The whole point of being on the air is to get people to actually come to know you, instead of your just being a voice giving information, or a promotional machine. Content that connects with the listener each day is obviously important, but there’s a ‘secret ingredient’ in every truly great air talent I’ve ever heard: being perceived as a friend.
And friendships are formed by the exchange of opinions.
In real life, if I don’t know how you feel about something or how you’d react to a certain situation, I may like you, but we’re not close.
Friendships grow as you learn more about someone, what that person thinks and feels.
…and friends may not always agree with each other. Honestly, that doesn’t matter, as long as you’re not just slapping the listener’s values in the face. I have a couple of dear friends—guys I’d give a kidney to—that I’ve argued with for years. We each have our opinions, and express them. Sometimes they’re the same, sometimes not, but we’re just trying to get to the complete thought. “Winning” the argument isn’t something we even think about.
(Note: For on-air purposes, we’re not trying to start arguments; we’re just trying to not be invisible audio wallpaper.)
The listener needs to know what you think. Your opinion, to compare to his/hers…maybe even adopt your thought as their own.
Hmmm…reading this over again, I hope my two best friends don’t both need a kidney at the same time.
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Member, Texas Radio Hall of Fame
© 2015 by Tommy Kramer. All rights reserved.