(Part 3) The Kronkite Effect
Time Builds Trust
There is no substitute for time together. And that’s doubly true for persuasion.
Walter Kronkite spoke with his audience for 2 ½ hours each week.
All that time they spent listening to him had an effect.
It made them feel that they knew him.
And “knowing him” eventually turned into “trusting him”.
Why does Coke spend zillions of dollars a year to keep their logo in front of you?
Time.
Of course, nobody else has Coke’s marketing budget. So, how can you get the same “face time” with minimal investment?
Your Own Branded Podcast Series
You can spend hours inside the ears and mind of your target audience with your podcast. Hours they won’t give your advertising. People hate advertising.
And people love podcasts.
The numbers are hard to ignore.
And it’s better than TV because they can listen to you on their schedule. You won’t be hostage to randomness of broadcast schedules.
The time your audience spends listening to you will make them feel like they know you.
And knowing you will translate into trusting you – assuming you know how to show your humanity.
Till next time,
Jack Heald
Producer • Host
38atoms Podcasts
PS: Next time, I’ll explain some simple ways to show your own humanity in your podcast.
PPS: Spoiler alert. Podcasters are the new Kronkites. Not sure how to start? Grab a copy of the free guide How to Produce and Publish a Podcast Epsisode for step-by-step instructions.