FAST TIP: HOW TO GET THE BENEFITS OF A CONSULTANT, WITHOUT PAYING A DIME

 You may think that those high priced consultants have a completely unique customized plan and advice for each station. Not true.

The vast majority of the "basics" that all consultants give to stations are the same for every station.

Just like if you ordered a "custom van" from a car dealer. 95% of everything about that van is identical to every other van. Only about 5% is "customized."

Consulting is similar. The same great tips will be given to almost every station: "Cut your song list." "Don't try to be all things to all people." " Focus and shorten your breaks."

SO, how do you get the benefits of all this advice without paying a penny? Use the McDonald's/ Taco Bell model. And I have to confess. I have not been able to verify this story. Though it's been in marketing lore for years.

I once read that Taco Bell does not do a lot of research as to where they are going to build a new restaurant. They simply build close to a McDonald's. Because they KNOW that McDonald's has done their home work. SO, listen to big stations on the internet. Because you KNOW they have had consultants tweak their sound.

Copy their song playlists. Observe what their announcers are doing or not doing. Have your breaks about the same length as their breaks.

This is not a perfect system but it will get you about 80% where you need to be-Fast!

When I talk to a station and they want advice on how to clean up their air sound, I tell them to listen so one of the great stations. That's it. Within a month, they are sounding MUCH better!

And it didn't cost them anything.

-Rick McConnell

   (Articles provided by Rick McConnell. Starting in Christian Radio in 1978, he has been doing voice overs since 1986 through his company, Monumental Studios in Denver Colorado. Find out more about the Imaging Package called "Airshow", Voice and Production Depot and more, by CLICKING HERE)