The Apple Philosophy As It Applies To Radio

Okay, if you're an Apple hater ... you don't like Mac computers, don't like the iPhone and would never buy an iPad ... this may not be your favorite coaching tip that I've written. Of course, if you're using a PC, you're probably not reading this anyway, because you're sitting through a Norton Security scan, Windows Updates that'll take 20 minutes, or an Error Message. Or maybe you will read it after your computer takes its seven minutes to boot up.

To me, Apple's attitude always seems to be:
What would be cool?
What would be fun?
And what would benefit my customer's life?

If your radio station thinks the same way -- what would be cool, what would be fun, and what would benefit my listener's life -- you'll be successful. But most stations seem to only think "What would be cool ... to us? What would be fun ... for us? And what would benefit us?"

No matter what kind of cell phone you have now, remember when you saw the first iPhone spot? Didn't it just blow you away?

As an air talent, even if your station doesn't get it, YOU CAN. Start by being really, really user-friendly, like Apple products. If I need some sort of prior knowledge to listen to your show, I'm out of here. And like the guys in the Apple Stores, never talk down to your listener, or make him or her feel dumb for not knowing what you know. Make it FUN to listen. If you're in a Talk or News format, make it always interesting and unique to hear your content.

Now take these concepts and DO run with scissors!