10 Secrets to Howard Stern’s Success

On January 9, 2006, Howard Stern debuted his new show on the Sirius Satellite Radio Network. It is easy for mainstream business or political figures to dismiss Stern as a mere prankster who panders to the lowest common denominator through an obsession with sex, bodily functions, bathroom humor and more sex. But many others have tried the same road Stern is on and most have failed. Millions of people love Howard Stern, and a lot of people love to hate him. Personally, I am neutral. I find him mildly amusing, but if I don’t listen to him for 14 months, and then listen to him again, I don’t feel like I’ve missed much.

But it is undeniable that Stern has become a major figure in American pop culture. The shock jock has the most zealous fans of any entertainer around. You can not deny Stern’s success. Stern is well on his way to joining the Oprah-Martha Steward Media Billionaires Club. But I believe there are secrets to Stern’s success that are transferable to others (without being obscene!). Here are the 10 key principles that I believe Stern has used as he built his media empire that can be duplicated by others who wish to be powerful communicators:

1. Talk about what really interests you. (It’s not as if Stern has to fight a daily impulse to discuss the Federal Reserve)
2. Make fun of yourself. (Stern always ridicules his own manhood)
3. State your beliefs even at the risk of offending people. (In Stern’s case the FCC documents his numerous offenses)
4. Be unique. (Through his dress, style, vocal tone and message, Stern has been different from his competitors for 30 years)
5. Consistently communicate a consistent message. (Howard has been doing the same thing for 30 years—he doesn’t reinvent himself)
6. Display passion (When Howard is angry or upset, he reveals all)
7. Treat your audience like gold. (Howard treats his audience members like they are closer to him than his own family. He even has parties for them.)
8. Treat all people equally. (Whether you are a poor person with a handicap or a rich Hollywood celebrity like Alec Baldwin, Stern gives everyone the same level of disrespect.)
9. Reveal yourself. (When Howard was going through a divorce, he revealed all to his listeners)

• Work incredibly long and hard hours. (Howard has gotten up at 4:00 AM in the morning for decades and spent every waking moment coming up with new bits for his show)

TJ Walker, Media Training Worldwide