Episode 53: Gentle Marketing with Chala Dincoy – Transcript

Wealth On Any Income Podcast Episode 53 image

Rennie Gabriel  00:09
Hi folks, welcome to Episode 53 of the Wealth On Any Income Podcast. This is where we talk about money tips, techniques, attitudes, information, and provide inspiration. I'm your host, Rennie Gabriel. In past episodes, we spoke about how to build an income and expense report, how to measure the level of pleasure based on where you spend your money, how to track your money in 5 - 10 seconds, what to look for on a net worth statement to see how close you are to Complete Financial Choice®. And last week we had as our guest, Bill Heinrich, who spoke about how you can have a whole complete webinar in just six minutes. Today we have as our guest Chala Dincoy. And Chala is the CEO and founder of The Repositioning Expert and a marketing strategist. In her former life, Chala was an award-winning marketer at companies such as Pepsi, Pizza Hut, Frito-Lay and Playtex for 20 years. Now she's a marketing consultant, and the author of, Gentle Marketing, a gentle way to attract loads of clients. She is a regularly featured expert on major television networks, such as ABC, NBC, CBS, Fox, as well as a speaker at international conferences. Her true passion is her personal choice for the most adorable kid in the world - her son Logan - and scuba diving, boot camp workouts and her Kindle addiction also keep her busy. So Chala, let's get to some questions.

Chala Dincoy  01:50

Rennie Gabriel  01:51
I've got an idea of what you do. But please be more clear and tell us why you do it.

Chala Dincoy  01:57
Yes, I'm an elevator pitch coach for CEOs of $2 - $5 million B2B service based companies who need to stand out and get into buyers meetings. And why I do it is because for 18 years, I spent saying 'no thank you' while I was an executive at companies like Pepsi, Pizza Hut, and Frito-Lay and people were trying to sell to me. Vendors would try to sell to me and they couldn't get through. And it's not because I was mean, it's because they didn't know how to pitch. Their elevator pitch sucked.

Rennie Gabriel  02:28
Yeah, let's say that they wanted your company to buy something and they were ineffective in getting your attention.

Chala Dincoy  02:37
I would say that for sure. I mean, it's a problem that I saw. I'm a... I help create something called a super-niche for companies. So that's like a very laser-focused industry and a laser-focused problem they have. And so my super-niche is teaching CEOs elevator pitches, but who I help are minority businesses who are in these enormous matchmaking events. Like before COVID, it was 1000s and 1000s of people. It would be like an orgy of businesses pitching to each other. And so that's, that was my target. It still is, although I do it virtually now. But if you can imagine that you're constantly pitching for like three, four days, you have to stand out. You can imagine the craziness of that and that's how I became super-niched in that, because it's a true pain. Most of them never get asked for a meeting or a business card, even after introducing themselves over and over again. And it's a very expensive and frustrating problem for them.

Rennie Gabriel  03:39
So it's sort of like going from hello to yes, with the right elevator pitch.

Chala Dincoy  03:46
Well, going from hello to, "Can I have your card or can we get a meeting?"

Rennie Gabriel  03:52
Is there a particular charity you support, and what do they do?

Chala Dincoy  03:57
Women for Women International. I love your question around charity, because I know obviously you're a huge philanthropist. Yeah, Women for Women International is an organization that helps women in developing countries and trains them in business skills. So over the past decade . . . I mean, I got into this when I was pregnant, so Logan's 12 now. So imagine, and every cycle you're assigned a new sister, and you choose your area of the world that you want to help. So for me, when I was pregnant, I kept reading these books about Rwanda and the genocide. And I don't, I mean, it was very bizarre because I have no, like, I have know nobody in Rwanda. I have no ties to Rwanda, but it was just - it struck such a chord and I read such horrible, horrible things about it. And so I decided that I was going to help in some way. So this - I'm a business woman - so this is teaching them how to become business women. It also teaches them their human rights, like what are women allowed to say no to legally, what are women allowed to have legally. And most of these women, believe it or not, are single moms.

Rennie Gabriel  05:03
I'm not surprised.

Chala Dincoy  05:04
Right? Or they're supporting the family. And what they do is they teach them farming business that you know, the business of whatever they can. Either selling beads or making whatever they're making, but to teach them business skills to try to make a living and feed, and most of the time, they have like an average of three plus children. Right?

Rennie Gabriel  05:26

Chala Dincoy  05:26
It's a really worthy cause. And educating anyone, but especially women, but especially in war-torn countries is . . .

Rennie Gabriel  05:35
Yeah. I mean . . .

Chala Dincoy  05:36
The right way to go.

Rennie Gabriel  05:38
Bless you for what you're doing. Because as women transform their families, they're transforming the country. And it ripples on from there as well.

Chala Dincoy  05:48
Isn't it crazy?

Rennie Gabriel  05:50
Yeah. Well, let's talk about things that go wrong. Like, what would you say your biggest business failure was?

Chala Dincoy  05:57
Ha ha. Well, considering that we met on my Naked Marketing Podcast, which is the biggest marketing failures, my biggest was when I left corporate. I mean, I was still in corporate when I was doing this. But I knew I needed a coach because I knew how to market but I didn't know how to have a business. And so I kept hiring these coaches who had group coaching programs. And what I found out is that when you pay the big bucks and hire them one on one, you get the real good stuff. So I actually wasted a ton of time, because I was a little bit more developed, then, I guess, maybe the people that I would happen to be in the same group with, so I was like, trying to not to poke my eyes out. Well, I had to wait for my turn to get their questions answered, which I had already surpassed all those things that they were struggling with. So it's just a mishmash of people when you're in a grouping program, group program. I'm sure it's good for someone, I don't want to knock it for everyone. I used to have one myself, but it was short-lived, because I get off on the one-on-one interaction to be able to give you everything you need, and be all over you and all over your business. So that didn't last very long. But yeah, I, that's the one aspect of group coaching I did not enjoy. As you go in ROI.

Rennie Gabriel  07:16
So I'm guessing that you had an insight from that failure. It's sort of like you're hinting at what you used it for your success, but you know, clarify. I mean . . .

Chala Dincoy  07:27

Rennie Gabriel  07:28
What was your biggest insight and how have you used it?

Chala Dincoy  07:31
A lot of clients come to me and say, I want to have a group coaching program, you know. I want the PayPal to drip money into my account while I'm on, you know, on the beach, kind of thing. Which is, you have it like online, or you don't have to do anything except put in lead funnels. So what I learned and a coach taught this. It's like a pyramid. A business is like a pyramid. At the top is the one, one-to-one, which is where they pay you top dollars. At the middle is the small groups. And then the bottom is where you know, it's just online. And in order to get to the bottom of the pyramid, you really have to have a lot of money and a lot of time to develop that audience. Otherwise, you're starving by getting 9.99 for people to come into your program. But if you don't have the list and the base of people to be able to support that, then you have to start at the top of the pyramid. And a lot of people are unwilling to charge a lot to do the one-on-one work, especially if they're new. So that's what I learned. And that's what I apply. And that's what I teach.

Rennie Gabriel  08:30
Yeah, and one of the things that I discovered recently - using Tesla as an example - is the ascension model. Where a lot of people gather large numbers at the bottom and filter till they have smaller numbers until ultimately to get the one-on-one at the high ticket. Tesla worked the opposite. It came out with a $100,000 sports car. Created all the buzz. Created all the desire, and then came with a lower price model. And then came with another lower price model. So they worked it backwards. And, you know, I don't know if that was the reason they're one of the largest capitalized auto companies, and they don't sell anywhere near the number of cars Toyota does. But their market value is higher. It's . . . so that ascension model can work very well.

Chala Dincoy  09:24
That's an actually really good example of what I just said, but in a completely different industry. And it is a disruptor. I think, in that industry, it's a complete disrupter model. Unless you're talking about luxury cars to begin with, in which their positioning is all luxury, luxury. Well what they've done is I've seen and you know, I hate to say this, but I call it 'bastardizing' the brand is . . . I start to see Lamborghini SUVs.

Rennie Gabriel  09:47
Oh, yeah.

Chala Dincoy  09:48
Honestly, what is that?

Rennie Gabriel  09:50
Yeah. Oh, one of my neighbors has a Bentley SUV.

Chala Dincoy  09:55
Right? So exactly. Right. A sports car known for being, you know, the fast, the luxury, the ultra-luxury. And then they bring it down to . . . I understand why they're doing it. They're trying to have more business and it's a new product. But I think it's really disservice to the, disservice to the brand. As a brand manager, I can . . .

Rennie Gabriel  10:21
You get to say that.

Chala Dincoy  10:23

Rennie Gabriel  10:23
Explain what the typical feelings are that your prospects experience.

Chala Dincoy  10:29
They're spending a lot of money on marketing that's not working because most of the time, it's their message. And most of the time, it's because they don't know the right targets. They haven't done those strategic work to figure that out. And they don't know how. So they're paying lots of money to marketers to do something for them. But the marketers that's not their, their job isn't to figure out strategy, their job is to do the SEO, to do, make the you know, ad campaign or make your website pretty. They're not, they don't understand most of the time, what strategy is, how to figure out the gap in the market, how to figure out that super-niche, how to message to that super-niche. They don't know how to stand out and have a differentiated message. All of that comes from having a strategy. And it's like, you wouldn't build your house with a blueprint drawn by a painter. You'd go out and hire an architect. And that's what most businesses don't understand that they need, you know, a marketing strategist and an architect to figure that out. So they're just throwing money. They're just throwing it, seeing what sticks.

Rennie Gabriel  11:34
Yeah. Well, do you have an example of how that worked with one of your clients?

Chala Dincoy  11:39
Absolutely. I think this is gonna be really close to home for you, a wealth advisor. I don't even know if we talked about her. So we super-niched. She was, she couldn't get people to talk to her. I mean, you were you used to be a wealth advisor, right?

Rennie Gabriel  11:51
Yeah. I was. That's correct.

Chala Dincoy  11:52
So she couldn't get - I don't know how you did this - but she couldn't get people, strangers to talk to her about money. They would run away from her. I mean, nobody wants to talk about money. It's emotional. It's private, and, and especially not to a stranger. So she was trying to build her, you know, business, a new book of business. So then we super-niched her into helping divorcing women maintain their lifestyle after divorce. And so her tagline or her new brand name became divorcingwoman.ca. And her tagline was, from clarity, from confusion to clarity after divorce. To help them. And what she did is we found that there's was like 20 meetup groups in Toronto alone for separated and divorcing women. She would go to those meetings, and she would invite them to lunch and learns. And they were running after her instead of her running after them. So that's a real good example of how super-niching could completely change your success.

Rennie Gabriel  12:53
Yeah. And the tagline you came up with, from confusion to clarity, makes so much sense because I could see how anyone going through a divorce situation - man, woman, doesn't make any difference - would end up with all sorts of confusion, and really want clarity. So that's a fabulous tagline as well. Is there something, because our interviews are short, is there a valuable free resource that you could offer my listeners?

Chala Dincoy  13:21
Absolutely, I'd love to give you guys my book, a free copy of my book. It's called, Gentle Marketing. And it is how, it teaches you how to get people to run after you instead of you running after them. And if you go to repositioner.com/gift, you get a chance to download it. And you also get a chance to book a meeting with me if you're interested in working on your marketing.

Rennie Gabriel  13:45
Terrific. And now I had for the show notes repositioner.com/book.

Chala Dincoy  13:54
That also works. So 'gift' if you want to talk to me as well. The book is just the book itself.

Rennie Gabriel  14:00
Oh, got it. Okay. So I'll change that to 'gift' for the show notes. And is there a question that I should have asked you, that would give some additional value to my audience? And what would the answer be?

Chala Dincoy  14:13
Right. So ask me, 'what is the biggest mistake that people make in their marketing?' Since that's my podcast, and I talk to people about their biggest marketing mistakes every day. And I have to say that it is still what I specialize in. Strangely enough that so many people agree with me that it's not niching, it's not focusing. And because without a niche, without a focus, you really have no target, no message, nothing meaningful to say. No solution that you can tailor to them.

Rennie Gabriel  14:43
Yeah, if we use that in the medical field, the general practitioner makes far less money than that surgeon who specializes in brain surgery or orthopedics, or that's . ..

Chala Dincoy  15:00

Rennie Gabriel  15:00
The niche makes sense in the medical.

Chala Dincoy  15:03
It's so clear. And in that industry it's so clear. Nobody would argue with you but yet with small businesses, they're like, no way. I'm not going to niche.

Rennie Gabriel  15:13
Yeah. I need to have everyone as a client. Yeah.

Chala Dincoy  15:17

Rennie Gabriel  15:18
Yeah. Well, Chala, thank you for being on the show.

Chala Dincoy  15:22
Thank you, Rennie.

Rennie Gabriel  15:24
My pleasure. And to my listeners, thank you for tuning in. You can listen to the Wealth On Any Income Podcast on your favorite platform. And please rate, review and subscribe. And if you'd like to know how books, movies and society programs you to be poor, and what the cure is, then log on to wealthonanyincome.com/TEDx. You'll hear my TEDx talk, and can request a free 27-page roadmap to complete financial choice and receive weekly emails with tips, techniques, or inspiration around your business or money. Again, that's wealthonanyincome.com/TEDx. Next week, our guest will be Mark Silver, speaking about how effectively to grow any business from startup to profits when you understand the business nitty gritty and include social justice. Until next week, be prosperous. Bye bye for now.

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