You know what vanilla ice cream is. No one really dislikes it — it’s fine for every palate and goes with just about anything.
Add a scoop to apple pie or drown it in toppings and you can’t lose. But on its own? It’s bland. It needs something extra to make it interesting. That’s where personality and opinion come in.
Before corporations and the PC marketing brigade got hold of radio in the pursuit of fast bucks, music presenters were largely free to be themselves on air. They didn’t have to stay neutral — vanilla — on every topic or comment.
Listeners like to know what people stand for. It doesn’t have to be politics — heaven knows we’re all sick of that — but as a local radio presenter you might have a view on public transport, soaring utility bills, or the local park becoming a no-go zone for kids.
We all have opinions and original thoughts. No topic? Start one. The new housing development locals don’t want — but which could help house the homeless. A prisoner released early after a heinous crime. A musician who’s done something stupid and you either support them or you don’t.
If you’re stuck, listen to what your friends are talking about. Pick a side. Set the agenda. Get listeners talking.
Whatever problems you and your friends are dealing with, chances are your audience is in the same boat. That’s how you connect.
Don’t be afraid to lose the odd listener by expressing an opinion. You’ll gain others who actually want to hear what youthink — and that’s how you build a following and give people a reason to keep listening.
Perhaps the real reason some corporate station owners insist presenters remain as inoffensive as possible is to stop them building a following at all — keeping broadcasts interchangeable so presenters can be swapped out without anyone noticing.
The problem is, there’s already far too much vanilla on air. So add a topping of your choice. Set yourself apart from the other vendors of ever-so-safe, sweet, harmless — and ultimately pointless — vanilla radio.
