Promoting an upcoming show or presenter. Do you do that?
You know..."Gary's on the way after two, with..."
How do you do that?
There are are few ways (you possibly have your own).
Let's say it's your final link of the day. The end of the four hour shift.
We all start out in this business by over-explaining everything: "That's all from me. I'll be back tomorrow morning at 10am. Next up, it's Gary and he has music from Ed Sheeran, Little Nas X and The Weeknd. I'll leave you with this throwback from Rihanna. Take care. Talk to you tomorrow".
Have you done that one? Yeah...don't do that again!!
Three ways to promo the next show:
1. Don't say 'Goodbye'. Don't sign-off. "Gary's here after 2 with the new Ed Sheeran". Give your listener credit for understanding that by saying "Gary is here after 2", it means you won't be! They get it. They're also not too concerned. Listeners turn to music radio for...music!! Will the music stop because you are gone? Nope. The music is the star. Then you come into the equation.
2. Tell them one thing they need to know now. Not: "Gary's here after two with the new song from Ed Sheeran, he's got Dua Lipa, The Kid Laroi and Maroon 5. He'll also give you a chance to win a voucher for two people to visit McAlpine's Restaurant on Maple Street. So make sure you check him out after two and text 54321 for your favourite song to get it played on the Top 5At5..." - Nope! Your listener isn't taking notes. ONE Thing!!!
3. Sell Further Ahead. If Gary is on at 2pm and part of his show is the Top5At5...promote that. "You can get your favourite song played by texting the title to 54321 right now and then hear it on the Top5At5 today with Gary. He's with you next..."
OK, I'm not putting these out as the world's greatest on air links BUT you get the idea.
Don't over-explain and keep it simple.
I used to do this all the time, I think in the type of radio we do because it's a small community they pay attention a little bit more because they're more emotionally invested in the station itself, they're very loyal, so I tend to now just say thanks for the loan of your ears, I'll be back on Sunday with the 80s Tardis, Steve's up next with the pub quizz.
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