Truth Bombs from Angela Perelli’s Cringe-Killing Playbook

Angela Perelli: 00:00:00

A lot of people want to be different just to be different. We don't want to do the same show as everybody else is doing and that's fine. Right. Nobody wants to do the same exact show that someone else is doing.

Kipper McGee: 00:00:10

Right.

Angela Perelli: 00:00:11

BRANDwidth On Demand Rebooting radio with a different take on all radio can be. But if you're going to be different, the word that I like to use is refreshing.

Kipper McGee: 00:00:21

Okay.

Angela Perelli: 00:00:22

You want to be different in a way that's refreshing to the audience, that actually has the audience's benefit in mind. Like not just like we're not going to do any benchmarks because they're annoying. Well, okay, but what are you gonna do?

What are you gonna do that's interesting and has some audience benefit? Yeah. So you have to stand for something and something that the audience cares about.

Now your guides through the mediamorphosis David Martin and author of the book BRANDwidth Media branding coach Kipper McGee.

David Martin: 00:00:52

Angela Perelli is a seasoned media coach and consultant renowned for her experience in talent development and content strategy. With over two decades in the radio industry, she's been program director at very influential stations everyone's heard of like K101 in San Francisco.

se she had a Great Run at Star: 9087

In her coaching role, she guides hosts, podcasters, content creators in crafting engaging, audience focused shows.

Her approach blending creative storytelling and strategic coaching continues to make her a sought after mentor in the radio and digital media landscape. Brown with On Demand is proud to welcome Angela Perilla.

Kipper McGee: 00:01:47

Hey Angela.

Angela Perelli: 00:01:48

Hey, thanks for having me. I'm happy to be here.

Kipper McGee: 00:01:52

We are so glad to have you, Angela.

So to start with, what common mistakes do you see a lot of new hosts making and how can we as the coaches, program directors, content managers, how can we help them avoid those common mistakes when we hire them?

Angela Perelli: 00:02:15

Do you know what? I love the expression, you don't show up to a party with the lampshade on your head.

You know, I think that a lot of shows come in and they want to be all about them and making noise and being funny right away. And really the best way to endear yourself to the audience is to build a bridge by understanding what they like and acknowledging them.

You know, if the station plays music, country music, say your audience loves country music, become a huge country music fan, get behind the music, love the music, be passionate about the music, let the audience get to know you by which songs you like and why you like them.

So we do get to learn about you, but not because you're on the air talking for three minutes about what you did over the weekend, but because you're passionate about something that they're also passionate about. And over time they will get to know you by your perspective and your opinions on things. As they get to know you, you can be more revealing.

But the biggest mistake I see shows make is coming in guns blazing, a little bit too much too fast and it's a turn off to the audience, particularly if you're replacing a show that they liked. Just have to ease in and take your time. That would be my advice.

David Martin: 00:03:26

Well, what things help an on air challenge define and highlight their unique brand?

Angela Perelli: 00:03:32

I love the saying about branding. I think it was Jeff Bezos that said your brand is what people say about you when you're not in the room, right?

So a really good way to figure out your brand is to ask people flat out, friends, colleagues, you know, what do you, what do you think my, my strengths are? What do I stand for? How do you, how would you describe me to someone else?

You can start with that list of things and see if it calibrates with how you see yourself or how you want to be seen. If everybody says you're funny and you want to be funny, great.

If people say things that don't line up with who you want to be in the next few years, like it may not be right now, but how you want your brand to grow. If those words don't match, then you've got some work to do and firstly figuring out what that is for yourself.

So understanding why and here's what I think for morning shows especially, because that's where my work is. So that's what I typically talk about. People do morning shows for a lot of reasons. Sometimes people like to entertain people.

They like they're funny and they like to make people laugh. Some people like to build community, bring people together and make people feel less alone. Some people like to inform, right.

And to share interesting, helpful information.

And so getting really clear on what, what it is, what your purpose is will help you filter content, will help you make decisions on what you post on social media. And then if you're consistent about that, over a course of time, people will get to know that about you.

A you have to know what your purpose is, understand what your values are. It's so easy. You can go online and, and Google a list of values and force yourself to pick three and live your life by those three values.

And live your. And make sure that those values show up on your social media and on your show consistently.

You know, might be family, might be adventure, might be humor, integrity, all of those. And each person's trifecta. Values is different. Right. And that's what differentiates you.

Oh, speaking of which, you asked what another mistake is that new shows make. And I think, um, and this also speaks to values, is a lot of people want to be different just to be different.

We don't want to do the same show as everybody else is doing, and that's fine. Nobody wants to do the same exact show that someone else is doing.

Kipper McGee: 00:05:47

Right.

Angela Perelli: 00:05:48

But if you're going to be different, the word that I like to use is refreshing.

Kipper McGee: 00:05:52

Okay.

Angela Perelli: 00:05:53

You want to be different in a way that's refreshing to the audience, that actually has the audience's benefit in mind. Like, not just like, we're not going to do any benchmarks because they're annoying. Well, okay, but what are you gonna do?

But what are you gonna do that's interesting and has some audience benefit? Yeah, so. So, no, wanting to be different isn't enough. You have to stand for something and something that the audience cares about. That was a lot.

Is that too much?

Kipper McGee: 00:06:20

No, no, no, no.

David Martin: 00:06:22

All good.

Kipper McGee: 00:06:23

And yeah, you want to do something that's good, not just something.

Angela Perelli: 00:06:28

Yeah, right. I swear, I went on one show, they wanted everything. They didn't want. They want to do everything different. Yeah. Just to be different.

And none of it was good. And so they didn't last very long. Well, that's a surprise.

Kipper McGee: 00:06:37

Yeah. Like the radio station that didn't want to play hit cuts from the album, so they played all the. Yeah, right.

Angela Perelli: 00:06:43

No, exactly. Yeah, exactly. Such a great example, Kipper.

Kipper McGee: 00:06:48

Yeah.

Okay, so shifting gears a little bit to multi host shows, what things might you recommend to someone who wants to create individual roles within a team setting? And how do they go about creating their individual brands while creating a team brand?

Angela Perelli: 00:07:08

Right. Because each person is a brand within the show brand within the station brand. And so you want to have each person get really clear.

The other piece of it is, what are they really good at? What are their superpowers? And so making sure that you've got a team show where the superpowers are different.

Like maybe somebody's really good at storytelling, communicating, you know, doing kind of a news, news breaks or what's trending or whatever that is. Somebody that can. That can present information. Someone else that is a really idea person, really creative, funny, potentially more unfiltered.

So you Want to make sure that you've got different types of people. You don't want two or three of the same type of person, even though they might get along really well. There has to be some built in differentiation.

And in fact, I work with the show. They're so different and so they clash with each other sometimes.

And I keep having to remind them the reason that your show works is because you're different.

And so embracing those differences and accepting that that's what makes the conversation more engaging and interesting than you guys agreeing on everything all the time. So making sure that there's built in differences between the players, but then also that there's some base level things that they have in common.

One would be work ethic, for example.

Integrity would be another one like core values that they can all operate by the same, the same rules that they have the same way of showing up to the show.

David Martin: 00:08:30

What's the best way, Angela, for hosts to handle critical listener feedback or negative comments?

Angela Perelli: 00:08:36

Oh, listener feedback or feedback from a manager or.

David Martin: 00:08:40

Yeah, both. Both.

Angela Perelli: 00:08:41

Well, first thing is to really decide whether that person's feedback is valuable to you.

You know, is that someone who has your best interest at heart, is that someone who's trying to help better or is that someone who's just a troll that's trying to, you know, they're having a bad day and so they're taking it out on you. So the first thing is do they have skin in the game? The program director, the consultant, the general manager giving you feedback.

They're trying to help you get better. Because if you get better, their job is secure and your job is secure and everybody wins. So first off is just differentiating.

And then if it's a listener, I think some people just do. You don't even look like if you know you're thin skinned.

Kipper McGee: 00:09:18

Oh yeah, Yeah.

Angela Perelli: 00:09:20

I know someone who has someone else go through their comments on social media so they don't see it because it just hurts too much. Especially women. I think women not only that because don't think that it's because women are more sensitive. It's because people are harder on women.

David Martin: 00:09:33

You bet they are.

Angela Perelli: 00:09:34

And that I believe that to my bones.

David Martin: 00:09:36

I do too.

Kipper McGee: 00:09:37

Yeah.

David Martin: 00:09:38

Talent coach to the stars, Angela Perelli. Know someone we should interview or topic we ought to cover? Well, let us know.

Email your suggestions to show brandwithondemand.com or reach out on social brand with plus on Instagram, Facebook and X. That's brand with plus. P L U S brand with plus.

Kipper McGee: 00:09:58

And if you're new to the podcast. Welcome and please be sure to hit the follow button wherever you're getting us.

And if you've been with us for a while, please be sure to take Tell a friend where BRANDwidth On Demand wherever podcasts are found Our goal to help you mastering Audio First Media.

David Martin: 00:10:19

Coming up, Angela Pirelli shares one opportunity for Audio first content creators that may be found hiding in plain sight.

Supported by MUSICMASTER.com: 00:10:28

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Angela Perelli: 00:11:39

Sight BRANDwidth On Demand we are.

David Martin: 00:11:42

With the very smart and inspiring coach Angela Perelli. Angela, what's the one opportunity for most radio shows today that seems really obvious to you? In fact, they may find it hiding in plain sight.

Angela Perelli: 00:12:00

Hmm, I love that question and my mind racing about a lot of different things. One I think is not forgetting about the audience, right?

You're doing a show and you think you're performing and hey, you're listening to our show and you're missing the opportunity to connect that it's really more about what you can do for the audience.

And I especially find this in the area of being authentic and people being vulnerable on the air and sharing their stories, that people don't really care about your story as much as they want to feel less alone.

And so if you can share a story that makes them feel like, oh yeah, me too, I've done that or I've been through that, that they'll feel closer to you.

And I think that's such a missed opportunity People talk too much about themselves without connecting the dots of why it makes any impact on the audience.

David Martin: 00:12:50

The talent coach of the stars like Carson Daly, Kevin and the Bean and so many more, Angela Perelli. We have links to her YouTube channel, including her sought after Ask Angela Anything.

All about building authentic connections with audiences, refining on air presence and navigating the evolving media landscape. All in the show notes. Scroll down on your phone.

Kipper McGee: 00:13:10

As always, our show. Special thanks to our special exec producer Cindy Huber and associate producer Hannah B. Who helps booking and coming up next.

Mark Ramsey: 00:13:21

Hey, this is Mark Ramsey.

If you want to know everything there is to know about making podcasts you haven't made yet, reaching audiences you haven't reached yet, and getting business you haven't gotten yet, well, at least 30 minutes of it. Then listen to the interview with me. On BRANDwidth On Demand next time.

David Martin: 00:13:40

That's a wrap, Kipper. Your calendar can be your friend. Well, it can and it cannot. We'll find out more. It's in one minute, Martinizing.

Find it in the show notes@brandwithondemand.com I'm Dave Martin.

Kipper McGee: 00:13:52

And I'm Kipper McGee. May all your BRANDwidth be wide.