Want To Really Create ‘Fomo’ For Your Talent?

First time I noticed it was on the CBS “FBI” three-show series (“FBI,” “International” and “Most Wanted”) on Tuesday nights. In the middle of the first two shows, they would show a two- to three-minute segment from the next show coming up. It’s usually at a very dramatic point in that show to get as much “tease” mileage as possible. I know it’s gotten me to hang in for the next show on more than several occasions.

Then, I saw it on the “The Tonight Show Starring Jimmy Fallon.” As he heads into each commercial break, he shows an entertaining excerpt of the next guest appearance. Plus, for years, television has always promoted what’s coming up using excerpts from those next shows.

Network TV does it. Late night TV does it. Why not radio? This type of promo is tailor-made for our stations and, in particular, our high-profile shows and personalities. For the most part, morning shows pick out the best excerpts from that day’s show and insert them in show promos for the next day’s show.

Why have we been in the habit of looking back? When you think about this versus what the “FBI” and “Tonight Shows” are doing, and what TV has done for years, it doesn’t make sense to tell your listeners what they missed. The show has come and gone, creating very little incentive to get a listener to specifically tune in the next morning. But, if your morning show plays an interesting/compelling piece from an interview or call planned for the next day, listeners get a piece of tomorrow that may garner enough interest to make that appointment.

When you have a scheduled phoner with a Country artist, does it have to be aired the same day they call in? Most likely, no, so get the best parts of that interview to use as teases/promos for the appearance on the next day’s show. Why not get the artist to voice a tease him or herself?

Also, as with “The Tonight Show,” why not tease an excerpt from the next segment going into each commercial break? Could be a crazy listener call, a guest or a benchmark coming up. Yes, it takes some work, but with the fact that on-air talent has increasingly become the #1 factor for attracting listeners to radio over the music, we should do our best to show what we do best – ENTERTAIN – and we need to step that up with the way we promote these shows and personalities.

It’s what sets us apart and will continue to do so. In addition, don’t just use these promos on air. Share on your station’s socials also – before and during.

How do you get your talent in this type of “promo” mindset?

1. As they plan the next show, see what guest/caller/topic can be isolated in their show promos for the next day’s show and within the show.
2. Coach each show to look ahead, not back. Give listeners a taste of what’s coming. There are always some great interviews, callers, etc., but most of these, if not all, are pre-recorded so you can incorporate pieces of them in your teases.
3. Save everything from every interview/caller/guest. It’s possible to create something from any of this from a future show. When interviewing an artist or pop culture star, have the show throw in some “evergreen” questions that can be saved for later show. The guest can always “return” anytime.

The bottom line of all of this is finding new and compelling forms of promoting your personalities and shows to highlight the entertainment and fun value your talent offers. I guarantee no DSP can come close in this area, so make it happen today.

Need help? Guess who is available anytime? jshomby@countrysradiocoach.com

“Taking Your Radio Presence To The Next Level. Be it an artist, radio programmer or on-air talent. Coaching and mentoring down to your foundational level”

Contact me:
John Shomby
Owner/CEO Country’s Radio Coach
jshomby@countrysradiocoach.com
757-323-1460
https://countrysradiocoach.com