Good news features work. In a world of drama and negativity, doing a feature that is the opposite is a really good idea. It accrues an image that is very important. Almost everyone does this. Positioning it is important so you own in. “Good News” is a bland and boring name. In Houston, Sarah Pepper and Jessie Watt, MIX 96.5, Houston just added a feature called Positively Pepper. Naming a feature after a cast member defines that cast member. If done right, it resonates with the audience. Our core emphasis for this feature, besides defining Sarah, is to make sure the audience shares their good news so we can tell them how much we’re rooting for them. It ends with Sarah’s daughter, Parker, offering an affirmation. This is another unique thing about the feature so it’s all ours.
For even more inspiration, check out these breaks from my clients—and get a taste for what I bring to the proverbial table with my talent coaching.
How do you meld two topics together that fuse character development with pop culture? Ask Karen Carson in the Morning with Johnny Minge and Intern Anthony, WNEW-FM, New York. Intern Anthony was to get married. We told the audience one of his high school friends dropped out of the reception because of Covid so there were two seats available at Table 8 with his cousins. The show decided to invite Aaron Rogers, who’s now playing for the NY Jets. To get listeners involved, they told them Anthony put a question in the invitation only Aaron would know and asked them to guess it. They said if Aaron didn’t accept, from those who guessed the right question (fish or meat?), one would take his place if his fiance said yes. Here’s a break of guesses and Anthony’s fiance saying no!
See what listeners don’t. Jerry Seinfeld made a career creating comedy from the small things he saw in life and then made us laugh around it. Did the gal on your first date move around everything in her salad on the plate before she picked up some of it with her fork? That’s observational humor. From observational humor, we get real life content, which helps you connect with the audience and prove you’re just like them. Which leads to Mark and NeanderPaul, KSLX, Phoenix. These guys excelled at seeing small stuff and making it big content when they were on the radio station. In this week’s segment, they go off on dogs in strollers, which leads to Mark telling a story about seeing at a restaurant a different kind of animal, also in a stroller.
This week it’s all about character development. You’re in radio and can’t bring your kid to school on her first day in third grade. What to do? You could talk about it and listeners will relate to your struggles. Or, you can put your humanity on full display by calling your kid. On George, Mo, and Erik, KILT-FM, Houston, Erik has never taken his young daughter to school because he’s always been on-the-air. So they got Charlie on so Erik could talk with her as she heads off for day one. None of this content is revolutionary. But it is strategic. At the end of the break, what do you learn about how Erik is as a father? Listen to the very human interaction between them (and later when his wife comes on the show). You peek into their relationship and get a true sense of who Erik is as a person, dad, and husband. His humanity is on full display. There’s your big win in character development. It’s all about connection.
Our Monday Morning Free Idea this week is a simple one! With school going back in session everywhere over the next few weeks, reminisce on your favorite teachers. Who did you have while in school who had a lasting impact on how you turned out as an adult? With all the negativity in the world, this one is so easy. Grab that teacher, have them on, and tell them why they have stayed with you all these years. It’s positive content that will resonate with your fans. In the process, listeners will get to know you (great character development) and the teacher will tell fun stories about how you were as a student. Then flip things and let listeners tell you similar stories from their past. A great example of this comes from Logan and Sadie, WINK-FM, Ft. Myers, FL.
Want me to show your team how to strategically develop kick-ass content that turns listeners into raving fans?