Give Listeners What They Want ...

Air personalities like to know if they have made a connection with their listeners. At a point in everyone's career, there has been a humbling episode and this was mine. I had moved back to a city and returned to a station after an unsuccessful stint elsewhere. It was nice being back in a familiar setting and talking to listeners who had previously rewarded me with good ratings.

Within two hours of my first night back, I answered the request line and a young male voice asked, "Are you the same Sam Weaver I used to listen to?" Man, I was feeling good about myself as I answered in the affirmative. Then I heard the kid sigh sadly and say to someone in the background, "Yeah, it's him," then click, he hung up. So, there was one listener who was not a fan of my work. It was the first time I started to reflect on the realities of what an audience wanted from me.

The Product is The Music

Always remember, the product you're selling to the audience is the format and you. The objective is play music, talk about the music, provide information, give away a few items, and make life a little less hum drum. Doing your homework (show prep) is the key to a concise verbal presentation. Then you must be an actor and make an emotional connection with the listener. Consider this: In music radio, outside of mornings, most stations only have two breaks an hour. Therefore, over-prepare ... know the artists, music, and your town.

Accessorize Concisely ...

It is learning how to smile through the mic and get your point across in the fewest number of words possible. Unless directed otherwise by your boss, center your music knowledge either on what you are about to play or just played. Listeners tune in to hear the music and learn a little something about the artist. For an example, maybe the group you just played was recently nominated for an award or is coming to town to perform in concert. Playing a song and then giving music info unrelated to what just played defeats the purpose of being special to the audience. The job of an on-air personality is to be an accessory to the musical moment or moments when it's played; it helps to reinforce the song.

Be ready ...

Prep for your show at least an hour before going on. Check the Internet for news, information, and weather. Don't get lazy and do your prep during your show. The verdict is out, but studies are showing that multi-tasking is a myth; trying to do more than one task at a time results in poor performance on all tasks. With that said, periodically, during your show, check social media for news headlines; glance, don't get lost in the sea of content and lose track of time in the studio.

Getting It Done ...

There are timeless and timely bits of artists and music information you can collect and access quickly with your computer, tablet, or smartphone. You could also do it the old school way and keep what is needed in a card file. No matter how you store it, don't leave for work without it. You want to be able to pull up the information and use it on air.

The Voice

Your voice is the instrument that will create the platform for theater-of-the-mind and effective communication. A voice is capable of conveying motivation, energy, humor, hope, affection, worry, passion, desperation, want, terror, fear and happiness. Radio is not television and there are no pictures. The sound of your voice paints the canvass; it provides the periods, question marks, commas, excitement and transitions from one thought to another. Your voice is the key to personal success in this business. When there is a liner to read, make the listener believe the words are yours; much like a Broadway actor with a bit part and delivering the same line of dialog night after night.

Transferable

It's the same skillset for terrestrial radio and all forms of audio media. Therefore, learn how to become yourself behind the mic or create a believable persona. Authenticity is what you can sell to an audience. Based on that, I need to remind you to use your communications powers for good and not evil. Seriously, read, listen, and study the art of being behind the mic.