Defining Value to Audience

At the start of every episode of Patrick O'Shaughnessy's successful podcast Invest Like the Best, the host says:

'this show is an open ended exploration of markets, ideas, stories and strategies that will help you better invest your time and money"

I love the clarity of that statement. It provides a direct value proposition to the listener.  Using the word 'investment' signals to the listener that this will be a serious conversation, but the topic itself if widely applicable to just about anyone.  

Patrick has now done over a hundred of these interviews, which broadly feature great financial investors.  The show could have been much more narrowly introduced. It would be just as accurate to say: 'this show provides an inside look at how the best private and public investors manage capital and make decisions.'  

That frame would be appealing to me. I would seek out (and do) and listen to a show introduced in such a way.  But, I suspect it would be less popular.

Look at the contrast.  His frame is more open - he says 'invest your time and money.'  Who doesn't want to spend their time more wisely?   He says 'an open-ended exploration.'  Explorations don't have known right/wrong answers.  You aren't stupid, or out of the loop, if you don't know the topic being explored.  They are inquiries, inviting listeners to feel welcome whether they come to the topic with knowledge or not.

In contrast, an 'inside look' provides a wall between host and listener.  It says to audience that the host/guest knows something privately that we now will share with you.   You have to both want that specific knowledge and trust that the person delivering it is credible.  Neither hurdles are needed when you are 'just' on and open-ended exploration.

Patrick's podcast is successful for many reasons. The clarity of value proposition to the audience certainly helps.