How Do I Get Listener Calls?

It really doesn't matter which daypart you anchor; mornings are the focus. Unless your on-air culture and staff-coaching discourage listener calls, done well they contribute a lot of color and show depth across most formats. We're continually amazed at how little coaching talent gets; more so when we talk about techniques such as dropping listener call segments into your clock flow (which we stress is radio's version of a screenplay).

Why can short listener inserts add so much to your content? (1) Because listeners love it when someone shares a bite-sized piece of their life -- even if it's 10 seconds. (2) When a listener's voice makes a statement, asks a question, or tops your line, the show takes on more dimension, more reality. (3) Taken as an aggregate across three hours or over a week, your listeners' 'take' is clear: "Everyone must be listening to this show!" Try these techniques for great interaction:

1. By airing good listener calls, you encourage other listeners to call; you give them "permission."
2. Automatically record all your incoming calls. Today's studio technology makes that a lay-up.
3. Whatever you do, never answer your phone passively; you're seeking useable slices of conversation!
4. You don't need a paragraph, you just need a sentence! Fine if you get a great paragraph, but a few words are just as effective when used in flowing context.
5. If you don't mind giving up the spotlight, feed a few lines to the right caller. They represent your target!
6. Use callers' lines out of context. By tactically using strong bites. you create the illusion a listener is "right there" with her/his crisp retort. The more those moments occur, the more your listeners feel "inside."
7. If we hear one more "Who just made you a winner?" response we'll revoke your poetic license! Anything but that ...how about, "So Jill, if someone asks you the secret for winning on Take Your Magic-98-To-Work-Day, you'd say______."
8. Coach your contest winners into "acting" instead limp, deadpan "uh ... Z-96?" Whose fault will it be if a dull, lifeless call gets on the air? Not your listeners.
9. It takes a little more work -- not much more -- to edit your calls for brevity and forward-motion. It's the same reason that in most formats we discourage opening a sweep sequence with a '2' tempo song. Forward, always forward! Great clocks are like subway trains; always rolling with very brief stops.
10. A single listener represents a large audience. If you discount them or make them look foolish, you've defeated the entire purpose of phones-as-a-punctuation-point.
11. Address your callers by name. One of the nicest sounds in human communication is someone's own name. And don't make fun of a listener's name. If you can't pronounce it, skip saying it.

Our client talent may grow tired of the reminder that as complex as the business of onp-air performing might seem, regardless of format, it's as simple as "working from a listener-back" and conversing with a large audience of one.