Thursday, May 10, 2012
THE POWER OF TALKING TO ONE PERSON
Early in my career, the late Jay Trachman (author of "Handbook for Radio Personalities") taught me one of the most valuable things ever. The best radio is one on one. Just YOU and ONE listener. It's simple. It's key. And it's hardly ever done.
I listen to a ton of radio, both locally in Denver and online across the country and around the world. I work with air talent all over country (and a couple on the other side of the world). 95% of the jocks I hear talk to "everyone" and not that ONE person listening.
We are an intimate medium (or at least we should be). We are not talking to "all of you out there." We are talking to ONE person. Just YOU and that ONE listener.
As a personality, the more one on one you can be on the air, the more intimate the experience is for the listener. Your goal should be to have the listener think of you as a friend, not "that person on the radio."
Think ONE person. Not a bunch. Use the pronouns "you" and "I", not "everyone", "you people", or "listeners."
Talk to only ONE person.
Posted by John Paul