The #1 Internal Marketing tactic is Promoting Ahead. That was a key walk-away from John Lund’s NAB session on Talent Coaching last April in Las Vegas. How about your show and station? Once you have all those people tuning in, how do you keep them? Great programming is the best start.
But that’s not enough. The average audience member tends to listen for only 10 minutes. So, what are the easiest ways to increase listenership? Pretty simple: the two easiest and least expensive ways to increase audience are…
1. Increase Time Spent Listening (TSL).
2. Increase the Number of Listening Occasions per Day.
What is the secret weapon to grow audience? Constant, strategic teasing. TV stations mastered it years ago. And radio needs to do it better.
Beyond great programming, what is the easiest way to increase ratings? Give listeners a reason to listen. Teasing means increased listening occasions. Why do TV newscasts do so much teasing? It works. They want to keep their viewers, so they work at teasing aggressively.
As TV news consultant Graeme Newell put it: “Teasing isn’t journalism — it’s advertising.” And good teasing sells.
And this applies to your show and station. Use core emotional drivers when teasing an upcoming story – or song. Teasing is healthy and should be done continuously.
Smart TV stations never say that they are stopping, going away, or going to a break. Don’t tell your listeners you are going away, or they will as well. And just like TV, teasing on radio keeps your audience listening. Teasing increases the listening occasions per day.
So, how do you promote ahead most effectively?
Teasing Rules to Live By
+ Make a Promise — Give them a clear, exciting reason to stay.
+ Be Specific — Vague is the enemy of anticipation.
+ Give a Taste, Not the Full Meal — Leave them wanting more.
+ Tell Them When — “Coming up next,” “In five minutes,” “At 2 o’clock.”
And never, ever say you’re going to a break. If you tell people you’re “taking a break,” they’ll take one too — maybe permanently. Instead, promote what’s coming — the listener benefit after the break. Sell the next moment, not the pause.
Tease Like a Legend
The Casey Kasem method defined his countdown show American Top 40. He didn’t just read lists of songs. He teased one song — in a way that made you want to hear it. Casey made a promise. He created emotion. He gave a hint — but never the whole story. Follow Casey’s blueprint:
+ No lists.
+ One strong hook – one tease.
+ Say something fresh – the benefit, and one unforgettable reason to stay.
Photo created by Cookie_Studio for Freepik.com.
John Lund is President of the Lund Media Group, a radio programming consulting firm with specialists in all mainstream radio formats. Did you find this article useful? You can leave a comment below or email John at John@Lundradio.com.