Good Content

Good content requires both of these:

• It must be memorable.
• And it must connect emotionally.

Loyalty begins with memorability.

For content to be memorable, it must include something unexpected, a twist not anticipated, because that element of surprise creates delight, and delight is the foundation of all memorable content.

Most people don't expect to be delighted when they listen to the radio, so understanding how to create delight gives you a big advantage over your competitors.

Touch the heart and the mind will follow.

Neuroscience has proven that our left brain finds reasoning to support what our right brain feels.

All conscious decisions have already been unconsciously made by our emotions.

This is why I speak so often about making your listeners feel.

Are you asking your air talent to create memorable content every break?

How about every day?

Are you helping them understand how to connect with one listener at a time?

Will I feel emotion when I listen to your station for 10 minutes?

The answers to those questions tell you everything you need to know about whether the station you’re programming, or the show you’re creating, will be remembered 20 years from now.