Category Archives: Content key

Tommy Kramer Coaching Tip #650: The Non-Competitive Pitch

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If you’re not familiar with baseball pitcher David Cone, here’s a cool fact:

On July 18, 1999, he threw a perfect game (that’s 27 batters in a row,no hits, no walks, no runs, no errors). Pretty cool.
But even more notable was that it was “Yogi Berra Day” at Yankee Stadium, with Yogi and the pitcher of the only perfect game in World Series history, Don Larson, in attendance. (Yogi was the catcher in that 1956 game.)

David Cone is now an excellent baseball analyst. And one of his terms really stuck with me; what he calls a “non-competitive pitch” – a “waste pitch” that a pitcher will sometimes throw that’s out of the strike zone. It doesn’t make the batter do anything. No adjustments need to be made. No fielders move to field it. No baserunners try to advance on it.

As it applies to radio…it’s kind of the same when you do a break that’s just some “click bait” thing that you’ve added a punch line to.
SO predictable.

Nobody goes, “Oh wow, I’ve never heard that before.”

You have to search for what matters to your listener today. Don’t settle for anything less than that. It cheapens the whole listening experience.

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Tommy Kramer
Talent Coach
214-632-3090 (mobile)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2025 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #649: There’s Only One Choice

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Master Marketing gurus Al Ries and Jack Trout say that “every race becomes a two-horse race.” McDonald’s versus Burger King, for instance. Coke versus Pepsi in the Cola wars. Rawlings and Spalding instantly come to mind if you want a baseball glove. Chocolate versus Vanilla. You get the idea.

But in that “two-horse” race, only one gets chosen as your favorite.
In the NFL, with 32 teams, you really only pick one to root for.
Same in baseball teams, car brands, beer, etc.

This is why I don’t like lists: “Here are three things to remember…”
I’m only going to remember one – the one that matters most to me.

So remember this. There’s only ONE thing that’s going to grab me, as a listener. FOCUS.

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Tommy Kramer
Talent Coach
214-632-3090 (mobile)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2025 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #644: They Own the Cameras

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Years ago, the great comedian Norm MacDonald was fired from doing the “Weekend Update” on Saturday Night Live. It was because one of the higher-ups at NBC was friends with O. J. Simpson, and he demanded that Norm stop doing jokes about the ex-football player and accused murderer.

After that, Norm was on Late Night with David Letterman, wondering and griping a bit about getting fired. But Norm also quoted something that Letterman had told him about the bosses of network TV – “They own the cameras.”

I believe it would be a good idea to keep this in mind – NOT about your boss, but instead, about the Listeners.

Because THEY “own the cameras.” They decide whether to listen to you or not. So try not to drift too far into your own personal agendas if you know you’ll be going against their directives. You can still do plenty of Content that “works around the fringes” of whatever you think is relevant – but without forcing a decision that will affect your career in a negative way.

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Tommy Kramer
Talent Coach
214-632-3090 (mobile)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2025 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #640: The Mirror

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Once, years ago, I decided to audition for a Talk station in Dallas. A friend of mine said that they had an opening, and at that time, I had never done Talk.

So I fashioned a “sample plate” of subjects I thought would work, and sent it to the Program Director.

Boy, was I wrong. I had taken a detached view of “things that are interesting” and put ‘em all down on paper. In retrospect, they were horrible. Nobody would have cared, and it would have been embarrassing.

Fortunately for the station’s P. D., I “looked in the mirror” at what I had prepped, and realized how it wasn’t me at all. So I chickened out of doing an audition set for that weekend. My inner compass pointed “due nowhere” and I apologized for wasting his time.

Over the years, I did end up doing both Sports radio and some straight Talk, but only after I had rethought that incident and learned a lot from others in the format, including my dazzlingly smart friend Valerie Geller, Consultant to many, many great Talk stations.

The takeaway: “look at the mirror” with your Content. If it doesn’t “look like you”, drop it and move on.

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Tommy Kramer
Talent Coach
214-632-3090 (mobile)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2025 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #632: A Content Tip from Bob Dylan

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In the last tip, I mentioned Bob Dylan. To cut to the chase, think about his song “Like a Rolling Stone.” Even if you take away the imagery and the storyline, one lyric rises to the surface over and over as Dylan starts each chorus asking, “How does it feel?”

And THAT is what you should be thinking of as you shape your Content each day. How did this thing that happened FEEL?

Without a discernible feeling, an identifiable emotion, it’s just a bunch of factoids. Incidents, maybe opinions. But what did it FEEL like?

If you can’t answer that, the idea is an incomplete thought.

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Tommy Kramer
Talent Coach
214-632-3090 (mobile)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2025 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #619: Opinions versus Emotions

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Opinions are easy. Emotions are…more difficult. These two things are related, but they’re not the same.

The revealing of an Opinion is fine, but the revealing of an Emotion tops that.
An Opinion is subjective. An Emotion is clear and undeniable.

So sure, let’s hear what you think. But let’s also hear what you FEEL.

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Tommy Kramer
Talent Coach
214-632-3090 (mobile)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2025 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #618: The Experience, not the Ingredients

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My associate John Frost quoted this recently:

“The essence of branding and being worth consuming is that experience, not the ingredients which make it up.” – Mark Ramsey

If you’ve read any of these coaching tips, you know that I always think about what it’s like on the listener’s end of the radio first. So, here’s the coaching perspective…

Realize first that Experiences are emotional. “Right brain”. Non-analytical.
Mere information is pretty much just “left brain”, analytical. Not much emotion there. (Storytelling uses information – the Ingredients – of course, but only to reach the emotion at the core of the story that creates an Experience.)

You definitely should want your show/your station to be an experience.

So, ask yourself this: What will I do today on the air that people will remember as an experience?

Some examples:
• A contest, so someone wins something. (I once gave away $25,000 to an 8-year old girl in Honolulu. She and her family never forgot that experience.)
• A station promotion that would be fun for my whole family. (Dallas’s legendary KLTY’s Freedom Fest, for example.)
• Even just a thoughtful comment made about an artist or a song can be an experience, if you do it the right way.

John Frost had his Country station in Austin play “The Eyes of Texas” every day at noon. What could be more Texan?

In Shreveport once, I edited together a version of “Take Me Out to the Ball Game” for our minor league baseball club’s Opening Day game – with each line sung by a different little kid. (Those kids – and their parents – and the listeners – had an experience.)

My pal Johnjay Van Es (of the “Johnjay & Rich” show) with his “Love Pup” thing, which led to getting lots and lots of dogs adopted. Brilliant. And an experience to listen to.

What will you do? THINK OF SOMETHING.

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Tommy Kramer
Talent Coach
214-632-3090 (mobile)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2025 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #614: Inside-out Show Prep

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In a recent coaching session, a very good air talent I work with had chosen to do a stunningly uninteresting story about sleeping better with something called “cognitive shuffling”. I’d tell you more, but the story itself was a better cure for insomnia.

This happens a lot nowadays. A posting that you think is “interesting,” or that you can think up a funny line for, makes it through your filters and gets on the air.

I think it’s because of what I call “outside-in” show prep: looking at the outside world first, then trying to make it sound personal. Ho hum.

Here’s what I wrote in her session recap:

To me, this sounded like just another click-bait posting. (Anytime I hear “It’s gone viral,” that’s a dead giveaway.) You did your best to make it work, but you’re going to get far better traction with what you see around you than what gets posted to social media. First of all, I doubt that many people listening to that break (at 11:14am on Friday) was really thinking much about sleep tips.

But more importantly, this “outside-in” show prep method is what makes shows more generic.

The greatest show prep starts at home, because what goes on in your family, your neighborhood, your city, is always going to be stronger than just some random article or social media posting.

Posting something is just an exercise, but LIVING something is different. And by prepping inside-out (your own home first, then work out from there), it automatically results in more natural language, and being more emotive.

It’s the difference between reading something to your husband at breakfast versus actually telling him about something that you did or that you feel.

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Tommy Kramer
Talent Coach
214-632-3090 (mobile)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2025 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #612: There’s Immediate, and then there’s Anytime

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There are really only two categories of Content in terms of when you use it. There’s what’s immediate. Needs to be on NOW. Or at least TODAY.

And then there’s “anytime” Content. I’ve heard it called “Rainy day” Content or “Evergreen” Content. My translation: crap that should be thrown into the trash.

Your show should be as NOW as possible. A friend at a station in the Northwest told me that last year, they had a huge, dangerous ice storm hit – but since the Afternoon show was voice-tracked, there was no one to tell the listeners about it.

Think about that. It’s absolutely stunning. They made themselves not even do what radio was CREATED to do. (But I’ll bet it never happens again. He’s a good guy and a smart person, and this was embarrassing.)

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Tommy Kramer
Talent Coach
214-632-3090 (mobile)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2025 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #611: A Different Way to View Social Media’s Place in Content

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The biggest challenge for anyone who’s on the air is the search for Content each day. Often in coaching sessions, I get asked about social media, and what its place is in show prep.

Social media is what it is. There’s an entire generation of people who’ve apparently grown up caring about what complete strangers have to say about them.

I won’t get too deep into the negatives involved in people who see their lives in terms of “likes”, but I ask you to consider a different overview, from a radio standpoint, not a social media standpoint:

Rather than falling into the habit of using social media as a main starting place for Content, see it as a place where your Content goes for feedback and discussion. You’ll get a whole different mindset, and improve your Content selection process when, instead of leaning on social to jumpstart your show, you do your show to jumpstart social.

This creates a feedback loop of its own, but with the important distinction that it starts with the radio.

Reminder: you should always want to avoid having your show sound generic. And to that purpose, show prep should always start in your own living room; then you work outward from there.

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Tommy Kramer
Talent Coach
214-632-3090 (mobile)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2025 by Tommy Kramer. All rights reserved.