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It Seems Obvious

It Seems Obvious

But…

 

No one will listen to what you say if they don’t care about what you’re saying.

That seems obvious, so why do I hear so many radio stations violating it?

I would say 99.99% of radio station liners violate this truth.

The vast majority of what passes for content from air talent violates this truth.

No one will listen to what you say if they don’t care about what you’re saying.

Your job, as an air talent, is to know what they care about.

How are you doing at that?

It helps if they like you. We tend to give people we like a little more latitude before we walk out of the room when they’re talking.

But it’s your job to figure out what they care about.

And it’s your job to reflect that in your unique voice, as no other person on the radio can.

The very best air talent always have their fingers on the pulse of their listeners.

They always have a unique take on the stuff we’re all talking about.

Can you become one of the best air talents?

You’ll never know until you try.

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