Your Passion Play
April 19, 2011
It's easy to spot the newbies in almost any field: They're the ones who want everyone to like them, and get upset when they learn someone doesn't.
It's not just radio. I remember unsubscribing from a blog years ago. The author e-mailed me to find out why, and I said I just didn't find the content compelling enough to justify the time. He was irate, and accused me of all sorts of inadequacies in intelligence and character.
Of course, he was correct, but that's the not the point today.
The point is, all successful radio talent is polarizing in some way.
The point is, you don't need every listener in your town to like you.
In fact, if everyone likes you, it probably means you're so opaque as to be completely unremarkable. And, remember, your goal is to be remarkable. Every set, every day.
The game you're in is all about passion.
If 50% of the listeners in your town hate you, that's not a bad thing, as long as enough of the remaining 50% love you.
You can't be hated or loved until listeners notice you, and that means fleshing out who you are when you're on the air.
Real people, in real life, have opinions. Real people, in real life, are flawed.
Does any of the "real you" ever come through to your listeners?
Look, think of it as simple math...
In almost any city in the world, if 15% of listeners LOVE you, you're going to dominate the ratings in your daypart.
It doesn't matter if the other 85% hate you.
Obsess about creating a passionate response from those who hear you.
Obsess about making strong emotional connections with those that hear you.
If people in your town talk about you with passion, your ratings will be fine. Trust me.