By Holland Cooke
BLOCK ISLAND, RI — The news/talk stations I work with make big money doing what talk radio does best: cutting through mental clutter, with live endorsement spots delivered by familiar local on-air personalities.
OOPS. Do your endorsement spots say “I haven’t sold you yet?”
Often, these are long-standing advertiser relationships. Two cautions:
By Walter Sterling
Syndicated Talk Show Host
SHAKER HEIGHTS, Oh — A compelling, appealing guest is very valuable to every radio show. It doesn’t matter if you are famous or have lived in the White House. To get booked on major radio shows requires a few fairly simple actions. Once a host “likes” you it won’t take long for you to quickly become a go-to guest
By Jon Quick
“Coaching is unlocking people’s potential to maximize their own performance. It is helping them to learn rather than teaching them.”
–John Whitmore, Coaching for Performance: Growing Human Potential and Purpose: The Principles and Practice of Coaching and Leadership
CARMEL, Ind. — Many programmers just don’t do it, though it’s the most important part of their role, or at least it used to be. Coaching talent for: Great preparation. Powerful execution. Compelling communication. Audience retention. Better relating to the listener.
Ask today’s program director and too often you hear, “I don’t have the time.”
Programmers are often so caught up in corporate matters or minutiae that they really don’t have the time by the end of the day.
By Steve Lapa
Lapcom Communications Corp
PALM BEACH GARDENS, Fla. — Do you remember this rule from basic sales training? Radio is a frequency medium. Radio is the more efficient way to deliver a message with high repetition to a qualified audience and for measurable results; your message needs to hit your target audience at least_____times.
How many times should a target consumer hear an audio message to generate response?
Pick a reasonable number that will trigger a purchase cycle, before the message becomes an irritant. Can’t find a number? You are not alone. I think the rules have changed faster than you realize.
By Kathy Carr
Howie Carr Radio Network
It’s a new world and many stations now have only one or two non-syndicated shows. But that doesn’t mean the remaining talent shouldn’t be out doing “the old meet ‘n’ greet,” not just with the advertisers, but with the listeners.
Sadly, even before COVID, in many markets it seemed like the talent had vanished into the Witness Protection Program, broadcasting from what Dick Cheney used to call a “secure undisclosed location.”