This is the real quest, the Holy Grail of how to stand out in the sea of noise across the radio dial:
Find the simplest way to say something so it can’t be misunderstood.
I guarantee that if you do that the best, people will listen to you.
By and large, the person who really nails it—meaning that he or she says the one thought about something that other people pick up on—is the person who stands out. The more wordy it gets, the less effective it is.
Some of this is about understanding the concept of using different “camera angles” from which to talk about things. Some of it is simply the art – and I do mean art – of being concise. And some of it is having a really rich vocabulary—finding the perfect words to hammer home a point.
After all, English is a strange language. We have so many words that mean roughly the same thing, that conversation is largely a matter of circling the subject with words until we all agree on what’s inside the circle.
Here’s the totally self-serving part: I can help you with this. Your PD may not know how, or may understand it, but can’t teach it. Your consultant may know how, but how often do you get to see him (or her)? Regular coaching sessions with someone who isn’t your boss can steer you away from just doing what you think is expected of you, and turn you into someone whose thoughts are actually valued by the Listener. As a matter of fact, your thought might be the one the Listener uses as his own opinion that day. When you make someone else look good, magical things happen.
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Radio Talent Coach
Member, Texas Radio Hall of Fame
© 2014 by Tommy Kramer. All rights reserved.