By Holland Cooke
Consultant
Ratings – and advertisers’ results – reward what listeners remember, what sticks-out, not clichés that blend-in. So, avoid blah-blah-blah such as…
“on tap for…”
Instead of “…and more sunshine on tap for Sunday,” say “…and more sunshine Sunday!”
“The best _____ around” or “the best _____ in town.”
Commercial copy Styrofoam. “The best wings?” Say WHY, in a way that makes the listener salivate.
“conveniently located”
Zzzz…
“weaponized”
The word itself has been weaponized. It’s talking-about-talking.
“spot-on”
Translation: What you expressed affirms my predisposition. Talk radio is more interesting, and habit-forming, when sparks fly. So, pique curiosity. Have your screener move callers who disagree to the head of the line.
“Too clever by half.”
Measured how? Not self-explanatory, this is distracting. And it always sounds condescending.
“all-important”
As in “let’s check that all-important forecast,” often heard when weather is severe or changing quickly. Rookie stuff. If it’s important, get right to it.
“In this day and age…”
‘Makes you sound like an immigrant from the 20th Century, speaking with an accent.
“THAT’S the $64,000 question.”
From a TV show in the 1950s, when $64K was big money.
“shuttered.”
If something closed, say “closed.” Listeners don’t say “shuttered” in conversation…which is where we want to end up.
“unmitigated gall”
“in any way, shape, or form”
And on THAT note…kidding…
“Period, full-stop.”
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.