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By: Kevin Robinson
“At stadium shows, we connect by shrinking the audience, reducing the place so the guy in the back row of the balcony is the one left.” –Dave Murray, Iron Maiden
No, this isn’t about losing audience. Rather, this is about GROWING audience by connecting with an audience of ONE.
The key to building a relationship with the audience – any audience – is communicating to ONE person and NOT thousands.
You remember your favorite radio or TV personality growing up – he or she was talking to YOU – not everyone else.
Whether it was Cousin Brucie, John Records Landecker, The Real Don Steele or (insert your favorite here), they were doing their show for YOU – and no one else.
Broadcast Talent (unlike stage actors) must break the ‘4th wall’ and connect directly with the target. They have the unique opportunity to be one with the audience.
Talent grabs audience – just by showing up. Get them to LOVE you by bonding in a one-on-one relationship.
As they say, you get audience ‘one at a time.’
Accomplish this by telling stories – reducing trite ‘bits.’
Eliminate words that build the wall (‘everybody,’ ‘out there;’ ‘where you are’) and simply employ the word ‘you’ with intimate regularity.
Deliver content as though the audience is sitting in the room with you!
Eradicate nonsensical language such as ‘radio’ and ‘station.’
Your show should be an experience – not a box or building.
Doing so will increase your Audience Eye Contact, galvanize the relationship with the audience and GROW your brand by connecting with the audience of ONE!
Kevin Robinson is a record-setting and award-winning programmer. His brands consistently perform in the Top 3 of the target – often times as the list leader. In his 35 years of radio, he’s successfully programmed or consulted nearly every English language radio brand. Known largely as a trusted talent coach, he’s the only personality mentor who’s coached three different morning shows on three different stations in the same major market to the #1 position. His efforts have been recognized by Radio & Records, NAB’s Marconi, Radio Ink, and has coached CMA, ACM and Marconi winning talent. Kevin lives in St. Louis with his wife of 30 years, Monica. Reach Kevin at (314) 882-2148 or [email protected].