Air Checks That Don’t Suck
by Tracy Johnson
Listeners are selfish, demanding, frustrating creatures. They’re also simple. Because of that, it’s a fairly simple formula to keep listeners engaged in content by intentionally addressing it when constructing a break.
Start with this fact: They tune in to get something from you. They don’t tune in to do you a favor.
That’s why every break must have a payoff. That’s obvious, right? But here’s where it gets tricky. A single payoff (or punchline) at the end of a break isn’t enough of a reward to justify their investment of time.
Treat Them Like Dogs
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