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Having Your Own Show: The Secret Weapon for Building Authentic Business Relationships and Closing More Deals

In today's hyperconnected, content-hungry world, entrepreneurs and business professionals often ask: How do I cut through the noise, truly connect with the people I want to serve, and turn cold contacts into warm leads? One game-changing answer is easier—and more enjoyable—than you might think: Start your own show.

Whether it’s a podcast, YouTube channel, Facebook Live, LinkedIn interview series, or some other format, having your own show is one of the easiest and most effective ways to gain a prospect’s attention, establish a genuine relationship, and set the stage for meaningful business conversations—including that all-important sales pitch.

But why does this method work so well? Why should you, as a consultant, coach, service provider, or business owner, invest your time and energy into creating your own interview platform? And how, exactly, does this approach subtly guide your guests from friendly chatter to authentic business opportunities?

Let’s dig in.

Why an Invitation to Be on a Show is Irresistible

Imagine this scenario. Your phone rings. It’s not a robocall, it’s not a spammer, and it’s not a sales pitch. Instead, someone says:

“Hi! I host a show for other local business owners. I love what you do at your company. I’d like to invite you to join me for a conversation, share your story, and showcase your expertise to my audience. Would you be interested?”

Chances are, most people would be at least a little bit intrigued—and many would say yes without hesitation. Why?

1. Flattery and Opportunity

Being invited onto someone’s show is flattering; it means someone has taken notice of your work and believes you have wisdom worth sharing. It signals that you’re seen as an expert in your field. And as humans, we’re wired to respond positively to such recognition. Not only do we enjoy being asked to speak about ourselves, but the prospect of tapping into someone else’s audience—potentially gaining new leads and visibility—is deeply appealing.

2. An Unexpected Angle

In an era where everyone expects a hard sell—or at least some kind of sales ask—a sincere invitation to be interviewed comes as a pleasant surprise. It disarms people’s usual sales resistance. There’s no immediate ask. There’s only a door opened to a conversation, with the promise of value offered up front.

3. Reciprocity and Relationship-Building

The act of giving someone a platform (even a modest one with just a few followers) creates a natural sense of reciprocity. You’re providing them with exposure, new connections, and a genuine networking opportunity. In return, they feel a sense of gratitude and openness, which forms a solid foundation for a business relationship moving forward.

How Having Your Own Show Opens the Door

When you host your own show, you step into the role of connector, educator, and cheerleader. You hold the keys to an audience—even if it’s small at first. And you have a ready-made reason to reach out to almost anyone, regardless of their perceived status in the business world.

Want to talk to the CEO of a company you admire? Interested in learning more about a cutting-edge startup in your industry? Curious about a local business owner’s approach to customer service?

A cold email or LinkedIn message touting your services is likely to be ignored. But extend an invitation to be on your show, and suddenly you’re seen not as a salesperson, but as a peer—a fellow business leader offering a free, generous platform.

Once someone agrees to appear on your show, everything changes. The groundwork is laid for a genuine, friendly interaction. You get a chance to showcase their work, ask thoughtful questions, and truly listen.

But here’s where the magic happens: Every good interview is, at its heart, about stories and struggles.

The Power of Story: Creating a Genuine Connection

Most people love to talk about their journey—their business origin story, the challenges they’ve faced, the victories they’ve won, the lessons they’ve learned, and, crucially, the obstacles they’re still overcoming.

As a show host, you have the privilege (and responsibility) of guiding your guests through these conversations. Ask them about the frustrations they face in their business. Encourage them to dig deep—not just about their biggest wins, but about the problems that keep them up at night.

Suddenly, you’re more than just a host; you’re a trusted confidant, someone who gets to hear the unfiltered truth behind the LinkedIn profile. This is a level of rapport and vulnerability that is rarely achieved in “networking events,” cold calls, or lead magnets.

And once your guest opens up about their pain points, you have a golden opportunity.

The Subtle Pivot: Solution Meets Problem

Now, it would be slimy, awkward, and very “used car salesman” to leap directly into a pitch: “Wow, sounds like you’re struggling with lead generation! By the way, I sell lead generation services!”

But if you’ve spent time building rapport, asking thoughtful questions, and offering value by putting your guest in front of your audience, something interesting happens. When your guest mentions a challenge you can address, it’s entirely natural—and helpful—to say:

“You know, I actually help people with that every day. I have some ideas you might find useful. If you want, we can chat more about it after the show.”

This isn’t a manipulative tactic. It’s the logical extension of a warm, honest business conversation: You learn about their journey, empathize with their struggles, and then, if there’s mutual interest, explore ways you can help.

Reciprocity in Action: Why Guests Want to Work with You

Human nature is all about reciprocation. When you give someone something valuable—your platform, your time, your attention, and the chance to shine in front of a new audience—they naturally want to give something back.

That “something” can take many forms. Sometimes it’s a direct business deal. Sometimes it’s a referral, a testimonial, or a partnership opportunity down the line. Sometimes it’s simply a lasting connection that leads to opportunities months or years later.

But what you can guarantee is this: The relationship you form through your show is far deeper and more authentic than any that could be created through an unsolicited cold email or a few exchanged business cards at a mixer.

The Practicalities: How to Launch Your Own Show

By now, you might be convinced: Starting a show sounds like a smart way to connect, offer value, and build your business network. But how do you actually do it? Isn’t it a lot of work? Don’t you need fancy audio equipment, an elaborate studio, or thousands of followers to get started?

The good news: The barrier to entry is lower than ever. Here’s a quick-start guide:

1. Pick a Format

Do you want to run a video interview series (using Zoom and YouTube is just fine)? Prefer audio-only (podcasting)? Or maybe you’d like to stream live on Facebook, Instagram, or LinkedIn? Choose what feels most natural for you—and accessible to your target guests.

2. Define Your Audience and Topic

Who are the people you want to talk to? What industry, niche, or community do you want to serve? Define your audience, establish a central theme (business growth in Santa Barbara; tech innovation for local entrepreneurs; marketing tips for solopreneurs, etc.), and keep your focus narrow to attract the right guests and listeners.

3. Craft a Winning Invitation

Your initial outreach is everything. Be friendly, specific, and respectful of your guest’s time. Highlight the mutual benefits—exposure for them, valuable content for your audience, and the chance for a meaningful conversation.

For example:

“Hi [Name], I admire your work at [Business/Organization] and I think my audience of [describe audience briefly] would love to learn from your experiences. Would you be open to a 30-minute conversation on my [Podcast/Show/YouTube Channel]? Happy to work around your schedule!”

4. Prepare Thoughtful Questions

Don’t wing it. Research your guest, design questions that allow them to share their journey and successes, but don’t shy away from gently exploring challenges and lessons learned. People appreciate interviewers who are curious and engaged.

5. Record, Edit, and Share

Use basic tools: Zoom, Skype, StreamYard, Riverside.fm for recording. Edit lightly (if needed) for flow and clarity. Post the show to your chosen platforms, and tag your guests so they share with their networks, multiplying your reach.

6. Follow Up with Value

After the show, send a thank-you note, share the links, and ask for feedback. If there was a clear business fit, suggest a follow-up coffee, Zoom, or phone call to discuss how you might help them further.

Real-World Results: What Can You Expect?

Some skeptics wonder: Does this really work outside of the “influencer” or “celebrity” space? Aren’t people tired of being invited to random podcasts?

The truth is, almost every professional enjoys the chance to tell their story, reach a new audience, and get some well-earned recognition. What’s more, the show host is always seen as a leader, connector, and giver. This positions you—by default—as someone to know and trust in your industry.

Each interview and interaction might not lead to a sale today. But you’re planting seeds for exponential growth: Partnerships, collaborations, word-of-mouth referrals, and yes—new paying clients.

A show can become the hub of your:

- Lead generation: Each new guest is a potential prospect, partner, or source of warm introductions to others in their network.

- Content marketing: Each episode becomes blog posts, audiograms, social media snippets, and newsletters that showcase your expertise and broaden your reach.

- Reputation building: Hosting boosts your authority, visibility, and credibility—especially when you feature other respected experts.

- Community creation: Over time, your show becomes the “campfire” for your niche, a place where stories are shared and real connections are built.

The Long Game: How Consistency Compounds

You don’t have to get it perfect from day one. You don’t need to interview Forbes 100 CEOs, or attract massive numbers of listeners. The most important thing is this: Stay consistent, and always lead with value.

Over months and years, your show archives form a living resume of trust. Prospects can go back and hear you interacting with thought leaders and fellow business owners. They get a sense of your style, your values, and your knowledge. When they’re ready for help, you’ll be first in mind.

The Bottom Line: A Show is Your Secret Superpower

In summary, running your own interview show isn’t just a “nice to have” activity for personal branding or content marketing. It’s a strategic, high-leverage pathway to opening doors that would otherwise remain closed. It gives you a credible reason to meet and learn from your ideal prospects, builds trust and goodwill, and creates a non-threatening environment for business conversations to flourish.

If you’re serious about expanding your network, deepening relationships, and attracting more of the right clients, consider starting your own show. The opportunity to connect, serve, and eventually (ethically!) sell has never been greater—or more enjoyable.

So grab your microphone, line up your first guest, and get ready to discover just how powerful this approach can be for your business and brand.

That’s the real marketing minute—see you next time!