We’ve all heard about staying “one-on-one” with the Listener, and now it’s more important than ever. Singular terms work (iPhone, iPad, iTunes), because it’s an “I-me-my” world. Each person wants to be treated as an individual. The old “everybody out there in radio land” mentality went the way of the lava lamp and the ‘mood ring’ a long time ago. The connection with the Listener is fragile. Little wording choices make or break it.
So starting today, avoid using ‘plural’ terms like “those of you” or “all of you.” They’re not one-on-one. Those are pretty obvious, but it can get tricky. For instance…
It’s not “some of you might have seen her last night on Letterman.” There aren’t “some of me.” Instead, say “you might have seen her last night on Letterman.”
“We’ll take your phone calls” is another one. WHOSE phone calls? You’re either talking to some faceless “collective” or you apparently expect me to make more than one phone call. Instead, say “You can call now” or just “call now,” which feels like you’re saying it to me, even though you may also be including all those “other” clod….uh, people.
If you have to talk about “people,” talk to me ABOUT “them.”
Example: Instead of addressing “Everyone listening right now” or “all of you listening,” say “You, and everybody else listening right now.”
Stay SINGULAR. Talk to me. ONE person. The listener, not “listeners.” Don’t throw me in the barrel with them. It’s like the great Groucho Marx said, “I don’t want to be a member of any club that would have me as a member.”
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Radio Talent Coach
Member, Texas Radio Hall of Fame
© 2013 by Tommy Kramer. All rights reserved.