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Something That Network Shows Can’t Do
September 15, 2022
Have an opinion? Add your comment below. Topics: on-air, radio, DJs, radio show
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There’s no magic bullet when it comes to winning. No secret sauce either. The daily grind of making good decisions and consistency will help set you apart. And just because you’re “local” doesn’t mean you’ve got an advantage. Any big network show will beat you ten times out of ten if you suck.
At the time of writing this I coach 19 shows at 9 different radio stations. Sometimes the medium or small market station’s on-air breaks are great, but they have no local reference. The listener would never know they live and work in the area.
EMBRACE LOCAL
One thing you can do to help solidify that you’re a part of the community is to embrace local by letting the listener know that you live where they live. When possible, use descriptions of “your area” in your breaks as you tell a story. Scenery. Points of interest. Highways. Culture. Food. Landmarks.
“My grandma’s house in Townington.”
“Imagine if Mercy Hospital in Centerburg gave those out for free.”
“My family got ice cream at Molly’s Treats in downtown Cityville.”HERE’S THE TAKEAWAY
Embracing local is something network radio shows just can’t do, and this is part of your competitive difference. Weave it in when you can. The more you drop crumbs of common connection points the more you create a place to belong with your listener.
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.
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