1. There will be hundred of applicants for every on-air gig.  The number of jobs has only decreased since consolidation, so more people are applying for fewer jobs.  You cannot afford to get lost in the shuffle.
2. You've got to be good.  Not much will help you if you are not the right person for the job.  Most stations have a sound in mind, and if that's not you, you won't get a call-back.

• Send the station exactly what they are requesting.  Don't leave anything out.  Do not send extra materials.  Anything extra had better be so amazing, they will over-look the fact you didn't follow directions.  Is it? 
• If a posting asks for a 5mb maximum size mp3, do not send anything bigger (many times it will be flagged by e-mail security if it's too large and thrown-out).  
• Do not offer a link to your audio if the posting asks for an mp3.  Some PD's download airchecks onto an iPod or other device so they can hear them all at once.  Asking the PD to go to a website, then download your mp3 first - is asking too much.
• If they ask for a photo and you don't send one, your aircheck had better be so good they will still consider you ... is it?

• Resume:  The file name should be YOUR NAME RESUME.  Many times, stations will dump them all into one folder to read later.  Too many times, you see 1/3 of the resumes titled RESUME or BILL. 
• mp3:  Same as the resume, the file name should be YOUR NAME DEMO. 
• Cover Letter:  If you send it as an attachment, label it just like the resume, except with LETTER as the last word. 
• Make sure all of your files are on common platforms.  Most PD's have MS WORD and can hear mp3.s   Almost no PD or GM can open files on Apple software (much to our dismay).  I recently got a real-player file and MS Works resume.  Neither were viewed. 

• If your letter or resume goes on and on about your accomplishments, it will seem disingenuous.  Pick a few key things you want to highlight and leave it at that.
• Do not send Arbitron ratings.  You are not legally allowed to do that, so you are showing your potential employer that you don't get it.
• Only include references if they ask.  This is a small business.  Someone you list may not be in good standing with your potential employer.  You'll move to the bottom of the list.  It also can look like you are a name-dropper (and nobody likes them!).

• All the employer wants to hear is you on the tape.  Long jock jingles and artist shout-outs do nothing except tell the station you will waste their time.  Young talent is always excited to have Bon Jovi say their name, or a long TOH jock shout.  Employers do not care.  Keep that stuff to impress your friends.  
• All up front:  put your best stuff first.  You may only get 30 seconds of listening.  Your air-check does not have to be a skim from one show.  Lead-off the aircheck with 3-4 solid breaks. 
• If there is more than one voice on the aircheck, be sure you are clearly identified - and often.  Also, make sure you are the dominant voice (edit, if you have too).

• Do you have a private e-mail address:  one that other jocks or a producer won't see?  Is it on the website? 
• Is there a number a PD can call?  If they call the business line, will you have private voice-mailbox?
• Do you have a website stocked with audio so the can hear more and get really excited about you?  If not, use MySpace music.  Set it up like you are a band, but use snippets of your show on there. 
• Are you all over FB, Twitter, MySpace, etc.?  Can you be e-mailed directly?