Well coached and developed air talent can be extremely influential when they understand they are professional persuaders and sellers. Done properly, they can tie the whole station’s package together! Obviously, the various programming and formatics are the building blocks for any radio station. Air talent cements everything together, keeping the building “standing.” This is the main reason most jukebox formats fail to deliver long-term results.
People tune to radio for various reasons—music, talk, humor, news, information,
or relaxation. It’s just that basic. When listeners tune to a station, they must be
sold on the idea what they are hearing on your station is what they want. Music sells a station. Information sells a station. Personalities sell a station through creativity, voice quality, humor, relevant information such as traffic and weather reports, topical discussions, and so on.
The better the information, humor or entertainment, the easier it is to keep listeners tuned to your station (P-1s). Once listeners are sold on the idea that your station is one they are searching for, they will be hooked until the time when another station sells them a better product.
The best air talent sells the station to each potential listener in an emotional manner, one person and one element at a time. It’s the Program Director’s job to see that every air personality understands how to accomplish this through coaching and air check sessions. Done properly, your station will see enormous
benefits through better programming and higher ratings and revenue.
Want to know more? Contact me to find out….
BIO: Gary Begin is President of Sound Advantage Media, a radio programming consultancy specializing in small & medium markets. You can reach me at (731) 437-0536 or e-mail: firstname.lastname@example.org.