CCM Coaching Tip #48: Content Nap Time

by Tommy Kramer, KramerMedia.net

The purpose of these tips is to help you not be typical, and not be boring. I'd love to have every tip framed in "positive, uplifting" language, but that's the essence of NOT really telling the truth sometimes.

This is the typical CCM station's Content nowadays:

1. No real connection to the music at all - except to talk about how the artist found his or her faith, or whatever tragedy they overcame.
2. Stories about your kids. Yes, they can be sweet, but they can't be the only card in the deck - and unfortunately, that's what it seems like sometimes. Have you ever considered that some of your listeners DON'T have kids? Do you do anything - anything at all - in your Content that welcomes them? We aim at the core, yes; but you never want to rule anyone out.
3. Faith stories - whether we want them or not, even out of a song that just embodied the best connection possible between your station and my being a Christian. Somehow, a lot of stations seem to think we need another big, thick layer of faith spread on top of that between songs, or dominating stopsets, or even in a jingle. It's just too much, like those icky peanut butter commercials that show kids and their parents spreading an inch-thick layer of it on a piece of bread. (Hope those parents are saving up now for weight-loss plans and huge dental bills.)

So what else have you got?

"Oh, this cute story about a puppy that found its way home from Ohio." [Been there, heard that...100 times.]

"We thought up this great trivia contest!" [There's no such thing. Siri knows the answer, in two seconds. So there's no mystery to trivia anymore, unless it's really obscure - and then, no one CARES.]

"This really wonderful break about a homeless man who preaches to strangers walking to their cars from a restaurant." [Hmm...doesn't sound like it would be so "wonderful" to the person who'd just like to be able to get to his car after a meal without being accosted by a stranger.]

Unfortunately, these are all real examples. To me, they're just Content "nap time".

Our format is not only about happy families with 3 children, the same as it's not just about stories of salvation. It's about real people - some of whom may not even be Christians YET - just trying to find a "safe harbor" from the audacity and vulgarity all across the dial. Or maybe they're just tired of listening to a Country station or A/C station full of boring voice-tracked shows done by jocks who really only want a paycheck, so they cut the show's tracks in as little time (and with as little thought) as possible.

Be better than that. ENTERTAIN. SWAY. Weigh in on what the LISTENER cares most about TODAY. MATTER.