“Out there,” (as in “the streets are wet out there”) “over there,” “up there,” “in here,” “there in x,” “out in,” “over in,” “up in,” “there in,” “out by,” “over by,” “up by,” “there by.”
People hear these words all the time—but they shouldn’t.

Those words “push the Listener away” by telling her that she’s somewhere else.
Listen. I’m not “there.” I’m right here, in my car or in my office. And you’re right here with me. So if you constantly use wording that tells me that you’re not, you’re arbitrarily throwing away radio’s most precious aspect—the one-on-one connection to the listener. I can’t understand why anyone would want to do that.
Better word choices are the way to pull people toward you, instead. Example: Say “in Richardson” (instead of “out there in Richardson”). This is easy to correct. Catch it now before it gets too deeply embedded.

Radio isn’t “Where’s Waldo?” because you—Waldo—need to be where I am.

– – – – – – –
Tommy Kramer
Radio Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2013 by Tommy Kramer. All rights reserved.

Nothing is more annoying than being told what to think. You’ve seen those promos for new TV shows or movie trailers that say things like “This fall’s brightest new comedy” or “The first great action movie of the Summer.” But we never believe that.

Look, America is a “Not me” country. Always has been, since the first settlers came over from Europe.
“You will pay a tax on tea.” (Not me. Let’s dump the tea into the harbor.)
“You will worship at this church” (No, I will worship wherever or whatever I want. Maybe like George Carlin, I might just want to pray to Joe Pesci. He seems like a guy who can get things done.)
“You will live on the East Coast.” (Nope, heading to California now. Hope the wagon wheel doesn’t break, or I’ll be stuck in Oklahoma.)

Now think of how many times you’ve heard a deejay say “Here’s a new one you’ll really like.” (Not me. It’s putrid.)
Or “You told us what songs you wanted to hear.” (I didn’t. No one ever contacted me, or you’d be playing a lot more Mark Knopfler or Kenny Wayne Shepherd.)
“Your Favorites from the 80’s, 90’s, and today” or “Today’s best bongo music, and your all-time favorites.” (Seems like this is always followed with a song I can’t stand by an artist I’d like to hit with my car and leave lying in the road.)
“This song just makes you feel good.” (No, this song was my ex-girlfriend’s favorite song. Now, it just reminds me of when she dumped me.)

It’s not just in promos or Imaging, either. I hear it in Content, too. Just the other day, I heard a jock talking about a giveaway, and he said “So you’re thinking ‘I’d like to win that’…”
No, I was thinking “Why would anyone want to win that?”

So here’s the deal. You can tell me what YOU think, but you can’t tell me what I think.
Example:
“I think that’s a great movie” says something about you. Whether I agree with you or not, I’ve learned a little about you. You’re a little more familiar now. There’s another thread of connection between us.

And THAT works.

– – – – – – –
Tommy Kramer
Radio Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2013 by Tommy Kramer. All rights reserved.

We’re constantly barraged with questions on the air—in radio and TV. You’ve heard them…

• “Do you want a great deal on a new car?” (No, I want a crappy deal on an old car. That’s a really stupid question.)
• “Got milk?” (No, got Gatorade. Oh, and those billboards you have up, the picture of some athlete with a milk mustache—tell him to wipe his mouth.)
• “What do you think?” (I don’t care, and neither do you, really. You just want me to do your show for you.)

I’m convinced that questions are the death of radio, including those vapid little rhetorical questions, like ending a line with “Right?” or “Okay?” or “sound good to you?” If you need my response, you’re out of luck. I’m busy. I have a life. (George Carlin covered this best with “When will all the rhetorical questions end?”)

Questions don’t sound like you’re talking to me; they just sound like you’re pretending to talk to me.

So put everything in STATEMENT form. You’ll get a totally different kind of reaction – an emotional reaction – and the things you say will carry more weight, because making a Statement tells me what you think—which questions don’t do. Plus, using a Statement is a stronger “call to action,” so people respond to it differently. “Vote now” is much more emphatic than “won’t you vote now?”

Start today. It’s easy. Say “You can win Eric Clapton tickets” instead of “Do you want to win Eric Clapton tickets?” Say “I’d love to know what you think” or “feel free to weigh in with your thoughts” instead of “What do you think?”

Oh, and this “make Statements” philosophy should be applied to your recorded Imaging and Promos, too. The answer to ANY question in your Imaging is “No.”

– – – – – – –
Tommy Kramer
Radio Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2013 by Tommy Kramer. All rights reserved.

This was the way I used to start my seminars: I just got restless listening to the station that was on my radio, so I hit the ‘scan’ button. It landed on your station. I don’t know what the station’s call letters are, what the format is, what the dial position is, or who you are.

If you’re in a female-targeted format, you should know that SEVENTY percent of women say they find their new favorite station by hitting the scan button. Not by seeing a billboard. Not by seeing a TV spot with your morning team – whom I don’t know – standing in front of a “money machine” spewing out cash. Not by hearing about it from a friend. Just by hitting the scan button.

I don’t have the data yet on what the percentages are for men, but if you think of how most guys flip around on the TV remote when they search for a show, it should be obvious that every single time you open the mike, you’re probably talking to someone that hasn’t heard you before, or hasn’t heard you for a while.

Make it easy for them to come into the fold. To paraphrase the old Motel 6 TV ads, “Leave the light on for them.”

Never assume knowledge on the part of the listener.

“Here’s Toby…”

Toby who? Toby Mac, the great Christian artist? Toby Keith, the great Country artist? Toby Maguire, the guy who played Spiderman? (I didn’t know he could sing.)

TELL me.

“We’ll play the Family Name Game at 7:30.”

And what is that? Do I have to guess someone in your family’s name? (I don’t even know all MY relatives!) Is this about my kid? How do I get in?

TELL me.

“Later on, we’ll give you a chance to win free groceries for a month.” When is “later on?” Ten minutes? Next? At 7:40?

TELL me.

Anytime you assume that I know what you’re talking about, you’re just asking me to hit the scan button again. But if you’ll just make it easy for me to get my arms around it, I may come back again tomorrow.

– – – – – – –
Tommy Kramer
Radio Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2013 by Tommy Kramer. All rights reserved.