Friday, March 24, 2017

Episode 22:
VO Superstar Nick Michaels
The STORY behind great imaging!

Nick Michaels is a writer, narrator, and broadcaster whose voice has appeared on over a billion dollars of paid advertising for clients like Bristol-Myers, General Motors, Kellogg's, P&G, Gillette, Coca-Cola, and many others.

Nick can be heard on National Geographic Explorer episodes and many other TV projects. His writing, voice, and television commercials are helping to shape the image of some of the most influential stations and networks in the country including KSWD-FM in Los Angeles, WDRV-FM in Chicago, KCBS AM/FM in San Francisco and even CNN, among others.

Nick's syndicated radio program, 
The Deep End With Nick Michaels, can be heard across the country. 


Hear Nick's impact on writing and delivery, in helping unseat a longstanding heritage market leader!

One-minute Martinizing: 

Get Different

The mission at my day job is to help others change behavior. We believe …“All that matters is what’s coming out of the speakers and on the screens. Everything else is a footnote.” Nick Michaels delivered the goods in this episode. His take away – what’s important is what they’re hearing not what we’re saying – is spot-on. The magic happens, or not, on the listener side of the radio, in the listener’s mind. Nick’s success comes from a deep understanding of the true nature of great audio - it’s a performance art.

Writing on his blog, programming ace George Johns recently said “It’s time for radio to take the blinders off and get the hell out of the forest so they can breathe some fresh air. We need to start creating some new radio because I’ve heard all this stuff before. The radio industry needs to do something so compelling that it forces its listeners to tell their friends and co-workers all about it every day.” Right on the mark, as ever.

Nick and George share a passion for making exceptional audio, audio that strikes a responsive chord, audio which triggers an emotional response. Job 1 for radio is creating exceptional audio, doing the common uncommonly well and to a measureable effect. What are you doing on the air that “forces…(your) listeners to tell their friends and co-workers all about it”? Getting listeners to talk about you, your show, your radio station is one of those critical measureable effects. You’ll get into their conversations by first getting into their mind.

Let me suggest this – something that gets people talking will breakthrough because it’s fundamentally different, it’s something which captures attention and engages the imagination. The task at hand is putting the listener mind to work. Getting the listener involved in filling in the blank. My sense is this involves a focused effort to get different rather than continuing to invest precious time and resources in getting better. Get different!

Thursday, March 16, 2017

Episode 022:

Paige Nienaber:
Promote THIS!

Radio's Evil Genius Speaks

If you look up Paige Nienabor in the Encyclopedia of Radio Promotions, you’ll see his picture. Largely because he WROTE that book among several others!

In this episode, Radio’s “Evil Genius” shares some of his favorite stunts and the results created.

After groundbreaking stints at stations in Portland, Minneapolis, Charlotte and San Francisco, for the past 20 years he’s been consulting stations around the world on Marketing and Promotions. His contests and campaigns that have made hundreds of thousands of dollars and guided both stations and shows to market-leading ratings and revenue numbers.

His CPR Promotions is the go-to resource for hundreds of AE’s and Programmers who need ideas FAST! And he loves it. Working with fun, talented and creative station teams, Paige has helped orchestrate attention-getting promotions that get press worldwide.

He also reveals where he gets inspiration for some of his wackiest concepts and offers great tips for people who are short on two things: TIME and BUDGET!

Learn from Paige:

including great imaging examples,
fun videos and photos and TONS of great ideas!

Connect with Paige:


One-minute Martinizing
Know Thyself

Self-awareness is one of the secrets to achieving sustainable success. It’s also a precious gift. All of the successful people I know are serious about self-awareness. They know where they stand, honest about what they need to work on. They know how to do the work that will make a difference and move them forward. They understand doing that work – after knowing what needs to be done and knowing how to get it done – is the critical step. Without actually doing the work nothing happens.

This secret became obvious to me when one of my mentors suggested a specific daily ritual would help me to be more successful. The legendary Paul Drew told me I should end each day by taking a moment to reflect on what happened and then give myself a grade on my performance. He said “Give yourself a grade, A to F, and ask yourself why you got that grade, how could you have gotten a better grade?” Most importantly he added, “What would have to happen for you to get an A tomorrow?”

Paul’s advice has served me well (and many others lucky enough to have worked for him or to have known him).

As part of this daily exercise I have adopted a process which still works for me.

Be brutally honest about the grade you give yourself and then think about why you got that grade. What happened? I believe in writing these thoughts down, making notes in a personal journal.

When you ask yourself that last question make a list of the five most important things you need to get done tomorrow. Prioritize that list of five – be real. The next day work on #1 until it’s done and only then move on to your #2 and so on. At the end of the day move any of your top five not done to tomorrow’s list. Try this for a month and you’ll notice your daily grades getting better. Bonus: you will feel better about yourself and your job.

We all have bad days; it’s understanding why and having a plan to crush it tomorrow that will move you forward. The ancient Greeks put this secret into two simple words – Know Thyself