 |
 |
|
Holland Cooke, News/Talk Specialist,
McVay Media
Holland Cooke has been McVay Media's News/Talk Specialist since 1995. He has advised radio and TV stations in the USA, Canada, and New Zealand.
Cooke publishes a monthly newsletter for radio owners, managers, and on-air talent (click here for details); and is frequently a featured speaker at industry conventions.
|
|
|
Don't give it out until you've given callers a reason to use it. Often in my travels, I hear a host open his/her show by announcing the phone number. You DON'T want callers who only called because you told them how.
Instead, attach the number to a specific, succinct call-in question; ideally one which includes 'YOU' and/or 'YOUR.'
"AFTER THIS WEEK'S SHARP GASOLINE PRICE INCREASE, WHAT ARE YOU DOING-WITHOUT? ONE, EIGHT HUNDRED..."
Say the number S-L-O-W-L-Y. You're competing for scarce attention. Many hosts rush through the call-in number too fast for me to write down if I WERE sitting there with-pen-in-hand...which your listeners are not.
When the number spells something (i.e., 'WXXX'), say the number both ways, using the word version first: "EIGHT HUNDRED, FIVE-FIVE-FIVE, W-X-X-X. THAT'S EIGHT HUNDRED FIVE-FIVE-FIVE NINE-NINE-NINE-NINE."
Ask-for-the-order. Say "CALL NOW." Ask "HOW DO YOU FEEL ABOUT THIS?"
When a call ends, quickly re-state the topic and number to signal that a line is open. Our target listener is too busy to wait on hold, so this is an important signal. And unless your listener was an only child, he/she grew up being told "Wait your turn." So, when someone else is talking, the-caller-you-want-on-air-next might think the line is busy.
From "12 Seconds of Greatness: How THE VERY FIRST THING YOU SAY Can Multiply Your Ratings," by McVay Media News/Talk Specialist Holland Cooke.
See www.HollandCooke.com
|
