About tommykramer

Tommy Kramer has spent over 35 years in radio as an on-air talent, Programmer, and Talent Coach, and has worked with over 300 stations in all formats, specializing in coaching morning team shows, but also working with entire staffs. In addition, he works with many premium voice actors that you hear every day on Imaging, Radio and TV commercials, and Hollywood Movie Trailers. Tommy was elected to the Texas Radio Hall of Fame in 2003. Call Tommy @ 214-632-3090 (iPhone), or email coachtommykramer@gmail.com

Tommy Kramer Coaching Tip #301 – Stop TRYING to be Noticed

One of the prime ingredients in all truly great talents is that they connect with the listener on a daily basis.

And one of the keys in getting to that place is:

Stop TRYING to be noticed.

Instead of constantly trying for punch lines, or “talking points” that just get the same five people to call in with the same types of reactions we always hear, the ‘Real Deal’ is to just be part of the listener’s life each day. Talk about things that we all have in common, then put your individual spin on it.

Think about this…the more you try to be noticed, the more it’s just about YOU. But the more you just try to be part of something that we share together, the more it’s about US.

And that’s what gets ratings. If you build your show around having something going on that I can relate to each day, I’ll come back – over and over again.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2019 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #300 – Two Segments, Max

Here’s a short, but really powerful tip.

Give a subject two segments (in Talk radio), MAX. If it doesn’t “catch fire” by then, give up and move along to something else.

The same principle is true in Music Radio – give a subject two tries, and if there’s no usable reaction, punt. If it hasn’t “happened” by then, you’re just firing bullets into a dead body. This is both boring and desperate-sounding.

This is why I always over-prepped each day. Just having “enough” to cover a show might not actually BE enough on a given day. And as you know, it’s impossible to predict when something might inexplicably fail to connect with the listener. (Although, now that I think about it, this could simply be because there’s not an Emotion at its core. Might want to think about that, too.)

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2019 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #299 – Discovery

To the listener, it’s all about Discovery.

As long as I’m discovering something (if it’s relevant to my life and interests), we’re good. When that stops, it’s “See ya.”

So you have to avoid repetition, and you have to always be moving forward.

This is why, as a coach, I can zero in on what a show needs quickly, because I’m always looking for the answers to two questions:

“What did we learn?”

And “What did we learn about you?”

Both of those things are essential.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2019 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #298 – Keeping Things Simple Enough for the Listener

No, this isn’t about “dumbing it down”. It’s about not making it more complicated than today’s attention span will accept.

Today’s listener doesn’t read much. (No patience.) And we’re a nation of channel flippers. Fads come and go at warp speed. A lot of “relationships” between supposed “soulmates” last only a few months.

So if you’re going to get in sync with today’s “short attention span theater”, you need to keep things simple. The old “stop by each one of their 6 locations to pick up your card” contest is D.O.A. in today’s world. People have lives. They’re busy.

ONE thought (besides the formatic “basics”) per break.

ONE thought per Imaging piece.

ONE thought per phone call.

ONE story or reaction from a winner.

ONE step to win something, see something, hear something, or post something.

If you make it more complicated than that, you’re going to see gradually sagging response, and eventually, gradually sagging ratings.

The good news is that this actually takes us back to what radio used to be all about: a quip, a piece of information, or a short story, then BANG!…on to the next element. This is what great radio was founded on: MOMENTUM. (Not “going fast”. Just being succinct.)

I can hear the rebuttal already: “That’ll never work.” Oh yes, it will. And I’ve got about 350 stations I’ve worked with that can prove it.

Tell you what, just try it for a month and see what happens. Feel the burst of energy that comes from each air talent knowing that the one comment he or she made hit home, then Momentum took over and swept the listener forward.

(You can always go back to being longwinded and boring, or everything trying too hard to be noticed, or too complicated for anyone to care. And hopefully, that DOESN’T define your station.)

As always, my greatest hope for anyone reading this is to be the very best they can be, and to have a great time every day in a job they truly enjoy.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2019 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #297 – Producer, or just a Board Op?

The description “Producer” seems to be thrown around pretty loosely these days. So let me try to help you with what a Producer really should be:

A true show producer is a right-hand man (or woman), an extra set of hands and feet, and a resource in finding material, in addition to the right “framing” for something (music, sound bites, etc.).

A great Producer should have superior Production skills, too.

And you want a Producer to be a source of feedback, so a Talent has someone he or she can count on to weigh in on whether something is a good “fit” for the show, or in some instances, will even work at all.

Most producers I see work with morning shows, although there are some exceptions. But a lot of these so-called “Producers” are pretty much nothing more than board ops.

When one of the shows I coach is looking for a Producer, we start there: we want a Producer. If we needed another air talent, that’s what we’d be looking for. (Frustrated air talents usually don’t make great Producers.)

Editorial comment:

I really don’t like – and have never liked – the idea of a Producer being a board op. I don’t like the idea of ANYONE running the board instead of one of the air talents. If for no other reason, it’s really hard to get the split-second timing it takes to master the “First Exit” if you have to point to somebody else to hit the button for you.

A great Producer can be a valuable asset. But be sure that your description of Producer is an accurate one.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2019 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #296 – What You Can Take from Super Bowl LIII

It’s so easy for an air talent to think “I have to do something BIG to stand out against the competition,” and yes, radio is all about creating memorable moments that make people want to come back and listen to you again tomorrow. However, as New England showed against the Rams in Super Bowl LIII, you don’t want to go outside your comfort zone or change your identity to accomplish that.

Once again this year, the Patriots demonstrated that you win by doing the right thing at the right time. That’s what puts you on top. So here’s what you can take away from the Super Bowl, in radio terms…

Things to stay away from:

Don’t try to cram in too much over a song intro.

Don’t try for a second punch line. 99% of the time, that second line will not be as good as the first. Stop trying too hard.

Lose the thought that 3 minutes (or more) is a decent length for a Content break; it’s actually half that…or less.

Things to remember:

Do what YOU do best. (You may need coaching to realize what it is. Most talents do.)

Trust that it WILL be enough…that it WILL work. That confidence comes across.

Forget imitating anyone else or stealing someone else’s bit or punch line. Come up with things that not everyone else will do or say.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2019 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #295 – Seeing Through the Listener’s Eyes

This past weekend, the fine actor Alan Alda accepted the Screen Actors Guild’s Life Achievement Award, saying “When we get a chance to act, it’s our job, at least in part, to get inside a character’s head, and to search for a way to see life from that person’s point of view. It may never be more urgent to see the world through another person’s eyes. And when the culture is divided so sharply, actors can help, at least a little, by doing what we do.”

I agree. So did C. S. Lewis, who wrote: “My own eyes are not enough for me. I will see through the eyes of others.”

Part of our job should be to see through the listener’s eyes – and not just the P-1 devoted listener, but also the person who just hit the “scan” button and it landed on you.

Great radio is performance art. And anyone who’s worked with me knows that’s the way I approach it. As Alan Alda said at the end of his acceptance speech, “The nice part is it’s fun to do it. So my wish for all of us is: Let’s stay playful, let’s have fun, and let’s keep searching. You can’t solve everything, but it wouldn’t hurt.”

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2019 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #294 – The Lone Ranger, the Silver Bullet, and You

Leading up to last Halloween, a show I work with did a wonderful break that leapt out of the radio about Trick-or-Treating in a Halloween mask. After talking about how restrictive one could be, one member of the team did a “trick or treat” delivery like his face was being smashed in by the mask. It was really funny and SO visual.

Then his partner followed up with how it could have been raining, and did a rain sound effect.

While well-intentioned, this violates my “fire one bullet” philosophy. Think of it like the Lone Ranger. Part of his “legend” was that he used silver bullets. As a kid, I thought “those must be really expensive, so that’s probably why he’s such a good shot.” After all, you wouldn’t want to waste those silver bullets.

Most air talents keep trying for one more laugh, like an amateur on an “Open Mic” night at a comedy club. But for 99% of jocks, you need to remember that you’re not Jim Gaffigan or Jerry Seinfeld. No one paid to see you. One bullet is probably all you’re going to get. So fire it, then move along. If you do have a second thought that you think is valid, do a second break later and fire THAT bullet.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2019 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #293 – How to Use Texts or Emails on the Air

I hear so many people using a text or email as the ending of something. And a lot of stations have gone way overboard in soliciting them.

But this is one of those things that seems like a good idea, but it’s too broad a concept to play to radio’s strengths.

Here’s what I coach:

Texts (or emails) are only to be used as springboards for something YOU do that’s creative. They’re not a be-all or end-all in themselves. So rather than using a text or email as the “destination” for something, you should use those as the START of something. I didn’t tune in to hear what the faceless “Jennifer” from Highland Park has to say, I tuned in to hear YOU – the trained, articulate, entertaining Personality – have to say. Because, let’s face it, “real” people are usually not very witty or clever or funny at all. Sure, they can be once in a while, but even then, I don’t want to hear you just read a response. How lazy can you get? Why don’t you just read the newspaper on the air if that’s all the work ethic you have?

Plus, I believe it’s a mistake to encourage people to text or email INSTEAD of calling, because radio is about airing AUDIO. Do you want to hear me interview an artist, or would you rather hear me read an interview with the artist out of a magazine? Print is a poor substitute for Sound. Let’s keep our eye on the ball.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2019 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #292 – Don’t Itemize. Summarize.

Prior to this past Christmas, I heard a talent talking about how his whole family was going to another state, where they hadn’t gathered in years, for the holidays.

But the story really bogged down when he started itemizing everyone who would be there. One sister, her husband, and her two children; her brother, his wife, and their three kids; her, her husband and their three daughters; and an aunt that they hadn’t seen in years.

No one’s reading the guest list. Summarize, instead of Itemize. “Three families, an aunt, 13 people in all…”

The Art of Storytelling lies partly in honing things down to their most concise version, then just letting it breathe a little bit. But when you get too detailed – especially about people your listener doesn’t know (or care about), the story becomes rudderless and lacks momentum.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2019 by Tommy Kramer. All rights reserved.