Owner To Owner Podcast Why Credible Business Owners Get Drowned Out Online: Trevor Young
Why every business owner needs to build authority.
Michael sits down with Trevor Young—PR and communications advisor, coach, mentor, writer, author, and podcast host—to unpack why building authority is a strategic business asset for SME owners.
They discuss how founders can build credibility, visibility, and trust without falling into noisy self-promotion. The conversation also gets practical about content, earned media, owned media, and how all of this affects growth, reputation, and even business saleability.
In this episode:
The real job of PR: Trevor reframes PR as building a deeper connection, trust, and reputation with the people who matter most to a business, rather than just chasing press hits.
Why good owners stay invisible: A look at tall poppy syndrome, analogue mindsets, the fear of bragging, and the discomfort many owners feel about putting themselves out there.
Content-led communications: Trevor breaks content down into four distinct buckets:
- Utility content
- Thought leadership content
- Personal content
- Brand content
Why owned media matters: The case for email newsletters, websites, podcasts, and other channels you control, rather than relying solely on platforms that can change their rules overnight.
Pick fewer channels and do them well: Why you shouldn't try to be everywhere, and how to build a strong base on just one or two channels (usually LinkedIn plus an owned channel).
Matching format to founder: How video, writing, and audio all have a role, and why the best format depends on the founder’s strengths, the audience, and the business model.
Thought leadership > generic utility: While answering common questions is useful, the stronger opportunity is to express a point of view and challenge the status quo.
Trust takes repetition: Why people often need to see you 7 to 12 times before they factor you into their thinking.
Authority helps sales and exits: How personal brand, business brand, and strategic communications affect acquisition, talent attraction, and the ability to build a business that can run without the founder.
Timestamps
00:00 - Why business owners need to build authority
00:58 - Trevor’s background in journalism and PR
02:12 - Why he works with credible founders and experts
05:31 - Tall poppy syndrome and the fear of visibility
07:25 - Why content paralysis happens in a noisy media landscape
09:24 - Why owners already know they need to act
11:45 - Content-led communications across owned, earned, and paid media
13:27 - PR versus marketing and why the distinction matters
16:22 - Choosing the right content format: writing, video, audio, visual
17:42 - A property company’s 350 video and live stream playbook
19:10 - Why owned media beats platform dependence
21:14 - Personal brand websites, books, and digital ownership
22:52 - The reality of omnipresence and big creator teams
24:42 - Why most business owners should focus on fewer channels
27:05 - Utility content versus thought leadership
28:30 - Why a contrarian point of view can matter more than FAQs
31:27 - How repeated exposure and personal stories build trust
34:19 - The four content buckets, including brand content
35:22 - The 80/20 rule for promotion versus value
39:42 - Why newsletters still matter, even if they are simple or curated
41:20 - Why YouTube is a major opportunity for business owners
42:42 - Building a show instead of random videos
45:57 - Beehiiv and newsletters as business assets
49:49 - Why human stories beat AI and how earned media helps discovery
51:34 - How AI tools use earned media and websites to verify people
55:38 - Why companies should make internal people into stars
57:06 - Michael Hyatt’s move from personal brand to business brand
62:49 - Using back channels and case studies to support sale readiness
64:42 - Creating heat around a brand through visibility and speaking
67:19 - Talent attraction, retention, and employer brand
68:42 - Adam Robinson’s LinkedIn growth and startup content strategy
71:41 - What Trevor would do if asked to lead small business policy
74:09 - Where to find Trevor’s website and newsletter
Notable quotes
- “We want to hear from the genuine people who have got something to offer.”
- “If you just do rollout paid ads and you have nothing underneath to back it up, you're gonna have to put your hand in your pocket for a lot longer.”
- “If you want to grow quickly from a low base, it's all personal brand. If you want to build to sell, it's the business brand first.”
Thanks for listening. Visit the Owner To Owner Podcast website to subscribe, listen back, or check out any resources or information mentioned on the show.
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Reach out to Michael Kerr via the website if you need personal assistance or advice for your small business.
www.ownertoownerpodcast.com.au