Rich Cardona Media

130. Why People Don’t Know What You Do

On this episode of The Leadership Locker, Rich discusses the importance of positioning yourself in a way where you are comprehensively conveying the services that you provide.

Personal Branding | Rich Cardona Media

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Transcript
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Hey everyone.

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Welcome back to leadership locker.

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This is your host rich Cardona.

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If you're a new entrepreneur, an aspiring entrepreneur or a

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seasoned veteran entrepreneur.

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This is still the place for you.

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You know why?

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Because I have industry experts, influencers that come on the show

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to share their knowledge in a very, how to fashion with you.

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We have a fantastic conversations about some of the challenges about

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entrepreneurship, of being a business as owner about transitioning in your

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life, transitioning out of the service.

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Have you served like I did, et cetera.

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So you're in the right place.

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And today I want to tell you a question that came up to me on a prospect

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call the other day, and this shit was like, damn, The guy goes, wow, like

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almost an hour in the conversation.

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This is, this is a few weeks ago when I was just literally pitching

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the hell out of these people, being the stupidest, most non listening

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sales dude, there could be right just like, this is why you need this.

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This is why you need this.

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This is what you get.

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This is how it looks.

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This is what, how, what the process like it was ridiculous.

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Anyway, the question I got that froze me in my tracks was.

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What do you guys do again?

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And I was like, holy crap.

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There is no bigger indicator that you have not happily positioned yourself and

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that you have not happily listen to what they need and been able to diagnose a

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problem and determine if you can solve it.

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I have to admit that's pretty freaking embarrassing.

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I'm like, did you go to the website?

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You can't say that to a prospect.

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Like, did you go to my website, dude?

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Like you can't do that.

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And although I truly believed that they knew what we did did, and we

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had literally discussed what I could do, or at least I spoke to them.

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It was a freaking monologue, not a dialogue and told them what I can do.

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There had to be some element of confusion where the positioning

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and the problem solving aspect of our services came into question.

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And that's not a good look.

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So that's literally, after that day, after that call so much changed for me.

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And I started really looking at the way I approach prospect calls,

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client calls, current client calls.

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That is, and then just a lot of these other things that I'm

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like, am I listening enough?

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Am I listening enough?

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Am I listening to the pain points?

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Am I storing the pain points that I know I'm solving?

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Am I listening to the questions that I know I'm getting?

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Am I using these pain points as a manner to position myself as someone

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who can solve those problems?

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Am I saying to the busy CEO or business owner that has no content

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that would like some content?

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Am I saying to them?

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You have so many other things to do.

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How are you possibly going to find time to do this, but more importantly,

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why do you want to have content?

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And I'll let them walk me to some of the logic behind why this is a decision they

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feel they need to make and why this is a potential investment they need to make.

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But if I'm not making content that is literally positioning myself as that.

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And it's going to require someone to say, what is it you guys do again,

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then I'm doing a bad job and I'm humble enough to realize I'm not humble enough.

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That's just a fucking kick in the balls is what that is, period.

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So cool.

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You take it and you figure out like, does my website that I was

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trying to be hands off on, like, does it really happily capture who

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I am that we're premium priced?

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That this, that, you know, these people who wanted videos for $500, uh, are

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gonna click away from this website.

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Once they realize this is not the type of dude who does work for 500 bucks,

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like, so am I positioning myself?

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Right?

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Am I making sure that I convey a comprehensive understanding of the pain

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points that my ideal clients may have?

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And that's it.

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I mean, like, if you are not correctly positioned, you can prepare to get

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your ass handed to you in the form of a question that takes two seconds task.

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And that's exactly what happened to me.

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So how do you figure out, you know, if your positioning is good or not,

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why don't you just call a bunch of people and say, do you know what I do?

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Put it on LinkedIn, but do you know what I do?

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I have a bunch of friends who I look up to, um, mentors.

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And I could honestly say, I know they're incredibly business savvy, but

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I don't actually know what they do.

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So as some people do a poll, make a comment, call your friends, call some

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family and say, tell me what it is I do.

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And we think we need some unbelievably, incredibly polished copy.

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That you know, where our messaging is going to kind of just impress

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people, but you know what?

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People don't need to be impressive.

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They just need simplicity.

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They need simplicity and messaging to understand, which is why you

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always hear some of the best marketers say, can a fifth grader or

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a five-year-old or whatever it is.

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Can they understand what you do?

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Because if they can't, then you're making the adult work.

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Okay.

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And why is that important?

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I don't want to put any effort into understanding what you do.

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I want it to be so unbelievably simple that literally reduces the

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amount of friction by so much.

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So position yourself in a manner, which is simple, easy to understand, and absolutely

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has an empathetic approach to the pain points that your people probably have.

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That's all I got for today.

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Please share this podcast with another entrepreneur or an aspiring entrepreneur

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that needs to hear these things.

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We are growing in unique downloads, unique users, uh, subscribers, and

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I'm thrilled about it, but I would really love if you can share this with

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someone who might benefit from taking a listen and please, uh, DM me on

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Instagram at rich Cardona or LinkedIn.

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If you have any ideas for a podcast I should make or do or someone I should

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have on, uh, any of those things, I love, love, love your suggestions.

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Hopefully this helped we'll see you next time.