A common shortcoming in radio performance originates at the beginning. No, not the start of a break, or the hook. It happens the day before. Show prep tactics are often weak at worst, or shallow at best. Personalities find a topic, then ask listeners to call. It’s painfully ordinary, which results in Low-Hanging Fruit content. But there’s a simple solution that works like a magic trick. Pollify the topic for more compelling content.
How to Pollify Phone Topics
When personalities pollify the topic, listeners tend to become invested in the outcome. Instead of simple stories that add to a premise, polls add momentum toward a destination.
Online polls are popular because they’re simple. It’s easy to respond to, and choices are pre-chosen. Creating options increases participation. This results in more calls to choose from, which in turn makes it more likely to find great stories.
But There’s a Trick To It
Before you run off and turn everything into a poll, study this section carefully.
Let’s say the topic is “Is it okay to snoop through your partner’s phone?“ That’s a good topic, but this is a horrible poll topic because it is a simple yes or no question, which will lead to dead-end responses. It may elicit emotional responses, but asking it this way doesn’t get the job done.
Let’s Pollify the topic by creating more interesting choices:
Yes, it’s fine to snoop on a partner’s phone. There should be no secrets.
No, it’s not allowed. There should be trust. And that information is private.
It’s okay only if you suspect them of cheating or something that directly affects you.
The goal for all phone topics should be to get stories from listeners. In this case, you want stories about who snooped or was snooped on.
This pollified topic will encourage listeners to play because you made it easy. It creates an emotional trigger for those with a story.
Choices Must Be Specific
Each choice should be clear and specific. The narrower, the better. This will inspire better reactions.
For example, ask,
WOMEN, WHAT IS THE WORST PART OF VACATIONS: WHEN HE DRINKS TOO MUCH, OR HIM CHECKING OUT OTHER WOMEN ON THE BEACH?.
Isn’t that better than the generic, open-ended “What’s the worst part of vacations?” Now it’s an A/B poll and it will lead to strong comments and stories.
Differing opinions can create tension and lead to a showdown, with listeners deciding the winner. For example:
“PEPPY SAYS IT’S OKAY TO WEAR THE SAME JEANS 4 DAYS IN A ROW. ZIPPY SAYS IT’S DISGUSTING. ARE YOU ON TEAM PEPPY OR TEAM ZIPPY?”
Pro Tip: Limit choices to three. More than that is difficult for the audience to follow.
Social Media
Here’s a great side benefit: It’s easy to extend to social media. Create a formal poll, but don’t obsess about the number of responses. The goal should be to promote the on-air segment, audio on demand, or extend the conversation to online comments. You may also find stories to drive the topic on-air.
With the poll, the topic has an outcome. Build to the conclusion, then announce the results. One option is to use 5 Calls Says It All. As the segment wraps up, take 5 calls for a live vote. The one with the most votes is the winner.
Try this with a generic, common idea. It’s usually easy to narrow the idea and Pollify it.
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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.