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Editor's note:This video is the second in a series that lays out some best-practices not only for radio in a digital age but also for marketing and advertising generally (See Part 1: New Ground Rules for Radio in the Age of Social Media).

You're at a party. A really great group of friends is chatting by the drink table, but you've been cornered by a guy who's droning on and on about his business. Are you engaged in what he's saying? Nope. You really want to be with that entertaining group having all the laughs over by the drinks.

Radio listeners are going through the same thing. They turned on the radio to be entertained. Are you doing that for them? Or are you droning on with facts about your business?

Listeners choose whether to engage with what's on the air. When you choose to entertain, they choose to engage—and it's only at that point that you have their permission to say a few things about your business. Go ahead.

The first rule of great radio? Entertain first, sell second.

(Hear Rule 1 at work in the embedded player below the video.)

Radio Rule 1, Exemplified:

Cricket-QuickTripPromo by SoundscapesCreativeAudio

Videos in this series:

  1. The Five Rules of Great Radio: Rule 1

  2. The Five Rules of Great Radio: Rule 2

  3. The Five Rules of Great Radio: Rule 3

  4. The Five Rules of Great Radio: Rule 4 (a)

  5. The Five Rules of Great Radio: Rule 4 (b)

  6. The Five Rules of Great Radio: Rule 5

  7. How to Get Your Creative Approved

  8. Should You Appeal to Your Audience's Right Brain or Left Brain?

  9. Dialogue Writing, Part 1: Chaos Is Good!

10. Dialogue Writing, Part 2: Where to Start

11. Think Landing Page, Not Phone Number

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Brent Walker is owner of Soundscapes, creative audio for broadcast and emerging media. Contact him by phone at 501-661-1765 or via the Soundscapes website