Here are a couple of questions to ask yourself:
1. How is today’s show different from yesterday’s (or tomorrow’s)?
2. Is what you do so generic that it could be a show from any day of the week?
Now take it one step further: Is what you do so generic that it could be on any station, or only on your station?
“Plain vanilla” may still be #1 in ice cream, but it certainly isn’t in radio. Today’s relevant content has a different “flavor” than yesterday’s. It’s your job to find what today is about and put it on the air. Sameness is the enemy of performance. (This is why so many so-called “benchmarks” aren’t benchmarks at all.)
Remember, there’s a huge, tangible difference between consistency (which is a good thing) and predictability (which is the kiss of death).
So if you’ve got stuff that you’ve kept around for “when you don’t have anything else,” THROW IT AWAY. It’s as outdated as last month’s tomatoes.
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Radio Talent Coach
Member, Texas Radio Hall of Fame
© 2014 by Tommy Kramer. All rights reserved.