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.

michael.kerr@kerrcapital.com.au

www.ownertoownerpodcast.com.au