BRX Pro Tip: Don’t Automate Humanity Out of Your Brand
Stone Payton: [00:00:00] And we are back with Business RadioX Pro Tip. Stone Payton, Lee Kantor here with you. Lee, I love automation. And I’ve started employing more and more automation in my work at the corporate level and for the studio that I run. But I think it’s so important that we don’t automate the humanity out of our brand.
Lee Kantor: [00:00:24] Yeah, you got to always remember that business gets done between human beings. And it’s so easy to automate the humanity out of your brand when everything is done in kind of a mass manner. You know, you’re trying to kind of automatically do these things. So you automatically say certain things and you email certain things or you post certain things that anybody could do or anybody can say. And you you leave some of the imperfections of being human out of it.
So I think it’s important to not make your content too perfect. It has to have a personality. It has to sound like you. Ideally, it has to sound like a human at the minimum. And I think it’s important to lean into authenticity over perfection.
Like in our business, the best interviews, we do sound like real conversations because they are real conversations. There are two business people talking to each other. They’re meant to sound that way. It’s meant to be sound like, you know, we’re talking over dinner and the listener is on a table next to us overhearing the conversation.
That’s what we shoot for. That’s what we train our people to do. And that’s why our content is so listenable and compelling. People during the conversation, they misspeak. They say, you don’t have to edit all this stuff out. You’re not making an NPR podcast. This is content that you want to capture that captures the humanity of the people talking. You want to hear their passion. You want to hear their intelligence. You want to hear their humanity. So don’t make your content too perfect, but make sure it is done professionally.
