Creating Credible Connections

All the ratings gimmickry in the world can’t beat a personality who is emotionally connected to his or her listeners.

When starting with a show, I ask what two unaided things they want the audience to say about them in two years.  Almost every time I get back the right answers:  that the show is fun to listen to and “I feel like I know them.”

Those are the images you want:  fun and authenticity.

• In whatever topic you’re talking about, are you being honest with the audience? Years ago, when I was on-the-air, our consultant told me that I had to talk about the TV show Melrose Place because it was #1.  While I certainly had a working knowledge of the program, I hated it.  I asked the consultant if I could share that.  He said no, because it was #1 and that meant “everyone loved it”.  That didn’t pass the smell test for creating connection to me.  I disagreed with the advice, and we ignored the topic because I couldn’t be honest.  You do you.  Have a knowledge of and take on everything going on now.  Then forge honest conversations with your team and do interesting things from those perspectives and you will define who you are.
• Share those parts of your life that prove to the audience you’re just like them. That doesn’t mean everything is fair game.  Understand everyone’s addiction to drama.  If your story doesn’t have drama, you don’t have good content.  The lines were long at the ice cream shop might be relatable, but it isn’t interesting.  The lines were long and three Karens showed up to scream at the manager and one got arrested is.  Brene Brown said that “vulnerability is the birthplace of belonging, acceptance, creativity, and empathy.”  Let me in and that connection starts to happen.

This is not code for talk more about yourself.  It’s a balance that creates an engaging dynamic.

Think about your personal circle of friends who are honest and vulnerable.  You actively choose to be around them because they are those two items above.  That’s called cume and TSL.  And it’s a must if you’re going to develop a significant relationship with your audience.

Radio’s survival rests on the ability of personalities to form stronger human connections.  It’s a super power TV and podcasts don’t have.  Only radio does.

If you can’t share who you really are, you can’t create a genuine connection with your listener.  If you fail at creating connection, you’ll just be another bland option for those in search of people just like them who can tell stories that entertain and engage.

But, curate and prep your content to do the above?  Well, that could be lethal.