When you were young and listened to the radio, what excited you most? For me it was when they mentioned places I’d been or people I knew…schools, the mall, movie theaters…radio was magic and when I heard something I’d actually been to or seen mentioned on the radio, that was the “coolest” thing I’d heard! That can still happen! Just because radio has evolved, doesn’t mean the magic has.
Being INCREDIBLY local is key to having a number one show! Anyone can tell you the latest celebrity gossip or what’s happening in sports. Not everyone across the country can tell you who won the local high school game between two school rivals, or the biggest story in your town. No one can cover it better than YOU. YOU are in the community. YOU are experiencing all these events with your listeners. YOU are who they turn to for factual information on local topics.
Even if you think it’s overkill, it’s not. While doing the weather, mention a local spot… “I know Bartonville got a lot of snow! Those kids are loving today’s snow day! It’s going to continue to come down for the next couple of hours and taper off by dinner time.” Throw in places people know. When your listeners can relate to you, they feel like you know them. They’ll continue to come back to your show.
When something national or international, like Covid, happens, again, stay local. Everyone is getting their national news…but they want to go through this devastating time with YOU. You are their security blanket. You are who they trust to explain what’s happening, locally, with something like this. Shout out to your local first responders. We had people calling in to say names of family and friends who were first responders. You can still stay local during worldwide news events.
Get friendly with your listeners! “What are you doing this weekend? Are you hitting up that new Tom Cruise flick at the Showcase 13 on Adams?” Little tidbits like that can go a long way. The more they feel like you are out in the community all the time, doing what they’re doing, they feel bonded.
Now, radio DJs aren’t celebrities. As much as we’d like to think we are. However, we are different in the minds of the listeners. And when you seem attainable to talk to, when they know they can approach you, that’s going to easily relate to ratings. Be YOU. Be Personable. Be Local.