Smile
People can hear a smile on the radio, sound as if you’re happy to be spending time with the listener
Intimacy
Radio’s greatest asset is its ability to speak DIRECTLY to one person…YOU is the most important word… Use YOU and WE, never Listeners or Guys
The Listener is Your Equal
Don’t talk down to them. There may be times when you have to tell the listener something new and it’s always good to give background information…. But never be condescending, ‘Of course, You’ll remember that’ or similar is a useful way to remind the audience of something without acting like a teacher, rather than a presenter… Also, think ‘What does my audience NEED to know’, if it doesn’t add value, why include it?
The Music, News & Travel are all Part of the Experience
You’re not ‘Breaking’ for news, travel, music etc, they’re all part of the experience that you’re offering the listener. To a cabbie, the fact that there are no major hold-ups on the A14 may be far more important than the interview that you – as a presenter – would rather do….. Has anyone ever complained that you’ve played a piece of music? Equally, as the utilities are part of the whole experience, there’s no need to welcome anyone ‘back’ after them….. You were listening to the music/news with them, you didn’t go anywhere.
Be Human
You are your listener’s informed friend, you’re not a newspaper, or a newsreader. Talk to them in Normal language…. if you wouldn’t say it to a friend in a pub, don’t say it on air….. When have you ever said to a friend “Bob Boggins joins me now” or “Sandra Sausageton is on the line”? Don’t Use Radioisms, it’s not ‘the top of the hour’, it’s ‘2 o’clock’, Tammi Terrell isn’t ‘Just around the corner’ she’s ‘On the way next’. Your audience is more likely to interact with something personal, so let a little of yourself shine through.
Sell the Sizzle, not the Sausage
A tease is often more important than the content itself, every link, think to yourself ‘Why would I keep listening’…. Make sure you’re throwing forward every link, to a variety of music (Don’t be too specific….. ‘I’m playing Madonna’s vogue in 10 minutes time’ is a warning, particularly if you don’t like the record….. ‘I can’t wait to play you a Beatles track I’ve not heard in ages… and a song from Madonna, with a great dance routine next” makes me want to listen to find out. The Same for content……’I’m speaking to Johnny Jonson about his work with the royal opera house and his sailing adventures’ doesn’t sell your guest ‘You’ll hear from a man who once sang his order at the cross-channel ferry bar’ might well do! The same goes for programme teases…. Tell me what you like about a programme coming up, never list forthcoming programmes (The listener will mentally switch off), tell the listener what YOU love about the programme and what YOU can’t wait for.
Don’t Just Fall into the Feature – Reset
People don’t switch the radio on for your ‘show’ and switch off afterwards. They listen in short bursts. Never assume they know what a ‘feature’ you’re doing is, and consider resetting what’s gone before if you’re returning to a topic. Equally, consider ‘Why am I doing this feature’…. Does it tell something new? is it Entertaining? Funny? Don’t introduce features for the sake of it, if they have no benefit to the listener.
Reset, Reset, and Reset Again
What’s the name of the station, who are you, what time is it? The jingles do some of the work for you, but not all of it.
The Majority of the Audience Will Not Get in Touch with You
Any ‘phone in’ or ‘Text In’s must have value for the casual listener
This is Fun
Yes, you may have important news to impart, but first and foremost you’re a COMPANION, there to make the day/evening/weekend go by a little easier.
