Work It Mom
January 13, 2015
Today's hot yoga class was taught by Julia, with her six-month old baby Emma playing 'the witness.' As Julia instructed us into our downward dogs, her little baby cooed from her mother's arms. Later in the day, I was exiting a parking garage in a medical park and noticed a toddler coloring next to his Mama while she collected payment. Making the transition from working full-time, to being a full-time working mom is demanding, and uses every ounce of energy and emotion.
One popular radio personality installed a make-shift home radio studio in her bathroom. Picture one of LA's premier air talent on a toilet, while talking up song intros and giving traffic reports, complete with Mr. Clean who has been lobbying to co-host. This is one of the most indisputable signs of segueing into motherhood I have ever seen. After I had my kids I was also offered the home studio option, but wanted to work at the station just so I could get some peace and quiet! This is a prime representation of the demo we seek to please: woman who bend over backwards to get it all done, whether she has kids, pets, in-laws to care for, or an overly-demanding boss. Granted, broadcasting from your bathroom is an extraneous situation, but this woman is working it all the name of Motherhood.
Working moms in our industry have an advantage, as we can immediately relate to our target demo and her various situations; be it a baby, sale of a house, a hormonal middle-schooler, or finances. It's about relationships and who she is dealing with, like her doctor, her kids teacher, a co-worker, or check out clerk. Yes, the way she is treated when she spends her money makes a difference to her. A sneer, glare, or smile goes a long way.
Your relationship with her as she's plotting through her list is key. I recently connected with a midday jock in Cincinnati who felt like he had too many strikes against him to do well in a female driven format. He's a 26 year old single male, with no children, and comes from a broken family. He felt that lacking in experience with marriage or kids would work against him. However, he is the perfect example as to why we need to water our talent! In reality, this jock has a lot going for him, but his skills needed outside crafting and guidance. When I asked what he was passionate about, he responded: family, followed by food and cooking, musicals, Glee, sports and music. If that's not female relatable, I don't know what is. So he doesn't have kids yet, use someone else's to make some fun drops.
You don't have to be directly in her world just be aware. Read a new blog, check out store window displays, observe the woman in front of you at Target (and if you get talking, and she's single, maybe we can change that marital status.) Every article, consultant and statistic I read regarding the longevity of radio states that talent, meaning the actual physical person, not voice tracked radio personality, is key. Broadcast from you heart, they will never know what you are sitting on.
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