Author Archive

Scott Herrold

Morning Show Personality/Program Director/Creative Ninja at SOS Radio in Vegas.

No Shotgun Marketing!

Written by Scott Herrold. Posted in Uncategorized

We need to change our view of radio marketing. It’s not a shotgun approach anymore. It’s relationships. Basic technology can make our marketing plans very targeted today. You just have to make sure your show incorporates that targeted, personal approach. Don’t look at marketing as hype. Look at marketing as a strategic plan to build deeper relationships with your listeners. By the way, you do have to carve out budget to pay for marketing if you want to reach people who aren’t already listening to you!

Be an “introducer” rather than a megaphone. Be an “influencer” and share your heart. Be a “role model” who stands on God’s Word. Be a “friend” rather than a deal closer.  Marketing has shifted from billboards & broad shotgun approaches to listener engagement and influence. When you’re doing your show, make sure your approach reflects a personal relationship with your listener.

There’s a difference between building cume (total number of listeners) and building AQH (Average Quarter Hour) listening. The easiest way to build cume is to spend money on marketing or generate a huge buzz in the community. But building AQH is something you CAN do today for your show. It’s simply going deeper with your listeners. Make this a priority! Look for ways to invite more people in. Most radio personalities use their radio shows to promote their social media and websites. However, the most influential personalities have learned how to use social media to connect with potential listeners and bring them back to actually listen to their shows. There’s a huge difference. Give real content to the people who are already listening. Look for ways to use social media to engage potential listeners and bring them back to your show. (Use some of your marketing budget to highlight your connective content on social media & Youtube.) Show people what you do, and invite them to come back and actually listen to your radio station. Make it easy for casual listeners to get more involved. Invite them! Remind them! Welcome them! All of this can help facilitate community, and that makes your show personal & memorable. -Scott Herrold

Lead Your Listeners

Written by Scott Herrold. Posted in Uncategorized

“Good leaders create vision, articulate vision, passionately own the vision & relentlessly drive it to completion.” – Jack Welch

You might think of leadership as something your boss does, or doesn’t do, but YOU are a shepherd to your community. Lead with the voice you have in your show. You have been given a circle of influence. Shepherd your listeners toward a Christ centered worldview. Cast vision toward your listeners.

Grab Your Listener!

Written by Scott Herrold. Posted in Uncategorized

Economy of words is KEY in breaking through our listener’s busy life. Let’s be honest, we all over explain. Take 10 minutes and listen to one of your airchecks this week and look for the spaces you could have used more words with meaning, so you can have less filler. Use VERBS instead of adjectives. (Verbs are action words, while adjectives are descriptors)


Look for the ways to grab our listener’s attention in the first 15 seconds of EVERY break. Yes, every break should have a grab right up front because our listeners are distracted. Headline where you are going, so you can grab the listener’s attention right off the bat. After you intentionally grab their attention, dive into the story/the content/the spiritual thought or the discussion question. Start with a bang by grabbing the listener’s attention FIRST. That’s how you cut through in your show.


Intentionally use words with meaning! The Wizard of Ads, Roy H Williams explains how here. Cut the clutter by using more VERBS and start with something that will grab our listeners in every break.  

-Scott Herrold

Building Discussions On Air

Written by Scott Herrold. Posted in Uncategorized

Is there texture in your show? Are your discussions actually inviting to new people? Think about your strategy in how you use recorded audio to build momentum!

Using artist audio can add texture and interactivity to your show. Just because you have recorded audio from Tobymac or Lysa TerKeurst doesn’t mean you have to use it only as an interview! Use your artists/authors & local pastors as experts! You can use their audio to start a discussion with listeners! Here’s a strategy idea: 

Start a discussion by sharing a personal story about something that’s topical this week and invite listeners to call. (Then you play a song.) Right after the song, you reset what you’re talking about and invite your listeners to call again. Right after you give the phone number, play a great clip from an author like Mark Batterson chiming in with his opinion. Invite the listener to call again before your play your next two songs. Maybe even follow up after a few songs with a recorded clip from a different author like Louie Giglio addressing the same faith topic! (Use your archived audio like Mark & Louie are guests just responding in your show!) You can do the same with any artist audio you have in the archives. Use them as experts!

We have a TON of dry audio like this in our DRY CALLS page for our paid members. Join us if you want to add some texture to your show! A paid membership is $40 per month and there are no contracts. You can try it and cancel anytime!

Building call in discussions is all about setting momentum! Look at each call, each personal story or each artist clip as a power up on your journey toward flight. Your stories strategically build momentum. Plot out the way you will use audio to build that!  

** I suggest you have 2 different pieces of audio edited and ready BEFORE you start the discussion on the air! (Call a friend and ask their opinion if you need a call starter or a follow up to your discussion with a community leader.) -Scott Herrold / Morning Show Host at SOS Radio

Schedule Matters!

Written by Scott Herrold. Posted in Uncategorized

When summer plans are cancelled, a lot of parents stress about how to keep their kids busy. Psychologists say the best thing you can do is set a schedule for your child in the summer. Schedule regular wake up time, chore time, meal times and make sure to schedule a regular bed time! I want to be strategic in scheduling some sports time to force the kids to get outside. In addition, I want to be strategic about helping my kids grow spiritually this summer. Here’s some idea starters!

Your news is boring. You need conflict and characters

Written by Scott Herrold. Posted in Uncategorized

It’s just news if you have no characters. Bland, boring information doesn’t evoke much of a response. You are a storyteller and you can contrast light from darkness when you focus on the characters in the human interest stories you share.

Film director & screenwriter, Jean Luc Godard said, “Sometimes reality is too complex. Stories give it form.” Click for more!

Don’t Fear The WHAT IF’s!

Written by Scott Herrold. Posted in Uncategorized

The Devil uses the same playbook over and over again! Six weeks ago he was stirring up fear about the WHAT IF’s, and he’s doing it again this week.

Last month the fear was: WHAT IF the economy tanks? WHAT IF my income drops? What if my industry doesn’t bounce back as quick as others? WHAT IF this drama lasts longer than a month? The WHAT IF’s will always drive you crazy because they remind you that you are not in control!

Today he’s using the SAME playbook again. WHAT IF we open too soon? WHAT IF our government makes a mistake? WHAT IF our sales/donations don’t bounce back in a month work? WHAT IF more people get sick in the fall and this swings back worse than what we’re dealing with now?

It’s the SAME playbook with a twist on days’s events. Focus your eyes back on Jesus – not on your circumstances! WHAT IF God actually shows up in a bigger way than you could ever imagine?

“Humble yourselves, therefore, under God’s mighty hand, that He may lift you up in due time. Cast all your anxiety on Him because He cares for you.” – 1 Peter 5:6-7