BRX Pro Tips

BRX Pro Tip: Valuable vs. Sensational

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BRX Pro Tip: Valuable vs. Sensational Transcript

Stone Payton: [00:00:01] And we are back with BRX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, I’m ready for a Lee rant. Let’s talk a little bit about valuable versus sensational in our world.

Lee Kantor: [00:00:14] Yeah, this is kind of a tricky subject for a lot of people because they are so hungry to build audience and to kind of focus on cost metrics, and listeners, and downloads, and things like that that really don’t drive business for their clients or themselves. And they get trapped by these kind of impersonal, inauthentic measures. And just because you can measure something doesn’t mean it’s worth measuring. And sadly, in today’s world, the things that get measured easily and that can kind of drive numbers are the sensational, the controversial. Those type of things are where you’re going to find larger and larger numbers, because that’s what kind of base instincts that humans kind of gravitate towards.

Lee Kantor: [00:01:02] In our world, we’re focusing on fewer people but realer relationships, authentic relationships, serving people one-to-one, face-to-face. And then, our platform does that. When you focus in, and if you’re trying to drive numbers, and get as many downloads and listeners as possible, you’re going to have to slowly creep into more and more sensational, controversial things. You can see the things that are popular in the media. The things that get the most headlines are the things that are the most controversial. You don’t see headlines about, “Oh, this person is doing good work. This person helped somebody.” That’s the stuff that gets ignored. The stuff that gets kind of amplified are the things that are about kind of the bad things that humans do to each other. And our place is kind of an oasis where we’re trying to tell the positive stories. We’re supporting and celebrating the work of the people that are just out there grinding every day. And those stories may not get as many listens as somebody who’s doing something crazy, but it’s going to be mean more for the person that’s telling the story, and it’s going to be mean more to the people that matter to you.

Stone Payton: [00:02:13] Well, and another important aspect of this from my way of thinking is the sales utility of that approach versus the way that we choose to approach it. Building a great big audience, getting your message out to a gazillion people, and then hoping, somehow, that produces the result of someone coming to you with some interest, I suppose it can happen, but it’s just a slow, unpredictable way to go about it. I can’t even call that a strategy. And anyone who’s ever listened to any of our work and any of my work knows I’m all about doing anything we can to produce better results in less time. And this more authentic, real, counting things that count kind of approach is a much more predictable — it’s a repeatable, transferable process that you can and should measure.

BRX Pro Tips

BRX Pro Tip: Producing a BRX Show - What Not To Do

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BRX Pro Tip: Producing a BRX Show – What Not To Do Transcript

Stone Payton: [00:00:01] Welcome back to BRX Pro Tips. Lee Kantor and Stone Payton here with you, Lee, when it comes to producing a Business RadioX talk show, let’s talk a little bit about what not to do.

Lee Kantor: [00:00:12] Yeah, there’s some things that, especially, new producers, I see that are making this mistake. We’ve coached them up. We’ve told them this is this stuff. You got to press record. You got to do certain things. So, they’re very mindful of that. And kind of the execution of the production of the show is really easy to transfer. Some of the subtleties about what we do before and after a show are a little harder for a new, especially, young producer to kind of pull off. And why don’t you talk a little bit about like a mistake you see some young producer do, even when it comes to bringing the guests into the room.

Stone Payton: [00:00:43] So, yes. So, some things when you’re initially bringing the guest into the room, this is new to them. This is not something that they’re accustomed to. They need someone who is in charge. And so, one of the key disciplines that we always share with our new producers, you got to tell these people where to sit. So, you don’t leave any of that up to chance. They need to know that you know what you’re doing, and you tell them exactly where to sit. And there’s actually, often, some science to that that we can talk about in another Pro Tip, but you command the room. So, that’s important. And then, on the other side of it, letting the room breathe after the show, man.

Lee Kantor: [00:01:21] Right. A lot of the young people, when they’re producing, they’re in such a hurry to check all the box, got to get the photos. I’ve got to get all this stuff done. They’re not letting the room breathe. They’re not letting the people chat, and talk, and watching kind of the temperature of the room in terms of let the conversation die down. Then, you bring it back up with, “Okay. Now, it’s time to take pictures.” You’ve got to kind of be taking the temperature all the time.

Lee Kantor: [00:01:45] And then, getting back to that earlier point about where the guests sit, makes sure that the most important guests in that room is sitting next to you or the person that’s doing the interview. Most important. If that’s the relationship that matters, make sure they’re either sitting next to each other or across from each other where they can have a conversation after the show is over.

Stone Payton: [00:02:04] Well, like when you and I, when I produce, and we co-host, or even if I produce, and I’m not playing much of a host role, but I do play a pretty significant selling role for our studio, we’ll put one right here by me because as we are letting the room breathe, sometimes, a room conversation turns into two or three smaller conversations. And I get some one-on-one time to talk about how they can repurpose their interview, how maybe they should consider doing something like this more often. You get that intimate — that’s the whole reason we’re here.

Lee Kantor: [00:02:34] That’s why we’re doing the show is to build rapport, to build relationships. So, you have to strategically put the guests in the room. You can’t just leave it to chance to hope your best prospect in the room is in the right spot. Put them in the right spot. You have control of the room. After the show is over, make sure you’re not rushing them out of here. The whole reason we’re in here is to spend more time together. Why are you in a hurry to have anybody leave? You shouldn’t be in a hurry to have anybody leave. They should leave when they want to leave. We leave enough room to allow as much conversation as necessary.

Stone Payton: [00:03:09] And if you’re a studio partner, and you’ve decided, “Look, I’m going to get a young person in here,” or another person, young or old, “to run the board,” that can be done. And it doesn’t take a genius to run the board the way that we do it. We set it and forget it. There’s very few buttons that really have to be pushed. But what is important is that that person knows what to say and do or not say and not do. So, you really got to have this conversation with them about managing the room because if you just leave it in their hands, they’re going to be more task-oriented, just trying to run through the task. And they’re going to make that fatal mistake of not letting the room breathe, I think.

Lee Kantor: [00:03:51] And they’re not going to leverage the relationships. They’re not going to spend as much time getting the most out of this opportunity face-to-face you have with somebody that matters. So, be mindful that when you’re teaching them how to produce that you focus on the stuff that matters, which is the relationship building that happens before and after the actual show.

BRX Pro Tips

BRX Pro Tip: How to Use My Interview After Being a Guest

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BRX Pro Tip: How to Use My Interview After Being a Guest Transcript

Stone Payton: [00:00:01] And we are back with BRX Pro Tips. Stone Payton and Lee Kanter here with you, Lee, let’s talk a little bit about fully leveraging your appearance on the Business RadioX network or, really, on virtually any show for that matter. Let’s talk about how to get the most out of being a guest.

Lee Kantor: [00:00:23] It’s important when you’re a guest on our podcast or on any podcast that you kind of think about what you’re trying to get out of this at the end. Think about different little chunks of content you’re trying to capture, so that you can use this and repurpose it later on. So, I would kind of be mindful of stories about tips, and tricks, and tactics that I was going to list or I was going to share, so I can then go back into my podcast, and then carve them out, and use them as standalone pieces of content. So, just be mindful of that.

Lee Kantor: [00:00:57] So, then, once you get this good rich content that’s repurposable, now, you can do lots of things with it. Some of the things you can do is use the audio as a soundtrack for video. You can, then, take photos of you in the studio. You can take B-roll photos of you doing some whatever you do. You can take slides, logos, words that you mentioned, and then use those as graphics, and then use your audio file as the soundtrack for that. So, you can create video for it. You can transcribe all the content, and then use the stuff you said as a blog post to tweet or even foundation for an article. You can — what are some of the other ways?

Stone Payton: [00:01:37] Well, I just want to be real clear about this. This is not your grand daddy’s media, right? You have our expressed permission to utilize this material in any way you see fit to educate your market and promote your work. And so, once you have this content in audio form, there’s just so much that you can do with it. But some of the simpler things that, sometimes, I think get forgotten, we have the neatest little player in that you can go to the player, and hit a button, and actually go get embed code for that kind of sexy player that we have on all of our post. And you can post that player on your website.

Stone Payton: [00:02:16] And you’re welcome to do any and all of this, at least, talking about on your own, or we’re happy to have the pros in our shop do it for you. You can go to justmysegment.com, and we’ll do it. But the key — I mean, your own creativity is the limit for this stuff. There’s just so much you can do. You mentioned transcripts earlier. You get a transcript from a 20-minute conversation, you’re talking about six months of material if you parse it out properly.

Lee Kantor: [00:02:43] Right. And that doesn’t even count like kind of the photos that are taken in here. How many people use their photo with headphones in front of a microphone, our Business RadioX microphone, as they’re LinkedIn profile picture?

Stone Payton: [00:02:55] Yeah.

Lee Kantor: [00:02:55] It’s just really good social media food. You can use this stuff time and time again because, especially, if you pre-planned and thought of topics, and stories, and tips that you were going to share, that’s evergreen material that you could use time and time again. Just because your interview happened today, in three months, you can kind of put it back out there again.

Stone Payton: [00:03:16] So, this might sound like I’m bragging a little bit, maybe I am, but one of the primary uses that I come across a great deal is that guests will use their interview with us to get themselves booked on other platforms because we’re pretty good at framing things up and putting them in the best light. But there’s just so much that you can do. And if you run out of ideas for it, give us a call, and we’ll share with you what our guests, and our hosts, and our sponsors, and studio partners are doing.