It's Not What You Say...

"People won't remember what you said...but they will remember how you made them feel"!

It's not always the words...it's the Pace, Tone and Delivery.

You're well aware that your listener isn't hanging on your every word...."Shush, everyone...the radio guy's speaking!!" Yeah, that doesn't happen.

So, what is your role? 

Well, we work hard at getting our listener's attention but if, for some reason, they don't have their ear glued to your perfectly structured and crafted link...you can impact them with a feeling.

When we play video airchecks to presenters, we ask "Who did you like best?" Show Suzuki comes out tops, quite a lot.

"What did he say in his link?"

The answer: "I don't know".

It's only when we go back over Show's actual content that we realsie he said very little of note. Name check and station ID, time of day, time of week, described a mood and rolled into the song. Nothing spectacular. But his attitide comes across through his Pace, Tone and Delivery.

Listen to Capiltal London or Spin 1038 Dublin for an hour. You will feel the 'mood'.

Working on P, T & D is well worth the time and effort.