Call. Connect.

It was a Saturday night in 1988.

I’d been home listening to music on CDs for several hours when I started to get bored and even a little lonely.

So, to change it up, I turned off the CD player and turned on one of my favorite radio stations.

And then it happened.

When the DJ started talking, he sounded like he was having the time of his life! He quickly drew me into his on-air party and legitimately helped me feel like I wasn’t alone. It was a powerful experience that still resonates with me all these years later.

That’s what the best radio does. It serves as a relatable friend and companion. Even with all our other entertainment options these days, people still value radio’s ability to connect that way.

Here’s proof: in mid-March, Inside Audio Marketing reported that for “nearly 25,000 core commercial radio listeners in the U.S., on-air personalities continue to outscore music as a main reason for listening” to the radio. That information came from the 21st annual Techsurvey conducted by Jacobs Media, a research and consulting firm that works with broadcast and digital media companies.

The irony of technology is that, while it’s making the world smaller, it’s also pushing us apart, replacing personal contact with apps and chatbots. Yet, as human beings, we crave connection.

There’s a good chance your prospects and customers feel the same way. So, instead of sending yet another email, pick up the phone. Start a conversation. Listen actively. Empathize. Be present. Offer support and suggestions in real time. Share your positive energy and personality.

In other words, connect.

When you make the effort to reach out and help people feel less alone, you’ll create your own powerful experience and strengthen your valuable relationships.

By Scott Greggory