- "That's alright mate, I heard it yesterday on Spotify."
Hooking and Teasing. It was the benchmark of all radio shows. "On the way....coming up...in 10 minutes".
How we all loved it. I used it every day. It was a way to maintain audience and sweep them over that coveted quarter-hour mark. "Back in the day...", as nostalgists like to say.
So, where is it gone and why isn't it working anymore?
It's still with us and, if used really well (and disguised) can sit inside a link...but as for using it as a technique to keep your listener with you, it's been sussed out! The game is up. The listener knows what you are doing and, for the most part, isn't interested.
We have been speaking with over 100 Programmers from around the world about 'Radio in 2021' and Hooking comes near the bottom of their lists for on-air tools. (Top, by the way, is 'connection').
So what's the alternative?
Stop hooking stuff that doesn't matter!! If you are about to play the new song by The Weeknd, then just play it! The 2021 audience isn't waiting around. They want it now. They get everything else in life immediately...why should radio be so special that they will wait for us? They won't!
You do it too! Think about going online to order a product. If the website says "Available in 3 Days", will you wait and return when the time is up? Or will you go to a webstore that has it in stock NOW? Exactly! Your listener is a consumer too...they consume your audio and they will go elsewhere if they have to wait around. Unless...you are connecting with them.
Final point...if you ARE connecting with them and you are seen as a 'friendly person' on air...then just remember, friends don't manipulate other friends. That's what a H&T can sound like.
The final nail for us came yesterday, National Breakfast, the co-host said "Coming up, we'll tell you what's coming up later on the show". Literally - "Coming up, I'll tell you what's coming up".
Nah...you're alright!
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