Category Archives: Content key

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

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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

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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 #284 – The Barbecue Test

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One of the biggest challenges these days (as always) is Content.

There are lots of questions that help you put it together – Is this top of mind? Does the listener actually care about it? Do you have anything to offer on this subject that’s unique, and not just what everyone else will do? Where are you going with it? Is there a chance that it could lead to listener feedback, or is just a one-off thing? …etc.

But these leave out what I consider to be the most logical question to ask yourself: Is this something you’d say at a barbecue, to a person you just met?

If not, why are you saying it?

This will not only quickly cut to the chase as to whether it’s valid Content or not, it will also (hopefully) shape the LANGUAGE that you use, how you get to it, how you edit it, and most importantly, keep you from sounding like a disc jockey and more like a real person.

No one is enjoying hearing people read crap off a computer screen or someone’s stupid Facebook post on the air. Dig deeper if you want to be great.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2018 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #276 – The 2 Most Important Content Guidelines

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In a coaching session this week, it occurred to me that most talents today might not have been as fortunate as I was in terms of who influenced them. The names might not mean much to you, but I started off working for a wonderful P. D. named Larry Ryan in Shreveport, my home town, whose mantra was “Do something! Any idiot can intro songs.” That gave me permission to try – and equally important – permission to fail.

Then I worked for radio pioneer Gordon McLendon (who, with Todd Storz, INVENTED Top 40). Gordon was all about Creativity too, and P. D. Michael Spears taught me tight, concise formatics to harness that creativity.

Others followed: the great Lee Abrams, who infused “Stationality” to a stunning degree, and made me realize that TRYING to be funny was the wrong path; being yourself (and therefore unique) was far more important. Bill Young in Houston, who rarely said anything, but when he did, it was like gold coins dropping into your hands. Jack McCoy, creator of the best contest ever, “The Last Contest” at KCBQ in San Diego.

But all that aside, people like those aren’t very prevalent anymore, so let me try to help you with what I believe are the two most important guidelines for Content:

1. Today’s show should be about TODAY as much as possible. Recycling old material usually sounds like just that, recycled, calculated. Some days are “drier” than others, but Wednesday’s show can’t just be a repeat of Tuesday’s show. In this era of voice-trackers reading crap off a computer screen, or taking “click bait” stories from the internet or social media, there’s a lot of nothing being said.

2. RELEVANCE is the key. If it doesn’t matter to the listener, you’re just “a voice saying words” – a dull, droning noise to be tolerated (maybe), but not really connecting with the listener in any meaningful way.

So, as I wrote in my session recap with a good talent who has it in him to become a great talent yesterday, “Today, if at all possible. Relevant, always.”

If you’ll sift everything through those two thoughts, I guarantee that you’ll get better, no matter what your level of experience is. We ALL had mentors. If you’re not still learning, you’re regressing.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2018 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #275 — You’ll Use Everything You’ve Ever Known – IF…

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There’s a famous story that David Letterman tells about Johnny Carson. One night on The Tonight Show, fairly early in his career, the young Letterman was a guest. And he and Carson got on one of those rolls where everything each of them said was funnier than the last thing. The audience was in stitches laughing at each line, and finally Carson broke into the “patter” he had used as a magician when he was young – the absurdity of which resulted in uproarious laughter that led perfectly into a commercial break.

During the break, with the set darkened, Carson, who was a mentor to Dave, leaned over and said, “You’ll use everything you’ve ever known.”

Truly great air talents know this, and it’s a really interesting parameter to work on as a coach. But the key is IF you can figure out exactly what the “fuse” is to light that “nugget” up. Often, I see air talents with a good concept, but no idea of how it might work. Using something just because you have that bullet in the chamber doesn’t mean that you can just fire it indiscriminately.

Think “What would facilitate this?” Because it has to make sense in the flow of the conversation, or it’ll sound awkward.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2018 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #273 – That’s How Dogs Live

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If you have a dog, you know this to be true: most dogs lie around waiting for something to happen, then – and usually ONLY then – they get up off their duffs and JOIN you. Dogs are eager to participate, but they’re not usually self-starters. My best friend’s two dogs lie around on the bed until one of us goes into the kitchen, or outside, then they LEAP off the bed, ready to join in on the sandwich I’m making, or if I go outside, run out the door with me to do whatever they think I want to do (which apparently is bark at squirrels).

Waiting for something to happen, then joining in. That describes a lot of air talents today, content to just do the basics, promote something, say some nebulous “glad to be a part of your day” language, then go back to looking at their Facebook pages while the song plays. But that’s how dogs live.

Pick a subject, think up an angle on it that’s personally revealing and entertaining, then open the mic and DO SOMETHING.

A talent who’s just spewing out the artist’s name and the song title, or doing some generic liner, is pretty much just a waste of time. Honestly, I’d rather you just play the sound effect of a dog barking. That would be more entertaining.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2018 by Tommy Kramer. All rights reserved.

 

Tommy Kramer Coaching Tip #271 – If You Can’t Do a Short Break, You Can’t Do a Long Break

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As we continue to hear the buzz word “stories”, it seems to me that people are talking more, but not necessarily being all that interesting. Every movie is edited. Every book is edited (usually multiple times). Highlights are watched more than actual games. Top 10 lists are the vogue, not Top 100 lists. Stand-up comics start with a good 10 minutes, not a 90-minute HBO special.

The cardinal sin in radio is wasting people’s time. And from a coaching standpoint, believe this: if you can’t do a short break, you can’t do a long break. Most people tend to wander around, stagger into “related” thoughts that can easily take us off the main road into the forest somewhere, and instead of taking the First Exit – the first place where there’s a “reveal” of some sort or where the subject resolves – they keep trying to top themselves or fire more bullets into a dead body.

Try this for a month: not letting any “Content” break or story take longer than 40-60 seconds. Only after you MASTER that length should you do anything longer. And even then, my rule is “Take as long as you need, but be as brief as you can.”

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2018 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #270 – Something You Haven’t Done Before

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Here’s how you jump start (or reignite) your creativity: Do something tomorrow that you haven’t done before.

I say this a lot to talents who are “pleasant” but not really creating anything memorable on their shows. And I don’t really care what that “something” is. The point is to go where you haven’t gone before; to add another arrow to your quiver.

The reply is usually “Like what?”
ANYTHING besides “same old – same old”. I don’t care if you whistle the song, or it can be just a remark or observation that stretches the boundaries of what you’ve been doing. Failure to grow creatively SHOULD result in diminished listenership. We OWE it to the listener to try and get better, expand the envelope of what he or she expects to hear, and continue to surprise. (OBSERVATION is the key. Look at the things around you, and comment on the ones that connect with your listener’s life. Simple.)

You’ll be amazed at the results. The feedback you get will be more active and connected. More synapses will start firing in your brain. Ideas beget MORE ideas.

So I say again: Do something tomorrow that you haven’t done before. It’s the only way to “stretch” and get to the next level.

Then the next day, AGAIN do something that you haven’t done before. Rinse and repeat, EVERY day until I say “Stop.” That’ll be about 30 years from now.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2018 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #268 – We’re Creatures of Habit, and that’s not good

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We all fall into habits, and one I’ve heard a LOT recently is an air talent rattling off the “basics” (name of the station, artist, maybe the song title, the time), then saying his or her name LAST as you “gird your loins” (or gather yourself) to do Content.

The problem with this (besides being lazy) is that the listener learns to recognize this on a subconscious level, so you’re – by definition – NOT doing the unexpected.

Look, we can have a conversation that flows naturally, or we can serve up an agenda of a habitual group of words. This choice is crucial.

And if it sounds in any way like you’re just in “autopilot” mode at the beginning of a break, that sameness from break to break does the opposite of piquing someone’s interest in what follows.

There’s a deeper view of this, too. Except for saying the name of the station the first thing out of your mouth (which I believe is essential – that “branding” thing), all the other elements should vary from break to break. Sameness breeds boredom. Mixing things up just a bit makes what you’re saying be more readily received by the listener (on an unconscious level) as NEW information. It’s science, and it’s the way God made us. So get off your duff and work at this; it will actually make a difference. Radio is doing a great job right now of holding a gun to its head and saying “Stand back or I’ll shoot.” We need every little advantage we can get.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2018 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #256 – Content is CONTACT

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Talking to a PD the other day about “the clock” on his station, I heard this vague explanation of how he didn’t want his jocks to talk over song intros because that’s not Content. Instead, he wanted Imaging pieces – some of them “dry” voice – to always play between songs because “you can’t do Content over these short intros today” and he wanted his air talent to stop down for Content.

But here’s the problem with that: to a large degree, Content is CONTACT.
In the heyday of Top 40 and Hot A/C, we knew that most of the time we could do SOMETHING besides just intro a song (like promote a contest opportunity coming up, or a station feature, promote another person on the air, give some sort of information, or do a quick quip), or that even if we WERE “just” introing a song, we could at least give the listener some sort of vibe about being engaged with the music.

A human being, right here in this moment, actually making contact with the listener, even if was just to comment on the weather or what kind of day it was. As opposed to a nameless, faceless voice quacking about how wonderful the station is, or “marketing your aspirations” (a Ries and Trout term), ala “The perfect mix of songs for your workday” or some other tired, beaten to death claim that NO ONE BELIEVES.

Shortly after deregulation, when it was decided that companies could own a gazillion stations, Personality began to die, except for someone – often stopping in the middle of songs in what should have been a music sweep – deciding to talk for a while about something. Used to be, you only stopped the music to do “Content breaks” going into stopsets.

And it worked. Boy, did it work. And it still does, on stations that actually want to have Momentum. I could write a million words on this, but it’s often like describing a rainbow to a blind person.

Look, you can’t win the “x songs in a row” or “x minutes of music” battle. Spotify and Apple Music OWN that. (Unless you can play 48 million songs in a row like Apple music. I’m betting you can’t.) People WANT personality. People want Contact and Companionship. If all you are is a juke box/hype machine, well, good luck with that. Maybe the next owners will decide to do something different. Something “retro” but ultra-modern at the same time.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2018 by Tommy Kramer. All rights reserved.