In 30-plus years of training, managing and coaching radio personalities, there are three key things that have never changed. And will never change. It’s my 3 Secrets of Becoming an On-Air Superstar. And yes, I’ll reveal the secrets below. But today, I want to focus on a single, most fundamental secret.
It’s Secret #1: The 5 Stages of your Personality Success Path.
You will turn up the volume on your personality brand when you earn the freedom to go deeper with your audience. There’s not a single personality reading this that doesn’t want that freedom. But you have to earn it, and it happens step by step through 5 Stages.
The 5 Stages of Personality Growth
There are 5 stages in the life cycle of every great personality. Everyone on the air goes through Stage 1, but not everyone makes it to Stage 5.
Introduction is when you’re brand new. They don’t even know your name, or really even care. In this stage, your goal should be to show that you love the same things they do.
Familiarity is when they may recognize your name but they don’t know anything about you yet. This is a critical phase…it’s still not the right time to talk about yourself that much…but you may want to introduce a feature here
Growth. This is when it gets exciting. They’re starting to know you and like the things you do on the air. They like the station better when you’re on. This is when you start promoting those features aggressively.
Like. The like phase is when you can introduce more personal stories into the show. They’re starting to recognize your character traits and know whey they like it when you’re on.
Love. And this is the ultimate goal. In this stage, it’s more about who you are than what you do. They choose the station because of you. This is where you want to be.
Performing In the 5 Stages
You have to know where you stand in the relationship with your audience, and perform accordingly. Personalities don’t become popular all at once. They grow popular over time. It’s a process that can be accelerated. But it cannot be rushed.
You can’t start out at Stage 5. And if you perform show like you’re in Stage 4 or 5 when you’re in stage 1 or 2, you lose!
One reason personalities fail is they don’t understand where they are in their success path. They think they’re in the love stage because they’ve been on a long time, but they’re really just in Stage 2 because they have never had an impact.
Your behavior must be based on how your audience sees you. Not how you would LIKE to be seen. If you come on too strong in Stage 1 or 2, you’ll run the audience off. They will hate you, and think you’re self absorbed.
Similarly, if you’re in Stage 4 or 5, but the PD is making you play too much music, you’re also preventing the audience from rewarding you.
Earning Your Freedom
And that’s the issue, isn’t it? You want to earn freedom on the air, but you probably think this is impossible because the PD puts up barriers.It seems like a chicken or the egg thing. You feel like you can’t reach the next stage because you don’t aren’t allowed time to perform,
You have to earn that freedom. And here’s the good news. You earn it from listeners. They demand more of you. And it starts by being great in every break now.
I know that at some stations, management just wants you there to play the commercials, execute the format and not get in the way. They don’t support personality. And they won’t get what I’m talking about here. Maybe you’ve tried to do some different things and been yelled at. They told you to just stick to the basics. I get it. It’s a balance.
But don’t let those barriers become an obstacle to growth. As you impact listeners, your power will grow. You’ll become a primary reason for tune-in.
This is what makes management afraid of you, by the way. They are afraid of losing you. Because when you become a meaningful personality that leads an audience fan base, you have power.
I know it can be frustrating to want to do more than you’re permitted. Every great personality wants to do more than they’re allowed. It’s universal. Personalities with 5-minute limits think they need 7. Those with a 3 minute window think they’d be better with 5. And those that only have 30 seconds know for a fact they’d be great if they had 3 minutes. Maybe you can’t control your break length. But you can control what goes into your breaks.
You Gotta Prepare
So prepare a great break-every break-based on the opportunity you’re provided. Now here’s the ironic part. The smaller the canvas on which you paint, the longer it takes to prepare. Seriously.
Ronald Reagan was asked to deliver a speech for charity. Before accepting, he asked how long the speech would be, because he wasn’t sure he had time. “What difference does it make how long?”, he was asked. “Well, he said…if you want me to talk for an hour, I’m ready to go now. But if it’s just 10 minutes, I need a couple of weeks to prepare.”
You may not be able to do everything you want to do, but you will learn to stretch the boundaries. And when you do, the canvas becomes larger, unlocking more creativity.
But here’s the thing: If you try and do it all at once, yeah, you’re going to get in trouble. And not only that, you won’t be able to do it well. Remember that this is a process.
You have to do it in synch with the 5 stages of growth.
How To Earn It
As you find your character voice and start growing through the five stages of growth, you’ll be amazed at the response from the audience…and your boss.
I once worked with a personality that was on in a time of day where ALL we wanted was the music to stand out. And the DJ’s job was to just make it sound good.
But he never gave up. He kept learning. He made the station better by projecting personality into every single segment while pointing listeners to the music and the station. He did it while doing what I wanted.
It wasn’t long before we realized that this guy was an great audience magnet. The better he got, the more freedom he earned. And the greater the bond with the audience. Soon, we moved him to afternoons. Then to mornings.That DJ?
He’s Dave Smiley. And he’s killing it with a 6-person morning show at WZPL in Indianapolis…#1 in the market for more than a decade.
You may not be able to do everything you want right now, but as you grow through the five stages, you will stretch the canvas. And when you do, you’ll unlock creativity you never knew you had.
Secrets 2 and 3
The other two secrets? #2 is that you have to know who you are and find your personal character voice. This is how your audience will get to know you so they can fall in love with you.
And the third secret is you absolutely must stop thinking of yourself as a radio announcer and become a storyteller that has a radio show. Mastering this skill will change everything.
I’ll write about those secrets later. But for now, focus on your Personality Success Path. That’s where your journey to becoming an on-air superstar begins.
Get More Details
I’m going into detail on all three secrets in my new, free webinar The Audience Magnet Blueprint. You can get access here.
And if you come to the webinar, I’ll give you a free copy of the Audience Magnet Blueprint eBook and a downloadable infographic of the 5 Stages of Personality Growth, with a lot more depth and information on how to behave in each stage.
This can be life-changing for radio personalities. It’s the difference between being stuck in a DJ or announcer job and getting on a career path to being a wildly successful personality. Don’t you owe it to yourself to get on that Personality Success Path and unlock you potential?