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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?
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.
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.
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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