We all know it’s about sharing stories on the air, if you want your show (and your station) to be more than just information and ‘plain vanilla’ breaks.
One key is to watch getting too ‘left brain’ and filling a story with so many stats, numbers, percentages and facts that it bogs down the momentum.
I constantly hear air talents referring to studies, polls, and surveys, followed by a slew of statistics. Those things live in the left side of the brain—the analytical, organizational, “accountant” side. You know, the boring side.
We want to live in the right side of the brain, the home of passion, empathy, dreams, and art.
So purposely reduce the amount of numbers and percentages. You can also frame them a different way. Instead of “60 percent of people look at a person’s waistline first,” say “Look at five people around you. Three of them stared at your stomach when they first met you.”
Yes, those are still numbers, but they’re more visual that way, and you pull me INTO it, rather than just talking about it analytically, from a distance.
There are specific ways to handle Time Lines, Weather forecasts, and Contest verbiage, too. (Call me if you need help.) You’ll be amazed at how fast being more ‘right brain’ will build a bond with your listener. Even if you’re talking about the same thing everyone else is, you’ll sound different if it’s more about colors, shapes, and feelings than it is about measurements and numbers.
Think about this: Even the poem that starts with “How do I love thee; let me count the ways…” has no numbers in it.
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Member, Texas Radio Hall of Fame
© 2015 by Tommy Kramer. All rights reserved.