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Stone Payton: [00:00:02] And we are back with BRX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, we’re out there every day. We’re talking to people who want to become clients or, at least, want to explore the idea, or they will explore the idea of becoming studio partners. The question comes up, and it should, why join the Business RadioX network instead of just doing it myself?

Lee Kantor: [00:00:22] Right. With the cost of equipment being negligible nowadays, and people doing this kind of work on their phone even, that you don’t even need a lot of super fancy equipment, people think that just because they can do the activity of what we do, then they are what we do. But the thing that they’re missing is that in the eye of the interviewee, or the prospect, or whoever you’re trying to get do the work with, they see through if you just started a podcast, and you say, “Hey, I got a podcast,” and they go and check you out, and they see that you’ve never interviewed anybody, or you have your two buddies that are on the list, you don’t have any credibility. You don’t have any authority. You don’t have any real influence. It just—it looks like in a self-serving manner. You’re going out to do this kind of work because everybody and their brothers got a podcast nowadays. So, it’s kind of—you’re just kind of another one of those people that have a podcast. And sadly, most people have a podcast. They have a podcast for a week or two. And then, they stop having a podcast.

Lee Kantor: [00:01:27] When we were talking at the podcasting event that we went to last year, they said that there’s 650,000, at the time, podcasts on iTunes of which 120,000 are actually active and have actually recorded something in the last month. So, by and large, what is that? 40%, a 30% to 40% are surviving just a few episodes. So, most people are going to do this for a while, and they’re going to realize it’s hard, and they’re going to stop doing it. Because of that, that kind of hurts all of us because people are skeptical of who you are. When you go into the market as Business RadioX, and they go to our website, and see tens of thousands of interviews, they see the largest companies in the world that have been interviewed, they see the biggest, most influential business people on the planet have been interviewed with us, they see that you’re a reputable real place. It’s not just some guy and his laptop with a microphone.

Stone Payton: [00:02:25] And there is a learning curve to this that a lot of people may not realize as they’re trying to enter the arena. And there probably are some scenarios where you should just do your own thing. And if that’s the case, that’s fine. And we’ll try to even coach you through that if we get to know you and have a conversation about it. You mentioned credibility. Yeah, to me, it comes down to credibility and speed. Now, maybe you’re smarter than me and Lee. Maybe it will take you 12 years to get where we are, but it might take you six, or it might take you three. And I think we’ve built this thing out where the money just makes sense. So, for me, it comes down to credibility and speed, depending upon how important your brand is and how serious you are about actually generating ROI from your efforts with this.

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Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, let’s talk a little bit about bringing back previous guests – pros, cons, timing, sequence, that kind of thing.

Lee Kantor: [00:00:13] One of the great benefits of our platform is that we can rekindle dormant relationships by bringing back previous guests. Now, typically, if they’ve come in the studio, we like to wait three to six months for bringing somebody back that’s been in here before. But if there is a sales opportunity, or something has come up, or something newsworthy has happened, we have brought them back sooner than that, Stone. And I think it’s good mojo to do that. And some of the ways that we have them come back to kind of demonstrate what it would look like if they did sponsor a show is we invite them back in and ask them to bring in existing clients.

Stone Payton: [00:00:57] And I’ve actually done that in the original episode. Maybe we discovered them in a house show. And you and I, during the course of that show, we identify them as a viable prospect, and we’ll just say right there on air, “I think it might be marvelous to have you come back, Joe, maybe with a delighted client, one of your most trusted market partners, and really explore that relationship, and how you guys are collaborating together to serve your ecosystem. What do you think? Would make a good segment?” And I don’t think they’ve ever said no.

Lee Kantor: [00:01:27] Exactly. And it’s a very elegant way to deepen a relationship and demonstrate the value that’s sponsoring a show.

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Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Let’s talk a little bit today, Lee, about what we do, and what can and so often does happen in this room when the show ends. My favorite characterization for that point in the whole experience is the post-show glow. And for my money, it’s the whole reason we’re here, right?

Lee Kantor: [00:00:26] Right. This is an important component. You don’t want to rush this. That’s why we allocate an hour and a half for a show, that even though the show may last 30, 45, or even 60 minutes, we allocate an extra half an hour because we do not want to rush what happens after the show. We don’t want the guests ever to feel like they’ve got to get out of here. And we want to do everything in our power to kind of nurture those conversation, and encourage the chatter that happens after the show has ended. So, this is kind of your foray, and you do a great job of orchestrating this in the room here. But when we wrap it, when the episode ends, and we say, “We’ll see you next time on Atlanta Business Radio,” then, I look to you, and then you do your thing.

Stone Payton: [00:01:11] Yeah, that’s my cue to get started. You talked about follow-up questions in an earlier Pro Tip. To me, that’s the time to ask some follow-up questions and comment. “You know, Joe, when you mentioned early in your segment blah, blah, blah, that really struck a chord with me.” And it’s just the same thing you would do in another environment, like a cocktail party or another business meeting, to keep the conversation going. To me, that is so important to extend that experience. They want you to extend the experience. They don’t want to go anywhere. And you can learn so much and cultivate such a deep, rich relationship if you just take a breath, take the time, and invest that time and energy with the people in the room, and stay in the moment.

Lee Kantor: [00:01:59] Right. And help kind of facilitate conversation between the guests if there is a thing that one of the guests go, “Hey, there might be ways for you to work together,” or “You guys should definitely get to know each other.” Something you have to watch as a studio partner, if you have kind of a producer, if you’ve hired a younger producer especially, they tend to just go through a checklist, and want to rush this thing, and want to get them out the door because they want to be done, and they want to make sure they’ve done everything properly.

Lee Kantor: [00:02:27] It’s important to train them to kind of let — to breathe, like Stone said, and let the room kind of just talk, and let the show do what it does is kind of facilitate these conversations. And they work on their own if you just let the guest do what they want to do is chat and talk to each other. You don’t want to rush that moment. And then, when you feel it dying down, that’s when — when you see people looking at their watch or packing up, that’s when you want to say, “Okay. Now, it’s time to take pictures,” and then kind of try to kind of revitalize that a little bit.