As the economy gets back on track, people ask me what lessons we've learned over the past two years. One of the things that stands out most to me is how doing the same thing everyone else does is no longer good enough. You see, back in the good old days of 2005 and 2006, every guy who was delivering pizzas six months earlier.....
As the economy gets back on track,
people ask me what lessons we've learned over the past two years. One of the things that stands out most to me is how doing the same thing everyone else does is no longer good enough. You see, back in the good old days of 2005 and 2006, every guy who was delivering pizzas six months earlier had their own mortgage company and was throwing money out the window left and right figuring anything they did would stick. In many ways, it was an insult to the professionals who have paid their dues in their respective field for years and who still do. What stands out most to me is how household names just went "poof" when times got tough. It's not just financial services professionals who have had difficulties; big names like Linens 'n' Things, Mervyn's, and so many others that we thought would always be here just evaporated.
To me, the lesson to be learned from this is that "just anything" won't stick anymore. These stores that went out of business, and surely many of the ad-hoc, fresh startup companies in the financial sector, didn't think they had to do anything different to survive. They just had to be there. And while the economy is rebounding and we will prosper once again, I think the effects of how businesses market themselves will linger.
One of the things that professionals can do to differentiate themselves is to host a local radio show. I'm not talking about an internet radio show where you upload a podcast or call in to some distant studio over a bad phone line. I'm talking about a real radio show on a talk station in your area. The reason I passionately believe in this is simple: very few people are doing it. And it's always great to do something unique that sets you apart. The fact is, 95% of your competitors COULDN'T and CAN'T host a radio show. They don't have what it takes. But the one thing I've figured out how to do over the years is take people who have never been behind a microphone and help them craft a great radio show.
The key to hosting a radio show to build your business is simple: you have to realize what you know, and what you don't know. Warren Buffett said it best: he doesn't invest in things he doesn't understand. That's why anytime a financial advisor, mortgage broker, realtor, or other financial professional approaches me and asks about hosting their own show, I tell them the most important thing they need to succeed is a team of experts. Over the years, I've worked with hundreds of people like this. Many think they can go it alone. Some have, and most have failed. Maybe you think you can go it alone. In fact, most of our most successful hosts have thought the same thing. Over time, though, they've realized the power of having an expert guide them to success.
If you've ever thought of hosting a radio show, my approach is simple: first, give you the best training possible before you ever sit down to do your first show. Second, answer all of your questions and have you actually simulate hosting your own show. Third, giving you access to those same trainers and experts for the entire time you're on the air, and set you up with a brand that sets you apart.
My radio show is the "On the Money" show. It's heard in markets across the country from New York to Southern California to Seattle and many more. In each of these cities, we have local, full-time financial services providers hosting their own weekly show. They come in to the studio once a week to talk for an hour about their business. Most of the content they already know from being at work 40, 50, 60 hours a week. The rest of the content, we work with them to help them unlock their hidden potential. As we launch more On the Money shows across the country, our need for trainable hosts will increase. It's a win-win situation; we find people, perhaps like you, who have financial knowledge but no radio experience, and train them to do a quality show with guests, callers, and all the bells and whistles. In return, the host gets the prestige of being "on the air" on a station people in the local market can tune into. The host gets to connect with consumers and get calls on and off the air. What could be more powerful than that?
I remember growing up I'd always see promos on my favorite cartoons for the Sunday morning real estate shows on TV. Every channel had them. Looking back, I realize what smart marketers these companies were. People would actually tune in to find a house they wanted to buy, and would then call the realtor directly. And anytime a realtor for that company was competing to get a listing, he or she could point out to the prospective client that his or her firm had said TV show, and that the prospective client's home could be shown on TV. Think of how many extra listings the realtors with the "TV advantage" had. If you're in business, you can't afford to be losing clients and deals to the guy who is more famous, more credible, and more of "an expert". Because let's face it; when I saw that real estate show on TV, I knew that the company behind it was big and successful. And now through innovation, we've made it possible for you to have that same advantage.
I'm always open to talking with potential new hosts. We are opening up shows in numerous cities across the country and are always open to suggestions if you're in a market that's not on our radar yet. Give me, Andrew Henderson, a call directly, at 1-800-700-6570 ext. 1 to talk about whether you're a good fit.
