Every personality is looking for a magic formula that multiplies quarter-hours. Broadcasters obsess about tricks to manipulate the rating system to earn more listening occasions by teasing and playing The Rating Game. But there’s a tactic that is so simple it’s almost like a magic trick. Mastering it can turn a single quarter-hour of listening into several. As a bonus, you’ll also generate more phone calls and social media reactions. The good news is that every personality can do it in any market.
Many personalities are trained to be disciplined, focused, and self-contained, so each segment provides a setup and payoff. Those are sound, fundamental principles. However, most stations emphasize rigid execution over creative application, which costs them extra listening and better audience reactions.
Think of each segment as a link to the next talk break. How can you use the current opportunity to create anticipation for the next while still delivering value in each segment? The answer is to create cliffhangers by using Delayed Resolution.
Here’s an example from a talk show that was struggling to attract phone calls across multiple talk breaks:
Each hour starts with an 8 to 10-minute monologue. The host identifies the topic, states an opinion, and supports it with a detailed argument. Then, listeners are invited to participate., but there’s nothing left to contribute. He had already made his points in the argument. Those who disagree don’t all because they have already lost the battle. And since the entire package was laid out in the first few minutes of the hour, what is the incentive for anyone to keep listening?
The Magic Trick
Here’s a simple adjustment to use this rating tactic by leaving something out.
Introduce the topic. Set it up with a strong point of view and a powerful, polarizing statement.
Invite callers. After making the statement, immediately ask for participation, perhaps even challenging the audience to “Prove me wrong. You can’t.”
Tease with a caller. Put on a caller with a different point of view, but do not engage in a debate. (Note: It works best to stage this call with a “ringer”). Use it as a tease for the next segment. Now the hook is in and the audience is anticipating what will happen next.
The result: Listeners will be provoked. Those who disagree pile on to tell you why you’re wrong. Listeners who share the point of view argue with haters. Your story unfolds over multiple segments and is much more enjoyable.
The Point
This happens with shows that thrive on conflict (like a talk host) and mainstream personalities on music-based stations. Most shows introduce an interesting topic and immediately want to finish the story rather than enhancing it to entice the audience to become emotionally involved.
The primary goal for every segment should be to get listeners to stay tuned or return for another segment. Use this rating tactic to improve your show in at least three ways:
Suspense: Build suspense by stretching stories and using cliffhangers, especially when you break for commercials.
Lean In: Conflict or friction leads listeners through talk segments by making listeners wonder what will happen next.
Build To A Surprise: Delay the resolution to create more anticipation for the outcome, making the payoff more powerful.
Conclusion
Please don’t mistake this as a recommendation that word economy doesn’t matter. It does. And the content must be on point. Each segment must be focused and efficient. But there’s more to the art of leading an audience to more quarter-hours.
Think about constructing segments to increase active listening so the audience becomes more invested in each segment. That’s the magic trick that leads to higher ratings. The good news is that every personality can use this rating tactic.
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Tracy Johnson is a talent coach and programming consultant. He’s the President/CEO of Tracy Johnson Media Group. His book Morning Radio has been described as The Bible of Personality Radio and has been used by personalities worldwide.