Carol A Santella, a member of The Sensational Six in Chad Nicely’s Entourage Mastermind, is the creator of The Power of Positioning™ and publisher of High5Pittsburgh. Through Business Innovators Magazine and her recognition-driven media platforms, she turns visibility into evergreen credibility and recognition into trust.
Her focus: helping trusted professionals stand out, be recognized, and connect authentically with the communities they serve and for those seeking to be connected to trusted professionals: that is key.
When the topic of “who’s taking action” came up during one of Chad Nicely’s Entourage Mastermind meetings, Carol Santella didn’t hesitate. She offered to interview members of the dynamic group known as The Sensational Six, a POD group in Entourage. The purpose was to highlight not just what they were doing with Chad’s Letterman software, but how they were each transforming it into something greater. Thus, she offered to put into action one of her proprietary positioning assets along with a custom edition of Business Innovators Magazine. That proactive spirit mirrors Carol’s life’s work.
Known nationally for her Power of Positioning™ method and her Gifts of Recognition she helps professionals turn credibility and recognition into lasting trust. Her own newsletter, High5Pittsburgh, stands apart from standard community updates. It’s a recognition-driven publication that celebrates the best of Pittsburgh and its surrounding communities, acknowledging outstanding professionals, inspiring locals, and even “feel-good” features like Dog of the Month, Acts of Kindness, and Business Tips of the Week. Through this approach, she connects readers with trusted names in service, business, and healthcare, all while cultivating a culture of visibility that feels human and heartfelt.
Now, Business Innovators Magazine sits down with Carol to talk about Letterman, Chad Nicely, and how both have helped shape her growing success with High5 Pittsburgh, and beyond.
BIM: Carol, you’ve built a reputation around visibility, credibility, and recognition. How does that connect with what Chad Nicely is building through Letterman?
Carol: I see it as very synergistic. The difference is the positioning. Visibility alone isn’t enough. Credibility and recognition that are strategically implemented, with accurate representation, are very important. A newsletter can put you in front of people, but recognition makes you the trusted professional they choose when it matters.
Visibility turns into authority, but more importantly, it’s the positioning that tops all other forms of marketing, advertising, and branding. I refer to it as “the umbrella” over them all. They can work very well together, but it’s all about the positioning. I’ve been sharing that for years. The strategies and continued growth of what Chad Nicely has and continues to add to Letterman and not just the software, but the total vision of local newsletters and niche newsletters is like none other, thus this is quite a fantastic connection, tool and synergistic method(s).
BIM: What first drew you into Chad’s Entourage Mastermind, and why did Letterman stand out to you?
Carol: For me, it was alignment. Chad’s vision for local newsletters becoming the new “town square” connects perfectly with my belief in positioning professionals as trusted leaders. Letterman wasn’t just another tool. It was the structure that allowed me to combine my passion for recognition with a strong, practical publishing platform.
BIM: As you’ve started putting Letterman into action, what’s been the most powerful or even surprising part of the experience for you?
Carol: The most powerful part has been how quickly connection builds when recognition is genuine. Letterman gives me the structure, but the magic happens when people see themselves appreciated and valued. That’s what turns readers into community and community into loyal advocates.
BIM: Everyone brings their own strengths to the table. What do you feel you’ve brought to Letterman that helped you get results or set you apart?
Carol: My strength is in listening, seeing the whole picture, helping people understand the value of credibility and recognition and implementing positioning assets that result in evergreen credibility, visibility and reach. I’ve spent years showing professionals that positioning isn’t about being louder. It’s about being trusted. In this POD, my contribution is reminding us that success with Letterman isn’t only about gaining subscribers. It’s about being seen as the voice those subscribers truly believe in.
BIM: Subscriber growth is a huge part of Letterman’s success. Outside of Facebook, what have you tried, or are you exploring, to bring in subscribers?
Carol: My approach is very community-centered. I use recognition as my entry point, connecting very naturally and comfortably with local business owners, trusted professionals, and service providers who make a difference. When people feel seen and heard, they naturally connect and share and that includes sharing the newsletter with others. It’s not just list-building; it’s trust-building. High5Pittsburgh is less about clicks and more about creating a ripple of connection across neighborhoods and industries.
BIM: What drives your passion for entrepreneurship, and how does that show up in your work day to day?
Carol: My passion has always been helping people feel valued, whether that was in healthcare, hospitality, or business. Entrepreneurship gives me the freedom to do that every day. I love seeing someone’s smile, their “feel good” reactions when they are recognized and their confidence rise when their work and character are acknowledged. That recognition has a real emotional impact, and that’s what fuels everything I do.
BIM: Looking back, what’s the most valuable lesson you’ve taken from Chad or from being in the Entourage?
Carol: That action beats perfection. Chad models momentum. He builds fast, adapts, and improves as he goes. I’ve applied that lesson to my own work by focusing less on “getting it perfect” and more on getting it published. Visibility is born from movement.
BIM: What’s one creative twist or strategy you’ve tried, whether with Letterman or your business, that really made a difference?
Carol: I created a referral-recognition system that turns word-of-mouth into measurable momentum. Trusted “referrers” leave or hand a business sized card with a QR code on one side, with local businesses they admire. The business owners immediately have a “feel good” moment and when they called to hear what that recommendation was about, great conversations occurred, subscribers came on board and many times, this led to beautiful work with great clients and further referrals. It helped build community relationships and gave people an easy way to share positivity while growing awareness organically.
BIM: How has being part of this mastermind changed your business or the way you look at things?
Carol: It reminded me that collaboration amplifies everything. Working alongside the Sensational Six showed me how differently we all think, yet how powerful it becomes when each person brings their unique strength. Letterman gave us a platform, but Entourage gave us the inspiration and accountability to actually use it.
BIM: What legacy do you hope to leave through your work?
Carol: Truth. Accuracy. Acknowledgement. Trust and knowing that I did something in this world to help people treat themselves, each other and animals better. To help them have the insight, tools and natural means to feel good inside and out and have the knowledge, trusted, easy to find professionals or sources to do so; to succeed personally, professionally and to help them remember to put themselves always in another’s shoes.
Connecting people in need with trusted professionals is a major part of my work. If I can help business owners, doctors, or attorneys stand out as credible leaders and in turn, help the people searching for them feel confident they’re in good hands, then I’ve done a great deal of my “job.”
To connect with Carol A Santella: 412-681-1105
For a free subscription to High5Pittsburgh: https://high5pittsburgh.com/signup
Gifts of Recognition: https://smallbusinessacceleration.com/honor
