The Power Of Something Special

I was at Toys R Us today and there was a guy who was demoing the magic kits. And he sucked. Not because he was unable to perform the tricks. From a technical standpoint he was doing great – no flashes (where you see hoe the trick was done) as they say.

What was awful was how un-amazed he was with his own magic. He was also rushing through the tricks, presumably to show as many as possible.

We do this in radio all the time. We gloss over so many of the things that really could be very special. What I often hear is something cool like “We’ve got the hot new one from Justin Timberlake in 5 mins” vs the more verbose, but I feel more engaging, “Man, I just can’t wait to hear this… the brand new Justin Timberlake song… I can’t believe we actually got our hands on it… it’s coming up in 5 minutes.”

Great radio is magic. Let’s not be in too much of a hurry to move on to the next trick.

This entry was posted on Friday, May 1st, 2009 at 3:13 pm and is filed under Radio. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.