(By Randy Lane) Have you ever been frustrated tuning in to an interview and the host never says who they are talking to? Focus group listeners tell me it happens often on radio shows.
Radio competes with a plethora of platforms today and we’re dealing with an impatient, short attention-span audience. While many shows encourage listeners to be part of the conversation by phone, text, and online, they often do not make it easy to follow the conversation.
The 80-20 Rule Paradox
The traditional 80-20 Rule directly applies to radio stations and personality shows. Approximately 20% of your audience contributes 80% of the listening. It’s a sound strategy for Nielsen to focus on the 20% or P1 heavy users.
However, there is a caveat. We have observed highly rated P1-focused shows hit a ratings plateau and decline by over-focusing on loyal fans and to the exclusion of new and recurring listeners (P2,3, & 4s). They assume everyone listening knows all their benchmarks and peripheral characters.
Whether you’re a long-term successful show or a new one, your show will benefit from the following Radio 101 inclusive action steps.
The Fundamentals of Inclusivity
Name names: On ensemble shows, refer to one another by name so listeners can connect the voice to the name and make the conversation easy to follow. Rather than, “Why did you love the Barbie movie,” it’s inclusive to say, “Megan, why did you love the Barbie movie?”
“Name tagging” also goes for referencing family members (e.g., my husband Rick), bosses, coworkers, or anyone who enters the studio.
Reserve you for listeners. Radio listening is typically a solo experience. Referring to the audience as you immediately include listeners in your content, and it sounds like you’re talking directly to one person. Example: “What do you think of the Barbie movie? Call us at ___.”
Clearly and succinctly set up features. Even if you’ve been doing Second Date Update for ten years, briefly set it up in the opening to help new and cume listeners follow along. To include listeners just tuning in, close out features by reinforcing the name and briefly summarize what happened.
Intro clearly and reset often. Many shows have an annoying habit of obscuring a guest’s introduction by excitedly introducing them by shouting their name and the cast simultaneously cheers and applauds. Simply introduce the guest with enthusiasm, then if you have a cast, cheer and applaud.
Listeners continually tune in based on their schedule. Reintroduce guests and reset topics every few minutes.
Summary
By including everyone in your content and characters, your show can play to your fan base AND expand it (plus the ratings) by making your show easy to follow for new and recurring listeners.
Randy Lane is the owner of the Randy Lane Company, which coaches and brands radio and television personalities, business professionals, sports personalities, entrepreneurs, and pop culture artists, helping them master communication skills to have an impact on their audiences. Read Randy’s Radio Ink archives here.
