Stone Payton: [00:00:02] Welcome back to Business RadioWorks Pro Tips. Stone Payton and Lee Kantor here with you. Lee, for today’s topic, why develop a show, sponsor a show if that’s not going to focus on the listener?
Lee Kantor: [00:00:16] Focusing on the listeners kind of a — it’s a dice roll, and it’s something that sounds good on paper. And in the minds of a lot of people, they think that that’s going to build them some passive income. In our model, we focus in on the outcome that the sponsor desires. And in most cases, it’s to get more clients. So, we find that it’s more profitable, it’s more predictable, it’s more reliable to focus in on your guest as the audience that you care about and just create a show that brings those guests, which are your best prospects in the room in a very predictable manner.
Stone Payton: [00:00:55] So, you really are focusing on the listener, you really are focusing on the audience, you’re just redefining the audience and, specifically, gearing this thing to serve them.
Lee Kantor: [00:01:06] Right. Otherwise, you’re trying to create a large number of kind of anonymous people that may or may not like the content, that may or may not like you as a host, that may or may not like your guest or the information that’s being there. So, if you focus in on the guest and create an environment that they’re happy to come in, they want to come in, they want to share their story, they appreciate you for making it happen, we find that you’re going to have a better ROI for the activity.