A few weeks ago, Jack McCoy’s partner, Doug Herman, sent me some features he’d recently recorded for his hometown radio station, which he wanted me to critique. (Doug shown on top)

Very fun tape, Doug; I loved​ all your stories and, of course, could relate to most of them because of the way you cleverly changed my hometown’s name of Transcona to your hometown’s name.

Even though, through the years, I had a reputation for creating explosive radio stations but beneath all the noise and glitter was what really made it happen, the subtleties.
​Most radio people couldn’t hear them because they were distracted by all the hoopla.

A bunch of folks would come into town and just write down the tunes we played and then maybe steal a promotion or two, but that would be it.
They had no idea that it was the subtleties that made KVIL last twenty years, not to mention K103 in Portland, who, after almost forty years, are still #1. Then there’s KZST in Santa Rosa,​ which has yet to be beaten since the ’80s, and WRMF in Palm Beach, who are still doing extremely well since the late ’70s.

If I were coaching you today, Doug, I’d advise you to start using the Walter Cronkite trick of talking 20% slower.
Even though it won’t be that apparent, it makes it much easier for the listener to understand what you’re saying​ and makes you sound different. 

I‘d also suggest adding more descriptive phrases to help me see what you’re saying.​
Ron Chapman was the best at this. He would never use the words Dallas or Fort Worth; he used community names, landmarks, and funny, strange things instead, like, “It’s right next to that broken Texaco sign on Mockingbird.”​ 

Next, I would tell you to pause more so a listener could memorize what you said and pass it on.
Then I‘d have you underline all the important words so you could punch them​ as you throw away the others that are just glue.

Doug, I’d also recommend you come up with some strong attention-getting openers and then do a little meandering drama in the middle and finish it all up with a killer close.”
Oh, and the killer close is the most important of all three. I’d write that first.

To wrap it up, I would talk you into becoming more emotional.
As you’re probably aware, 85% of all communication is done with the eyes.
So, as I said earlier, Doug, you need to make me see what you are saying by describing it and being extra excited about the good stuff and extra sad about the sad.

Great tape, Doug; sorry I took so long to respond. 

COMMENTS

Humphreys Kwena: Thanks for the great job you are doing for Geo’s Media; keep it up. Managing a business is like climbing up a slippery mountain with bare feet.
Geo: You’re exactly right. running a business isn’t for the faint of heart.

Wendy Holmes: Geez, George, I know you have an enquiring mind, but really, do you have a need to know what percentage of female athletes are gay??
What purpose would the numbers serve for you? Do you think that lesbians might be better at sports just because they are not straight? Are you thinking that gay women are actually more physically stronger than their straight sisters? WTF? Who really cares? Sometimes, you need to dispose of your thinking cap and say to yourself; it is what it is. I still love you, though!
Geo: Wendy, first of all, how dare you try to pretend that you know what I’m thinking. The only thing you got right is I am curious because, on the male side, there are very few gay athletes. Love ya too, babe!

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