Hey Reader,
Here’s something “Ponder worthy”…
Most people think “doing research” means skimming someone’s Instagram bio and calling it a day.
You know, the kind where you glance at three posts, notice they like coffee, and open with “Hey fellow caffeine addict!” Real groundbreaking stuff.
But here’s the thing about actual research—the kind that goes deep, not just social-media-surface-level deep—it’s basically a superpower nobody’s using.
I’m talking about the difference between asking a celebrity about their scandal for the millionth time vs. discovering they “Race Pigeons” and watching their whole face light up when you bring it up. One gets you a tired, rehearsed answer. The other gets you a real conversation.
And it’s not just for Radio guys like me interviewing Mike Tyson!
(Though yes, that pigeon racing question was gold.)
This works everywhere. Podcasts, events, client meetings, anywhere you’re talking to another human who’s probably bored of the same five questions everyone asks.
Think about it. If you’re interviewing someone on your podcast and you only read their press release, you’re getting the same bland answers as everyone else. Snooze city. Your audience can feel it.
The guest can definitely feel it.
But when you dig deeper? When you find out they used to sell cars, or they’re obsessed with vintage typewriters, or they once lived in a van for a year?
Now you’ve got something.
Now you can… Ask a question they’ve never heard before.
And that’s when the magic happens.
They relax. They get excited. They remember you. And your audience?
They actually stay awake.
The same goes for being a “Guest”.
If you’re going on someone’s show and you haven’t looked past their Facebook bio, you’re missing a huge opportunity.
Find out what they care about. Reference something specific.
Show them you gave a damn.
It’s not complicated. It’s just homework. The kind most people are too lazy to do, which means when YOU do it, you stand out like crazy.
Stellar Marketing Quotes
“Don’t overthink the production. Some of our most successful shows are just well-lit conversations.”
Will Pearson – (President, iHeartPodcasts)
“The consumer isn’t a moron, she is your wife.”
David Ogilvy
How would it make YOU feel if you had a “secret boss” that spied on you?
You didn’t know they “existed” until they showed up with your “evaluation”!
It happens all the time in Radio (at least in big markets).
“Consultants” are hired to evaluate “Air talent”.
They come to your town, hide out in a hotel room… and ‘Listen’.
They put together an (unnecessarily large) report, and then you ‘meet’ with them in some conference room, accompanied by your Program Director and other bigwigs.
Then they rip you apart.
After all, if they just sat down and said… “You sound great!”
The owners would be thinking… “Why am I paying this guy?”
I’ve been through this sweat-inducing ‘ritual’ many times.
But, one sticks out…
I was doing Mornings in Phoenix. My partner and I were summoned to the conference room to meet with a consultant.
Let’s call him “Asshole” (not his real name).
The actual meeting was nothing new. We’d heard things like, “That break could have been much shorter” and “I think you’re confusing the audience here”…
This meeting was different.
My partner and I were doing everything we could to keep from breaking out in hysterical laughter!
It wasn’t from his misguided insights… It was his “appearance”!
He was dressed impeccably: a three-piece suit, a perfect tie, etc.
But he was sporting FINGERNAILS that I kid you not… had to be at least 2 inches LONG!
We were pretty much holding it together… nodding at appropriate times…
Until… during a lapse in the conversation, my morning partner whispered to me,
“Check out those Talons!”
That was it.
I LOST IT! The rest of management was confused (and a little perturbed)
that I wasn’t taking this “seriously”.
But I ask you, would you take advice from someone who leaves you with the thought…
“I wonder what colors he paints them?”
Diversions
Your Thoughts
“A flower is a weed with an advertising budget.”
Can’t get enough of me? 🤣 Here’s some recent podcast appearances:
“How to be engaging” with Janice Debo
