Intro: [00:00:02] Broadcasting live from the Business RadioX studios in Atlanta, Georgia. It’s time for Coach the Coach Radio brought to you by the Business RadioX ambassador program, the no cost business development strategy for coaches who want to spend more time serving local business clients and less time selling them. Go to be brxambassador.com to learn more. Now here’s your host.

Stone Payton: [00:00:32] Welcome to this very special edition of Coach the Coach Lee Kantor Stone Payton here with you two decidedly non coaches. Lee, what in the world are we thinking?

Lee Kantor: [00:00:46] I don’t know what we were thinking, but we are definitely not coaches. I guess we do some coaching and we’ve been coached. I know your dad was a coach, so you have a lot of scar tissue from cousins.

Stone Payton: [00:00:57] That’s a fact. But now we do find ourselves from time to time, I guess, wearing a coaching hat with our studio partners, with our ambassadors, our correspondents, and, of course, our clients. And we’re we’re thinking that we’re going to set up this channel to not only share different coaches perspectives on their work, but also to offer some some tips on on how to leverage the fact that you’ve been featured on either a Business RadioX show or in some other media outlet, right?

Lee Kantor: [00:01:37] Yeah. We learn a lot from all of our guests. And usually in our day job business of running the Business RadioX network, we share those kind of tips on our Brex Pro Tips com website where we have a daily show where we talk about something we’ve learned and how it could help our clients and our people kind of be more productive and sell more and all that good stuff. But in the coaching show, we thought, hey, wouldn’t it be great if we can do a similar thing to help the coaches improve their practice, maybe grow, get one or two more clients. And and we thought we would start with how to get the most out of ordinary. We know most of the people that have come through our interact with us, our guests of our shows. So we thought, why don’t we tell them how they can take their interview, whether it’s with us or any place they’ve been interviewed? Because, you know, coaches like to be guests are very sought after guests on lots of shows. So how do you get the most out of an interview? And because some people think like, I’m going to do an interview and then I’m done and then all these clients are going to come my way. And I you know, I think that’s one of the myths of this industry, that they think that that just by being a guest is the secret and they don’t have to do anything else. And it is possible that you can get clients just from listeners listening and then finding you. That happens for sure. But that’s kind of out of your control. The things we’re talking about are more in your control. These are things you can take your interview and then do stuff with it and repurpose it and leverage it to help yourself when you want to get more clients to, you know, get more known, whatever your objective is.

Stone Payton: [00:03:25] Well, I’ll tell you, one of the things that’s certainly very easy to do within our system, if you’ve been on a Business RadioX show, are in specifically the Coach the Coach radio show, but I bet you can find a way to do it, even if it’s not in our system. In fact, maybe we’ll ask some other coaches about that. But one of the easy things you can do is you can embed the player that we publish for your episode. You can embed that same player on your Web site. And I think that’s a neat way to to to keep that really professional looking. Oh. Design of the image of you being on the show with that player. And you can just take some embed code and if you don’t know how to do it, someone on your staff will or somebody on our staff will coach you through it. But simply just embedding it on your own site is a good one. The other thing that that I think is a is a great way to leverage the fact that you’re on the show. If you have I guess you call it, I think I’ve seen people call this a guesting strategy, like as a strategy for growing my coaching business. I’m going to be on a half a dozen radio shows or media appearances, you know, in the next six months. Use your interview, use one interview, or as you begin to stack them up, use links to those interviews to court the next media opportunity. So those are two things that are just super easy that I think maybe sometimes get over overlooked. Use embedding the interview from Business RadioX or from wherever you’ve been, and then kind of keeping that is almost like marketing assets and linking to them when you want to court another media platform. What are some that come to mind for you?

Lee Kantor: [00:05:18] I think low hanging fruit for any interview is you should transcribe the interview. If the show doesn’t transcribe it, you definitely should transcribe it and then use that content, that digital text as some kind of social media food for all all of your social media for the next week or so. You can use grab a quote from yourself as a tweet. You can use it as a thought starter for blog posts or LinkedIn or medium articles. You can use it as an answer to a core question. You can take your content that you’ve come up with and talked about, take it in digital text form and then repurpose it as digital text on these other platforms. You’ve said a lot of smart things on your interview. So you just didn’t remember them and will have it all in one place. And you can just kind of cut and pasted and repurpose it in a lot of social media platforms pretty easily.

Stone Payton: [00:06:19] And then the. What do you call these things, audio grammes, I think the brand name of the one that we use here at Business RadioX is called Headliner, but there’s probably several of these providers. But I know that here out of the Woodstock studio and then also out of the Sandy Springs studio and probably in some other studios across the network will do what you’re describing. Go to the transcript and carve out just a good little three minute segment. And Endou, that’s how we repurpose the interview. But these services, they make it really look kind of sexy, right? It looks kind of cool if you see some of the stuff that we published on LinkedIn and some of the other social platforms, you’ll see these. I think audiogram is the right word for it. These are all three minute. It’s a video and there’s some there’s some movement, but it’s essentially built on a soundtrack of a of a you know, like a three minute clip. And I tell you what, man, those things get a lot of a lot of traction, don’t they?

Lee Kantor: [00:07:25] Yeah. That’s to use your interview as a soundtrack for video is a great use of the content, because like you said, the people say a lot of smart things in little bursts. Those little nuggets, you can pull out this highlight and then easily turn that audio into a video using one of those tools or even, you know, you can do it yourself in GarageBand and just kind of lazy visuals over the audio. And then you’ve created a video and now you have a little short video you could share, you can put on your website, you can share on the social platforms. It’s taking the content and then just kind of using it in another way and then just creating more kind of legs for it. So you did this interview once, and then you’re able to kind of repurpose it multiple times in different places. It’s a I mean, you’re trying to get the most out of your effort. And this is a great way. You’re you have a lot of gold there. So you you want to mine it and use it in these creative ways. But I think, Stone, it’s really important to share the number one thing that we think that people should do with their interview. This thing is kind of a no brainer. This is a great way to rekindle a relationship. This is a great way to get you one more client. Tell them this. I don’t see enough people doing this, but to me, this is a no brainer. Everybody should be doing this pretty much with every interview they do, Aimen.

Stone Payton: [00:08:54] And this is it’s one of those things that is just so easy and makes so much sense. It gets overlooked. And my most recent experience with this, this sort of reminded me, hey, dummy, you really ought to do this every time and you ought to be telling your clients and anyone you run into to do this. My most recent experience was not from a radio interview. It was from a write in interview. You know, one of these things where they email you the questions and then you craft your responses, you email them back, and then it appears in a magazine and in this case, both a print magazine and they have a digital version as well. But the what I did, I mean, we all ought to be doing this any time we’re on the on the on any media platform. I just crafted a brief two sentence, little note, and sent it out in my case, too, maybe 100, 150 people. And I didn’t do any mass mailing program or anything. I wrote, you know, I copied that to send its body copy. But, you know, I said, hi, Joe had an opportunity to be interviewed and blah, blah, blah. Thought you might enjoy it. You know the same thing if you’re on a Business RadioX show or whatever. Just a quick little too soon. This thing to be, you know. Hi, Cindy. I had an opportunity to be interviewed on the Business RadioX network and we spoke about. Now, that’s one way you can customize this note. If you if if you think about who you’re talking to and you know that they’re specifically interested in or the last conversation you had was on a very specific topic and you covered it in your interview.

Stone Payton: [00:10:30] Like in our case, in my case, I might talk about serving first. So if I’ve had that conversation with a prospective client, a market, may we call them a market partner? Anybody like that? I might. I might. I probably did do an interview. And if I did that, I would say, you know, hey, Joe had an opportunity to be interviewed on the Business RadioX network. And we spoke specifically about that topic. Thought you might enjoy. So here’s what I did. I did that right in an interview. I sent that note out to one hundred and fifty people. You know, it cost me a couple of hours on a Saturday morning. But I mean, boy, was it well invested. I cannot I’m consistently amazed there. There were a whole. Bunch of people, they came back behind that and said, hey, great job, way to go, because we all had that group of people that want us to do well and want to support us no matter what. But I must have had as a as a direct return on that time and energy investment. I must have had a half a dozen people come back behind that and say great job stone or something like that. It’s been a while. We need to talk again. Or I know we were talking about sponsoring that series. There are budget cycles coming back around. Let’s go grab a cup of coffee or let’s hop on the phone. And it’s it’s a marvelous, a genuine, authentic way to connect with people. And every time I’ve ever done anything like this, it’s always it’s rekindled and deepened some relationships. But you’ve had similar experience, haven’t you?

Lee Kantor: [00:12:10] Yeah. This is a it’s such an elegant way to let people know what you’re up to, to just it’s like you said, to rekindle this relationship. A lot of times the timing just isn’t right to do business. But this is a nice, elegant touch to let them know, hey, I’m still out there, I’m still doing stuff. I thought you might be interested in this. And it gives the interviewee this kind of social proof that they’re worth being interviewed. And it just reminds the people, hey, I like that person one on. I reconnect with them and see if if there’s a way to do business this time. I wouldn’t do this every day. But definitely on certain interviews you’re really proud of, I would definitely reach back out to my network and let them know that I was interviewed, because this is a very simple way and it’s something that most people aren’t doing. If you’ve gone through the effort of doing the interview, I recommend that you invest some time in taking that interview and sharing it with the people that matter most with you. I mean, I think it’s a something that is just sitting there waiting for most people. It’s you’re not going to if you’re waiting for people to listen and then call you. And you can still do that if you want to be more proactive. I recommend taking that interview and sending it directly to your last 100 people who goes, did you send that to your former clients who used to work with you? Send it to people who who used to refer to you. Anybody who’s in your kind of database that you hadn’t talked to in a while, I would recommend proactively sending your interview to those people. If you’re proud of the interview you think did a good job. Send it to them. Let them know that, hey, I’m still around and I would love to reconnect.

Stone Payton: [00:13:52] Another quick tip that that comes to mind for me, and it may sound self-serving, but I’ll tell you, it’s strong and it’s strong because it’s based on the timeless principle of when you serve other people. It just it just always comes back to you. But as a publisher and arguably one of the more prolific publishers of business material in the country, on the planet, when a guest comes back and endorses or thinks us in some way, and not only do they, of course, endear themselves with us that much more, we’re so we’re motivated to go right back behind that and do even more to try to advance their cause and promote them. So something as simple as, you know, down the road a little bit, kind of, you know, do your do your initial push and utilize all these strategies we’re talking about. But somewhere in there at least once. Go back and say something good or nice about the bumper magazine or the, you know, this network or that radio show that will pay huge dividends. And I mean, I would be remiss. I mean, I don’t know if you would consider this a shameless plug or not, but I believe it with all my heart. And if I’m if I’m getting the platform, I’m going to tell you all of these things are marvelous ways to to to round out your marketing strategy.

Stone Payton: [00:15:15] And there’s certainly good strategies and tactics to grow your business, seeking out opportunities to share your story and getting that information out there in a variety of platforms and with a truly integrated strategy, everything from social media to print to radio to TV, what have you. All of that is good mojo. And, oh, it’s it’s a little unpredictable. It can be inconsistent and it can be difficult to generate consistent, predictable results. I know that this is a coming from someone with a bit of a biased lens. So just run what I’m about to say through that filter if you need to. But I still say it with all the all the confidence in the world. If you want to get strategic about using this platform anyway and you want to produce consistent, reliable green dollar ROI results. The most effective thing you can do is get on the other side of the microphone and use this platform to shine the light on other people, use this platform to build relationships with the people who matter to you. Most use this platform to to give causes that are important to you, a megaphone to give all of these folks in your ecosystem, in your community, an opportunity to share the great work that they’re doing for the market, for the profession, for the community.

Stone Payton: [00:17:02] With that foundation in place. When you have something like this at your disposal and you use it to serve, to serve first, serve early and serve often. I guarantee you, I mean, I’ve seen it happen for 15 years, and you don’t have to do it with Business RadioX. I think we’ve got a pretty good handle on doing it and doing it well. But whether you do it with someone else, you do it on your own or you come come on board with us and let us work with you. Well, I really encourage you to seriously consider using the platform to serve others. You and yours, you and your organization, you’ll come along for the ride. But I think you’ll find that you get bigger, better, faster, more reliable. Green dollar ROI, actual real ROI from your from your time, energy and dollar investment. So I, I wasn’t going to get on the show and not say that. OK, leave back to our regular programing.

Lee Kantor: [00:18:03] Well, this show, we’re going to do it periodically. But I think what I would like is give the other coaches out there a chance to come on and share how they kind of grow their practice, some specific tips from them about how to grow a coaching practice. If there’s coaches out there that. Would be generous enough to share those kind of tips on how to serve their community, how to help more people, how to make more money and give kind of the right and the horse’s mouth type information to the other coaches that listen to this show. We would be most appreciative if they can reach out to stone that everybody knows. You’re the website book Stone Phone.com. Just have a conversation with Stone. Talk about how you think that on the next episode you can share some information that would help a coach, you know, help smooth out their learning curve. That would be most appreciated. So go there, bookstand, Phone.com, and then we’ll get you on the next episode when we do Coach the Coach radio live like this. And that’s the intention, is to just help the community grow their practice, get one more client, help the community get the most out of their efforts, and share best practices from the people that are doing the work. So if you want to participate next time, go to bookstand Phone.com. Let us now. And the next time we do this live, we will include you as part of the show and you can share what you know. That’s what I got. So.

Stone Payton: [00:19:43] All right, man, that is a wrap. We’ll see you next time on Coach the Coach Radio.