Think of it this way.
Only we-inside-the-box hear our work in its entirety, unlike the mentally-busy in-car listener — or, worse, the podcast consumer whose attention span is near-zero.
Think of them as “throwing darts.” At any given moment, they tune-into you.
Is your work instantly understandable/engaging? Bulls-eye!
Otherwise, they’ll throw another dart, by channel-surfing away.
- As listeners’ post-vacation lives settle back into routine — and with holiday shopping yonder – it’s real important to be unambiguous and relevant.
- And boil it down, so when they toss that dart, they instantly “get it.” Deliver at-the-speed-of-life.
- Thanks to Donald Trump, there’s NO shortage of material.
- Clients who know me as a call count hawk can finish the following sentence: Dialogue makes you sound popular (which advertisers notice); monologue can make you sound lonely.
- “YOU” and “YOUR” are magic words.
- Save what-aired as “Before.”
- Save again as “After” and cut-out everything that slowed-down what-you’re-delivering-the-listener.
- Save all those cuts as “Styrofoam.”
- is LOTS easier now than when I did it with grease pencil and razor blade; and
- is NOT a do-it-yourself project. Talent won’t cut-out enough Styrofoam.
Tip: Use an aircheck 2 weeks old, so talent hears their work with fresh ears. Talent with PDs who don’t bother: I can help.