Urgency & Anticipation – Setting the Stage for Great Content
There’s the diary, then came PPM, and now we have streaming, where you get results instantaneously. Radios, computers, mobile devices, podcasts, and more devices are delivered to consumers every day. If you are a Program Director or a Content Manager, your job is to develop content that will appeal to the broadest set of the audience, generate ratings, and provide ROI (Return on Investment).
Do you get it? Do you truly understand what this is all about? It’s all about making sure you are doing everything you can to build a sense of urgency and anticipation for your audience. The audience has a very low tolerance for mediocre content. When bored, the consumer will change the dial position on the radio, turn off the TV, surf to another website for different audio, or maybe decide to play a game on their mobile device.
Your menu of ingredients to tell stories!
In sports radio, there are the comments of the hosts on every show. There are callers who get on the air and offer their opinions. You also hear interviews with sports newsmakers and experts. Add in some audio sound from the big post-game interview or a play-by-play cut from a major football game. You can also add in some background music and maybe some sound effects for extra added impact. Sounds good? It can be, or if not presented in a compelling delivery, it can mean an instant tune-out by the audience. Every segment today must tell at least one story and possibly two! To be successful, you need to give the audience something that they cannot get anywhere else. When preparing a content menu, consider the following:
■ The Payoff to the Audience: Does the content play to the BROADEST SET of the audience? Did you learn something new today by listening to this talent? Is the talent able to tell stories?
■ The Five Minute Rule! Why is the guest being interviewed on your station? Are the questions being asked interesting to the audience? Does this guest meet the criteria to be on YOUR station for more than 5 minutes? How long before you would decide to tune out of the interview and go somewhere else? If the answer is less than 3:00, you need to rethink if this person should be on the air and how long the interview should be.
■ The Re-Set! Does your talent and production staff understand how important it is to NEVER ASSUME? Does your talent explain to the audience on a regular basis what they are talking about and who they are talking with?
■ Sense of Urgency! How quickly does the talent get to the point and set up the segment? The message from the consumer is simple… Don’t waste my time!
■ First Impressions: What is the first thing that comes to mind when you hear the content? Do you want to hear more? Are you excited about who you are listening to?
■ Likeability: Ask yourself this question when listening to sports radio – do you like the person you are listening to? Would you want to sit down and have a beer with this person? Do you think the audience would like to do the same? When was the last time you smiled when listening to this person on the air?
“Teaching and coaching” must be part of the fabric in how you are able to impact the presentation of audio content. Of all the things you do, listening and focusing on the content are one of the most important priorities you can have. Even more important than listening to the content is offering feedback to the talent and production staff, on a consistent basis. Understand how the audience uses our content and take that information to your talent/producers so that they can generate great ratings. Times have changed, and we can no longer afford to let mediocre content on the air. Every day there are new listeners who are checking out your content for the very first time. First impressions really do matter as it can be the difference between someone being a P3, P2, or a P1.
