Let me tell you a quick story.
It’s 2015 and there I was, a brand new radio talk show host trying to grow the popularity of my recently created online radio show.
At the time I was trying to figure out a unique angle that would benefit both listeners and guests while simultaneously growing the brand on a global scale.
The first interviews ran smoothly, they sounded great and the guests were happy. However, the big challenge I faced was after listening to each episode, I had to admit – the show itself sounded pretty similar to any other out there.
It lacked direction, conviction and worst of all had no identity. Listeners would call in and share how confused they were. They didn’t know what the show was about.
In essence, they were saying, “We’re not interested in listening to people talking about themselves, we want something that benefits us!”
It was at that stage I recognized if the show was to survive I had to dig deep, come up with new ideas and make changes fast, or give up doing the show altogether. This forced me back to the drawing board, to rethink and to reposition the show from the ground up.
Those were worrying times. I was struggling to work it out, feeling stressed and entertaining thoughts of hanging up my headset, never to speak on the airwaves again.
However, as if by chance, something strange happened, call it an epiphany if you will…
At the time I was living in Egypt and was out walking the busy streets of Cairo.
The thought came to me out of nowhere.
For once I listened to my intuition and made a decision to build the show around my own life experiences, starting off with using my parents’ violent, volatile and bloody divorce as a topic for divorce experts to speak on.
Instantly it became crystal clear to me how to create a radio show that provides interesting and relevant topics for people considering divorce while positioning it in a category of its own.
The team and I got together and created a plan to start using LinkedIn to connect with people who’d potentially be great guests. They had to be professionals with a solid reputation and were known for doing great work for their clients.
We started researching, looking at their reviews as well as their online footprints and began inviting divorce professionals to come onto the show…
Family Law Attorneys, Divorce Coaches, Collaborative Experts and many more loved the concept.
But we didn’t stop there.
We made a brand positioning decision that during interviews, we would focus on creating easy-to-understand conversations around specific divorce issues, with the goal of asking our guests to answer the questions that their perfect prospects want to ask, should ask, or are simply too afraid to ask.
Our mission was simple… to ask for them!
Once we had that process locked down, we kept interviewing, publishing, and positioning our guests as the helpful experts they truly are, while at the same time creating insightful resources for people to listen to before choosing a professional to represent their case.
In reality, we turned my negative experiences as a child of divorce (in the mid-70s), into something that benefits other people today. At this time of writing, we have interviewed hundreds of divorce professionals.
Building on that success, we decided to expand into additional areas and invite more inspiring white-collar business professionals to speak on issues such as Bankruptcy, Taxation, and Retirement while continuing our search for topics surrounding the most common concerns facing today’s modern society.
Our show is called, “Impact Makers Radio” where we bridge the communication gap between divorce professionals and a growing number of divorcing spouses trying desperately to find jargon-free information when seeking an expert to solve their problems.
And that’s why we are so excited to share this with you so you can be part of our Global Impact Makers community too!
Stewart Andrew Alexander, Radio Talk Show Host