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Set Yourself Apart From The Competition
September 23, 2021
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Many radio shows in different cities are using the same show prep service, and doing the exact same generic breaks, making it easily duplicated. That doesn’t set you apart from the competition.
In a recent article I shared: “As a talent coach, my goal is to equip DJs with specific tools to give them more confidence. Two of those tools are 1. Your Unique Brand Diamond, and 2. The Funnel (article coming soon).” Soon is now.
Just as you would use a funnel in the kitchen to get liquid into a narrow container opening, the on-air funnel is a tool/process to help you take a broad topic and narrow it down. The result is memorable and not easily duplicated.
For example, let’s say that your break topic is Fall. This is wide and can go in many different directions: cooler weather, football, pumpkin lattes, favorite sweatshirt. What will separate your on-air break from any other show in town is your unique POV.
As you journey into the break and down the funnel your storytelling should reveal your unique POV. The goal is to share something that would cause a listener to find you at an event three months from now and tell you how they agreed or disagreed with you. That’s a personal connection.
LIFE WITHOUT THE FUNNEL
When on-air talent “just wing it” they tend to begin breaks wide and end them wide, which creates a cylinder (wide openings at both ends), otherwise known as a break that reveals little about the host. Anyone can rip and read from a show prep service, and chances are no one will connect with you on a deeper level.
Especially for formats that rely on P1 fans, you should use every opportunity to crack open your chest. Authenticity builds trust and trust for support.
HERE’S THE TAKE AWAY
Use the funnel’s wide opening at the top to welcome in the listener while narrowing to your unique POV at the bottom to eventually exit the break.
Todd Stach is the Christian Format Editor at AllAccess.com as well as coaches and consults with his business, Beyond615.com, where he strives to build confidence with clarity and creativity. He and his family live in the (615) area code.
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