So, You Want To Do Mornings (Part 2)

Setting yourself up for success.

As discussed previously, your success depends on many other people, so before you jump at the opportunity to do a morning show you must have a good foundation to build upon.

You will be anxious to accept your first opportunity, but don't overlook the tools you will need and whether or not they will be provided.

1. Will you have say over who is on your team? If not, will the manager empower you to lead by making it clear that you are the decision maker in the studio?

2. Do you have a good understanding, a template or plan for the first year of the show?

3. Do you have a morning show budget, the equipment that you will need, or the means to get it?

4. What show prep services do you need or want, and will management provide them?

5. What are management's expectations and timeline? You must know how much music per hour management expects.

6. Is the station stable in format and personnel or a constant revolving door?

7. What will the show be called? "The Mix Morning Show," "The Breakfast Flakes," or any show without a name or names on it is impersonal and may mean that management has little confidence in your ability to succeed.

These are critical issues. You must know what management expects from your show, and have a clear conception of what it will be. Then come up with a plan, benchmarks and features to plug in that will deliver the promise.

What are the keys to winning besides time?

First a morning show must be FUN. Don't confuse "fun" with "funny." No one can be funny all of the time, but you can always sound like you are having fun. It is a TEAM. All the players support each other, cheer for each other, laugh at each other's jokes and are each other's greatest fans. Simply put, everyone plays along and no one sits in judgment of content. This doesn't mean that you can't disagree on the air. It only means that no player is above everyone, all that you do, or a snob. These people are BUZZ KILLS. You are always looking to bring out the best in one another, and never losing sight of the fun factor.

Why is it imperative that a morning show sound fun?

People are busy. They do not hang on every word that we say. In fact, until we form a relationship with them and become their habit, they rarely hear what we say. What they will hear is fun. What they will selectively hear and say to themselves is, "Hey, these guys sound like they're having a blast. I'll have to check them out again when I can listen." So you plant the seed.

Predictable unpredictability.

The listeners call and say things like, "I never know what you are going to do next." Remember: You can't be Funny 100% of the time, but you can always sound fun.

How can you speed up the process and bring people to the party faster?

You must go outside of the show to make people aware of the show.

TV.

I am a firm believer in getting as much TV and press as is possible. In Dallas we were constantly on the screen. This accelerates the process of building a brand. When you are constantly seen with brand name personalities on branded news programs and other shows, it elevates you to their local star status. It also breeds curiosity on the part of people who might never have tuned into or known about the show for years, if ever. We were on TV at least one to two times a month in Dallas and I send video with my package.

The right players for your show.

Attitude is almost everything, so don't be afraid to go outside of radio to find talent. Right now you probably know people who have never done radio who are extremely talented and would jump at the opportunity that so many in radio take for granted. Explore that option. New diamonds are always waiting to be found.

Coming Next:

• Character development and Contrast.
• Defining your show in your listeners' minds.
• How to create "Great Radio."
• Sure fire ways to get TV.