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Welcome back to BRX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, let’s talk a little bit about this idea of co-authoring the show concept and the big, heavy emphasis is on the co, right?
That’s right. Co-authoring, collaboration, conversation. Those are all CO-words and they’re there for a reason. And that’s how we do what we do in here when we’re doing a show concept meeting. We’re not pitching somebody a show and asking them to pay for it. What we’re doing is building a show together with the prospect that’s going to help them achieve whatever objectives that they’re trying to achieve.
And in order to sell it, it’s much more powerful for them to take ownership of it when they are actually creating it with us. And when they co-author it and they’re part of it, when they get on the board and they’re writing things down in terms of the perfect guest, the name of the show, when we’re going back and forth in brainstorming names and days, and times that it’s going to work best for them, and they’re on the board writing things down, they take ownership.
Now, you have more leverage to take it away when it’s done. Then when that confirming release happens, it’s a lot more powerful because this is something they built. When you’re telling them, “Well, thanks. You know, sorry, it didn’t work out.” And then, “Yeah, but this is a great concept and we think someone’s going to like it.” How do you think they’re going to feel about that when the work that they did to co-create it now will be in the hands of their competitor?
So, it’s very important by asking the clarifying questions, by digging deep, getting layers and layers deep, and creating a show that’s going to help them get the outcome they desire. And then, both of you are trying to determine if it’s a fit. You’re going back and forth and you’re vetting it, and you’re testing it, you’re poking at it, and you’re coming up with reasons why it wouldn’t work, and you’re coming up with reasons why it will work.
And you dig deeper and deeper, and deeper, and you’re working together, and you’re really getting this very specific to help them achieve the goal that they’re trying to achieve. And then, if you do that in a collaborative manner, together, co-creating it, at the end of the day, they own it when they leave that room and they don’t want to give it up. So, it’s important to include them as part of the process and not just pitch them some show idea that you think will work for them.
And how often is the last 20 minutes of our show concept meetings them selling us, right? Because they’ve co-authored it, now, they’re invested in it. And it is a genuine collaboration. And coming out of that, you have such a much more solid show concept and you’ve got a foundation for real success and genuinely serving these folks.
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