CCM Coaching Tip #32: Talk To ONE Person, But Don't Exclude Anyone

by Tommy Kramer, KramerMedia.net

"Some of you may have seen this..."
"Many of you know what I'm talking about..."
"More of you are driving on vacation than flying..."
"Most of you probably feel this way..."

We hear this kind of generalization all the time. Not a good thing.
It gets worse in pledge drives, with those endless "plural" references:
"If 20 of you call right now..."
"Many of you have never given before..."

You're talking to "people", but you're NOT talking to ME.

Stay SINGULAR in your wording. Talk to ONE person:
"You may have seen this..."
"You probably know what I'm talking about..."
"Bet you feel this way, too..."

You can still talk ABOUT all those "other" people:
"Most people know..."
"A lot of people think..."
"Many listeners are giving for the first time this year."

Talking to ME, ABOUT those "other" people is about everyone, but you're not throwing me into the pool with them. Each person thinks he or she is one of a kind. The minute you make me part of some nebulous group that I didn't ask to join, you've lost me.

Radio's most unique ingredient is its one-on-one connection with the listener. It doesn't make sense to just throw that away because of poor wording.