Sunday, July 12, 2020

The Specific Promos Challenge

Maybe you've heard: The audience is busy. They aren't paying that much attention. They're distracted. It's harder and harder to command attention, let alone retain it. To cut through, you must create specific messaging with a...

Win a Promo War With Verbal Combat

Radio stations are at war, and enemies are everywhere. They surround you, all competing for the attention of the same audience. To win the war, radio stations must engage in verbal combat. In this article,...

Emotional Promos That Focus on Listeners

There are a few fundamental basics that always work for radio promos. First, make sure each promo does at least one of three things. And second, focus on listeners, not station attributes. Highlighting listeners...

Balancing Plot vs Emotion in Promos

It's amazing how radio stations almost always take on the personality traits of the program director. The PD's character radiates through the brand. That's not a bad thing, but it introduces challenges in creating...

Easy Steps To Fix Promo Copy

Every radio station runs promo announcements. Listeners hear them as commercials for the radio station. So shouldn't those commercials be great? It starts with great promo copy. In this article, I share quick, easy steps...

Show Promos Inside Your Show? A Smart Idea

Reading this headline probably causes some to think it's the most insane idea in programming. Show promos inside your show seems redundant. It's like running a promo to shop in a store inside the...

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Feature: Our Tune, Our Song

Many stations run a music feature designed to expand the perception for a deeper library than they really play. By creating an excuse to...