Every time I work with an air personality that insists on creating original content that has never been done before, a shiver runs through me. They’re almost certainly going to fail.
This article explains the difference between original content and unique performance, and stresses why personalities should emphasize unique performance. Including:
- Why original content should never be the goal.
- Listeners actually aren’t interested in original content. Here’s why.
- Examples of unique performances from DeDe in The Morning and Scott Smith.
- How a unique performance is like hijacking a topic.