Thursday, April 15, 2021

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...

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...

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...

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,...

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The Difference Between Relevant and Relatable (Hint: You Need Both)

Are you relevant? I hope so. Are you relatable? That would also be good. In fact, being relatable is more important than being relevant....