Geez, I hate the word “topic”. It sounds so cold and formal. (I use “subject” in coaching.)

Here’s why – nothing is a “topic” in or by itself. The deeper end of the pool in the search for on-air Content is when you add YOUR FEELINGS (or story), so you’re not just reading a social media posting, then asking for people to call in and do your show for you.

When it becomes personal, that’s when it’s actual Content. Without that, it’s just noise.

– – – – – – –
Tommy Kramer
Talent Coach
214-632-3090 (mobile)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2023 by Tommy Kramer. All rights reserved.

In honor of Jimmy Buffett’s passing, I’m using his song “”It’s Five O’Clock Somewhere” (sung with Alan Jackson) as the starting point for this tip.

Some questions for you:

When you get off work, is what you want to here “somewhere” radio? You know…generic playlist, generic Content. Or would you rather hear songs that you love, and songs we think you’ll grow to love, and Content that relates to your life, today?

On a great radio station, it’s 5 o’clock HERE. NOW.

God bless you, Jimmy Buffett. And everyone else, wear sunscreen.

– – – – – – –
Tommy Kramer
Talent Coach
214-632-3090 (mobile)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2023 by Tommy Kramer. All rights reserved.

In the olden days, there were two factors that were utmost for a radio station to succeed: Reach, and Frequency.

Reach was about the signal. Without a good signal, it was hard to build a bigger audience.
Frequency wasn’t about where on the dial a station was. It was about what are now called listening “occasions” – how often or how long someone chose to listen to you.

Today’s radio world is more varied in terms of reach. People can listen to online streaming, through your station’s app, or through several different “umbrella” radio apps. The transistor radio of the “Happy Days” generation is now simply your smartphone.

But frequency is still a huge challenge. Because of the way ratings are calculated, several instances of listening add up. It’s not only about someone turning it on and keeping it on. It’s also about someone coming BACK to you after turning it off or surfing for another station.

And the music game has changed, because through Amazon music, Spotify, iTunes, Apple Music, etc. it’s now possible for me to hear every song you play WITHOUT you.

The lesson here is a simple one: if you want to be listened to nowadays, just providing the “right” songs isn’t enough anymore. You have to be engaging, entertaining, interesting, and RELEVANT.

Personality is the companion to – and with good formatics, part OF – the “listen”. Without personality, you’re just a playlist.

This doesn’t mean you have to be funny. Laughs are fine, but not required. Being a part of the listener’s day is about what I call “the touchstone” – you and me, connected BY the music and the Content. If you’re just looking for things you can add a punchline to, that’s just an exercise. What MATTERS to the Listener today is what you take, filter it through your own observations, experiences, and opinions, and put on the air.

Surprisingly, a lot of people have no real idea who their target listener is. If you don’t, talk to the PD asap.
Just remember: Everything you do that doesn’t matter (to the Listener)….doesn’t matter.

– – – – – – –
Tommy Kramer
Talent Coach
214-632-3090 (mobile)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2023 by Tommy Kramer. All rights reserved.

Great artists will see one thing in the corner of the picture that stands out. It’s like their eyes are magnifying glasses.

So when you’re going through your process, you don’t want to just pick out an approach, or just start to tell a story and hope it works. You should be alert to what “caught your eye” about it.

Now we come to the purpose of this tip, the “magnifying glass” part:

What are you going to point out about this subject or situation that only you see?
What are you going to say about it that only you would say?

If you want to really stand out among the ocean of other air talent, to quote The Mandalorian, “This is the Way.”

– – – – – – –
Tommy Kramer
Talent Coach
214-632-3090 (mobile)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2023 by Tommy Kramer. All rights reserved.

Years ago, my first two tips about Content were “The 5 Subjects,” which was about simplifying your show prep, and “The 3 Questions,” a sifting exercise that helps you refine your on-air performance.

“The 5 Subjects” tip was updated last week, and here, in 2023, is an updated edition of the companion piece. (The 3rd question is different from the original. Times change.)

The 3 Questions to ask yourself about your Content choices:

1. Why is it on?
This is about what matters most to the Listener today. Don’t settle for less. If it’s the 20th most important thing on the list of what he or she cares about, toss it. Generic “any day” or “rainy day” Content is lame. Today’s show should be about today.

2. Where are you going with it?
This is about planning an ending. You want to have one, even if taking the “First Exit” means you don’t use it. (That technique is Tip #4 on my website.)

3. What’s the Emotion at its core? (Great storytelling is always about some sort of emotional “reveal”. This is the secret to having a real connection with the Listener.)

– – – – – – –
Tommy Kramer
Talent Coach
214-632-3090 (mobile)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2023 by Tommy Kramer. All rights reserved.