have normally had.  Listeners lean in with this kind of relevance.