(By Loyd Ford) We all have it: that little voice that tells you it was not good enough.
Do you hear it?
“Dude, I wish this break was better?” I will never get this dream job.
“I don’t want to do a podcast. What if I embarrass myself? “
“The program manager (or the market manager) will not call me back. Maybe I’m not good enough.
“ I don’t want to make a video. I am not handsome enough.
The go-getters just seem to go. They don’t care if they don’t look perfect. They don’t mind being embarrassed. They don’t take it personal when people don’t call them right away.
They know the secret: the world is busy working them.
They are thinking of building their own tribe. So, let’s talk about the world where there is no such thing as your own worst enemy.
Don’t be afraid to be yourself. Stop listening to negative voices. We are in the content business today and we can no longer afford to be in the background or continue to listen to negative voices (especially if they are coming from within ourselves). Be yourself, don’t be afraid to go out. Learn, get advice from smart people who can help you connect with the audience you want most. But go ahead.
You are good enough. Being on video doesn’t mean how good-looking you are or whether or not you embarrass yourself. It’s about being present, to be in front of people. It’s about offering something interesting, useful or entertaining that surprises people.
In our company today, visibility with excellent content will help you develop your career. It will help you be seen more often in a way that matters to others.
Sit down and wait for that phone call to get a job, hopefully dead and gone. Today you don’t want to take anything personal. People are busy and really only care about themselves and what they want.
On the radio, our job is to be what people want. You can’t do this effectively by trying to be someone else or listening to negative voices. Don’t let fear embrace you.
If you’re on the air today
Our life relies on being able to create great content and being able to work for a director (in Hollywood terms) to give them what they want. It’s about connecting with the primary audience regardless of what format you’re working in today, but your job is more than your on-air broadcast. Today, the world’s attention is exploded and it’s no wonder that all of these choices are vying for your brain’s attention.
- Streaming services for movies and TV (Netflix, Disney +, Amazon, YouTube TV, Hulu, etc.)
- Spotify and other music streaming services
- Gaming Apps
- Sirius XM
- Dating sites / apps
- Printed publications
Do you need more proof the world has stretched attention deficit? People don’t care about the radio, you or me. They care about themselves.
What do you bring all day that makes you relevant in a variety of platforms? Forget the old days when aerial talent could just be “on the air”. What will I see if I pass by your Facebook page or Instagram? Will I see your story?
Now you have to be the talent that aggressively tackles live approvals. You have to be the talent that generates additional content in a variety of locations and is ready to play at live events (yes, they will be back). You should study influence and influencers in order to learn daily how to increase your knowledge about people’s wills and desires.
The world will change more in the next 10 years than it has in the past 100 years. This is changing rapidly now that you are reading this article. Do not be afraid. Change with.
If you are on sale
Your life comes down to how many times you see people who can make the decision, how often you give them value, empathy, opportunities that they can judge for themselves are in their only interest. How do you communicate that you care about them? Like your friends in programming, using humor, stories, and compelling content that people enjoy is powerful for you. Making an emotional connection can improve your relationship, and selling is more of a relationship than ever.
How do you change the way people perceive you different from any other seller in your market? Have you started to understand yourself and see yourself as a totally unique talent? Your world is changing as fast as the world of programming. Your employer is probably trying to figure out how to replace you and others like you in order to keep costs down. Why? They think about themselves and their story. So what does this mean? Fear? No. It means you have to become so unique and productive that they don’t want to replace you.
How are you doing that?
Tell the story of their greatest success with you in the middle of this story.
Stop saying “I can’t“
Replace the words “I can’t” by “How can I ____________.”
How can I become my clients’ most valuable advisor?
How can I build and develop my personal professional brand today?
Create visuals for yourself and optics that make YOU the thought leader who always thinks of them, giving them tips, hacks, solving problems for your customers and prospects.
Are you blogging targeted at advertisers?
Do you think video work is reserved for on-air talent?
Do you network with key holders and those who know them well?
Are you bringing outside value to your customers in a way that is clearly not benefiting you? It’s amazing what goodwill can do to make you stand out.
The value of not listening to your darker voice
We all have this voice that tells us things. What if it doesn’t work? What if they don’t like me? What if I can’t make my sales?
What if you stop letting that voice speak?
If you spend your time filling your mind with a positive push, the ultimate value is this: you can’t think of two things at once. Your worst enemy will have to go.
The world of disruption is here
The bigger a business, the more stress and institutionalization (and debt on radio today) it naturally leads to. The bigger you are, the harder it is for you to be successful. This is why you see so much mediocrity today. Elevate. Look for people who will let you do the work that God has put in you.
Know in your heart that you have an easy button‘
The ability to bring content directly to people is easier than ever in human history. Broadcasting companies have major platforms and major issues, but you have the unique ability to be creative, bring your vision, outperform anyone, and make any dreams you set out for yourself come true with one. hard work, a positive attitude, consistency and persistence. There is no one like you.
Listen to your positive voice.
Surround yourself with mentors, cheerleaders, coaches who will help you consistently take you to the next level because you deserve that next opportunity.
Radio is as great as it ever was. Go prove it by being a multiple threat and never stop believing… or pushing forward.
Loyd Ford consults radio stations, trains personalities, and provides behavioral and strategic radio programming with RPC. If you use the Clubhouse app, you can join Loyd’s Radio Professionals Incentive Group “The Encouragers”. Join him anytime. 864.448.4169 or [email protected].