Stone Payton: [00:00:00] And we are back with Business RadioX Studio Partner Pro Tips. Lee Kanter, Stone Payton here with you. Lee, we often experience, and we certainly hope that when we do this with our clients, it’s going to work out exactly the way that we planned and we’re going to deliver tremendous ROI. But let’s look at the other side of the coin for a moment. What really is the worst case scenario if a client works with us, and maybe put it in context, versus maybe what’s the worst case scenario, if instead of that they do, I don’t know, a traditional media ad buy.
Lee Kantor: [00:00:36] This goes to the heart of what we do here and this is why we differentiate ourselves from traditional interruption advertising. An ad buy, there’s an old saying, I have a degree in advertising and this is what I learned, whatever, 30 plus years ago, 50 percent of your advertising dollars is wasted, you just don’t know where, what, 50 percent that is. So a lot of advertising is throwing stuff against a wall and hoping that you get a response or a response that is valuable to you. The worst case scenario in ad buy is that you didn’t create any leads, you didn’t get any attention, and now that money is just kind of in a pile and lit on fire. Our worst case scenario is they have content that’s created, literal content that’s repurposable. They have interviews with people that are important to them. They have actual relationships with human beings that they decided were important to them. So, even if they didn’t get any clients today or during the course of their sponsorship with us, they have relationships now that they didn’t have before. They have deeper relationships with people that they’ve known before, but now they know even better and they have a boatload of content they can repurpose and use for months and months. So our worst case scenario, they’re gonna get something in their hands, whether they’ve got a client or not, they’re going to end the day with stuff. The worst case scenario of an ad buy is you have nothing. You literally have nothing, except the hope that somebody bumped into your message during the time that it was around. It’s perishable. Our stuff lives forever.
