Texts, emails, and the occasional, “thanks for ruining my makeup,” let them know something was connecting. It wasn’t because the pieces were dramatic or theatrical, although they were, but because they were honest. Listeners weren’t giving out thank yous for the production (although, in my admittedly biased opinion, I feel it was fantastic). They were giving their thanks for naming the things they were already carrying.

More than anything, it’s another reminder that when storytelling is vulnerable and intentional, and the production simply serves the story, something deeper can take place.
It’s not hype …
It’s not zips and zaps and jingles and jangles.
It’s connection.
It’s truth touching truth.
The kind of real-life ministry that CCM radio is uniquely positioned for, often in the spaces no other medium can reach.

At the end of the day, production and imaging aren’t about impressing someone with the station’s cleverness and awareness, or about showing off our technical skills with parametric EQ’s and compression ratios. I mean sure, part of it is telling people what we want them to think about us and making an impression that keeps us top of mind in those diary markets. But while we do that, we can also create little pockets of humanity in between the songs. Moments in listeners’ lives where they might take a deep breath, nod, or whisper to themselves, “Yeah… me too.”

If that happens even once, then the stories have done their job.

The post When You Choose Stories Over Sleigh Bells first appeared on CMB.

The post When You Choose Stories Over Sleigh Bells appeared first on CMB.

Secondly, let me say this up front, Hi, I’m a nobody. 

I don’t pay attention to trends or highlights, I don’t fumble over accolades or achievements, I don’t read through trades or reviews and to be vulnerable, I don’t care to – that isn’t to demean them, it’s more for my own heart, my own spinning of plates and protecting the proverbial peace – I want to show up as my true self, and do what I’m meant to do, in the most genuine way I can.

In my years working as the Production Director for The JOY FM Network, one thing I’ve noticed is how radio as a collective can be too timid or unequipped to elevate its production, imaging, and overall brand identity to a level that’s genuinely personal and relatable. 

It’s one of those things I can’t help but observe from my corner of the industry. 

So many stations seem to be playing it safe, hesitant to dig deeper, hesitant to reach out and connect on a more human level … and it’s understandable, given how quickly things change and the pace of culture, it’s easy to be uncertain about how to approach it.

But if I may offer a thought, what if the thing that will connect you to an audience isn’t whatever trend a consultant tells you or a marketing strategy from a top TikTok expert … but something that is a lot easier to do than crunching analytics … Empathetic Storytelling. 

(cue explosions, fireworks, and applause). 

I know I know, ground breaking …. Utterly earth rattling … But hear me out. 

Who would have thought that to truly connect with a human being—someone just living their everyday life… you would need to write and produce with that same human emotion and authenticity? 

It’s almost too simple, isn’t it? 

But it’s the truth.

I say this with a bit of sarcasm because, when you really think about it, the idea of creating content, imagers, spots/promos, identifiers, that are both personal and genuine seems almost rebellious, especially in a time when so much of what is consumed feels artificial or disconnected. 

But let’s face it…this concept of empathy and authenticity is more important than ever. 

Particularly in CCM radio, where our role is not just to entertain, but to speak to actually people living their lives, to share stories that resonate and reflect themselves, to make the intentional connection between a real faith and everyday life … even if and when that faith is wavering, or life feels out of control … that’s where the real life is. 

If we’re going to be a voice for that message, we have to remember that the world doesn’t need more empty production, with big boomy voices or flashy branding that only looks good on a page … 

it needs something genuine, something that speaks to their own reflected emotion … 

That’s how we make an impact … It’s not revolutionary to say that people are craving connection, so why not write and produce as real fallible, relatable people who can empathize right alongside of them, people with real lives, who know the struggles, the joys and the nuances of what it means to walk through this world with faith – in the full span of empathy-driven storytelling.

This isn’t cookie-cutter, Hallmark-movie style storytelling … This is being honest when we say “we meet you where you are” storytelling. 

At the end of the day, empathy in storytelling is not something that should be optional. 

It’s the power of connecting with your audience on a real, tangible, emotional level. 

And yes, it can be uncomfortable to break away from the easy, safe choices in writing and production. But it’s worth it. Being vulnerable, being real, and sharing that emotional space with your audience … it’s how we make lasting, meaningful connections. We don’t need to be perfect or polished … we just need to be real. And when we do that, we’ll find the kind of impact that really matters.

PS: Curate the music and effects to whatever you’re producing.
You deserve to do more than a music bed under a voice over, or a small movie clip in-between lines … Make it all an emotive experience.

Check out some audio from Kris Byerly:

The post Empathetic Storytelling first appeared on CMB.

The post Empathetic Storytelling appeared first on CMB.