In less than 60 seconds…
From the Harvard Business Review:
“According to numerous studies, emotion is a basic currency for remembering content. A listener must connect emotionally to what they hear in order to remember what the speaker says. Simply, we remember most vividly the events in our lives in which we were most emotionally impacted.”
I’ve spent most of my career teaching radio air talent the value of making listeners feel strong emotions.
For many, it’s hard to know what that content sounds like on Radio because it’s so rare.
And, most average talent either figures it must be unimportant because its rare, or they’re only trying to imitate what they hear other air talent offer.
Plus, reading liners and innocuous, impersonal factoids is a lot easier and a lot less risky than creating content that will move a listener to feel deeply.
But if you want to excel at your craft, if you want listeners to remember you long after you’ve left, keep repeating this:
“A listener must connect emotionally to what they hear in order to remember what the speaker says.”
All the rest is just noise…