BRX Pro Tip: Demonstrating Authority and Expertise Transcript
Stone Payton: [00:00:01] Welcome back to BRX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, let’s talk a little bit about utilizing the Business RadioX platform to effectively and consistently demonstrate authority and expertise.
Lee Kantor: [00:00:15] Right. The beauty of being the media is we get a credential of being a show host just by doing shows. So, right there, that means that we’re somebody important in that niche that we are serving. And in studio partners’ cases, that’s the market they serve. They must be important. They must be a leader. They must have authority and expertise because they host a show about the market that they’re in.
Lee Kantor: [00:00:40] You know, when I host the Atlanta Business Radio show, then I must know stuff about the Atlanta business community, because how else could I be hosting a show that has this many powerful people that come on it? And that’s the same thing for everybody, every studio partner. And then, guess what? It’s the same thing for all your sponsors. And then, when they’re doing a show about a specific niche in their industry, they must be an authority, because why else would they be hosting a show about it?
Lee Kantor: [00:01:06] So, the credential comes along for the ride. So, now, it’s important to show up and do the work so that we get the benefit of the doubt that we’re good and we’re qualified to be doing this kind of work, because why else would busy executives and association leaders come on our shows if we weren’t who we said we were? So, this is why we can charge a lot more than a podcaster can charge. We are giving them much more value in terms of this level of authority and expertise by being part of our network, by being part of your network, and by hosting a show on our platform.
Lee Kantor: [00:01:41] So, that’s important for them to really understand. And they’ve got to believe that it’s true. And that’s a lot of what we do in terms of coaching and consulting with our clients, is to give them the confidence and the belief that they are good enough to get these big shot CEOs in the studio as guests on their show. That they are good enough, their show is worthy to have the president of the association come on the show to talk about the work that they’ve done, to have the president of the Chamber of Commerce come on the show that they host. They are good enough to do this because these people come on our shows all the time.
