By Holland Cooke
Consultant
Remember that song, by campy Leon Redbone?
If you’re doing a broadcast radio show, in this crowded audio arena, that’s your mission statement.
Tip: Round-off teases.
• I try not to scoff when I hear well-intentioned hosts dutifully plug something-coming-up “in seven minutes” or “at three fifty-three,” as though listeners were taking notes.
• Do make an appointment with listeners for what’s coming up. But simply, creatively, say that it’s “coming up.” Spare busy motorists the math with non-round numbers. When life’s a blur, nobody thinks they can wait seven minutes.
• Yesterday, a voice-tracking DJ on a 60s/70s/80s station sounded lots less robotic when he said “Years before ‘yadda-yadda-yadda,’ there was ‘Obladi Oblada,’ and the Beatles will sing it right after Fleetwood Mac” into “Say You Love Me.” He owned me for the next seven minutes.
Talking: Ditto. Tell me how I’ll be rewarded for not wandering-off. Especially effective: a question which includes “you” and/or “your,” the Magic Words.
Holland Cooke (HollandCooke.com) is a consultant working 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