When coaching air talent we always encourage personalities to take the first logical exit when they are giving a content bit. Cover the essence of the content then move on right away. Once they master this presentational art form, they always see their most success!
Too often, a personality is so intent on getting to a certain punch line or crescendo that he or she forgets to plan on HOW to get there, missing many opportunities to be efficient. It’s like running through stop signs because you were concentrating too much on your directions to get your licenses renewed.
When you are on the highway to go to a McDonald’s that you know if five miles way, but saw an exit sign saying “McDonald’s, one mile on exit 15…” you’d get off at that first exit and go to that one instead, right? The same thing is best when you are on the air. Take the “first exit.” If you pass it, momentum is lost and the listener is less satisfied. Remember…it’s always best to leave the listener wanting for more than to give them more than they want.
But what about that great line that you thought of on the way to your primary point? Well, you can either mentally edit your break and go with a different camera angle or you save it for another break. Do not add it to what you already have planned however!
By buying into this discipline your material stretches out farther. The momentum picks up. You become, by definition, more concise. Your competitors, in comparison, sound like they are trying to use every possible word in the English language during their bits. I’m firmly convinced that “taking the first exit” is the single quickest way to sound better on the air.
Brian Wright is a 30 year radio veteran who has successfully served many companies over the years as Program Director, Operations Manger and VP of programming.
After many years of success working for individual radio stations and clusters, Brian Joined one of the most trusted consulting firms in the country, Audience Development Group.
For the last 15 years Wright has enjoyed building alliances with scores of stations in the US & Canada helping them grow in ratings and revenue.