Stop Talking To A Crowd When Your Audience Is One Person

Making a genuine connection with a listener can be the start of a long relationship. Radio (and podcasting) creates a personal one-on-one atmosphere. In its purest form, radio is like having a conversation in a coffee shop between friends. It was never intended to be a DJ on a stage making proclamations to a room full of people. If you’re like me, you’re constantly learning, adapting, and looking to improve. My latest passion is coaching the “we” and “us” out of talented on-air hosts. I’ve written on this topic before.

PLEASE MAKE IT STOP

Maybe I’m just overly sensitive, but I swear that I hear or see “we” and “us” plastered all over on social media, TV, podcasting, and radio. It’s literally like long nails screeching down a chalkboard for me. Just when I thought I could get away from it, I’ve heard it from the stage at church and out of the mouths of artists in concert. Maybe content creators feel that using “we” and “us” is just being extra inclusive, since inclusive is top of mind now.

WHEN GOOD INTENTIONS FAIL

So, if the road to hell is paved with good intentions, the “we’re in it together” language can’t be far behind. Just look at the social post above from Daily Copywriting that says, “Copy converts 10x better when you write for a single person, not an audience.” I wholeheartedly believe that concept also applies to the spoken word.

HERE’S THE TAKEAWAY

Look at your written posts and listen to some on-air breaks. Pick out the nails on the chalk …er …I mean the words ”we” and “us” and simply replace them with “you” or “your.” If your goal is to deepen relationships with your audience, it happens with one person at a time.

After spending 25+ years working at some really great radio stations, Todd launched a coaching and consulting business, Beyond615.com, on March 15, 2021. There he strives to help others build confidence so that they can connect on a deeper level. He also serves as the Contemporary Christian Format Editor at AllAccess.com. He and his family live in the (615) area code, aka the heart of the CCM industry.