You Can Be More Entertaining

I once worked with morning show hosts who told me, when I asked, that their goal was to be "informative."

It was my first session with them. We were still in the trust-building phase, and I never like being overly-critical at this stage of a new relationship.

But what I was thinking is, "C-SPAN is informative." And C-SPAN is about as boring a channel as there is on TV.

I am a huge fan of information content. Informing me about topics of interest will capture my attention, and if the information is compelling enough over several listening appointments, it will capture my loyalty, too.

But there's a reason Fox Newsis a lot more popular than CNN or MSNBC.

All three cable channels have access to the same information, so why should FOX be so much more popular than the other two? Watch all three this week, 10 minutes each, and make notes about what you see, and what you feel as you watch.

Do you ever visit HuffingtonPost.com?

Again, there is a reason Ariana Huffington, with no special credibility as a journalist, has been able to create one of the most successful information websites in the world.

How about Jon Stewart? Do you ever watch "The Daily Show"? Are you aware he is viewed as a real journalist by many -- especially younger viewers?

Each of these three examples offer a glimpse of the way to higher engagement with your listeners.

Each serves up information in an entertaining way.

So, look at your content, look at the information content you still deliver on your station, and ask yourself, "How can I make this more entertaining?"

You can be polarizing. You can state definitive opinions about today's information ... and if you're talented, you'll probably piss off about 40-50% of your listeners, who might disagree.

So what?

If you're entertaining, consistently entertaining, lots of those people you piss off will be back tomorrow. Just ask Rush.

You can be funny. You can use sarcasm and satire to skewer not only those in the news, but those of us who support your target. Again, this may not be every listener's cup of tea, but for the ones who love it, you've now created evangelists who will tell every friend how great you are.

Informative can be good ... if you do it correctly.

Thanks for taking another Swim in the Talent Pool...