“The difference between the almost right word and the right word is really a large matter – it’s the difference between the lightning bug – and lightning” – Mark Twain.
If you’re an audio-only medium – words are all we have.
In last week’s piece – ‘What Santa Should Put In Radio’s Stockings For 2025,’ – buried in the copy were a few lines on imaging.
Imaging – This starts with the pen – not the mic. Write imaging as though Tom Hanks or Sam Elliot is your voice talent. Every word counts. Hire the voice talent YOUR ear tells you fits your brand. It’s not good for veteran voice talent, but entry into this work has never been easier or cheaper. Voice talent fees have dropped exponentially in the past decade. A BIG voice you’ve had your ear on now may be in your budget range.
Yes – every word.
Also, last week – during a session with a client – the list of ‘banned words, which has been batted around through the years, was brought up.
A cobbled list of ‘banned’ words circulated in radio circles.
Wasted words or manufactured phrases bringing zero added meaning if you truly thought them through.
When this list was last posited – a half-decade ago – we referred to a CBS Sunday Morning piece from Dr. Jon LaPook on ‘pet peeves.’
Here’s the list (those who have sessioned with us already know) of personal ‘pet peeves’:
- Degrees (Of course, it’s degrees – you don’t add it in conversation – it’s assumed)
- Outside (Weather-related break – were you asking for INDOOR conditions?)
- Any ‘meteorologist’ terms (Partly Cloudy/Sunny – give me a LOCAL usage line)
- Tomorrow Will Be A Carbon Copy… (Does anyone under 30 know what a Carbon Copy is?)
- Register for a chance to win (Simply say – WIN!)
- Right now – now (Implied – of course, it’s – now)
- Next (Time stamp it – unless it’s next in the stack)
- Win tickets -or- I have tickets (Say – YOU win…sell BENEFIT 1st)
- Register to win (Just ‘win’!)
- Sign up to win (See above)
- After the break (US focused – not THEM focused)
- Our website is… (Just say web address)
- Log onto (dated…)
- Broadcasting Live (Radio – not listener – term)
- I’ll Be Back…(Just leave)
- Remote (Another radio term)
- I, Me, Mine (Turn it around to YOU – You will hear…)
- Needless To Say (Wasted words)
- And So Much More (Lazy)
- Let Me Ask You…(Just ASK)
- Switching gears…(You SHIFT gears)
- Having said that…(Don’t need)
- That Said…(Don’t need)
- 1st Annual…(Can’t have a 1st Annual anything – an Annum needs to pass)
- At the end of the day…(No meaning – crutch)
- ‘Really’ ‘Lots’ ‘Better’ ‘Maybe’ ‘Perhaps’ ‘Big/Little’ ‘Very’ ‘Almost’ ‘Amazing’ ‘Always/Never’ ‘Sadly/Tragically’ ‘Just’ ‘Stuff’ ‘’However’ ‘Accordingly’ ‘Majority’ ‘That’ ‘Type/Kind’ ‘Different’ ‘Things’ (Most could be eliminated)
Free Grammar Check programs are everywhere, including – HERE.
Crisp writing strikes harder – and – prints deeper.
Also, add:
- To tell you the truth…Honestly…(You lied to me before?)
- Currently…(Are you going to give a non-current temp?)
- It’s_______at the airport…(Who lives at the airport?)
- Located…(mainly in ads, 3 wasted syllables)
- WWW – dot…(does anyone under the age 70 actually type a URL)
- It is what it is…(What does this mean?)
If you’re a content provider, lazy words are the killer of momentum.
Last week – we offered things for Radio’s Christmas Stockings.
This week – we’re putting this list – under your tree.
Would you like to gift US with additions?
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
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.
