In the words of the great Constantin Stanislavski, the father of ‘method’ acting, “IF is the magic word that makes all things plausible.”

When you think “If I were in this situation…” you see yourself IN the scene, and start imagining how you’d feel and what you’d do. This changes your view of it from simple reporter to participant—a whole different ‘camera angle’.

And “If” has a great secondary use, too—replacing those phony-sounding questions that air talents constantly ask.
“Would you like to win tickets to Brad Paisley?” OF COURSE I would, Burpey the Love Spoon. Just tell me how and when.

But saying “If you’d like to win tickets to see Brad Paisley, you’ll have a chance at 7:45” makes you more concise, and it’s a better call to action when you take out the fake ‘rhetorical question’ dance.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2015 by Tommy Kramer. All rights reserved.

My friend, mentor, partner, and harmony singer John Frost reminded me and a lot of other people the other day about a guideline from “The Wizard of Ads” – the brilliant Roy Williams: “People will be more interested in your home movies if they are in them.”

John illustrated this is in a very personal way, talking about the movie “Steel Magnolias” and how he always looked at with affection since it had been filmed in his hometown.

I had a similar experience, and still feel a tie to the old John Wayne movie “The Horse Soldiers.” It was shot near Natchitoches, Louisiana where my dad was working on the set. One day, he let me go out and watch, and I actually got to meet the great John Wayne, who shook my hand with his giant paw and said “Well, how ya doin’ there, little fella?” Honest to goodness, he sounded exactly like……John Wayne!

When you plug into people’s emotions and memories, the buy-in is immediate and strong.

So with apologies to Roy Williams, I’ve slightly changed his words to be: “Nobody wants to watch your home movies unless they’re in them.”

I don’t think this is just something to shoot for. I think it’s mandatory if you want anyone to listen to you.

– – – – – – –
Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2015 by Tommy Kramer. All rights reserved.

On the surface, it may seem that Howard Stern on satellite, great books, popular TV shows, and your favorite local radio personality may have little or nothing in common. But they all share one thing that I believe is the key to great radio: They all are INTENSELY personal, but still universal.

Both of these factors are important.

Many Air Talents are very personal, talking about their lives, experiences, and challenges. But if the subject only means something to them—if it’s not universal enough for Listeners to feel a common bond with, a “Boy, I know what you’re talking about” emotional connection—it doesn’t work.

The flip side of the coin is the Talent who talks about ‘top of mind’ universal subjects, things that everyone goes through, but doesn’t bring a personal element—a story that leads to an opinion—to the table. So there’s no emotional bonding.

I’ve often described great radio as open-heart surgery that you perform on yourself.

Choose the right subject matter, then POUR yourself into it.

Note: I have very specific tips for how to get into sharing things about yourself. Without learning them, it’s easy to just come across as self-absorbed.

– – – – – – –
Tommy Kramer
Radio Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2014 by Tommy Kramer. All rights reserved.

Think about how often you’ve heard someone say that a performer, during a concert, looked RIGHT AT him (or her). This is not an accident. One of the biggest singers of the seventies told me once that he purposely, at some point in his performance, looked at all 9 “zones” of the venue: Left, Center, Right. Upper, middle, and lower seats in each direction.

He didn’t do them in that order; it was random, but this enabled every single person in the audience to think that they made eye contact at some point.
The truth was, because of the lighting, he couldn’t really see anybody very well. But the illusion was powerful.

It’s the same way in radio, except we have to make contact verbally. To accomplish this, you have to say something that is shared—something that your listener can totally identify with.

This means you can’t simply grab something from a prep sheet or Facebook or a website and basically just read it to me. You have to make it personal.
In every city, there’s a small number of jocks—maybe only 2 or 3—that really make contact on a daily basis. You can always find them at the very top of the ratings.

The benefit of coaching is that there are very specific techniques that can help you get the hang of this in a pretty short amount of time. If you’re not getting that in-house, reach out.

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Tommy Kramer
Radio Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2014 by Tommy Kramer. All rights reserved.

I hear a lot of pandering to the audience lately.
Here are a couple of examples:

“Here’s the forecast for your Tuesday…” (It’s not “my” Tuesday. It doesn’t belong to anyone. Remember, the Weather app on my iPhone can give me the weather, and has a map of what’s going on right above my house.)

This one came from a morning show—a bumper that said “Call your show now…” (It’s not MY show. And if it were, I’d want that sidekick fired that still thinks “That’s what SHE said” is funny.)

There are lots of others, each more tedious than the next. There’s a word for this. It’s obsequious. It means “fawning” – slathering someone with phony-baloney praise. (Street meaning: kissing butt.)

Just be real. No one believes this horse hockey. Take it off your station now.
If you want to have a conversation with an adult, treat ’em like an adult.
If you want to have a conversation with a teenager, treat ’em like an adult.

– – – – – – –
Tommy Kramer
Radio Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2014 by Tommy Kramer. All rights reserved.

Here’s something that should be obvious, but apparently isn’t. Work from the Listener back, not from the Control Room forward.

Example: Once, a morning team that I work with in Houston wanted to talk about American Idol auditions being held there the next day. Although they did a pretty good job of delivering the information, using the music from the show as staging, they missed the opportunity to get inside the Listener’s life and make it more visual by describing the scene in her house. (That station’s target Listener is a 28-year old female named “Jennifer,” with a husband, “Mike,” and a baby girl—two years old.)

Here’s the real deal:
It’s just before 6:00 in “Jennifer’s” house on the night before the auditions, and she’s telling her little girl and her husband that if they want dinner, they can either cook something themselves, or go get some takeout food. But they can FORGET seeing her there, because she’s going to the auditions, and if it means standing under a bridge in the rain for 12 hours, that was just tough…because that’s exactly what she’s going to do!

Describing that scene on the air, with its animation and sense of urgency, would be much more compelling than just giving the information.

Most Air Talents make the mistake of deciding what they want to do, and then projecting it toward the Listener. But it’s easy to just sound clinical or informational, and lose the opportunity to convey the visual “flavor” of that “scene” in the Listener’s life. In reality, what ALWAYS works is starting from the Listener’s perspective and working back to the Control Room, then putting that on the air.

You can never go wrong by reflecting your Listener’s life back to her (or him). It gives you a much better chance of ‘linking up’ in a right-brain way.

– – – – – – –
Tommy Kramer
Radio Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2014 by Tommy Kramer. All rights reserved.

The National Football League is a “copycat” league. If a team succeeds by throwing 50 passes a game, the next year, every team looks for its Peyton Manning or Tom Brady. If a mobile quarterback wins a bunch of games, everyone starts drafting a quarterback who can run in addition to pass. (I’m not talking about Tim Tebow. Note the “and PASS” part. The only target Tebow can hit consistently is the ground.)

Radio’s like that, too. For a while, it seemed like every break ended with the jock giving their website address—often with no real purpose. “I’ve just told you everything about this that’s interesting, but if you’d like to read what I just said, go to the morning show page at 94.7thefart.com.”

The one getting copied the most now is the podcast. “Hear the full interview on our podcast” has become the mobile quarterback of the radio world—but that term is outdated.
In the real world, “On Demand” is the term that works, and here’s why: “On Demand” isn’t about the radio station; it’s about me—the listener—and how I use it. “Podcast” and “webcast” are left-brain analytical words that don’t have anything to do with me.

We’ve got to make things more about the listener than about the radio station. Go there, and stay there. That’s why social media is so hot right now—it’s about the USER.

– – – – – – –
Tommy Kramer
Radio Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2014 by Tommy Kramer. All rights reserved.

Here’s the real key to everything you do on the air: EMOTIONAL content. No matter how factual something may be, you have to remember that the Listener doesn’t really bond with the radio through the left side of the brain (the logical, mathematical side). The Listener bonds with you through the right side—the emotional, artistic side of the brain. I touched on this in an earlier tip, but people tend to think that only “big” things require emotion; Thanksgiving, Valentine’s Day, Christmas, Memorial Day, etc.

Even in something as simple as a contest or some station information about a concert or website feature, plugging into my EMOTIONS is key. That’s why your trivia contest or overly wordy weather forecast doesn’t really click. We’ve covered trivia before, but that “clear to partly cloudy with southerly winds 5 to 10 miles per hour and a 30 percent chance of rain” stuff is really boring, too. The Weather Channel app on my iPhone can give me that—AND show me the satellite picture right over my house. But if you said, “no wind to speak of, but we could sure use that rain,” I might actually put some value in your doing the weather.

Other examples:
Instead of just giving away a trip to Disney World, sell the great time I’ll have with my kids, how my wife won’t have to cook, and how great the weather in Orlando will be.

Or say you have a “listening club” or “Music Advisory Board” on your website where I can vote for my favorite new songs. As you promote it, make sure to let me know that the songs I LIKE BEST will be the ones you add, and that the reason you’re doing it isn’t just to suck me into your website, but to make sure that I’M part of your radio station.

I know…this sounds really easy. So I have to wonder why so few people do it. Focus on the Emotion, and everything changes.

– – – – – – –
Tommy Kramer
Radio Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2014 by Tommy Kramer. All rights reserved.

The Bible says “Love your brother as yourself.”
Radio stations (and you, as a Talent) should think “Be about the listener AT LEAST as much as about yourself.”

Most stations/jocks I hear these days seem to not really care about the listener at all. Part of this is liner-card and “promotion-driven” Programming, as if I really give a crap when your next remote broadcast is, or that if I want to drive ten miles out of my way, I can pick up a free station bumper sticker that I can use to deface my car, or a 29-cent koozie.

Some of the blame should be put on the misreading of (and trying to pander to) PPM, as if constantly being told what’s coming up on your station is going to make up for your being boring NOW. (It won’t.) But the main thing is that we’re constantly trying to draw attention to ourselves, rather than simply being Interesting, being Entertaining, or being of Service.

The bottom line is that if it seems like you care about me, I’ll be more likely to care about you.

– – – – – – –
Tommy Kramer
Radio Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2014 by Tommy Kramer. All rights reserved.