Sometimes It’s the Small Things

This is another example of how radio is like baseball. Maybe it’s just the baseball fan in me who sees it this way, but winning teams seem to be successful because they excel in big moments, like hitting a three-run homer. But they also execute the small things with excellence.

Significant events and memorable moments that put shows on the map are critical to success. They’re more important now than ever. The three-run homer can be a signature feature, but it can’t happen without baserunners. A single and walk set the stage for a game-winning blow. Winning radio shows need to excel in both big moments and small things.

The Small Things

There are hundreds of small things that affect success. Small things should be considered table stakes to play the Ratings Game. Without excellent execution, big things aren’t sustainable.

Here are some small things that matter:

Balance: Listeners must know what to expect and get it when they tune in. It’s unbalanced when one quarter-hour features four songs and the next just one. The same applies to talk, features, information, and other elements. Imagine a listener hearing a four-minute song segueing into a five-minute stop set, traffic, and another three-minute song. That’s 12 minutes without personality! Then, the next quarter-hour is loaded with talk and fewer songs! Consistent clocks give you a chance to succeed.

Execution: When personalities ignore routine content (music, news, traffic, etc.), they send a subtle message that it’s unimportant. The audience depends on those things. Doesn’t showing them you care as much as they do make sense? That extends to promotion and teasing. Execute every talk opportunity with enthusiasm and excellence.

Listener Communication: Fans who call, email, text, and post are valuable. Active listeners are more likely than most to participate in a ratings survey. They’re also heavy users of radio, so answer the phone. Return every phone call and email. Acknowledge mentions on social media. Respond to questions.

Manage Digital Media: When consumers become interested in a product, they check it out on Google. Google yourself. What do you find? Is it fresh, current, and relevant? Every personality should publish new content every day.

Events and Appearances: Don’t just attend events. Make an impact. Are listeners excited when they meet you? Do they enthusiastically tell friends and post a photo on social media? Or is it “no big deal”? Every touchpoint can build equity or take away from a personality brand.

Conclusion

These small things are often ignored because they seem less important. But they’re valuable. Small things mean a lot. Do enough of the small things, and there’s a better chance of having runners on base for the big moments when you hit it out of the park.