Thursday, April 15, 2021

5 Writing Skills That Improve Promos

Writing skills translate to virtually every business, including radio performance. Improve writing, and the thought process while writing, and on-air personalities will become clear, focused, and creative. This will make for better promos, teases,...

5 Keys To Simplify Content In Promos

Several times a week, I am on calls offering programming or performance advice that can be summarized by telling personalities they need to simplify content. We really need to focus content clearly or listeners...

Every Promo Should Have 3 Goals

It's so exciting to hear radio promos that resonate with the audience. The right promo at the right time can enhance a brand, inspire an audience and add entertainment value. But many promos are...

Win a Promo War With Verbal Combat

Radio stations are at war. Enemies are everywhere. Stations are surrounded by entertainment choices competing for the attention of the same audience. To win, radio stations must engage in verbal combat. This article explains how...

Emotional Promos That Focus on Listeners

There are a few fundamentals that work for radio promos. First, make sure each promo does at least one of three things. Second, focus on listeners, not station attributes. Highlighting listeners and listener benefits...

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...

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...

Use Your Celebrities In Station Promos

Endorsement ads are highly effective. High-profile radio personalities influence listeners. Radio programmers wish their promo campaigns to be more successful, It seems like a match made in heaven. So why don't more stations use...

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