Markets are tumbling. Audiences are segmented. Advertising avenues are growing. If you are a radio host in any format, you must prove that you are valuable.
As I have said over and over again, the worst lie that can ever tell is the one that you tell yourself. So, here comes the definitive guide for being essential and indispensable.
How Much is Your Radio Show Billing?
You need to know this. You may not be an Account Executive, but your show’s billing is enormously important. Your station’s Market Manager knows this. What is it? Ask your Market Manager this frightening question: “Is the billing good enough?”
Follow up with this even more scary question: What can I do to improve the situation? I have the answer for you.
You are an ambassador for your station and company. Everything that you do in public and quite frankly in your private life reflects your show, station, and company. Are you a good example? I don’t know, are you? Be honest. It’s just you and this article. What is the truth? Bad service at a restaurant, do you tip poorly or yell at the waitress? That sucks if you do this.
I guarantee you this: someone in that restaurant knows who you are. One bad impression spreads like mononucleosis among smooching 13-year-olds. You have someone repairing your car. Are you gracious? You hire an advertiser to fix something in your home. Do you argue over the bill? This can never happen. You must be gracious in all situations no matter if you have been wronged. People gossip like crazy if a “famous” person has been a jackass.
You have been taken on a sales call. How do you behave? A lot of talk show hosts are introverts. A lot of people in programming can only become alive when a microphone is on.
If you are to be considered essential, this must change. Shake hands with the owner, manager, or decision-makers and look directly in their eyes. Not in a creepy way like a stalker of Britney Spears. Smile. Ask questions. Pay real attention to these humans. Ask for a picture with the people you are meeting for your station’s social media. This is really important. You are making them the star. It matters not if they are buyers or not.
You will create an amazing story that these people will share at church, with friends, with fellow business owners, and at the bar. You will create a connectivity that will demonstrate that you are an amazing human being. They will share this picture, guaranteed. You will raise the status of everyone in that picture. Yes, you. The radio star who came to meet with this business that employs people. This business has many loyal customers. You are making a great memory.
Bring Ideas to the Table
Do you have an idea for a sponsored segment or benchmark? Tell your sales manager or market manager that you won’t air this until it is sponsored. Tell that revenue leader that if you can’t get it sponsored, you cannot air it.
Create excitement and opportunity for your Account Executives. Salespeople generally are not that creative. They sell what is put in front of them.
Back in the 90’s when I broke into radio, most market managers had a background in programming. During that time, these individuals had a fundamental understanding of your job. Your current Market Manager likely has very little understanding of your job and the programming department at your radio cluster. You must lead them. To be essential, you must educate them.
Make Sales Calls with Account Executives
Make one day per week dedicated to sales. Become that air talent who is willing to grind for more sales on your show. Come with recommendations.
When you are at a business, ask to be introduced to the owner. Tell that business leader that you love his/her company. Also, explain that you want to share your fandom on the air. Make an appointment to return with an Account Executive. This is a slam dunk for a sale.
Deliver Unforgettable Live Copy
Do you sound like you love the product or service? Are you excited about it? Your listeners will connect with what you love. These amazing people who listen to your show love you! These folks already share your passions, love your personality, and most importantly, trust you. This is sales gold!
The social media age has launched “influencers.” You are a real influencer. It’s not feigned victimhood, whacky stunts, or unreal circumstances. You have thousands and thousands of friends in that audience. By the way, never take it for granted.
You are essential. You mean so much to your audience. Be the face of your radio station, but never believe that you are bigger than the brand that you work for. You are a steward of that brand. Respect and love that brand. Know your place.
Remember this fact: Revenue trumps ratings, dedication, or longevity. Make yourself essential.
Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He recently served as program director for WHO/KXNO in Des Moines, IA. Prior to that role he held programming positions in New York City, San Francisco, Little Rock, Greenville, Hunstville, and Joplin. Peter has also worked as a host, account executive and producer in Minneapolis, and San Antonio. He can be found on Twitter at @PeterThiele.
