Tommy Kramer Coaching Tip #393 – Tasks vs. Creativity

Posted on December 16, 2020 by tommykramer

If you’re so busy doing so many things – so many contests, so many (management) “initiatives”, so many other jobs (podcasts, voice tracking another station, writing website articles, social media postings) – you will inevitably lose Creativity.

You only have so many breaks during a show to talk about ANYTHING. There are always things to plug, but you can’t plug everything equally.
The winning template is to only have one “big” thing and one “little” thing. Say a major contest as your Big thing, and something else as your little thing. That way, you still have time to do something creative on a regular basis as a main ingredient of your show.

Look, it’s a challenge for an air talent to talk about something for the millionth time and still breathe some creativity into it, but they’ll do much better at that than they will trying to fit an impossible number of things into the show to the point that there’s no time left to do ANYTHING creative.

Be careful as a PD or GM not to put too many things on the plate, because past a certain number, you’ll not only lose creativity, but you’ll also lose spontaneity – leaving nothing to listen FOR.

Remember, I can look at your website and see all the crap you want to promote. Your primary job should be to ENTERTAIN me at LEAST as much as you inform me. When you lose that balance, Pandora, Spotify, iTunes, and Amazon Prime music take your place in line for my time spent listening.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2020 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #392: The Gordon McLendon News Test

Posted on December 9, 2020 by tommykramer

It’s said that radio pioneer Gordon McLendon used to put prospective news people through a simple, but incredibly revealing test.

He’d hand you a story off the AP wire and say “Read this…to yourself.” After the talent read it (silently), Gordon would turn the page face down on the desk and say, “Now tell me what it said.”

He wanted Storytellers. Writers who could take “facts” and turn them into stories, with an “arc” to them.

All the McLendon stations had incredible News talents who, even in Top 40 (the format that he and Todd Storz invented), compelled listeners to stay with the station instead of going somewhere else to keep up with what was happening.

Obviously, this isn’t just a technique to use for News. It plays into everything we do. Any idiot can read to me, but not everyone can ENGAGE me.

This is THE point of even being on the air in the first place.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2020 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #391: The Significance of Bubblegum

Posted on December 2, 2020 by tommykramer

Connecting with the listener – as soon as possible in any given break – is Job One. I’ve spent hundreds of hours doing sessions about this one thing with air talent in every English-speaking format, and the best example is the simplest one:

I like bubblegum. You like bubblegum, too. Let’s be friends.

That’s the way we form relationships as kids. We start with what we have in common. The problem with so much of radio today, where some faceless voice selects an article or a subject from the internet or social media, then adds a lame punch line to it, is that it lacks that fundamental “bubblegum” ingredient.

This is why “News of the Weird”, “Trivia”, “Stupid Criminal Stories”, “This Day in History”, and contests that are too complicated and don’t sound like I can win the prize anyway are massive “Fails” today.

Reject all those. START with what you and the listener have in common. If you don’t really know who the station is targeting, ask your PD today. If you need help learning how to do this, well, there’s always coaching…

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2020 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #390: “Slug lines” on Promos

Posted on November 25, 2020 by tommykramer

Often, promos get waylaid by trying too hard to say too much. In particular, “slug lines” (tags) on the end try WAY too hard.

“He’s a little bit goofy. She’s a little bit ditzy…”
“Making you laugh every day…”
“They’re here to lift you up…”

Blah, blah, blah.

You don’t need these. Here’s the template…

1. A quick intro: “Jack and Belinda…”
2. A sound bite from the show.
3. Then a tag: “Jack and Belinda, Mornings on 93.9 KBGL…”

Cut out the adjectives and superlatives. Let the clip do the work.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2020 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #389: Selling versus Telling

Posted on November 18, 2020 by tommykramer

There’s a huge difference between “selling” and “telling”.

“Selling” something isn’t nearly as effective as simply Telling me about it; sharing. There’s a built-in resistance to someone pounding a message home.

Disc jockeys are told to “sell” liners, copy points, etc. But you don’t “sell” your friends on something. You just share what you know or believe. (If you do “sell” all the time, believe me, your friends are tired of it and you need to stop.) This is why disc jockeys aren’t doing movie trailers and national ads.

In working with many voice actors that you hear every day on national spots, I’ve often stressed just talking to the listener/viewer. A great example from the past is voiceover master Mason Adams, famous for “With a name like Smuckers, it has to be good.”

Just talk to me. It works.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2020 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #388: Degree of Fit

Posted on November 11, 2020 by tommykramer

When a break is too wordy, you have to rush. And that’ll usually mean you’re going faster than the song, which the listener may not consciously think about, but the ear notices.

Being concise cures this. Only do what fits, conversationally.

Follow this rule: if what you want to say won’t fit over an intro, SAY LESS. Being concise is an art. When it comes to Content, the person who doesn’t waste the listener’s time wins.

Talk radio hosts: you might want to think about being more concise, too. Beating a subject to death doesn’t work as well as a more concise, better organized statement. Past a certain point, you’re in danger of just coming across as a loud, droning noise.

Remember…
The most recorded song in our lifetime is “Yesterday” by the Beatles. It’s only two minutes long.

The most quoted speech in history by an American President is the Gettysburg Address. It’s also the shortest.

The most powerful piece of scripture in the Bible is only two words long.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2020 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #387: Re-imagining Interviews

Posted on November 5, 2020 by tommykramer

You’re playing a recorded interview (and in Music Radio, ALL interviews not done live in the studio should be recorded whenever possible). Something happens that takes the guest and you by surprise. But the guest’s agenda (what they want to promote) hasn’t been taken care of yet, or you’re not ready to pull the trigger right then.

Ho hum. So we hear a little too much, and the one truly spontaneous moment gets “lost in the blah-blah”.

Here’s an alternative to just mindlessly playing what you recorded:
Think of the audio as just ‘sound bites’ (and break them into pieces accordingly), so you can interject a thought or a comment, then play more audio if needed. Way too often, I hear bland interviews treated as being sacrosanct, which keeps them from sounding like an organic “visit” with the artist.

Remember:
1. Not everything needs to be included in the audio. You can add stuff live.
2. And not everything that IS in the audio needs to be played.

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Tommy Kramer
Talent Coach
214-632-3090 (iPhone)
e-mail: coachtommykramer@gmail.com
Member, Texas Radio Hall of Fame
© 2020 by Tommy Kramer. All rights reserved.

Tommy Kramer Coaching Tip #386: To Tease or Not to Tease – and Why

Posted on October 28, 2020 by tommykramer

Every once in a while, the subject of doing teases comes around again. Such was the case recently with one group of stations I work with. So here are the teasing do’s and don’ts…

DO tease:
A chance for me (the listener) to win something.
A feature of the show; a benchmark.
A guest coming on.
Information about a station event or a specific website/You Tube/social media feature.
A new song by a Major (core) artist.

Do NOT tease:
…just something you’re going to talk about. We don’t do this in real life. If my friend John Frost and I were having lunch, I wouldn’t say, “John, I saw something really wrong with your car…and I’ll tell you about it right after I eat this burger.” It’s unnatural.

I do believe in teasing, but not just teasing chit-chat or “fluff” stories. “How a lady in Tucson overcame her agoraphobia to find her dog…in ten minutes” is worthless. No one cares. On the listener’s list of things that matter most to her today, where would that rank? 117th?

Some observations:

If you tease everything (or tease too much, or tease the wrong things) it takes away any element of surprise. This is a liability. The listener doesn’t WANT to think that the whole show is planned out, and nothing spontaneous ever happens.

Having used — and not used — teases periodically over decades in all formats, there’s no real evidence that proves that teases work, except for teasing big contests or ticket giveaways. In some radio circles, it’s assumed that teases always work, but that’s like assuming that the brownish-gray meat in the back of the refrigerator shelf is still fresh.

I would leave it at this: If it’s WORTH teasing (to the Listener), absolutely do tease it. But not everything is worth teasing.

Tommy Kramer Coaching Tip #385 – Demo (Aircheck) Guidelines

Posted on October 21, 2020 by tommykramer

Something I get asked about a lot is how you make a great demo aircheck. Knowing how the people doing the hiring tend to listen to these, here are the best tips I can give you:

1. Put your best thing FIRST. Don’t make me wait to get to it. Hit me with something great right off the bat.

2. Show what you do well, then show another thing you do well. An “A” side, and a “B” side. If you don’t have both, you lack depth.

3. Three to five minutes is probably enough. Even shorter can work. I once got hired by a PD in Chicago after he only listened to ONE break on my aircheck. If you’ve got that spark, it’ll show. If they need to hear more, they’ll ask.

The good news is that we now have more ways than ever to share or display air work — we just send mp3’s, or post the audio on a personal website or Sound Cloud. A friend of mine recently posted his stuff on You Tube.

Hope this helps.

Tommy Kramer Coaching Tip #384 – Choose ONE

Posted on October 14, 2020 by tommykramer

In a recent session, I went over a break the air talent had done with a nice message: how just saying “hi” to someone who’s been emotionally damaged or mistreated may be ‘revolutionary’ to that person.

But he loaded it down with too many examples before settling on that one gesture. There’s a tendency for us to be like lawyers, “stacking up evidence” to fortify our point. But you’re not paid by the example; you’re paid by the CONNECTION.

So whenever you could give a “laundry list” of examples, just choose one to draw a smaller, more precise target for the Emotion to center on.

A closer “sphere of vision” will bring out the more personal, visual, and emotional elements in your Content and its delivery.