I watched a TED Video this week on the origins of pleasure. Psychologist Paul Bloom argues that our beliefs about the history of an object changes how we experience it, not simply as an illusion, but as a deep feature of what pleasure (and pain) is. Which explains, in part, why some “heritage” radio stations and hosts across the country continue to get great ratings, despite the poor programming. People love (take great pleasure in) the idea of listening to the station that their Mom or Dad or grandparents listened to. It’s a connection to a simpler time, your childhood, and a shared experience with your parents/grandparents.
It also makes me believe that it’s important that each personality and radio station needs to have a story. Seth Godin coincidentally touched on this same idea this week with his blog post “Just a myth.” Godin concludes his blog by encouraging brands (which could be a personality, a show or a station) to create their own mythology (or story.)
So, if I were trying to invent a mythic brand, I’d want to be sure that there was a story, not just a product or a pile of facts. That story would promise (and deliver) an heroic outcome. And there needs to be growth and mystery as well, so the user can fill in her own blanks. Endorsement by a respected ruler or priest helps as well.
The key word, I think, is spiritual. Mythological brands make a spiritual connection with the user, delivering something that we can’t find on our own… or, at the very least, giving us a slate we can use to write our own spirituality on.
The most successful in broadcasting have these mythologies or stories that help define their brand; Oprah, Rush, and Howard Stern all have overcome great adversity to find success (triumph over tragedy.)
So, it begs the question. What’s your story? Start at the beginning and remember how your personality, show or station went from being a germ of idea to transforming into what it is today. What did you overcome? How are you spiritually serving your fans? If you’re a super hero – what’s are your special powers?
Taking the time to write your story / myth is an investment into being a something people listen to and being something people live for, experience and claim as their own.
“Updates? Sports? Talk host? Farm Report? I’m your gal!”
More than one applicant has told me, “I can do anything and everything. Just tell me what you want.”
That’s a warning sign to me. I believe talent is art, not manufacturing.
I want unique. I want different. I want authentic. I want clever, creative, and distinctive. I want someone who fits in to my station and stands out. I am always looking for talent who are true to themselves.
When I listen to demos I’m listening for talent who have found their voice, who are certain who they are and know what they do best. If talent tries to cater their demo to what they think I’m looking for, I can hear it. It comes across as trying too hard to impress, uncomfortable, uncertain, or as playing the role of a host or anchor, instead of being it.
How do you do that? Practice, practice, practice. And it probably takes 10,000 hours of doing radio to truly find your voice and personality. (see: Malcolm Gladwell’s 10,000 hour rule from “Outliers”). Your voice is an instrument. It takes time and reps to figure out all that it can do and how to do it. For me, the journey included re-learning how to breathe to better support my voice, how to use pacing, pausing, pitch, tone, enunciation, intonation and body movement, and how to write specifically for my voice and listener’s ears and not for my eyes.
The other thing to remember is one program director‘s opinion is just that — one program director’s opinion. What I perceive of your talent is personal to me and my experiences. The next program director that listens to your demo will evaluate your talent differently. That’s why it is so important to be yourself. Otherwise, you’ll have to reinvent your style and personality everywhere you go. That’s a lot of work and will make it very difficult to build your brand. Imagine if Rush Limbaugh, Howard Stern, Rick Dees, Carson Daly, and Ryan Seacrest changed who they were and what they did at every stop along their career path.
The balancing act as a talent comes when you get hired. It’s a delicate dance of being yourself and integrating your brand into the radio station brand. Ideally, the sum is greater than the parts (1 + 1 = 3). You AND the station are exponentially better. That means working with the program director and station colleagues to maximize results without compromising your art.