This Radio Break Proves You Can Be Hot In 7 Seconds

by Tracy Johnson

Most personalities feel restricted by format and clock limitations. Song intros are shorter and programmers are paranoid about too much talk. It’s a challenge, for sure. But here is proof that radio talent absolutely, positively can be hot in 7 seconds.

As a matter of fact, this break would have less impact if the talent had taken more time. The 7-second song intro forced him to edit.

Hot In 7 Seconds

I can’t remember the station or the personality, but it was on a pop music station in Miami. I only heard a couple of breaks, so I wasn’t sure if he was a full-time jock or a weekender. But it doesn’t matter. This is as good as it gets.

It was the middle of February. A lovely day in Miami, but a massive blizzard was slamming the eastern seaboard with ice, snow, and high wind.

Listeners in Miami heard a song start. Then the personality said:

If you’re on social media today, invite your friends to come on down. It’s another day in paradise on South Beach.

Hot In 7 Seconds

On the surface, this is really simple.

You’re probably thinking, “What’s the big deal?” It’s a simple break, not rocket science. But it’s brilliant.

Let’s break it down:

• It’s personal: He uses the most powerful word in radio twice in the break: You. The break shines a spotlight on the listener. He focuses attention outward, speaking one-to-one.
• The content is topical: Everyone was talking about the blizzard. But in Miami, it’s 80 degrees and sunshine. This personality didn’t just say, “Hey, how about that blizzard? Our thoughts and prayers are with them.” He found a way to make it relatable. Notice he didn’t try to explain the blizzard. He didn’t need to. Listeners already knew it was happening. There’s no point in trying to educate them with information.
• It’s local: The topic was a blizzard, but he doesn’t even say that word. Instead, he turns a national story into localized content.
• Relevant Community Pride: He builds a sense of community pride: This is a small thing, but it causes the audience to feel a connection to the city. And to the personality. His delivery oozed with the essence of being in South Florida.

Conclusion

This was just one break. And it was awesome. Yes, it was hot in 7 seconds, and this break alone doesn’t make it a great show. But this was personality radio that made listeners feel good. It added to the listening experience.

Personalities don’t need a long talk window to entertain, connect, and relate. It just takes creativity, intelligence, and preparation.

Want to capture listener attention? The clock is ticking.

 

The Format Clock has Nothing to Do With Ability to Entertain

How Long Talk Breaks Should Be

Radio Personalities and the 7 Second Challenge

The Most Powerful Word In Radio

How To Localize Content

Community Pride: An Emotional Path To Connect With Listeners