Since 1992 The Mouth has offered a plethora of things that every jock should do. Ironically, as some of radio’s most respected talent specialists will tell you, what you avoid doing is often just as important. Here’s what a few of them had to say:

Gratuitious Laughter - If your audience doesn’t think something’s that funny, but your rolling on the floor, you may end up looking like the joke. Gauge laughter to the quality of humor. You may have to work harder to get real laughter, but you’re audience will love you for it. - Randy Lane

Laundry-listing attractions - Translation: Focus your teases to one or two things that will excite your listeners most. Too many shows lay out an entire day’s attractions in one break. That’s way too much info to absorb and it also dillutes your hottest attractions. - Randy Lane

Re-setting content - You should avoid letting a good interview, discussion, phoner, etc. go very long before pausing to update listeners who or what you’re talking to or about. - Randy Lane

One-uping a good line - If someone on the show, or even a listener has a great line, retort, etc., let it stand alone. Don’t feel that you have to throw in your own liner to get the last laugh. - Stan Main
Talking like a Jock - Just talk. Speak as you would to friends. Just talk. MTV hosts practically mumble. No one talks like a 1950's beatnik. - Walter Sabo

Molesting other contributors - Don't talk to the weather person or traffic person BEFORE their report. Let the listeners hear what they need to hear---the information---then ask the reporter about their barbeque or lover. - Walter Sabo

Treating Yesterday Like Today - If you must talk about something on yesterday's show, explain it from scratch. Assume no knowledge of past events. If you refer to things from the past, you are excluding listeners who didn't hear it. - Walter Sabo

Avoid NOT Giving Last Names - Who is "Frank"? Never refer to guests or other members of the team by their first name. Give full names everytime. It's like the score of a game. Until you know the score, you can't relax and enjoy the game. If listeners have to guess who they're listening to, they will be frustrated and they might not bother to stick around. Walter Sabo

Ignoring the Call Letters - Your program director is your friend when she reminds you to say the call letters a lot. The most listened to radio station in the U.S. is WINS/New York . They say their name 32 times in 16 minutes. 2.5 million cume. In a diary universe the whole job is to win memory and inspire admission. That starts by teaching your listeners the name of your station---obsessively. Walter Sabo

Dressing like a K-Mart stock boy - Want to be a star? Go to the gym, buy Prada, dress. Be ready to meet the bosses' boss, and the biggest advertiser every single day. Then you become part of the business of the station. - Walter Sabo

Listening to tapes/cds of jocks in other cities - Pay attention to your listeners. Go to the food court. Pay attention to what your listeners watch, read and what they buy. A superior knowledge of your listeners, not a superior knowledge of radio stuff results in superior ratings. - Walter Sabo

Falling out of touch with listeners! The best brands know their (potential) consumers’ lives. Know what interests listeners, know what their life is like at any given moment so you reflect their lifestyle. Is “American Idol” or Michael Jackson hot? Own it by entertaining with those (and other) topics listeners are interested in. - Steve Reynolds

Wasting listeners’ time - The number one complaint every listener and potential listener has is that they don’t feel they have enough time in life to do everything. Yet, we still sometimes take several minutes to get into a bit or make a point. Don’t waste listeners’ time. Reward them for tuning in by getting into, executing, and resolving bits quickly. They’ll reward you with more of what they don’t have, TSL. - Steve Reynolds.

Not having enough moments of unpredictability - Arbitron is a game of recall. What makes people remember shows is unpredictability (planned and seized upon as it happens). You must be comfortable to listen to, but you must also be fresh and unpredictable to force additional occasions of listening. Steve Reynolds.

Not being “of the people - An old GM used to remind me that we should not only be talking to people who buy BMW’s, but the people who fix them, too. The best thing happening to morning talent now is that the great ones are becoming stars and being compensated for it (long overdue, in my opinion). That potentially places you out of touch with those listeners shopping at WalMart (which is most of your audience). Don’t lose your common touch. The minute you talk about your boat or nanny on the air, you build a wall listeners have to climb over. Being accessible is key.
Alienating people inside the station and not building your team - You need everyone in the building (GM down to receptionist) to get your job done. Pay close attention to how they react to you and cultivate relationships so they root for you! Likewise, affirm your team and work in everyone else’s best interest before your own. Your job will be much easier as a result. • Steve Reynolds.

Reach Randy Lane
Randy@RandyLane.com
Phone: (805) 497-7177

Walter Sabo
SABOMEDIA@compuserve.com
Phone: (212) 681-8181

Steve Reynolds
steve88@prodigy.net
Phone: (919) 233-1600