Most radio liners die before they ever reach the air. They’re too long. Too predictable. Too full of clichés. And they sound like they were written by a committee that met immediately after a root canal. In today’s world, listeners have unlimited entertainment options. If your liner doesn’t grab attention instantly, it’s just another speed bump on the road to the next preset.
Hook ‘Em Fast
The first few words determine whether listeners lean in or tune out. Start with a benefit, a curiosity-builder, or a compelling statement. The listener’s brain is constantly asking, “Why should I care?” If you don’t answer that question immediately, someone else will.
Sell Feelings, Not Features
Listeners don’t fall in love with facts. They fall in love with experiences. Instead of listing features, create a picture. Make listeners feel something. Great copy triggers emotion. Weak copy sounds like assembly instructions for a lawn mower.
Be Real
The best liners sound like a conversation, not a commercial. Talk to one listener, not the entire audience. If listeners can’t relate to the message, they’ll reject it. If they nod their heads and think, “That’s me,” you’ve won.
Five Rules for Better Liners
- Keep It Short.
One thought. One message. One payoff. If your liner has chapters, edit.
- Murder the Clichés.
“Don’t forget…” “Just a reminder…” “You know…” Your listeners have heard these phrases approximately 47 million times.
- Cut the Verbal Weeds.
Words like “anyway,” “of course,” and “right now” usually add nothing except length. Be ruthless.
- Write for the Ear.
If it sounds awkward in conversation, it will sound awkward on the air. Read every liner aloud before approving it.
- Brand Everything.
Never promote “the weather.” Promote KXYZ Weather. Never promote “the morning show.” Promote The KXYZ Morning Show. Every feature is a branding opportunity.
The Bottom Line
A liner isn’t filler. Done well, it builds your brand, increases Time Spent Listening, and gives listeners another reason to stay. Done poorly, it becomes background noise. Remember: listeners don’t tune out because of one bad song. They often tune out because of one bad break, one bad stopset, or one bad liner. Make every word earn its airtime.
Pic designed by wirestock for Magific.com.
John Lund is President of the Lund Media Group, a radio programming, broadcast consulting, and research firm with specialists in all mainstream radio formats.