“…[People] they can’t know what you’re saying if they don’t listen to you, and they won’t listen to you if you’re not interesting, and you won’t be interesting until you say things imaginatively, originally, freshly.”
When legendary advertising executive William Bernbach expressed this quote years ago, he was referring to what was needed in the advertising world of yesterday. However, I feel Bernbach’s words can provide insight and inspiration for personalities and producers in the “audio entertainment” world of today.
Using Bernbach’s words as a content model/checklist, (during the creative process and on-air execution) personalities and producers should continually ask:
Is this bit/contest/segment/feature…
- Interesting (Relevant and NOT Boring)?
Like a laser beam, personalities and producers must focus on creating content that captures listener attention and creates conversation. If not, listeners simple will not engage the talent/show/station enough to become fans and increase their listening.
Think of it like this…
T.I. (Talent Imagination) + A.I. (Audience Inspiration) = Higher Ratings