10 lessons podcasters can learn from Steve Wright's legacy

If you're around my age and a Brit, Steve Wright on the radio was probably as familiar as your mum's cooking. For those not in the know, let me paint you a quick mental picture.

Steve Wright wasn't just a DJ; he was a radio wizard who nicked the 'Zoo' morning show format from across the pond and plonked it right in the heart of Radio 1.

You know, that huge BBC national station that led the pop airwaves.

It was like nothing we'd ever heard before - a total game-changer.

But here's the thing; it wasn't just the format that made Steve Wright a legend.

It was his flair.

Those in the radio biz at the time would tell you he was a stickler for perfection, obsessively pre-recording his bits to dodge any on-air screw ups.

The man practically lived in the production studio, crafting each segment to be played out 'as live' during his slot.

Mistakes?

Not on his watch.

Dead air was a station problem, never a Steve Wright one.

For anyone who's ever dabbled in radio, you'll get why this is no small feat.

Live radio's buzz comes from its unpredictability.

So, managing to keep that electric vibe in a pre-recorded format? That's nothing short of sorcery.

Having spent my own radio days when voice-tracking was the name of the game, I can vouch that nailing that perfect blend of precision and pizzazz ain't easy.

Steve Wright was a master at walking that tightrope between being a perfectionist and keeping the live show thrill alive.

And that is why he's a broadcasting legend.

Steve Wright's radio commandments

Amid the many obituaries, I was fascinated to stumble across this list of Steve Wright radio commandments that he lived by.

• Think ahead. Always know what you're going to do next.
• Know the equipment inside out and never mention it.
• Avoid pluralism. Always talk direct to the one listener.
• Always have surplus material in reserve in case you dry up.
• Have pegs in your programme - things you always do - and always do them.
• Work out different phrases, different ways of saying the same thing, to vary the most common things you say.
• Never refer to anything that is personally visual only to you; they don't care if the sun is shining outside, or there are a dozen people in the control room with you.
• Keep the energy up, especially in the last 10 minutes of the programme. Pitch it high each time you come in, then vary it: have curves, draw them in. You're giving a performance each time, not just being the private you.
• If you can't think of stuff to say, just play a record. People never mind hearing two tracks back to back.

Some behind the scenes for you; when you get a show on a radio station, you'll usually be subjected to a station-wide 'style guide', as in rules for how you do your show.

Very rarely does a 'radio DJ' - as the public refers to them - create a list of their own commandments like this, which is testament to his passion and level of detail.

But this article isn't about radio, and indeed how Steve Wright's genius benefited a station from a bygone era that will never again celebrate a genius of his level.

As tempting as that might be for my nostalgic self.

My position now is one of a podcaster and podcast consultant, and as someone who likes to think he has some valuable insight to share, I thought it might be a nice idea to broaden this lesson.

How can podcasters, new and experienced, benefit from the legacy lessons left behind by Steve Wright?

Let's explore the relevant ideas he presented us with that you can apply to your own RSS feed's content.

Podcast like Wright

1. Innovate with your format: Wright’s introduction of the 'zoo' format to British radio was a game-changer. Podcasters can take inspiration from this by experimenting with formats that haven't been widely used in the podcasting world, offering something fresh and engaging to their audience. I'm not suggesting you wheel in all your mates to comment in your episodes. That's actually kinda counter to the point! But think about new ways you can deliver the content you and your competitors are leaning into! Perhaps your content lends itself to a documentary style, where you've been doing an interview show? Or maybe your interviews are pedestrian and you want to change them up a little by recording them at a theme park. Think outside the box.
2. Character creation: Wright brought to life memorable characters like Mr Angry, which added a distinctive flavour to his shows. But the point that people overlook with this is it wasn't characters for characters' sakes. They allowed Steve Wright to connect with his audience by saying stuff he personally couldn't get away with saying, but an independent character with an independent voice, could! As podcasters, we can adopt this technique by creating unique personas or leveraging guest appearances that add depth and variety to your episodes. And allow them to connect with your audience by saying the things that will resonate. I'm not suggesting you spoon feed controversy, but allowing some 'freedom of expression' (providing no lawyers will be needed) can add some interesting spice to your content.
3. Engage with stories: Wright’s Sunday Love Songs was famed for blending classic love songs with real-life stories of romance. These were presented as letters from listeners, but we all knew many of them were made up by the production team, and we didn't really care. That wasn't the point. Podcasters can create deeper connections with their audience by sharing personal stories or listener experiences that resonate on an emotional level.
4. Diversify your content:Wright’s ability to work across different types of content, from comedy sketches to celebrity interviews, kept his programming dynamic and interesting to listeners. Similarly, podcasters should consider diversifying their content to cater to a broader range of listener interests. Clue, nobody needs to hear 45 minutes of dull conversation just because Bartlett and Humphrey do it.
5. Consistency is key: Despite the various changes throughout his career, Wright remained a staple on radio for decades, demonstrating the importance of consistency. Podcasters should aim for regular posting schedules and maintain a consistent quality to build and retain a loyal audience.This 'consistency' message is often misunderstood and bastardized by the more ignorant modern content influencers. They think it means 'post on the same day, every week'. It doesn't. That's a cadence. It's very different.While it's true that cadence supports consistency, it doesn't govern it.My approach to consistency is more grounded in quality. As was Steve Wright's.
6. Embrace change and adapt: Steve Wright’s career saw him moving from Radio 1 to Talk Radio and then to Radio 2, adapting his style and content with each move. Podcasters must also be willing to evolve with their audience’s changing tastes and the podcasting landscape. And this goes for platform content too.The way you post your stuff on TikTok would probably be different to the way you post on LinkedIn. And how you frame your show on YouTube can absolutely be different from your audio. This is something I've had to remind myself of recently as an old school podcaster who was reluctant to embrace YouTube.
7. Personal connection: Wright’s shows often felt like a conversation with a friend. If you, as a podcaster, can achieve this level of engagement with your listeners, you're 95% of the way towards where you should be in terms of your goals.
8. Learn and innovate: Wright was known for his obsession with radio, constantly tuning in to other shows for ideas. As a podcaster you should stay similarly curious, drawing inspiration (note, I said 'inspiration', not blatant copying of ideas! Nobody needs yet another cheap Diary of a CEO knock-off) from a wide range of sources to keep your content innovative and engaging.
9. Authenticity matters: Despite his fame, Wright never 'acted like a star' which was a trap many of his peers fell into. And indeed, he leaned into his flaws and his 'normal, geeky' persona. Podcasters who stay true to themselves usually enjoy more longevity. IE, don't do a Bartlett and 'sell out'. Your audience will gradually step away from you if you become an arse.
10. Celebrate Your Community: Just as Wright dedicated love songs and shared listener stories, podcasters should celebrate their community, whether through listener shout-outs, bonus Q&A sessions, emails, voice notes and other community-driven content.

I hope you found this little analysis useful, and that it's inspired you to create more opportunities for your podcast using Steve Wright's approach.

Let me know in the comments if anything in particular has resonated.

And by all means tag any podcasters who you feel are innovating in the space.

Remember, if you want more in-depth podcasting insight you can always follow my podcast "The Podmaster".

A new episode's coming in the next few days.