Facts are boring. Stories are interesting. Stories with surprises, twists and emotion and over-the-top presentations are fascinating.
Someone repeating what you’ve heard is boring. Someone sharing a new perspective or putting a unique twist on a familiar subject is interesting. Someone sharing a new perspective or putting a unique twist on a familiar subject and making you feel something that you want to share with others is fascinating.
It’s easy to be boring, which is probably why there are so many boring people on the air doing the same things as everyone else with no unique perspective and little creativity. Boring people to check-list shows: “Yeah, we talked about that at 6:40, check it off the list.” Boring shows don’t take chances. Boring shows don’t attract an audience or get them to spend time with you.
Interesting is the ante to not be boring, to have a chance of attracting an audience and getting them to spend time with you.
Fascinating is the most difficult of course. But when you’re fascinating, attracting an audience and getting them to spend time with you – over and over - is easy.
How did you treat the Ted Williams story?
Give the facts (boring)? Play audio (ditto)? Give a link (yawn)?
Or maybe you were fascinating and organized a spontaneous “random acts of kindness” event challenging listeners to give what they would have spent on this morning’s coffee to the homeless person they pass each day.
Or maybe you visited a shelter to see their needs first hand and then launched a help drive.
Or maybe you connected unemployed listeners with jobs?
Or maybe you solicited your listeners’ own uplifting “Cinderella” stories?
Most competitors are boring listeners with the same undifferentiated and uninspired facts, audio clips, links and other low-hanging fruit.
How will you take advantage of the opportunities other stations are giving you?
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