Have you ever been interviewed and had the interviewer try to “share the stage” with you, talking too much instead of asking questions?

I have and it’s not good.

When you are invited to be the guest on a podcast or conference call, the host should edify you to their audience. They should present your background, say nice things about you, and make you look every bit like the expert you are.

They should make you look like you walk on water and glow in the dark so their audience will get excited about hearing you.

If they did that and then talk over you or share too much of their own knowledge and experience, they de-edify you.

Why did they invite you if they know what you know?

The host should introduce you, ask questions and let you do most of the talking. They shouldn’t interrupt you or contradict you or do anything that detracts from your image as an expert.

That doesn’t mean they can’t ask some sharp questions. It means they shouldn’t do anything to make you look bad.

Not in that kind of interview, anyway.

Edification is an important skill and it’s not that difficult. Take yourself out of the picture (mostly) and shine the spotlight on your guest.

Edification can also be used when you make a referral to another professional, introduce a guest at your event to another guest or to the speaker, or when you recommend a product or service or resource.

The only place you shouldn’t use it is when you’re talking about yourself.

Marketing is easier when you know The Formula