BRX Pro Tips

BRX Pro Tip: Why Headphones

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Stone Payton: [00:00:01] Welcome back to BRX Pro Tips. Lee Kantor and Stone Payton here with you. Lee, when we’re in the studio, we’re like, what, two feet across the table from each other. So, why the headphones? We don’t really need headphones, do we?

Lee Kantor: [00:00:13] No, headphones aren’t really necessary to do what we do. But in terms of, actually, producing the audio that we produce, it helps a little bit in terms of letting a person know if they’re in front of the microphone or not. So, maybe you do need it for that a little bit. But the more important reason we use headphones is to eliminate distractions. We’re trying to create what we call a bubble inside this room where the only voices people here are the voices in their headphones, and then the only people they’re paying attention to are the people in this room. They’re not on their phone. They’re not reading a book. They’re not kind of doing anything other than being in the moment in this room.

Lee Kantor: [00:00:51] And that is a critical component about why we do what we do, and the ability for us to really deliver on the value proposition of creating an atmosphere that helps accelerate, and build, and nurture relationships. The relationships are built because there are no distractions. It is my voice in their ears directly. There is no middleman. There is nothing else that’s kind of getting in the way. They’re looking me in the eye, and they’re hearing my voice kind of right into their brain. And that action is important in terms of building and accelerating the relationship.

BRX Pro Tips

BRX Pro Tip: Why are Guests so Happy After the Show?

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BRX Pro Tip: Why are Guests so Happy After the Show? Transcript

Stone Payton: [00:00:01] Welcome back to BRX Pro Tips. Lee Kantor and Stone Payton here with you, Lee, there’s a lot that I love about this business, but one of my favorite parts is what happens after the microphones go off, that sort of post-show glow. But why do you think — why are guests so happy after the show?

Lee Kantor: [00:00:21] I think, at the heart of what we do is kind of giving people an opportunity to tell their story and be heard. And that’s very emotional. It’s visceral. They feel that. This isn’t an intellectual pursuit, or if they wrote a blog post, or did a podcast in their own bedroom. This is something where they’re in a group setting, they’re speaking out to the world, and they’re getting to tell their story in an authentic, meaningful way. And because of that, they’re proud. This is the best thing they did today.

Lee Kantor: [00:00:56] And our interview style that we recommend is very conversational. It’s very supportive. We’re celebrating their work. They’re also getting to listen to other people with headphones on very intimately and really listen without distractions, so they can hear everything that’s being said. And because of this, it’s unusual. In real life, people are distracted. They don’t have these opportunities to really listen to others and to speak without interruption themselves. So, it’s a unique experience that is kind of an oasis away from their real world kind of bombarding of lots of messaging and distractions.

Lee Kantor: [00:01:32] So, when they come in here, and they get to tell their story, they get to listen to other people’s tell their stories, there’s a level of intimacy that is built in there by design that just creates this feeling of euphoria that I’m sure that they will say that this is the best thing they did today. And they really got to hear other people. They’ve got to learn about people. They are curious about them. They don’t want the moment to end. They want the moment to keep going.

Lee Kantor: [00:02:01] And because we build in room for this post-show experience after the fact, that we’re not hurrying them off, so we can do another show that we’re cramming in there, we give them room to tell their story, and that to to hang out afterwards, take pictures, and laugh, and learn about each other, and bond with each other, and really accelerate and nurture relationship. So, it’s an amazing experience. And that’s why it is so important to bring potential sponsors and to have that experience because it’s difficult to communicate it through a website, or a blog, or an article.

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.