BRX Pro Tip: The Reason Your Guest Doesn’t Share Their Interview
Stone Payton: And we are back with Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, one of the reasons I think that our media company, Business RadioX Network, has seen the success it has is because our guests are so great about turning around and sharing their interview with the constituencies that matter to them most.
Stone Payton: But I have talked to other people who have shows outside the network, and it seems like their guests aren’t sharing those interviews as prolifically. I mean, why not, do you think?
Lee Kantor: I think this is one of the big differentiators between the way that we train our studio operators and our hosts when it comes to doing interviews, and I believe the number one reason a guest does not share their interview is because the guest does not feel the content is valuable enough for them to make the effort and share it. I mean, that’s really the bottom line. A lot of show hosts make the show about themselves, and they don’t really shine a light on the guest, and they don’t give the guest the opportunity to share their intelligence, and their IP, and the advice and things like that.
Lee Kantor: So, I think that where we really have differentiated ourselves and really helped a lot more hosts become successful and have shows that go on for years is because we have taught this very well. In every interview, you should try and give your guest a question or a series of questions that they answer that will give them a valuable soundbite or content that they can self-servingly use in their own marketing. This is going to ensure that they share their episode with their people, their audience, and their network.
Lee Kantor: If you don’t do that, if they’re just a prop for you to be smart, they’re not going to share it. It’s just not going to work out. The thing you have to do is make them look good. You have to give them opportunities to shine. You have to give them opportunities to share what they know.
Lee Kantor: And as a bonus tip, and this is something that we’re getting better at, especially with the advent of all these AI tools, is you have to give them media assets in a way that makes it easy for them to share. So, the more media assets you give them, the better it is and the more likely it is that they’re going to share that content with other people. And guess what? Every time they do that, you come along for the ride so it’s a win-win all the way around.
