0469 - Keep yourself single

 2022.04.14 – 0469 - Keep yourself single

Keep yourself single

It will be easier to talk conversationally, as though to one person, if your script reflects that hypothesis.

Radio people often talk in terms of ‘the listener’ rather than ‘the listeners’, because we speak to them on an individual basis. So it’s never ‘all our listeners’, it’s ‘you’; it’s never ‘all of you’, it’s ‘you’; it’s never ‘some of you’, it’s ‘you’; it’s never ‘everybody’, it’s ‘you’, etc. Don’t talk about ‘our listeners’, or ask if ‘anybody heard what happened . . .’ (especially not, ‘anybody out there . . .’) or refer to ‘you all’.

Like a confirmed bachelor, keep yourself single.

Speaking in the plural breaks the personal connection you have with each listener. Ok there are many of them, but they are all listening alone, and saying “everyone” breaks that illusion and reminds them they are not alone.

Always keep in mind the first eight letters of the word ‘personality’.

Each listener should feel as though you’re having a personal conversation with them.

Include them, don’t exclude them.

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