Episode 116

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Published on:

18th Mar 2021

116: Super Niche Your Brand With Chala Dincoy (Part 2)

Super niching is one of the hottest things right now. As we all have come to compete in the global market place over the last year, finding the space where you can stand out anywhere in the world is critical. Join us today as Chala Dincoy brings her wisdom from the biggest CPG brands in the word to show you how to find just the right spot.

My Guest: Chala Dincoy

Chala is the CEO and Founder of The Repositioning Expert. She is a marketing strategist who helps B2B service providers to connect quicker with the decision maker by repositioning their messaging.

In her former life, she was an award winning marketer at companies such as Pepsi, Pizza Hut, Frito Lay, Diageo, Playtex and BIC Inc for 20 years. Now she is a marketing consultant, the author of Gentle Marketing: A Gentle Way To Attract Loads Of Clients, and How To Win Friends The Way Apple Wins Customers. She is a speaker and expert featured on FOX, NBC, ABC, CBS, the National Post, the Ottawa Citizen, and a radio segment host on the Small Business Big Ideas Show.

Pivotal Moments

·       Chala’s trick is to super niche.

·       Chala started as an ABM in corporate and then she went on the ladder of moving through to the next manager level.

·       The reason Chala moved out of corporate was because she always had this dream to be an entrepreneur.

·       She invested money in coaches to help her with the transition from corporate to entrepreneur.

·        A lot of things are resolved when you have super niched.

Advice:

In order to super niche,

·       Draw a blue sky and write down every single industry of who you can work with or who you have worked with.

·       Write down their most expensive, costly and persistent pain points.

·       Score them for relevance in terms of whether it can make you money, whether you have access to the decision maker and whether it is a good fit for you and your skill set and background.

·       Once you have done that then the top three industries pain points pop out.

·       We deploy a research a 15 min conversation verifying and validating the assumptions around pain and price point.

·       Once you have the market data back that validates the pain point a lot of these cases turn into sales in the moment.

·       You can then take the data and deploy it into a messaging strategy and into a marketing plan.

The formula for elevator pitch is: Who you help? What is their pain? How you help them? What results they get?

Quote:

The shorter time it takes to describe what you do, the more money you make.

Resources & Links:

Part 2 of this episode where you hear more go to estierand.com/116-1

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About the Podcast

Create Your Own Salary (previously Business Breakthrough)
Humanizing business and businessifying humans.
We're humanizing business, and businessifying humans.

Join us as successful business owners talk about the PIVOTAL MOMENTS that got them to where they are AND what they still CURRENTLY STRUGGLE WITH.



My dream always was, and still is, to help small business owners live their dreams. I've noticed that ALL BUSINESS OWNERS STRUGGLE SOMEWHERE. Even those that look so shiny and perfect on the outside are hurting somewhere on the inside.

Many of the podcasts out there feature rags-to-riches success stories with the promise that you can do it too! Ever felt that you really can't?

That's why I've started the Business Breakthrough Podcast, FEATURING STORIES YOU CAN RELATE TO, SHARING STRUGGLES YOU CAN LEARN FROM. The show features business owners- from those just starting out to the super successful - and in addition to exploring previous TRANSFORMATIONAL BUSINESS MOMENTS, together we reach a Business Breakthrough live on air.

About your host

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Estie Starr

Estie Starr is an award-winning business consultant, exceptional marketing strategist, avid speaker, and founder of Strand Consulting, a multinational business consultancy that’s focused on helping small business owners scale their businesses to make big profits. She believes very strongly that people can build professional and profitable businesses doing what they love, and she’s here to guide them so they can bring their vision to life with a lot more ease.