Reading Roy Williams' philosophies on mass communications and salesmanship feel to me like drinking from a cool mountain spring, refreshing and thirst-quenching.
I can't get enough; I subscribe to his Monday Memo emails, I read him monthly in RadioInk and Radio And Production Magazine, I have been to his seminars, I buy his books, so obviously I am a practitioner and evangelist for his fundamental philosophies.
You will find this quote on that page as well, which puts it all in a paragraph:
"Becoming a writer is about becoming conscious. When you're conscious and writing from a place of insight and simplicity and real caring about the truth, you have the ability to throw the lights on for your reader. He or she will recognize his or her life and truth in what you say, in the pictures you have painted, and this decreases the terrible sense of isolation that we have all had too much of."- Anne Lamott, Bird by Bird
How to tell if you need a little more Roy Williams in your life?
Do your contest promos promise "more details" on your website? Do your winners actually not win anything but a chance to "qualify?" Do you ever use the words "register" and "drawing" in your marketing? Are you still trying to bribe your listener to 'be the 9th caller?"
Has anyone told you that they listen to your radio station just to hear the great writing?
Too much of today's radio is "ordinary." Be extraordinary.