Get a Reaction: It’s Your Job

Posted on December 5, 2011


Have a personality. Create unique content. Engage your audience.

No problem.

Now do it while you promote your station’s events, your podcasts sponsors or your own business endeavors.

Suddenly it’s not so easy.

A recent Forbes article talks about how the idea of branded content — like Facebook’s sponsored stories or the advertising sections that look like articles in magazines — are going to be less and less effective in the future.

The problem, argues author David Martin, is that most branded content lacks any sort of emotional appeal to consumers.

“When was the last time you saw a Facebook ad and were moved to tears or laughter?  When was the last time you saw an ad on Twitter that was so creative you felt compelled to share it?  When was the last time a paid search result or a banner ad reminded you of when you were a child?” asks Martin.

That’s where you, the professional talent, come in.

That’s your job.

Whether it’s promoting the station concert for the 57th time or talking about the sponsor that makes your podcast possible you are being paid to make that message into more than just facts and figures.

It’s your responsibility to make listener’s react and engage even when the topic isn’t that exciting.

Don’t just give out facts and figures; tell stories, make connections.

It’s what you are being paid to do.

By the way, if you need help making the station’s latest promotion sound exciting or plugging your sponsor for the 300th time you can always hire a good mechanic to help out.