Rich Cardona Media

142. How Being American Means Having Access

On this Independence Day episode of The Leadership Locker, Rich reflects on why he believes that what makes the United States such an exceptional country is the access that it provides.

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.