Companionship

One of the reasons people listen to the radio is for the companionship we provide.

Even when they listen alone, they know there's a person on the other side of those speakers ... and if we're skilled, we're able to make each listener feel as if they're our only listener.

I rarely hear this usage mentioned in the arguments about iPods and Pandora, and there are probably lots of people who don't use radio for companionship and who are perfectly content listening in their solitary confinement.

I'm not suggesting that every human being wants, or needs, to believe there's a live human being sharing this listening experience with them.

But for those who do, radio is the best choice. This is something we can do, and do better than Internet-only stations or music boxes such as Pandora.

So this week, I just want to remind you that today someone will be listening to what you say, hoping you're speaking to them, hoping you're feeling the same things they feel about that song you just played.

Today, you have the ability to touch that person's heart in such a way that you make a permanent emotional bond with them, to the point that they look forward to the times when you are on the air.

Even better, they notice and miss you when you're not on when you're supposed to be.

Superfans. P-1s.

Have you thought about what you're going to share with them, about how you're going to say it, so that each individual person feels like they are the only person you're talking to?

Once you do -- and do it consistently -- you can call yourself a professional, knowing those listeners think of you as a friend, or at the least, a companion.

Until you do, you're just an announcer, replaceable by someone with a better voice or cheaper salary.

Companionship looks a lot better now, huh?