#26. A.I.M. To Get More Referrals: Accessibility, Influence, and Memory w/ Michael Roderick

Sep 11, 2023

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This week on the Modern Consultant, I host Michael Roderick.

Michael is founder of Small Pond Enterprises, where he helps thoughtful givers become thought leaders.

To do it, he uses two frameworks:

The Thought Leadership Triple Threat - this is combination of becoming a scientist, celebrity, and magician in your niche.
The A.I.M. Referability Framework: this stands for accessibility, influence, and memorability. If you're lacking any of the 3, then your referability drops. It works for lead generation, new business, and brand awareness.

That's just a slice of what we get into.

Topics We Cover:

The Three Components of Referability: Michael delves into the three crucial elements of referability that consultants and professionals need to cultivate - accessibility, influence, and memory. Each component plays a pivotal role in creating a lasting impact and garnering referrals.
Targeting Sleeper Markets: Michael introduces the concept of sleeper markets, previously untapped markets that hold great potential for success. By exploring different angles and targeting aspirational markets, consultants can find opportunities for growth and increased profitability.
The Thought Leadership Triple Threat: Drawing from his theater background, Michael compares thought leadership to the triple threat in the performing arts. Thought leaders, like performers, need to embrace the roles of scientist, celebrity, and magician to captivate their audience and gain influence.
Developing Advanced and Strategic Courses: While many seek guidance on creating basic courses, Michael offers insights into crafting more advanced and strategic courses. By focusing on way of thinking and implementation while incorporating unique information, these courses cater to the Excellence market and provide long-lasting impact.

Timestamps:

[00:01:00] Helping givers become thought leaders by packaging ideas.

[00:03:01] Triple threat: scientist, celebrity, magician in leadership.

[00:07:06] Sales rely on celebrity and market type.

[00:13:19] Strategic courses sold to the Excellence market.

[00:14:41] Sleeper markets offer untapped potential for sales.

[00:22:27] Echo chamber hampers business success, assumptions dangerous.

[00:25:38] Financial ceilings and floors vary across industries. Assumptions about value can be misleading. Consultants attract wrong clients with unrealistic promises.

[00:30:22] A.I.M. - The referability framework which stands for accessibility, influence, and memory. Key factors for creating memorable ideas, including using unique language, evoking emotions, simplifying complex information, and providing a clear structure for processing and sharing the ideas.

[00:39:37] Referability partners are translators, amplifiers, and producers. Translators make things accessible, amplifiers connect and promote, and producers help exploit talent to make it bigger.

[00:42:17] What advice would he give himself if he could do it all over again?

About The Guest:

Michael Roderick is the CEO of Small Pond Enterprises which helps thoughtful givers become thought leaders by making their brands referable, their messaging memorable, and their ideas unforgettable.

He is also the host of the podcast Access to Anyone which shows how you can get to know anyone you want in business and in life using time-tested relationship-building principles.

Michael's unique methodology comes from his own experience of going from being a Highschool English teacher to a Broadway Producer in under two years.

Find out more at: http://www.smallpondenterprises.com/

About The Host:

Marc helps experts scale their impact in the form of high-ticket courses, programs, VIP days, and masterminds (without losing the deep impact of their 1-on-1 work).

After helping over 1,000 entrepreneurs, he created his Product Flywheel Framework to help the next 1,000 do it faster.

Learn more at: https://8020solutions.co.