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The Stuph File Program – Episode #0457

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Welcome to the latest edition of the Stuph File Program.

For a program list of the items included and all their accompanying links in this one hour show, you can find the information on my website in the Stuph File Program section, or just follow this link to #0457.



To download the podcast, right click here and select “Save Link As”

Featured in this episode:


  • Douglas Smythe, shaving expert
  • Tamara Dorris, conflice resolution specialist — obnoxious co-workers
  • Peter Franklin, Gabby Cabby

Click logo for iTunes podcast subscription If you have any comments or suggestions, or items for the mailbag, feel free to click on the “Comments” link below to add your thoughts.

Promos That ROCK

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Sun Tzu called the supreme art of war to subdue the enemy without fighting.

The truth is, in radio, you don’t have to worry about anything your competition is doing.

After all, you can’t change what another radio station does to try and steal listeners. They are all doing their best to get your audience with contests and promotions. They change their music or clocks. You can’t control that.

But then, none of it really matters. Every radio station can subdue their enemy without engaging in a direct fight.

Here’s how:

  1. Create great reasons to listen to your station.
  2. Be great in presentation and execution.
  3. Promote it effectively on and off the air.

Today, I’m going to show you how to drive ratings with promos that rock.

The Power Of Promos

If you were to be successful in getting your current cume to spend a few more quarter hours, and convince listeners to return just one more day per week, what will happen to your ratings?

Trick question: Your ratings would explode – in a good way!

Don’t believe me? Check the current ratings.

What is the cume for the station overall? Now look at the cume for each individual time of day. What percentage is listening to individual dayparts? Chances are it looks something like this:

Most time slots attract less than 40% of the station’s total cume.

What if you could increase those percentages?

Here’s the exciting part: You don’t need a huge marketing budget. A contest or promotion. You just need great content, great execution and an exciting promotion strategy.

Promos Are Verbal Combat

Radio stations are at war for the attention of the audience. And we’re at a terrible disadvantage because listeners have a big wall of defense that protects them from messages. Their BS meter is high. They have been well trained to resist hype. They ignore commercials.

Yet promos are one of the most important ways to drive more listening. And yes, they’re commercials.

Treat Them Like Commercials: Think of it this way:  Promos for your show or station are individual elements in a spot schedule on your own station. Advertisers pay a lot of money for messages delivered to your audience. You get to access that audience for free. That’s a tremendous advantage.

Promos Must Make a Statement. No promo  has ever been produced that is capable of convincing listeners of anything. Ever. It’s impossible. That’s not how you win the war. But promos can persuade an audience to take a specific action, which leads to persuasion over time. Each promo should be crafted to support brand values and make a statement about the brand.

Don’t Make Assumptions. All decisions are emotional decisions. We don’t make choices based on logic, facts or information. We may use logic, but actual decision making is governed by emotion.Promos that reason, or try to explain why our station is better won’t appeal to that animal instinct. The emotional part of the human brain drives response.

 

Cause A Reaction. Promos should have a call-to-action. If the promo doesn’t give me something to actually do, how will listeners come around to experience the brand in new ways?

Know What You Want

The key is to know what your brand wants from the audience.  You get what you ask for – if you ask the right way. Then promote to drive trial, not just awareness. Awareness is great, but remember where these commercials are running. On your station/ The only people who hear them already listen to your station. They don’t need to be made aware of your brand. Just persuade them to use it more often.

Promos aren’t marketing. The goal is to add Time Spent Listening (TSL) from existing listeners. More specifically, promos should be designed to gain occasions of listening. Each message should be specific with reasons to tune in.

But, it’s also dangerous to assume listeners know all about the station. Most of the audience probably doesn’t know much about you. And it’s naive to think that 100% of the station’s cume already listens to a show on that station. If just 50% do, you’re performing well above the average.

So promote increased trial. To do that, you have to know what you sell.

What Do You Sell?

Look at this from the most basic level. What does a good babysitter sell, really? It’s not child care exactly, but a relaxed evening out. A furnace salesperson? Cozy rooms for families.

Yet most of the promos we run are telling listeners what we do by making claims:

The Station That Rocks The Valley.

The 15-in-a-row hit music station.

Wake up and laugh with Springfield’s funniest morning show.

We’re great at making an argument based on what we do. But we can’t win the argument.

Put yourself in the audience’s shoes. What do these claims mean to them?

10 songs in a row/45 minutes commercial free: Radio loses all quantity of music claims. It is a losing position when your real competition is audio that is always commercial free. What difference does it make that you out-music a format competitor? When either of you goes into commercials, they still check out the other station.

The best music mix for your workday: For whose workday? The Dentist’s office or the construction site? Those are different uses, aren’t they? Workday is vague. Identify exactly who you’re for, why and what you represent.

Today’s Best Music: According to who? The 17 year old high school girl or her 45 year old mom? And what kind of music? Hip hop? Soft rock? Alternative?

The Rock Alternative: This is better, but alternative to what? Is that a claim about music genre or ????

We may have the funniest morning show in the world.  It may be true that we play the most music. And who’s going to prove that we DON’T rock the valley?  There’s nothing wrong with positioning statements that plant a flag. But they don’t cause action.

So first figure out what you’re selling. And yes, you’re selling something. You’re selling value. And what is the cost of what you’re selling? Time. You’re asking listeners to pay with their time and attention.

The key question is whether your product is worth the investment.

Emotional Promos With a CTA

Promos should connect with listeners emotionally.

Here’s an example of a promo that connects to emotions. This is for a morning show feature, the Phone Scam with Jeff and Jenn on Star 94.1 in Atlanta.

This is a terrific promo that shows off the #1 emotion listeners crave in a morning show (laughter) by demonstrating Jeff and Jenn as being funny. The laughter is contagious and shows off how listeners will use the show.

And it sets an appointment for a trial.

Create Great Promos

All promos should do at least one of 3 things:

1. Move a Storyline Forward. Repetitive promos or sweepers that regurgitate the same message over and over don’t connect because they don’t move the story forward. Listeners respond more to stories with momentum than to relentless pounding with information. That’s why each promo needs to deliver a Specific Message…even if that message doesn’t tell the whole story. We do this all the time with promos for contests. They’re either really long, with a list of facts and information or the promo is so FAST nobody can understand it.

2. Call to Action. Each promo must give your audience something to DO. Branding is important, but it can happen with action.What action do you want the listener to take? What action can they take?

3. Add to Brand Values. Promos shouldn’t be designed to sell, but to offer suggestions that impact your audience to come to their own conclusion. If your words pack a punch, you don’t need to exaggerate the adjectives.

Conclusion

Promos are a powerful tool to influence an audience. Use them as a strategic weapon to drive activity and cause listeners to become more habitual listeners and over time, become loyal fans.

I’d love to hear your best promos. Send them to me by email Tracy@Tjohnsonmediagroup.com

 

The Stuph File Program – Episode #0456

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Welcome to the latest edition of the Stuph File Program.

For a program list of the items included and all their accompanying links in this one hour show, you can find the information on my website in the Stuph File Program section, or just follow this link to #0456.



To download the podcast, right click here and select “Save Link As”

Featured in this episode:


  • Tim Hague, winner, The Amazing Race Canada
  • Andrew Fazekas, science writer — Mars InSight Lander
  • Dr. John Huber, Clinical Forensic Psychologist — phone & video game addictions

Click logo for iTunes podcast subscription If you have any comments or suggestions, or items for the mailbag, feel free to click on the “Comments” link below to add your thoughts.

The Stuph File Program – Episode #0455

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Welcome to the latest edition of the Stuph File Program.

For a program list of the items included and all their accompanying links in this one hour show, you can find the information on my website in the Stuph File Program section, or just follow this link to #0455.



To download the podcast, right click here and select “Save Link As”

Featured in this episode:


  • Robbie Rist, actor/musician
  • Ernie Smith, Tedium — History of e-readers
  • Stuart Nulman, Book Banter

Click logo for iTunes podcast subscription If you have any comments or suggestions, or items for the mailbag, feel free to click on the “Comments” link below to add your thoughts.

Why Your Show Sucks On Monday-And How To Fix It

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Most everyone hates Mondays. There’s even a Boomtown Rats song that made it an anthem in the 80s.  That day is tough for listeners and for radio personalities.  It’s different than every other day. It feels different. Response is different. And the audience? They’re just…different. There are at least 3 reasons your show sucks on Monday.

And I have four things to help deal with it.

Why is it different? Here are three key reasons:

Monday Is Different

It’s easy to understand why listener moods are different after a weekend in a different, and usually more fun, routine.

They’ve been in weekend mode, and so have you. Now it’s time to crank it up again. They’re moving a little slower, and so is their family. The kids don’t want to get up. They don’t want to get up. And everyone is just a little cranky on Monday morning.

The result is that when they finally get started, it’s a more frantic pace.

Those clever segments that normally bring out a great response don’t produce the same results on Monday morning because they’re not as available or as eager to play along with your show.

You Are Different

If you’re on a morning show, you’ve been off for three days (one of the advantages of a morning show is that virtually every weekend is a three day weekend, from 10am on Friday through Sunday night).

It’s hard to shift gears again and get into a different mindset. Sleep patterns changed the last two nights. You’re tired, and have one of those weekend hangovers.

Show prep is probably not as thorough or as complete as it is on other days. Things happened over the weekend, and you haven’t been paying as much attention as usual. Plus, since everyone hit the door early on Friday, Monday’s show probably isn’t quite as put together as other days.

Like the audience, you’re adjusting to a new week. It feels different because it is different.

Physical Differences

If that’s not enough, studies show that you are physically different on Mondays. You tire more quickly and psychologically are less optimistic. It’s what you might call the Monday Morning Blahs.

All three of these are real factors.

So what’s the solution? Is that just how it is? Are we doomed to have a bad show because it’s Monday?  Never!

Fix That Monday Morning Show

Making Monday’s show great creates an opportunity. Remember, every show is dragging. What a great time to take advantage of those lazy competitors who are mailing it in!

Here are four things to pump it up and make it sizzle:

Show Prep. It’s always a good idea to plan a show further in advance. Some shows have laid out a show plan up to a full week in advance. This makes it much easier to get ahead of Monday morning.

It’s tempting to rush out the door right after Friday’s last break, but make it a priority to spend a few minutes to insure that Monday is ready to go. Start that process on Thursday if possible. I’m all for personalities getting into weekend mode as soon as possible, but establish a discipline lays out the content for the show before hitting the door.

Start Earlier. Knowing Monday is more of a grind, make it a policy to get to the studio earlier than usual on Mondays. Try to come in 30 minutes earlier if possible, but just 15 minutes can make a big difference.

This helps multi-cast shows to reconnect, plan content based on new weekend developments and get the cob-webs out before turning on the mic.

It also helps to play some warm-up games to get the blood flowing before the show begins. It may seem silly, but it’s amazing how quickly it helps pump up the energy.

Plan The Show Without Listener Interaction. Since the audience is dragging, they’re far less likely to participate. Getting upset at them won’t help. And begging for phone calls sounds horrible and desperate. Accept that the phones won’t light up like it might on other days, and prepare the show as if nobody will call.

This is good advice every day. Too many shows count on listener contributions to drive the show. Phone calls on the air are terrific, but planning for the audience to provide entertainment value is lazy. Plan the show for no phone calls. If they do, it’s a bonus.

Expect less contribution from your listener. This means your interactive content must be simpler, easier to play with and require less thought than other days might.

Prepare Psychologically. Most successes in life are a product of attitude. Mondays happen and there is nothing we can do to stop them. But we can program ourselves psychologically to start the week full of enthusiasm.

Figure out how to look forward to the new week with an attitude of new opportunities. Change your mood and Monday will follow.

Conclusion

Monday will never be fun. And it will always be different. That’s why it takes a little more focus and extra effort to make it work.

Supercharge every Monday by preparing for it and knowing that it’s one of the most difficult days of the week. This goes double for Tuesdays following a long weekend!

And if you need some ideas to jump-start the show on Monday mornings, we have some of those for you right here.

The Stuph File Program – Episode #0454

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Welcome to the latest edition of the Stuph File Program.

For a program list of the items included and all their accompanying links in this one hour show, you can find the information on my website in the Stuph File Program section, or just follow this link to #0454.



To download the podcast, right click here and select “Save Link As”

Featured in this episode:


  • Dr. Robin Burk, managing director, Analytic Decisions2 — Facebook data scandal
  • Bob Dorigo Jones, host, Let’s Be Fair — Unnecessary license laws
  • Tessa Polder, entrepreneur, Suck On That

Click logo for iTunes podcast subscription If you have any comments or suggestions, or items for the mailbag, feel free to click on the “Comments” link below to add your thoughts.

The Stuph File Program – Episode #0453

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Welcome to the latest edition of the Stuph File Program.

For a program list of the items included and all their accompanying links in this one hour show, you can find the information on my website in the Stuph File Program section, or just follow this link to #0453.



To download the podcast, right click here and select “Save Link As”

Featured in this episode:

Click logo for iTunes podcast subscription If you have any comments or suggestions, or items for the mailbag, feel free to click on the “Comments” link below to add your thoughts.

HOW BURLI WORKS WITH JOURNALISM & COMMUNICATION PROGRAM

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Burli Software is excited to announce the addition of Western University’s Faculty of Information and Media Studies in London, Ontario to our wonderful list of post-secondary journalism and media schools employing Burli in their program.

About Western University and FIMS

At FIMS, the Master of Media in Journalism and Communication (MMJC) program is designed to allow students to seamlessly move between journalism, communications and other media careers. The program takes Western’s longstanding Journalism tradition of great storytelling and ethical journalism and builds on it. Students graduating from the program will not only be able to work as journalists, but also in a wide array of communications related fields. Strategic thinking, content creation and media production skills are taught to allow students to thrive as the media landscape changes.

FIMS had a very busy year in 2017.  Not only did they name Burli NE as their newsroom software of choice, they took possession of a wing of a brand-new building and set about creating two completely rebuilt Broadcast Studios over the summer, implementing a large quantity of updated technology for students. So, to say there were a few moving parts getting the faculty ready for the 2017/2018 year would be a bit of an understatement.

Installing Burli (and Many Other Things!)

Still, the staff at Western wanted to be able to move to a next-generation newsroom program, and Burli was happy to accept and support them through their transition.  Over the course of the summer of 2017, Burli made two trips to site and performed lots of remote installation work to bring the many workstations at Western up to speed.

We also customized the software.  Naturally, most customers who are new to Burli are excited by the package, but still have ideas of what they would like it to eventually include.  Either because the customer is familiar with another package, or because they’re used to an entirely different workflow, feature requests at installation are common.  With a little hard work and great communications between Burli and the FIMS team, we were able to take care of most of Western’s requests over the summer, including some brand new features that have now become part of Burli NE for all our customers.

Burli found the Western staff dedicated and quick on the uptake.  Despite all the other demands of readying the program for the rapidly-approaching school year, Broadcast Technical Services, Technical Manager, Erin Carroll and Media Production Specialist, Paul Buckley-Golder were terrific as the go-to technical contacts at FIMS.  Other FIMS employees, including Program Coordinator Mark Rayner and FIMS Computing Services members Charlotte McClellan, and Matt Ward were also helpful in making it easy for us to complete the installation and training in time for a fresh new cohort of future journalists and communicators.

What They Had to Say

“When we were looking for replacement Newsroom Software at NAB, Burli seemed like a great fit. Burli’s easy interface and features that include publishing direct to Twitter, WordPress and other FIMS pages makes it easy for students to collaborate between the Journalism side of the program and the Communication side. This goes beyond the standard News software.  Social media is the current wave of storytelling and this allows us to manage both.”  – Erin Carroll

Burli worked with us directly to customize the software for the faculty’s needs. We can expand user capacity easier than before, and love having remote access allowing both our faculty and students to work away from the building. The integrated audio editing, photo editing, prompter and simplistic direct social media account posting introduced a number of key features that we didn’t have in our previous software. On top of that, they’re a Canadian company and they have technical support in Canada. All these elements were key in making this an easy decision to go with Burli. “  – Paul Buckley-Golder

Burli would like to thank Western University for their business, and we look forward to working with them for many years to come!

The Stuph File Program – Episode #0452

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Welcome to the latest edition of the Stuph File Program.

For a program list of the items included and all their accompanying links in this one hour show, you can find the information on my website in the Stuph File Program section, or just follow this link to #0452.



To download the podcast, right click here and select “Save Link As”

Featured in this episode:


  • David Michaels, Executive Producer & Senior Vice President, Daytime Emmy Awards
  • Marty Krofft, co-founder, Sid & Marty Krofft Productions
  • Sherman Augustus, actor, Into The Badlands

Click logo for iTunes podcast subscription If you have any comments or suggestions, or items for the mailbag, feel free to click on the “Comments” link below to add your thoughts.

How Talent and PD’s Can Learn to Celebrate Air Check Meetings

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In a perfect world, air talent would receive regular input, filled with constructive, positive comments. The PD would be supportive and upbeat. And upper management would act as a protective shield from complaints. In this make-believe world, talent could look forward to, and even celebrate, air check meetings.

But in the real world, everyone dreads critique sessions. Talent already knows the breaks that sucked. And they also know that the PD has a natural ability to find every one. To them, it’s like taking a drink out of the jug labeled “Spoiled Milk”.

Jimmy Kimmel explains what reviewing his performance is like:

I look back at every show I’ve ever done and cringe. My vision of hell is a bunch of monitors with my old shows running on them.

Is that the way air talent looks at meetings with programmers? Sadly, yes, in most cases.

There are many excellent methods of evaluating and training talent, but one guideline should be at the center of each: and that is the air check meeting. It shouldn’t be a painful experience. Some personalities even come to love air checks.

Evaluating a show shouldn’t be an exercise just to stroke an air personality’s ego, nor an excuse to be critical. Both are a waste of time. The only goal should be in the endless quest for excellence. If this is a genuine goal of all parties, reviews can be collaborative, productive and pleasant.

So what makes some sessions fun and productive and others about as much fun as a tax audit? Let’s examine the differences.

Celebrate Air Check Meetings

Every evaluation should be through the ears and experiences of the audience. Period.

Get rid of subjective feedback, and focus on growth. That takes the negative sentiment out of the meeting.

Conducting a review without being critical makes it possible to work with highly sensitive and defensive talent. To learn this skill, understand there are three purposes of an air check meeting:

Produce Improvement: 

While it’s sometimes necessary to talk about performance shortcomings and point out areas for improvement, a spirit of pursuing growth changes the dynamic. This is often because programmers (and often personalities) usually don’t appreciate the progress they’ve been making.  Improvement is hard to measure and even harder to acknowledge from one day to the next.

A great way to gain perspective on growth is archiving air checks of each air personality at least once a month. Over time, you can go back and compare how we sound now to any point in the past. It’s like taking snapshots at various times in the life cycle of their Personality Success Path. When they feel the improvement, you can keep the momentum rolling.

Air check problems re magnified because many (if not most) programmers are “fixers”. They want to find problems and remove them. It would be wonderful if we could quickly and easily identify an issue, discuss it and have the problem fixed in a day or two. But that’s not how it works when people are involved.

Growing as an air personality is like improving your golf game. You spend hours and hours in lessons, working on your technique on the driving range and making adjustments. When the skills become muscle memory, your game reaches the next level.

Coaching air talent is creating muscle memory for performance. And that takes patience.

Prevent Bad Habits: 

Sometimes talent slips into habits that are more annoying to the coach than the audience. An alert programmer hears these crutches and address them in air checks.  These small tweaks are fairly easy to fix, but need to be addressed before they become larger issues.

It could be a recurring phrase that creeps into the show. Be sure this is kept in perspective. Staying in regular contact produces a relationship that isn’t as confrontational.

Further Discussion: 

Air check meetings can initiate dialogue that leads to breakthrough growth and new ideas. With the proper inspiration, talent can explore new opportunities to apply their personality.

Bad Air Check Sessions

On the other hand, there are also bad reasons to schedule an air check session. Many times, programmers ignore issues until they just can’t take it any more. This usually leads to a contentious meeting.

Programmers: Analyze your feelings and emotions. Then, before your react in the heat of the moment, step back and ask yourself if you want the meeting because of:

Spite: 

Sometimes the programmer or talent coach just don’t like the show. I know, that sounds strange, but it’s more common than you think. When that happens, they often unfairly attack the personalities because they are in an authoritative position. This is always destructive and leads to contentious meetings.

As a manager, you should be as objective as possible. Figure out how to be a fan of the show, even if you have to fake it at first.

Frustration: 

Everyone has a bad day, and if you’re in a bad mood, vent that negative energy elsewhere. Taking it out on the talent is the worst possible target. It’s better to find another outlet than sensitive air personalities.

If the coach is in a bad mood, reschedule the meeting!

Ego: 

When people try to demonstrate their intelligence or knowledge by offering harsh criticism, bad things happen. For some management types, challenging others makes them feel superior.

A good coach is self-confident and patient, but not egotistical.

George Martin: The Beatles PD

George Martin had one of the most difficult jobs imaginable. He was in charge of managing the Beatles. The extraordinary producer was a master of knowing how and when to let John, Paul, George and Ringo create without barriers.

george martin beatles

All the while, Martin was in the background doing more for their success than anyone knew, but he was smart enough to let them take all the credit. He was the consistent, steady hand and his fingerprints are all over the Fab Four’s success.

He helped the band get along personally and guided their decisions as they grew. Martin coached his personalities while putting aside differences to make their music and their band one of the greatest we’ve ever seen.

As a PD, try to be George Martin. Help personalities find their ultimate success.

Conclusion

Effective coaching isn’t about criticism. It’s teaching, encouraging and empowering talent to become great. Productive air check sessions will cause talent to crave more input. Talent places enormous emphasis on being shown that they are appreciated. Go into every air check meeting with this attitude, and everyone will start looking forward to them.

Air check sessions don’t have to suck. They should be something both talent and management looks forward to.

The Stuph File Program – Episode #0451

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Welcome to the latest edition of the Stuph File Program.

For a program list of the items included and all their accompanying links in this one hour show, you can find the information on my website in the Stuph File Program section, or just follow this link to #0451.



To download the podcast, right click here and select “Save Link As”

Featured in this episode:


  • Neil Gibson, founder & editor-in-chief, T Pub Comics — Stan Lee’s Lucky Man
  • David Peterman, blogger, Mailboxes of Seattle
  • Dennis Hof, owner, Moonlite Bunny Ranch

Click logo for iTunes podcast subscription If you have any comments or suggestions, or items for the mailbag, feel free to click on the “Comments” link below to add your thoughts.

The Stuph File Program – Episode #0450

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Welcome to the latest edition of the Stuph File Program.

For a program list of the items included and all their accompanying links in this one hour show, you can find the information on my website in the Stuph File Program section, or just follow this link to #0450.



To download the podcast, right click here and select “Save Link As”

Featured in this episode:


  • Peter Mark Richman, actor & author, I Saw A Molten White Light
  • Judy Norton, actress, Inclusion Criteria

Click logo for iTunes podcast subscription If you have any comments or suggestions, or items for the mailbag, feel free to click on the “Comments” link below to add your thoughts.

The Stuph File Program – Episode #0449

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Welcome to the latest edition of the Stuph File Program.

For a program list of the items included and all their accompanying links in this one hour show, you can find the information on my website in the Stuph File Program section, or just follow this link to #0449.



To download the podcast, right click here and select “Save Link As”

Featured in this episode:

Click logo for iTunes podcast subscription If you have any comments or suggestions, or items for the mailbag, feel free to click on the “Comments” link below to add your thoughts.

3 Secrets To Become an On-Air Superstar

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In 30-plus years of training, managing and coaching radio personalities, there are three key things that have never changed. And will never change. It’s my 3 Secrets of Becoming an On-Air Superstar. And yes, I’ll reveal the secrets below. But today, I want to focus on a single, most fundamental secret.

It’s Secret #1: The 5 Stages of your Personality Success Path.

You will turn up the volume on your personality brand when you earn the freedom to go deeper with your audience. There’s not a single personality reading this that doesn’t want that freedom. But you have to earn it, and it happens step by step through 5 Stages.

The 5 Stages of Personality Growth

There are 5 stages in the life cycle of every great personality. Everyone on the air goes through Stage 1, but not everyone makes it to Stage 5.

Introduction is when you’re brand new. They don’t even know your name, or really even care. In this stage, your goal should be to show that you love the same things they do.

Familiarity is when they may recognize your name but they don’t know anything about you yet. This is a critical phase…it’s still not the right time to talk about yourself that much…but you may want to introduce a feature here

Growth. This is when it gets exciting. They’re starting to know you and like the things you do on the air. They like the station better when you’re on. This is when you start promoting those features aggressively.

Like. The like phase is when you can introduce more personal stories into the show. They’re starting to recognize your character traits and know whey they like it when you’re on.

Love. And this is the ultimate goal. In this stage, it’s more about who you are than what you do. They choose the station because of you. This is where you want to be.

Performing In the 5 Stages

You have to know where you stand in the relationship with your audience, and perform accordingly. Personalities don’t become popular all at once. They grow popular over time. It’s a process that can be accelerated. But it cannot be rushed.

You can’t start out at Stage 5. And if you perform show like you’re in Stage 4 or 5 when you’re in stage 1 or 2, you lose!

One reason personalities fail is they don’t understand where they are in their success path. They think they’re in the love stage because they’ve been on a long time, but they’re really just in Stage 2 because they have never had an impact.

Your behavior must be based on how your audience sees you. Not how you would LIKE to be seen. If you come on too strong in Stage 1 or 2, you’ll run the audience off. They will hate you, and think you’re self absorbed.

Similarly, if you’re in Stage 4 or 5, but the PD is making you play too much music, you’re also preventing the audience from rewarding you.

Earning Your Freedom

And that’s the issue, isn’t it? You want to earn freedom on the air, but you probably think this is impossible because the PD puts up barriers.It seems like a chicken or the egg thing. You feel like you can’t reach the next stage because you don’t aren’t allowed time to perform,

You have to earn that freedom. And here’s the good news. You earn it from listeners. They demand more of you. And it starts by being great in every break now.

I know that at some stations, management just wants you there to play the commercials, execute the format and not get in the way. They don’t support personality. And they won’t get what I’m talking about here. Maybe you’ve tried to do some different things and been yelled at. They told you to just stick to the basics. I get it. It’s a balance.

But don’t let those barriers become an obstacle to growth. As you impact listeners, your power will grow. You’ll become a primary reason for tune-in.

This is what makes management afraid of you, by the way. They are afraid of losing you. Because when you become a meaningful personality that leads an audience fan base, you have power.

I know it can be frustrating to want to do more than you’re permitted. Every great personality wants to do more than they’re allowed. It’s universal. Personalities with 5-minute limits think they need 7. Those with a 3 minute window think they’d be better with 5. And those that only have 30 seconds know for a fact they’d be great if they had 3 minutes. Maybe you can’t control your break length. But you can control what goes into your breaks.

You Gotta Prepare

So prepare a great break-every break-based on the opportunity you’re provided. Now here’s the ironic part. The smaller the canvas on which you paint, the longer it takes to prepare. Seriously.

Ronald Reagan was asked to deliver a speech for charity. Before accepting, he asked how long the speech would be, because he wasn’t sure he had time. “What difference does it make how long?”, he was asked. “Well, he said…if you want me to talk for an hour, I’m ready to go now. But if it’s just 10 minutes, I need a couple of weeks to prepare.”

You may not be able to do everything you want to do, but you will learn to stretch the boundaries. And when you do, the canvas becomes larger, unlocking more creativity.

But here’s the thing: If you try and do it all at once, yeah, you’re going to get in trouble. And not only that, you won’t be able to do it well. Remember that this is a process.

You have to do it in synch with the 5 stages of growth.

How To Earn It

As you find your character voice and start growing through the five stages of growth, you’ll be amazed at the response from the audience…and your boss.

I once worked with a personality that was on in a time of day where ALL we wanted was the music to stand out. And the DJ’s job was to just make it sound good.

But he never gave up. He kept learning. He made the station better by projecting personality into every single segment while pointing listeners to the music and the station. He did it while doing what I wanted.

It wasn’t long before we realized that this guy was an great audience magnet. The better he got, the more freedom he earned. And the greater the bond with the audience. Soon, we moved him to afternoons. Then to mornings.That DJ?

He’s Dave Smiley. And he’s killing it with a 6-person morning show at WZPL in Indianapolis…#1 in the market for more than a decade.

You may not be able to do everything you want right now, but as you grow through the five stages, you will stretch the canvas. And when you do, you’ll unlock creativity you never knew you had.

Secrets 2 and 3

The other two secrets? #2 is that you have to know who you are and find your personal character voice. This is how your audience will get to know you so they can fall in love with you.

And the third secret is you absolutely must stop thinking of yourself as a radio announcer and become a storyteller that has a radio show. Mastering this skill will change everything.

I’ll write about those secrets later. But for now, focus on your Personality Success Path. That’s where your journey to becoming an on-air superstar begins.

Get More Details

I’m going into detail on all three secrets in my new, free webinar The Audience Magnet Blueprint. You can get access here.

And if you come to the webinar, I’ll give you a free copy of the Audience Magnet Blueprint eBook and a downloadable infographic of the 5 Stages of Personality Growth, with a lot more depth and information on how to behave in each stage.

This can be life-changing for radio personalities. It’s the difference between being stuck in a DJ or announcer job and getting on a career path to being a wildly successful personality. Don’t you owe it to yourself to get on that Personality Success Path and unlock you potential?

The Stuph File Program – Episode #0448

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Welcome to the latest edition of the Stuph File Program.

For a program list of the items included and all their accompanying links in this one hour show, you can find the information on my website in the Stuph File Program section, or just follow this link to #0448.



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