Friday, April 25, 2014

Is It Time To Stop Doing Time Checks, Traffic And Weather?

Once essential “basics” of every morning show that were drummed into the head of each personality so that just giving the time wasn’t enough.  You had to do double time sells.  Analog and digital.  Every time.  7:16, 16 past seven.

Reporting traffic and weather every ten minutes wasn’t enough.  We went to “the seven minute traffic and weather guarantee.”  Then, the other guys did too.

That was then.  Now?

According to the Infinite Dial 2014, 61% of Americans 12+ now own a smartphone—up from 53% in 2013 and 44% in 2012.

If you’re still routinely complying with rules let over from the last century, it’s time to reassess how you spend your time talking. 
  • Give the time.
  • Mention the weather.
  • Talk about traffic problems in real time.
.. but, today, you better add value as well.  Those things have become generics.

Start with the assumption that the majority of listeners already know what you’re about to say and enrich it with a new perspective.

Longtime Texas air talent and personality coach Tommy Kramer calls it adding more camera angles to every scene.

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