One of the three ingredients for making a hit is familiarity (along with freshness and distribution). A complete discussion of the concept is available here, and embedded benchmarks baked into the fabric of a radio show are a charming, effective way to create familiarity while surprising your audience.
Before going into the details, let’s establish an understanding of terms. For many, the word benchmark is used interchangeably with features, but there is a difference. Benchmarks are anticipated things the audience comes to expect, like a catchphrase or predictable event. For example, on Family Matters, you just waited for Urkle to say, “Did I do that?” on almost every episode. On Brooklyn 99, Sergeant Terry Jeffords refers to himself in the third person at least once an episode. It’s not content, per se, but it’s baked into the content.
A feature is something you do regularly that contains entertainment. It’s SNL’s Weekend Update, Letterman’s classic Top 10 List, etc.
With that out of the way, embedded benchmarks are valuable because they increase familiarity.
How Embedded Benchmarks Add Familiarity
In the very first episode of (then) shocking cartoon South Park, one of the four main characters was killed in a violent, unexpected way. That moment was surprising, but he was back in the next episode and killed again. That benchmark has continued for decades, followed by his friends shouting,
Oh my God. They killed Kenny. You bastards.
It’s now expected, anticipated, and predictable. You know it will happen, but not how or when it will be done. This daring move gives the show a distinct identity. It’s memorable and repeatable, and the audience (often at home and watching alone) shouts, “Oh My God, They Killed Kenny” with them.
Embedded Benchmarks and Radio
Every segment should surprise the audience. It’s boring without an unexpected moment. The unexpected twist doesn’t have to be shocking, but it needs to be a surprise. Craft every segment with a “Wow, did you hear that?” moment.
However, doing it in a clever, expected context makes it memorable and helps your story stand out.
There are many ways to insert benchmarks in your show. It could be as simple as including a repeated phrase or a catchphrase in a feature like Forgive and Forget when the show asks, “Are you willing to look past this and forgive and forget?” To find yours, pay attention to organic moments that have the potential to be memorable and repeatable. It may happen in spontaneous conversation or something you create in a brainstorming and branding session. Sometimes, it could even be a phrase you “borrow” from another source or show, though it’s best to develop your own.
Conclusion
Think of these moments as subtle hooks that allow listeners to get to know you. You don’t need many, but there’s no limit to how many hooks you can have on your show as long as the hooks are used properly and hold up with repeat usage.
What’s your “Oh my God, they killed Kenny” embedded benchmark?
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.