You have the three most important things a personality needs to become great: Desire, work ethic, and talent. Now you need a break. At some point, every personality needs to advance. And that’s why it’s a good idea to be constantly marketing.

This article explains how radio personalities can be constantly marketing to find that next gig. Including:

  • Do your homework.
  • Make great first impressions.
  • Target your ideal gig.
  • Marketing tools for getting a new gig.

Constantly Marketing

Whether the goal is to land a better job or prepare for the future, it’s up to you to become the must-have solution for every PD or manager.

For every great gig, there are hundreds of applicants. A strong demo package helps. But how can an applicant stand out before a gig is even posted? After all, that’s how you get great jobs.

The first rule of thumb in marketing is to never wait to promote. When a dream job opens up, the market is flooded.

The #1 resource to fill an opening is every manager’s inventory of candidates they know. That is usually a shortlist.

So how do you get on the list?

Do Your Homework

The first step is to make a strong first impression. But that’s just the start. Follow up on all new contacts. Ask questions, but not about a new gig. Opportunities will come when the time is right.

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Start as many relationships with programmers, managers, and industry executives as possible. Some won’t respond. Don’t be discouraged. Some (probably many) will become part of a personal industry network.

Start the conversation by showing you know something about them and their station. Ask for feedback, input, and advice. Show passion and interest in learning and growing.

Do some investigative work to start the process.

Humility Makes a Great First Impression

Part of the Constantly Marketing process is counter-intuitive. Be humble! Explain who you are and why you’re reaching out. Then ask for help with a couple of specific questions while showing you are familiar with the PD.

For example, here’s an approach that asks how to improve execution.

I really love how your morning show handles phone calls. It’s an area I’m trying to improve, and would like to ask a couple of questions. First, I have a hard time getting into the calls quickly without making it sound abrupt or rude. How do you coach your shows to do it? And second, I noticed that many callers on your station contribute, then the caller disappears and the show takes over. I love that. How do you know when to get out of a call?

This sends several messages:

  • You’re thoughtful, examining the process of creating great radio.
  • It honors the PD’s role in developing talent.
  • And it shows you’re coachable, asking for advice and feedback.
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Whatever you do, don’t send a demo at the first contact. That’s too presumptive, and it’s kind of transparent that the real objective is to get a gig. Chances are, they’ll respond with feedback and ask for audio so they can give you feedback.

Target The Perfect Gig

Repeat this process as much as possible, and extend it to stations you want to work for someday, even if that gig is far in the future.

Try to make a connection with both the PD and GM. If there’s an Operations Manager and Consultant, contact them, too.

Then, try to get a meeting. Ask for a tour, buy them coffee or lunch and learn more about how they make radio magic.

Some personalities tell their targets they will be in their town on certain dates and hope they can spare a few minutes. Once they agree to a meeting, they schedule the visit to the market!

At the meeting, sell your personality and character, but don’t over-sell it. And don’t pitch for a job in this meeting.

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Follow up with a handwritten thank-you note, highlighting specific things that stood out. And ask if it would be okay to stay in touch.

This is also a good time to ask follow-up questions. The relationship is getting deeper!

Constantly Marketing Tools

Marketing a personality brand to new contacts takes time. These tools and resources can speed up the process.

Here are a few things to invest in.

A Website. It’s so easy to set up a simple website. Every personality should have one. For details on how to set up a site and what should be on it, watch the Get That Gig seminar.

Get Professional Photos. Always have a current headshot. This is one of the basic promotional tools every personality should have. It only costs a few dollars for a professional photo session.

Update Social Media. At the very least, have a Facebook page (not just a personal profile), a LinkedIn profile, and a Twitter account. Twitter is an overlooked platform that could become an effective promo tool, but it’s tricky. Click here for tips on how to use it.


Getting a great gig is almost never because of luck. It’s about personal marketing and building relationships.

Get started now and be proactive in managing your future by constantly marketing to reach goals.