3 WORDS TO STOP USING ON THE AIR

Some radio stations often teeter on a thin line between feeling welcoming or condemning. Maybe condemning is too strong a word, so let’s change it to “preachy.” Let’s dive into this week’s Beyond The 615 Column, article # 30.

There are 3 words to stop using, but before I get to that let’s talk atmosphere. ?

THINK COFFEE SHOP VERSUS STAGE

If you meet a friend at a coffee shop your conversation is personal and intimate. If you’re on a stage, you’re likely to be speaking to a group. Radio is like a coffee shop atmosphere versus speaking from a stage is like a corporate, group setting. Although, the best speakers from stage make you feel like you’re having a 1-on-1experience.

One show that I coach sent me a specific break to see if I thought it sounded “preachy.” It did because of the words they chose.

AUDIENCE OF ONE

The male co-host was talking about kids using social media and how parents should care, step in, and monitor. He was passionate and convincing in his storytelling. But near the end of the break, he lumped all parents together in a collective group by using the words “we” and “us” and “our.” ?

It was like he was on a stage proclaiming truths...preaching. On the other hand, if his posture was having coffee with the listener in an intimate, personal setting he would’ve used words like “I’m” and “my” to point to HIS responsibility as a parent. In church, they call that sharing a personal testimony, and others are greatly impacted by it.

HERE’S THE TAKEAWAY

DJ breaks should start with the listener in mind and then funnel down to your unique POV. The words “we” and “us” and “our” aren’t needed. Here are some examples of what I mean:

“I’M learning to be a better parent” versus “WE all can be better parents.” ?

“MY kids need their dad to be involved” versus “ALL dads need to be involved.” ?

Near the end of your break resist widening the break back out to the “collective group” and transforming the funnel into an hourglass shape. Keep it personal and end with your unique POV.

#radioshow #radiopersonality #radiohost #radio #radiocoaching

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Todd Stach launched Beyond 615, a coaching and consulting business in 2021, where he strives to help others build confidence and discover their full potential. At the time of this article, he serves 25 shows at 10 radio stations. Todd has also written 150+ free articles to encourage on-air personalities and program directors. He and his family live in the (615) area code, aka the heart of the CCM industry.