Last Things First

As important as that first step is – and it’s very important…whether it’s just getting started and getting the momentum going, or having a clear and concise vision for what you want to accomplish – the last step is also important.

I too often forget that last step, because the next-to-last step often seems to complete the process…so I move on.

I spend a lot of time selecting the music that I will play on SiriusXM. It’s a pleasure, a struggle, a maze to solve, there are adjustments, edits and compromises. But once it’s done, and I’m happy and satisfied enough with my music choices, I export the music schedule to our on-air playback system.

It’s done. It might take an hour…sometimes 2 hours, but I enjoy the satisfaction with completing the process; I feel good…or relieved.

I move on to something else.

Unfortunately, I forgot the last step.

Sending the playlist to the announcers who will present it on the air.

That’s kind of important.

When I create and produce a program – say an interview with a major artist that’s interspersed with their music, there’s more than the process of creating a show and putting it in the on-air schedule. That’s not the last step.

The last step is creating an equally gripping and enticing method of generating awareness, getting the word out (promotion) so people will actually know about the show and when to listen.

The promo is as important as the show…otherwise only my Mom will hear the program…and people who just happen to be listening when the show comes on.

So, as I’m creating and assembling the program, I’m thinking about how I will promote the program on the air and on social media. From experience, I can assure you that putting together that promotion strategy at the last moment is going to be ineffective.  “Oh yeah, I’ve got to write a promo now.” That’s a bad way to approach the last step.

What is the last step of what you are preparing and creating?

The ink on your new composition is dry. What’s the next (last) step)?

Your new recording is mixed and completed and you have a box of 200 CDs in your hands.  What’s the next (last) step)?

Your recital dates are official and confirmed. What’s the next (last) step)?

And the music logs I forget to send?  My colleague Daniel Gluckman advised me to switch the last two steps -- send the music to the announcers first. Then, export it to the on-air playback system.

So far so good.