Is Hooking and Teasing Dead?

Nails - Do we need to hook anymore?

Tracey - No!!!

Nails - Why not?

Tracey - I'm not going to wait around if you tell me you have Bruce Springsteen, Madonna, and Coldplay coming up in the next hour.

Nails - But aren't we supposed to hook into the next hour or quarter-hour?

Tracey - I don't care. I'm listening NOW.  I won't be around in an hour. I don't think it's working anymore.

Nails - Maybe we just need to re-think it? Re-invent what it is?

Tracey - Everything is instantaneous now. Years ago, hooking worked but radio isn't exclusive anymore. It isn't the only option. We've already heard the news, heard our songs. Make it original, personal, and give me something new...exclusive to you. And please... don't try to hook me with a celeb story that's been online since yesterday...especially if you read it directly from the website I just read it from!

Nails - OK, I get your point. It's not 2016.

Tracey - That's right. Even in 2016, we had Spotify. It's not the 90s!!!!

Nails - So what do we do about it? Drop it totally?

Tracey - No. I'll listen to you if you tell me something personal or original. It needs to be relatable. Be creative. Know your audience intimately. Entice me. If you just told me a story and left me on a cliffhanger, say something like "Find out what happened to Bruce, next". Then you have me because it sounds natural. I've invested in the piece and now I want to hear the end. That's a modern hook! "Coldplay on the way..." won't do it!! If something is exclusive, then yeah - market the hell out of it. If it's exclusive to you or the station.

Nails - Good ole Bruce! How far ahead?

Tracey - After the next event - ads, song...whatever. Do not make me wait 15 minutes because...guess what...I won't! Put your own spin on a story...that will engage me more than reading from a website.

Nails - True that. And I'll have more about this in the next half hour... ;)