Lesson #28: Are They Feeling You?
Great radio creates emotion.
It makes you laugh.
Surprises you.
Moves you.
Sometimes it even makes you angry.
But it makes you feel something.
Because the most dangerous reaction isn’t:
“I hated that.”
It’s:
Nothing.
No reaction.
No emotion.
No memory.
Howard Stern, the self-proclaimed King of All Media, built one of radio’s most passionate—and polarized—audiences.
People loved him.
People hated him.
But even the haters listened.
Ask a Stern hater about the show, and chances are they could tell you exactly what he said, what happened, and why it drove them crazy.
They were paying attention.
They were engaged.
They cared.
That’s the lesson.
Hate doesn’t necessarily mean don’t listen.
Indifference does.
Great radio doesn’t have to appeal to everyone.
In fact, trying to appeal to everyone can leave you with something nobody feels strongly about.
Polarization can create passion.
That doesn’t mean being offensive or manufacturing controversy.
It means having a point of view.
A personality.
An attitude.
And being willing to make some people love you—even if others don’t.
Before putting something on the air, ask:
What do I want the listener to feel?
Because information is everywhere.
Music is everywhere.
Content is everywhere.
Emotion creates connection.
And connection creates loyalty.
Takeaway:
Don’t be afraid of a reaction.
Be afraid of no reaction.