There tends to be two kinds of talent: those who have no filters and share everything in an effort to bond with their fans. And those who have lines they’ll go to but not cross in the kind of relationship they want with the audience. Which are you? Logan and Sadie, WINK-FM, Ft. Myers, FL just tested that. Part of Sadie’s character is that she recuses dogs. She’s talked many times over the years about Rascal, one of her toughest rescues. Rascal had many health issues and, in this last week, passed away. How honest and vulnerable can you be with the audience when things are sad in your life? Here’s Sadie sharing the news about Rascal with listeners. Hear, too, to how supportive and understanding Logan is in this conversation. Instead of trying to dominate it, he gave her space and slipped in when necessary. These kinds of breaks are quite powerful to build that connection with the audience.
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.
Ain’t nothing better than when you can laugh at yourself. We have all asked seemingly innocent questions or done mindless things, only to find ourselves in quite the embarrassing situations. We are storytellers and this feature called The Oops Moment, done by Gregg and Fast Freddy, MIX 104.1, Boston, proves that. They have a platform to share their embarrassing moments, reminding the audience how human they are. Then they make the great pivot by inviting the audience to share theirs. They disarm fans to be vulnerable so everyone can have a solid laugh around real life content, at their own expense.
With Halloween a few short weeks away, this is one of my all-time favorite breaks. Halloween is a kid’s holiday, right? And it’s all about candy! Which is why John and Tammy, KSON, San Diego grabbed a cute kid of a co-worker (Emma) and had her read the ingredients of popular Halloween candy. They played the audio for a listener who had to guess which Halloween candy Emma was describing. You can hear audio of the execution of this fun idea below. If you do this idea, two keys to its success are finding the right kid. Also, don’t let them pre-read the ingredients before you record them. Hearing the kid stumble over the big words adds to its cuteness. If you find the right kid, record a bunch so you can do it a few times leading up to October 31.
Great shows place themselves in the middle of big stories. If Taylor Swift dating an NFL player is a huge topical story, I’ll always ask what are you doing with it. Your listeners want to be connected to the stories of the day from your perspective – that helps character development and will always improve your images of being relevant. Brian and Chrissy, WGNA, Albany have very deep market familiarity. They’ve been there a long time, know lots of people, and perfectly reflect the vibe of the community. When a young local girl was kidnapped, they were all over the story. When she was rescued, they inserted themselves in the story by finding her aunt and having her on so she could answer the questions they were curious about. Where other shows in town might have chatted about it, run TV audio, or (worse) done something more evergreen, these guys did the hard work of finding a relative who was impacted by the all of it and getting her on to tell the story. This so resonated, it was part of the story on ABC World News Tonight. If you’re a local show, be a local show like this!
With all the syndication in radio, it’s an asset if you’re local. But, what is being local? It’s certainly not giving out the temperature in various cities or referencing major thoroughfares when you do the traffic. Being local is knowing the stories driving your market at any given time or being involved in things that happen in town and using them as content to entertain your audience. Being local is only an advantage if you’re substantive with local topics and do them in a way that helps you connect with the audience. Humble Pie is an iconic Raleigh restaurant that, after thirty years, shocked its fans by closing. A significant part of the content strategy for Kyle, Bryan, and Sarah, WRAL-FM, Raleigh is to be local. That’s why this is such a terrific break. A few things to hear: listen to how quickly they get into it. Within 30 seconds you know the drama and the connection happens. Then, Sarah (who worked there) tells first-person stories about the place. If you don’t understand this break, they were exceptionally local. To earn images of being local, especially up against syndicated shows in the market, this one’s an A+.
Want me to show your team how to strategically develop kick-ass content that turns listeners into raving fans?