This post has taken a circuitous route. It started with a tweet from social media guy C.C. Chapman with a link to an Inc.com article, “6 Habits of Truly Memorable People.” I read it, enjoyed it, and retweeted it.
A couple days later, the always charming Angela Perelli retweeted my little message, indicating her high gush factor about this story for air talent.
So I read it again. And she was right, and so was C.C. for sending it out into the Twittersphere to begin with.
So here’s the link and some commentary about why anyone doing radio – or anyone who simply wants to be memorable for whatever the reason – could benefit from the thoughts of Jeff Haden.
Here’s his 6-pack of memorability tips:
1. Don’t see. Do. So the idea is to not just talk about what interests you but to do it. For radio people, this is fundamental because it’s easy to do your basic prep (i.e., watching a lot of TV, doing your Internet routine), discuss it in your charming way, and call it good. But as Haden reminds us, opinions are essentially farts in the wind. No one remembers them. But your experiences are what matter.
It got me thinking about George Plimpton, the intellectual, erudite author who actually did incredibly, crazy things that he then wrote about. Paper Lion was his book about actually joining the Detroit Lions’ practice sessions (even though he had neither the talent or the size to play pro football). It made for a much more interesting book (and movie) than if he had just hung out with the team and interviewed the players about what practicing in 90 degree weather feels like. In fact, Plimpton did these types of stunts in a variety of sports, helping to make him famous. Which leads you to…
2. Do something unusual. So that’s Plimpton again. But it could also be any of you on the air. One of his suggestions – work at a coffee shop for a day – could be a great ongoing series about spending a day in your audience’s shoes. The experience alone would make for great radio, not to mention broadening the content and relevance of your show.
3. Embark on a worthless mission. As adults, we become conditioned to doing things that make sense. But as Haden points out, doing things that most rational people don’t do – hang out with a cop on a Friday night or drive eight hours to see a band or a sports team – are truly memorable experiences that will very like make for memorable shows.
Like sitting on a billboard until that great rock band decides to play your town. Or stay on the air until your beloved baseball team finally wins a game. (Right, Bob Rivers?)
Steve Dahl’s “disco demolition” was in that same vein. You start a little fire, and the next thing you know, your “worthless mission” becomes legendary.
4. Embrace a cause. This is where the caring piece comes into play because when people see that you mean it, it’s better than any cash giveaway. Remember Imus in the glory days at WFAN? All year long, he was the total curmudgeon. But one day a year, he embraced S.I.D.S. (Sudden Infant Death Syndrome) because GM Joel Hollander’s daughter, Carly, tragically lost her life to that disease. It made for incredible radio.
And I think back to those halcyon days when radio personalities on FM were just getting established. Henry “The Bull” Del Toro (pictured), the agent provocateur on FM99, seemed to gravitate to these things. Maybe they were simply ratings stunts, but living in a cage to raise money for the local SPCA was indicative of the crazy things Henry did to support a great cause.
5. Let other people spread the word. Haden notes that good news travel fast, and that bragging is gauche while good deeds become viral. This is especially true in our modern social age where people simply love to tell others about wonderful events and other good things. As social media consultant Greg Verdino reminds us, “Everybody in the audience has an audience.” True radio stars shine through.
6. Get over yourself. Haden’s charge here is to stop trying to be perfect, take chances, accept your faults, and go for it. As he notes, “…people will definitely remember you because people who are willing to fail are rare…and because people who display grace and humility, especially in the face of defeat, are incredibly rare.”
You have to admire personalities like Dennis Miller and Mike Huckabee, guys who have had big-time success elsewhere but who are taking their shot with radio – and winning. In local markets, personalities who are willing to put it out there would be most welcome. Sadly, the tight, conservative nature of the business over the last decade or so has trickled into the air studio. I know I may get knocked for saying it (or accused of being part of the problem), but a little more danger and risk from morning and personality shows wouldn’t hurt.
For radio to stand out, to be memorable, we are going to need personalities who are true risk-takers and gamblers. The Janet Jackson affair put a chill into radio and our teeth are still chattering many years later.
At a time when radio’s share of voice – literally – is being challenged by new and different digital competitors, remembering what got our personalities and brands to the dance is a start. I think if you look at some of the biggest and best shows, DJs, and stations in 2012, it is less about the music they’re playing, and more about how their people connect, inspire, surprise, and stand out.
Are you memorable?
EMAIL RECIPIENTS: CLICK HERE TO VIEW THE VIDEO
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
- Radio + Thanksgiving = Gratitude - November 27, 2024
- Is It Quittin’ Time For SiriusXM? - November 26, 2024
- Radio, It Oughta Be A Crime - November 25, 2024
this is incredible.
Appreciate it, Bruce.