There are a lot of talk shows on LinkedIn and YouTube focused on exposing their guest’s business. I mean …A LOT!!! And, Yes, they are… BORING!!!
Why?
Because, believe it or not…viewers really are not interested in hearing what the guest of the talk show does or represents. Viewers are interested in WHO the person really is…what are their values…are they someone the normal person relate with?
Bottomline…can the viewer trust them or would they want to do business with them? That is what viewers are really after when they tune in to a business talk show!!!
True…if the guest of a business talk show is brand new in a market or is offering an exclusive to the talk show of a launch of new a product or service, then maybe a 30-second elevator pitch might be in order. But, overall..consumers…and regular viewers of business talk shows….are not wanting to sit through the answer to the question every business talk show host asks…“Tell me about what you do for business?”.
So…what makes a good business talk show. What viewers and consumers are interested in hearing about are things they did not see on the guest’s website…or probably never will.
Use Cognitive Empathy
What makes for a good business talk show is when the host uses Cognitive Empathy when developing their line of questions. This is when the host…or in my cast, the executive producer..does their homework to find something about what the guest’s business does that is REALLY or universally interesting, or discovers something their business does that is not part of their mainstream marketing or PR. This type of thoughtful questioning pulls things out of their guest not commonly known by the public.
Historical Perspective
Asking a guest to talk about what lead up to the development of their business also builds additional intrigue. Giving a historical perspective of a business provides an explanation for why a product or service was developed and is offered.
Vision Forward
Knowing where a business is going or what they are working on next is also a good marketing tool for the guest’s business. Giving the viewers or potential customers a look into the future of the business tells them the company is planning on lasting longer than the episode of the talk show.
I have video podcast producers ask me frequently how they can boost their viewership. My answer is always…be different…be focused and be smart.
Those are the characteristics of a business talk show video podcast that will make a difference. If a video podcast is not out to make a difference…I ask them…why do it?
If you need help with developing a video podcast or wanting to turn your business talk show around, contact me at SyncLab Media and let’s talk. videos@synclabmedia.com
Let me know how I can help.
