No matter how good your content is, if your story doesn’t move forward, listeners move on. It’s amazing how quickly your audience gets bored when a radio break stalls. We’ve researched it in depth and have conclusive proof about the importance of forward momentum. Every break must have a path to pay off, or its doomed to failure.
Now don’t misinterpret this conclusion. Many of you will assume that moving forward means keeping breaks shorter. That’s not the point. And it’s also not about talking faster or being louder. Or putting a music bed behind it. None of those things add momentum.
I’m talking about the energy of a story that keeps advancing, leading your audience by efficiently keeping interest levels high.