The other day I heard a radio personality lead into George Harrison’s “What is Life?” with the following over-intro break:

“Station ID…What is life? Why is it so hard? George Harrison, on…station ID.”

My first reaction upon hearing was “Why is this person’s life so hard? I feel bad that they feel that way. And technically, this was one incomplete and bummer of a talk set.”

Let’s examine each aspect of this simple eight second break that became nothing but a negative, and examine how it can be improved.

Incomplete thoughts: The air talent asked a question, actually two questions. And never gave an answer. Business rule: Whenever you ask a co-worker or boss about a problem, also have a possible solution to the problem. That shows that you have put true thought into the matter, and aren’t just complaining. Great air talents not only make an opening statement, as in this case asking the questions “What is life? Why is it so hard” but also extend the thought and have a compelling closing statement, all within the allotted intro time.

Bummer messages: Music-radio listeners don’t listen so they can feel dumpier about their life. They listen so they can escape their life by hearing a great song, compelling content, and uplifting or important information. The “Why is it so hard?” line was neither positive or informative, and left an open negative thought with the listener. It was the audio equivalent of seeing an angry bumper sticker on the rear of a car in front of you.

So how to make this D break at least a B+? How about:

(over song intro) “Station ID…What is life? Why is it so hard? Big questions. Sometimes we make it harder that it needs to be! Sometimes just letting things happen organically, rather than forcing them, can be great! So, whatever your day is like today…I hope it turns out even better than you hoped for! George Harrison…on Station ID.”

This formerly negative break is now turned positive and compelling, and can be done over the :25 second song intro with time to spare. 

Coaching Point:

Know your audience, and what they expect from you as an air talent or in-person speaker. Don’t give them a question without providing at least the start of an answer or solution.

At the least, be informative. At the most, be life-affirming.