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.