Stone Payton: [00:00:00] Welcome back to BRX Pro Tips. Stone Payton and Lee Kantor here with you today. Lee, let’s talk about Moneyball.
Lee Kantor: [00:00:08] Yeah. For anybody who hasn’t seen the movie, I highly recommend the movie because Moneyball is about how some baseball teams that didn’t have a lot of resources were able to compete against some of the teams that had a lot of resources by using kind of statistical analysis, by being more clever and finding things that are undervalued in the marketplace, and using them to their advantage rather than paying extra for things that are overvalued once you kind of realize what’s most important.
Lee Kantor: [00:00:40] So, where that comes into play with Business RadioX is in sales and marketing. What we’ve discovered is that traditional media sells what they’ve always sold, which is fake attention through an audience that they think they control and can pretend to measure. Because they have this audience, so they say, then people pay a premium to get access to this audience. What we’ve realized is that they really don’t have an audience, and they really don’t have kind of the juice to make an audience buy the stuff that their sponsors or advertisers sell.
Lee Kantor: [00:01:17] So, there’s a saying that 50% of your marketing is wasting that you don’t know what 50%. So, that’s why you keep spending a lot of money on it. What we do sell at Business RadioX is real human relationships with the people who matter most. And the way we do that is by reverse engineering a media property on our network to serve the group that our client wants to reach, and that we do marketing and sales by flipping kind of the funnel in terms of who we interview, who we serve, and who we get in the studio. So, by doing that, we’re able to provide way, way more value to our clients by not selling an audience, but by selling a relationship, and by elegantly putting them in a room with the people who matter most with them for them. So, that is a difference, and that’s how we moneyball the sales of marketing operations of our clients’ businesses.