Radio Is Sex

Too many radio people do radio the way they were taught. In this era, where it seems to me there are fewer and fewer teachers... fewer and fewer broadcasters who understand how to connect with people on a human level... well, with those guys doing the teaching, doing it the way you were taught can mean turning bad ideas into a bad business model that could last a decade or more.

To hell with that.

Figure out who your core listener is. Capture her attention. Emulate her passions until you become one of them. Become part of her day. That reads like a lot of hooey, I'm sure, but if you get it and you do it, you win. Period.

Don't talk to me about spins and rotations. Talk to me about her favorite records and how often you're playing 'em. Don't talk to me about promos and sweepers. Talk to me about how you connect. Don't talk to me about promotions. Talk to me about fun things for her to get involved with. And then explain why those things will be fun from her point of view.

While you're at it - talk to me about sex. That's right, sex. We're all human beings here. We all want sex. And love. And belonging. And fun. We all want to be liked. To be smart. To be in the know.

And did I mention the sex?

Radio is sex. It just fucking is.

How many guys do we know who spend their 20s trying to have sex with every woman who'll let them. These are probably the same kind of guys who, as programmers, lie, cheat and steal. These are the same kind of guys who, as programmers, depend on gimmicks rather than substance.

These are the same kind of guys who dream of get rich quick schemes.

Get rich quick schemes are for guys who get laid on a friday night but end up in the hospital alone when the worst happens. They party on Saturday - they get the digits. But they end up alone on their birthdays. Wow, that's some rich life, eh? Yeah, well it doesn't make for rich programming either.

The problem isn't the sex. It's how you get it.

Do you go for one night stand after one night stand until you get someone pregnant and maybe stick it out? "Well I guess I aught to marry ya."

Or, do you bring out your best...? Do you captivate her with your charm and your insight, your integrity and your honesty? Do you tell your funny stories and share meaningful moments? Do you nail her because she'll let you? Or do you walk her home, leaving her with a tender good night kiss because you want something more - like a place in her heart.

Do you?

Oh, but that takes time.

Effort too.

But do you know what you get when you earn your way into a woman's heart? You get love. You get family. You get a relationship that no other can quite compare to.

Oh, and you get sex. Meanwhile, the single guy's out trolling the bars for easy prey. Oops, no luck tonight - I guess he's going home alone.