why_sponsor_a_show_that_doesnt_focus_on_the_listener_.mp3 transcript powered by Sonix—the best audio to text transcription service

why_sponsor_a_show_that_doesnt_focus_on_the_listener_.mp3 was automatically transcribed by Sonix with the latest audio-to-text algorithms. This transcript may contain errors. Sonix is the best way to convert your audio to text in 2019.

Stone Payton:
Welcome back to Business RadioWorks Pro Tips. Stone Payton and Lee Kantor here with you. Lee, for today’s topic, why develop a show, sponsor a show if that’s not going to focus on the listener?

Lee Kantor:
Focusing on the listeners kind of a — it’s a dice roll, and it’s something that sounds good on paper. And in the minds of a lot of people, they think that that’s going to build them some passive income. In our model, we focus in on the outcome that the sponsor desires. And in most cases, it’s to get more clients. So, we find that it’s more profitable, it’s more predictable, it’s more reliable to focus in on your guest as the audience that you care about and just create a show that brings those guests, which are your best prospects in the room in a very predictable manner.

Stone Payton:
So, you really are focusing on the listener, you really are focusing on the audience, you’re just redefining the audience and, specifically, gearing this thing to serve them.

Lee Kantor:
Right. Otherwise, you’re trying to create a large number of kind of anonymous people that may or may not like the content, that may or may not like you as a host, that may or may not like your guest or the information that’s being there. So, if you focus in on the guest and create an environment that they’re happy to come in, they want to come in, they want to share their story, they appreciate you for making it happen, we find that you’re going to have a better ROI for the activity.

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why_ask_for_guest_nominations_instead_of_direct_invitites.mp3 transcript powered by Sonix—the best audio to text transcription service

why_ask_for_guest_nominations_instead_of_direct_invitites.mp3 was automatically transcribed by Sonix with the latest audio-to-text algorithms. This transcript may contain errors. Sonix is the best way to convert your audio to text in 2019.

Stone Payton:
And we are back with BRX Pro Tips. Stone Payton and Lee Kantor here with you, Lee, when we go out into the marketplace, and we invite people to come on the show, the select portion of our serve process, why do you advocate asking someone to suggest, or recommend, nominate a guest as opposed to reaching out and inviting them directly in so many cases?

Lee Kantor:
What we’ve found over the years is that it’s about positioning. We’re always going to great lengths to change the positioning in the minds of the sponsor and the guest, in the minds of the studio partner and the sponsor. And what you always want to do is be the one that gets to choose, not hoping that somebody picks you. So, whenever we have an opportunity to create that dynamic, we tend to go for it.

Lee Kantor:
And in the case of asking someone to be a guest, when you’re saying, “Hey, would you like to be a guest on my show?” then you’re kind of being the one that’s asking them to pick you. If you instead say, “Hey, do you know anybody that would make an interesting guest on my show?” you’re not asking that person to be a guest anymore. You’re asking them if they know anybody that would be a good guest.

Lee Kantor:
And a lot of times, their answer is, “What about me?” And then, “What about me?” is no longer them say, “Yes, I’ll be a guest.” They’re saying now, “Please pick me.” You’ve changed the dynamic. They’re no longer kind of getting to decide. You’re deciding if they’re worthy enough to be a guest. And that subtle change of the positioning allows you to, then, at some point, sell them something in a more efficient way because you’re, now, if not peer to peer, you’re a little bit higher than they are because you have something that they want.

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sp_pro_tips_host_equals_expert.mp3 | Convert audio-to-text with Sonix

Stone Payton:
Welcome back to BRX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, so often, prospective clients will walk into a conversation with us feeling like they need to do a guru show. They want to increase their authority. They want to increase their perceived expertise. And I think it’s almost an understatement to suggest that it’s counterintuitive to them when we say, “Look, one of the best ways to establish your expertise is to be the host, ask the questions, interview others.” Help us reconcile those two different ideas.

Lee Kantor:
I think the the biggest thing, and this is — again, we see this disconnect all the time. They think, in order to be an expert, they have to have all the answers. And in our model, by being the one with the questions gives them the authority, and it gives them that credential. If you’re hosting a show about what your best prospects do, you have to be the expert because you’re the host of the show. The credential comes with just the activity. If you’re not an expert, how are you qualified to host the show? Every guest thinks you’re an expert because you’re the host of the show. They wouldn’t be part of a show, unless they thought it was valuable to them. And if you’re the host or sponsor of the show, you must be part of that ecosystem, and it’s peer to peer at that point, or even more, you’re almost seen at the higher level than them because you’ve interviewed other people in that area.

Stone Payton:
And this extends well beyond the studio. We’ve experienced it in this market over the last 12 years. We were out in the marketplace. We can actually be in a group of people from virtually any ecosystem, and we’re seen as a peer or, in many cases, even as luminaries and thought leaders in that arena. And I mean, that’s from supply chain to wealth management.

Lee Kantor:
And then being the host of the show, how many hosts have had the opportunity to speak because they were the host of the show in that space?

Stone Payton:
Oh, yeah. That’s one of the tremendous benefits of this. People who really are on a path to increase their perceived expertise and their authority, pne of the things that happens almost 100% of the time is they start getting invited to present at conferences and-

Lee Kantor:
Or emcee events.

Stone Payton:
Or emcee events, yeah.

Lee Kantor:
And then, just an aside, with me, with Dr. Fitness and the Fat Guy, after me, I was the regular. I wasn’t even the expert on the show. I was the regular person on the show. I was asked by a publisher for Dr. Fitness and the Fat Guy to publish a book about how to raise healthy active kids. So, I don’t even have any credentials in wellness other than being the sidekick on the show. And then, I was asked to be part of a book.

Stone Payton:
I know you and I are bias, and we see everything through this Business RadioX lens. But for me, the return on investment is more than enough for that one thing alone that increases your perceived expertise and your authority in the marketplace.

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