BRX Pro Tip: Positioning Answers the What Business Are We In Question
Stone Payton: [00:00:01] And we are back with BRX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, I’ve heard you say on more than one occasion, positioning really answers the “what business are we in” question. Can you explain that a little bit?
Lee Kantor: [00:00:16] Sure. A lot of times, people get confused about the business that they’re in. And I know that it happens in here sometimes, it happens to our clients sometimes. We are in the relationship building and acceleration business. That’s the business we’re in. We’re in the thought leadership content creation business. That’s the business we’re in. But we’re not really in the radio business. We’re not really in the podcasting business.
Lee Kantor: [00:00:42] We’ve recently been invited to speak at a podcasting conference. And then, I can’t tell you how much time is spent on what’s the right microphone, what is the headphones I should be buying, what type of mixer. They’re losing track of the reason they’re doing this. The reason that you’re doing all this activity is to build relationships, increase the ROI for your clients, increase the ROI for you and your business, create thought leadership that can be repurposed in other areas so you can make more money and serve more people.
Lee Kantor: [00:01:16] That’s what you’ve got to focus in on. You have to focus in on the relationship building and the acceleration of business part of our business and not get bogged down with the, this is how you press record, this is how close you have to be to the mic. You know, all of that stuff is kind of the way that you do it, but what you’re doing is helping people build relationships with hard-to-reach people in an elegant and non-salesy way.
Stone Payton: [00:01:46] And all that stuff you were just describing, it changes all the time anyway. All of that stuff, the answers to those questions that we’re going to present in that conference you were talking about, those answers are very different than they would have been last year or three years ago. I can tell you right now, if they ask me about podcasting, man, I’m going to tell them, “First podcast you ought to do, get on a conference call, have a conversation, and record it. And then, come back behind and put bookends on it with an intro and an outro.” Well, the answers to the technology and the equipment and all that, that’s a moving target anyway. It’s focusing on the outcomes, what you’re really trying to accomplish. And that is absolutely all about positioning.
