In Content Superhero 2: What Causes Tune In, we showed you the EKG graphic of great storytelling. This show, Mike & Chelsea on Key 103 in Manchester, England, perform a break about protecting your PIN when using an ATM. It’s a textbook example of how to grab attention quickly, develop the story and move it forward, then hit the payoff at just the right time.

And there’s ZERO tune out.

This break is the result of high profile personalities telling the story well, delivering it with personality and paying it off efficiently and quickly. In less than 2 minutes. How did they do it? Show prep. And storyboarding the content in advance. This demonstrates the importance of personalities in delivering content. It’s not about the topic, but about how air talent makes the content come alive on the air.

Because a well-told story stays told!