Friday, September 16, 2011


When talking to consumers, new research has discovered that a sales person who makes an occasional error when speaking far outperforms sellers who deliver their speech perfectly. This totally relates with being on air.

This goes back to something that I’ve preached for years. The best radio personalities are real, genuine and honest. No matter what format they are on. They make small mistakes in their breaks (“err”, “ahh”, etc). It’s OK. It makes you more human and real.

I’m not saying be totally unpolished and not professional. I’m saying the more real you sound, the more listeners will connect with you. The same way a consumer connects with a sales person that makes an occasional error and doesn’t come across too perfect and polished.

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