Personalities that advance beyond Stage 1 (Introduction) and 2 (Familiarity) in the Personality Success Path find a way to master the four fundamental skills of ize-ing content. The four Izes are to Personalize, Energize, Supersize, and Localize. Each has unique qualities that contribute to a performer’s ability to attract and retain an audience whenever the microphone is on.
Ize-ing content uses fewer facts to tell short stories that make emotional connections by painting a word picture. This concept is like a steroid that helps you sound more relatable immediately. A focus group respondent talked about what she loved about personalities. She said:
I love when radio announcers talk about things I can use, make me laugh or make me think. Don’t just tell me what the weather is like right now. That’s what the window is for. If it doesn’t make me say, “I need to remember that” or “I have to tell my friend or mom or boyfriend that”, just be quiet.
That’s adding energy to your conversations.
Personalities often jam too much information into too little time. They gather facts and cram them into teases, promos, station liners, and contests. It happens with open-talk segments, too, but let’s not worry about that for now. Instead, let’s focus on how to make a personality impact in a short window of opportunity, such as when talking between songs.
