The Only Goal That Counts

Consolidation and cutbacks have forced most air talent to do more than one job. Perhaps you're also the PD, or scheduling the music, or voicetracking shows on five other stations.

It's easy to lose focus on the only goal that counts.

And these days, there are so many layers of management in most companies, so many voices giving their opinion about how you sound, and what you should do. Which voice matters most?

It's easy to ignore the only voice that matters.

So allow me to remind you.

Your only goal today is to produce content that is so remarkable, so emotionally compelling that everyone who hears you becomes an evangelist for your show. What you bring must be so unique and powerful, so completely unpredictable, that you are not only unforgettable, you are irreplaceable.

If you're not on the air tomorrow, will listeners notice? Will their day feel "less than" because you were not a part of it?

The voice among the many you hear today that matters most is the listeners' voice.

I know you have to play the game.
I know you have to follow orders.
I know you can't ignore the VP/Programming.

Still, if you are capable of creating content that makes you unlike any other air talent in your town...

If something you say on your show today is so powerful it causes listeners to talk about you to their friends and family...

If the experience of listening to you, for even 10 minutes, can create an emotional reaction that compels listeners to tune in again tomorrow, hoping it happens again...

If the fun you create on your show today is so infectious that it boosts mood and energy levels for everyone who hears it...

I don't think you'll be hearing from those other voices all that often.