By Holland Cooke
Consultant
Radio programming is like any business. Our best prospects are existing customers (getting people already listening to listen more often). And – without spending a dime on outside promotion – we can if the station is known-for-knowing. Set the expectation that we have listeners’ backs and optimize the information we deliver.
Last week’s column was Part 1 of this three-part series, demonstrating a simple tweak for making source material more relevant and useful. This week, more addition-by-subtraction: “A-words” to avoid; and Magic Words to use every chance you get.
“Anyone,” and “asked,” and “announced” are red flags. These words scream press release.
Instead-of: “Anyone who has seen a car matching that description is asked to contact the police.”
Say: “If you see that car, call the police.”
Instead of: “Anyone who feels discriminated-against because…”
Say: “If you feel discriminated-against because…”
“Anyone” (or “those,” both third-person) is someone else. Second-person Magic Words “you” and “your” talk to me, the listener. And instead of telling me THAT something-was-announced, explain WHAT, and what-it-means-to-me:
Example: “Jefferson County has joined Clearfield, Elk and 18 other Pennsylvania counties in the Law Enforcement Treatment Initiative. The initiative is a law enforcement-led collaborative program which seeks to direct those who suffer from substance abuse disorders into helpful treatment services.”
Re-write: “If you live in Jefferson County and you or someone you know are struggling with substance abuse, you can now ask police to connect you with a treatment program without being arrested or prosecuted…”
Next week here: THE #1 way to keep listeners coming back for more…
Holland Cooke (HollandCooke.com) is a consultant working at the intersection of broadcasting and the Internet. He is the author of “The Local Radio Advantage: Your 4-Week Tune-In Tune-Up,” and “Close Like Crazy: Local Direct Leads, Pitches & Specs That Earned the Benjamins” and “Confidential: Negotiation Checklist for Weekend Talk Radio.” Follow HC on Twitter @HollandCooke and connect on LinkedIn.