“You’re never going to kill storytelling because it’s built in the human plan. We come up with it”. Margaret Atwood, author of The Handmaid’s Tale
The process of identifying, recruiting, interviewing, and hiring local talent is long.
THAT process is the most important thing coaches do – people development
Then, in MUSIC radio – as part of that ‘coaching process,’ we tell them to shut up.
When – in reality – we need them to build content to attract listeners and keep listeners.
You know – tell a story.
Storytellers often emerge from unexpected places.
In the middle of the last decade, a struggling ‘B-Level’ actor was landing one-off parts in CSI, NCIS, and Star Trek Enterprise.
Now, Taylor Sheridan has six series of his own in production and earns $1,000,000 per episode for Yellowstone alone.
In that same decade, a deployed Navy SEAL dreamed of creating a character around his own experience in combat.
That SEAL – Jack Carr – just published his seventh novel centered around fictional SEAL James Reece.
Our clients have unearthed talent behind a counter, making sandwiches in Duluth, battling a lunch rush in Evansville, and creating holistic videos in Central Illinois.
Point is – everyone has stories to tell.
We just need to teach them – how.
Many reasons exist for a music talent transitioning to long-form spoken word to hold anxiety:
1. Fear of Judgment
Talent often worries about being negatively evaluated by their coaches and failing to meet expectations.
2. Perfectionism
Emerging talent have unrealistically high standards for themselves, leading to anxiety about their performance.
3. Lack of Confidence
Feeling uncertain about the content can amplify nervousness.
It’s our job—as coaches and mentors—to give the talent a safe space in coaching, know that when they start, there will be mistakes, and build their confidence in the coaching process.
Our way of coaching talent is only ONE way, as road mapping assistance for building stories from peer colleagues is everywhere.
A place to start from Wordsmith Expert Jeffery Hedquist:
“Every relationship you’ve ever had has at least one story attached to it. Make a list of everyone you’ve ever known. Add to it. Your life is made of relationships. Every one of them has a story.”
Driveway Moments is a term adopted by National Public Radio (NPR), creating a story so compelling that you’ll sit in your car listening for the end – in your driveway.
Long-time NPR Talent Mentor Lorna Ozmon believes in creating conflict in story development:
“Conflict involves one person against another, a force of nature or an over-exaggerating of the truth.”
Coaching Legend Valerie Geller keeps it simple:
- Tell The Truth
- Make It Matter
- Never Be Boring
Programming Guru Tracy Johnson encourages exaggeration:
“Exaggerating the scene with details makes the story come alive.”
At times – the student teaches the teacher.
To tell an engaging STORY, think F.L.O. – a technique learned from a client colleague during a session.
- Feeling – how are you FEELING about the issue
- Lesson – what LESSON did you learn from the issue
- Outcome – from your FEELING and LESSON – what was (is?) the OUTCOME
Kevin Costner is a fantastic storyteller. He spins stories in front of the camera, behind the camera, and as a guest on talk shows.
Costner’s day with George Bush was EPIC – because of the exaggerated details.
Watch HERE.
Comedians NEED to be great storytellers.
Watch as Jay Larson plays with a wrong number – HERE.
Reading information about an event makes you – a news anchor.
Telling a lean-forward story takes creativity, effort, and time.
And – coaching.
As talent, YOU are the difference maker.
As a coach, YOU are the difference creator.
Get into The F.L.O.
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Kevin Robinson is a passionate award-winning programmer, consultant and coach – with multi-formats success all over the country. He has advised numerous companies including Audacy (formerly Entercom Communications), Beasley Broadcast Group, Westwood One, Midwest Communications, Townsquare Media, Midwest Family Broadcasting Group, EG Media Group, Federated Media, Kensington Media, mediaBrew Communications, Starved Rock Media, and more. He specializes in strategic radio cluster alignment, building lean-forward tactics and talent coaching – legacy and entry-level – personalities.
Known largely as a trusted talent coach, Kevin is the only personality mentor who’s coached three different morning shows on three different brands in the same major market to the #1 position. His efforts have been recognized by The World Wide Radio Summit, Radio & Records, NAB’s Marconi, and he has coached CMA, ACM and Marconi Award-winning talent. He is also in The Zionsville High School Hall of Fame as part of the 2008 inaugural class. Kevin is an Indiana native – living near Zionsville with his wife of 39 years, Monica and can be reached at kevin@robinsonmedia.fm.
