Carl Gould #70secondCEO Carl Gould

You are not Allowing Your Clients to Say They Are the Best Clients for You 
Hi everyone, Carl Gould here with your#70secondCEO. Just a little over a one minute investment every day for a lifetime of results. Pricing might seem high, but as long as you match it in perceived value, you're going to differentiate yourself. 
 
And here's why this is so important to have in place for the next five years and to prepare yourself for growth. Pricing is the number one language you will speak to your clientele, regardless of your business model. 
 
There is no language stronger than your pricing. Because the moment you tell somebody what you charge, you've done two things. Number one, you've told them who you are. Am I the premium play, the middle play, or am I the economy play? 
 
All are good. Just which one are you? More importantly, you've told them what kind of buyer they are. So my question to you is, are you giving your clients, your investors, a path to say that they are your best client or best investor? 
 
Do you have that offering in place right now? Because if you don't, you are not allowing your clients to say that they're the best client for you. 
 
Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO. 
 

Purchasers Decide on Their Purchases Based on Top 2 Complaints
 
Hi, everyone, Carl Gould here with your #70secondCEO, just a little over a one-minute investment every day for a lifetime of results. Number one, you wrote down your five complaints. Put a page on your website called Problems We Solve, Problems We Solve. 
 
And go on chat GPT or Perplexity or Claude or whoever you're using and give them a prompt and write an 800-word blog on how you solve each of those five complaints, because that's what people are searching for, right? 
 
You're probably all using a marketing agency, they've all told you about SEO, and they all said you have to have the right keywords. That's okay. You add the keywords into your prompts, right, then have somebody go through them so it's not user-generated content, so it's all original, you know, cite everything properly, all that sort of thing. 
 
Now you've got five, these are the five top topics you talk about most of the time, but there are two topics you talk about all the time. 70%, sorry, purchasers with no buyer's remorse based on a purchase, decide on that purchase based on their top two problems. 
 
Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO. 
 

What Kind of Buyer Takes Your Higher Priced Guarantee
 
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results. What kind of buyer says, I'll take your guarantee? They're not price-sensitive, right? 
 
They care about what? Quality and getting it done? What else? Big one. They're a good client themselves. They understand the value. They don't want to do it with me. They want me to do it for them. One more. 
 
It's a big one. It's the biggest one of them all. Well, they don't want a headache. You're all right, guys. Everything you're saying is true. The deciding factor most of the time was they were under some form of time pressure. 
 
So they're building a commercial building and landscaping is not necessary because it needs to look pretty. Landscaping is necessary for soil erosion. They can't get their certificate of occupancy without it done, right? 
 
So it was always me and the paver at the very end and we would always be working on the site at the same time. Don't stage your materials over here. Don't drive over this over here. We used to be working all the time because, without those two, you don't get a certificate of occupancy. 
 
Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70sec0ndCEO. 
 

Higher Quality or Lower Quality
 
Hi everyone, Carl Gould here with your #70sec0ndCEO. Just a little over a one-minute investment every day for a lifetime of results. How many of you have hired a contractor who said, if I don't perform, if you perform as the client, but I don't perform as the contractor, you get to keep the whole thing and I give you all your money back? 
 
How many of you have hired contractors that have done that? Buy a show of hands. No hands, does that mean zero? Zero. So if I gave you a proposal, who am I competing with? No one. Now, think about it. 
 
I charge a 35% premium for that. Now, what if you said, all right, that's pretty ballsy, Carl, but I'm not paying your 35% premium. What would you think of me as a contractor if I even offered it? Would you think, oh, this guy's incompetent, and has no clue what he's doing? 
 
Or would you say, hmm, he's pretty confident about his process? If he's offering this out to other people, he must be pretty good. He must at least think he can put his money where his mouth is and he could perform. 
 
Which do you think more of? Would you think that I'm likely more competent, higher level, better quality? Or would you think just on that alone, I'm less competent, less quality, and likely going to fail? 
 
Which one do you think going in, I'm more likely to be? Higher quality, lower quality. 
 
Like and follow this podcast so you can learn more. My name is Carl Gould, and this has been your #70secondCEO. 
 

Leverage the Complaints in Your Industry
 
Hi everyone, Carl Gould here with your#70sec0ndCEO, just a little over a one-minute investment every day for a lifetime of results. One of the ways to differentiate yourself now, and this will set us up for the other parts that we're going to talk about, is we need to leverage the complaints in the industry, the complaints about your industry. 
 
So take a moment for a second and write down what are the top five complaints about your industry. Maybe not about you personally, but you've heard it about your competitors. If you're out there, your sales guys are coming back, like here's the objections we're getting. 
 
Here are some of the reviews about other companies and ourselves. Or if you get hired or somebody either buys your service or takes you on, they'll tell you why they went with you. And along the way of doing that, they'll tell you what the other companies you were up against did not do all that well. 
 
Like and follow this podcast so you can learn more. My name is Carl Gould, and this has been your #70secondCEO. 

Change Your Business Messaging Part 2
 
Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results. There's been so much volatility and winter is all about volatility. Since 2005, think about what we've been witnessing and what the economic climate has been like and the political climate has been like. 
 
So nobody knows who to trust and things are so polarized. So you coming out and making a bold claim to the positive doesn't necessarily differentiate yourself in this market today. So I'm going to give you a couple of tactics to use where you can start to differentiate yourself. 
 
Now, this is a lesson I learned in my very first business, but I found that it's become more and more popular is when you in today's market, especially now that we have search and we have AI, right, people don't inquire based on the positives necessarily. 
 
Unless it's something near me, right? I want to get barbecue ribs near me. I want to go, you know, I want to go to a movie near me. Other than that, we are negative and problem-based searchers. 
 
Like and follow this podcast so you can learn more. My name is Carl Gould, and this has been your #70secondCEO.