This document provides guidance from Geller Media International on how to create compelling radio content. It emphasizes telling the truth, making content relevant and engaging to listeners, and never being boring. It includes questions to ask about each story element to ensure it matters to listeners and makes them care. Overall, the document stresses speaking visually and authentically, connecting with listeners, taking risks, and promoting content in a way that benefits listeners rather than just selling to them.

3. Tell The TruthTell The Truth
Make It MatterMake It Matter
Never Be BORING!Never Be BORING!

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13. • What’s In It For The User?
• Is it Relevant?
• Does it Matter?
• Do you CARE?
• Do your listeners care?
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15. (said it, or who is involved?(said it, or who is involved?
If you attribute – “PoliceIf you attribute – “Police
say…” etc, try to attribute atsay…” etc, try to attribute at
the end not the beginning)the end not the beginning)
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16. • Does This Story Affect Your Listener?
• Can You Describe Things More Visually?
• Can You Make Someone Care?
• In What Way Do You Care About This?
• (How) Come You Are Putting This Story On The Air?
• If A Problem Is Presented, What is the Solution?
• Did This Happen?
• Could It Have Been Prevented?
• (How) Else Can You Tell The Story?
• Would You Tell It To A Friend?
• Can You Make It Better?
• Would You Tell It If Your Life Depended On Not Losing A Listener?
• Would You Put This On A Demo To Get Another Job?
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18. SOCIAL MEDIA AS A
SHOW PREP TOOL
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20.  Is this conversational, are you talking directly to the listener - NOT
just to each other?
 Do you sound as though you are reading?
 Are you connecting?
 Is this authentic?
 Would you talk about this off air as easily as on air?
 Is this “manufactured” for radio?
 Are you making this MATTER?
 Are there smooth transitions?
 Are there “brick walls” between the elements?
 Does your presentation feel seamless between ALL the elements?
 Are there moments of genuine humor?
 Is there a journey here that your listener cannot get elsewhere?
 Powerful moments of truth that connect?
 Use of Visual language?
 Something new?
 What was the authentic self-revelation? (Do I know YOU, the
person, from hearing this?)
Excerptedfrom“BeyondPowerfulRadio”
copyright2011.Reprintedwithpermission.
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21. Are any topics effectively deeply “personal” without going
private?
Did any segments/moments go too long or feel boring?
Are any risks/surprises in today’s show? (Live: Anything goes, if
produced, it must be PERFECT.)
Were the stories powerful?
Did we meet characters we can care about?
Have YOU provided “talkable topics” for your audience for later
in the day to discuss with others? If so, what?
Was today’s show fun?
Did you give them enough to come back?
How have you “served” your listeners (Informed, Entertained,
Inspired, Persuaded, Connected?)
Did anything go too long, or feel boring? (There are no boring
stories, only boring storytellers)
Would your listeners stay even if they weren’t interested in this
subject or topic because you MADE this compelling?
Excerptedfrom“BeyondPowerfulRadio”
copyright2011.Reprintedwithpermission.
www.gellermedia.com

22. Part of Promotion:
Getting The Word Out
•Twitter, Facebook and all social media can be great
promotional tools.
•But no one wants to be “sold.”
•Remember WIFM ("What's in it for ME?")
•People value relationships.
•Social Media is SOCIAL.
•Set aside time each day to respond personally to
listeners who reach out to you.
•Saying “Thanks for listening” doesn’t count.
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26. • Speak visually, in terms your listener can “picture.”
• Start with, your best material.
• Tell the truth.
• Never be boring.
• Listen.
• Make it matter.
• Always address an individual, use “You,” -
talk to ONE listener at a time!
• Do engaging transitions & handoffs.
• Promote authentically.
• Promote other people's stuff.
• Be who you are.
• Take risks. Dare to be great.
Excerptedfrom“BeyondPowerfulRadio–ACommunicatorsGuide
totheInternetAge”CopyrightValerieGeller2011.Reprintedwith
permission.
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