Is It Time To Reposition Your Brand?

Chala Dincoy is the CEO and Founder of The Repositioning Expert, which is a division of coach tactics and a marketing strategist who helps professional service companies change their messaging to attract more decision-makers. In her former life, she was an award-winning marketer at places like Pepsi and Pizza Hut for many years. Now, she is the author of Gentle Marketing: How to Gently Attract Loads of New Customers! and How to Win Friends the Way Apple Wins Customers.

I’m going to ask you to take us back to your own story of origin. You can go back as far as childhood. How did you start becoming aware of your passion for marketing and storytelling?

It’s weird that you asked that because I spoke at NASDAQ in 2019. Have you ever spoken at NASDAQ?

I was scheduled to speak at NAB on storytelling, which is the entertainment industry’s trade show, helping people who create TV shows and movies tell their story of how to get it sold. That was one that I was looking forward to that got canceled with the quarantine. The NASDAQ is a whole other ring the bell experience.

They didn’t let me do that, but they do put you on the jumbotron in Times Square. If you go to Repositioner.com, which is my website, that’s what you see. What they asked for that audience was to tell the ugliest, the scariest, disgusting childhood story that you would never tell anybody. You think of why. I dare you to tell that story, so that’s what I told the story of how we were immigrants and my mom was a lawyer, my dad was an engineer, but they come from a poor country called Turkey. When they immigrated, my mom was a coupon lady. We had no money. My dad was restructured. That’s the story that I told that I always had this scarcity mentality and they said, “Chala, you have to study hard, go to school and work for these large corporations.” I worked for Pepsi, Frito-Lay, all those large corporations. Have you ever worked for a large corporation that restructured you?

That’s part of my TEDx Talk called Be the Lifeguard of Your Own Life.

That was the reality. That mentality always kept my business from being able to grow faster. Imagine if my dad was Warren Buffett. I don’t know if your dad was Warren Buffett, that’s such a difference. That’s what I was able to overcome to be able to get to the level that I’m at, the success that I’ve had. It’s always overcoming a devil. That’s all it is. Now, I’m overcoming a new devil like you and I have lost our stages and our conferences. You less so because how many years have you had this show?

I’ve been doing this for over five years.

You’re one of the ancients, that’s what I mean. I am a baby compared to this online world. During COVID, that’s what I’m doing is I’m using that whole resilience mindset from my childhood to port all of my channels over. Have you done that?

Yes. In fact, I launched an online course based on my book that I now provide as part of a package when people hire me to give virtual keynotes and workshops. It works out perfectly that it’s all seamless and virtual, that people can hear me give a virtual talk and then give a virtual workshop and then they can all take an online course to reinforce what they learned.

You’re one of the pivots success stories that are going to come out. In a couple of years, it’s going to be like, “Who was able to pivot and who wasn’t?”

Part of it for me, I want to hear your story is I started the online course Better Selling Through Storytelling back in September 2019. It was ready to launch in 2020 and some people are scrambling to do it. It’s like a book. You can’t just throw something together in 30 days and have it good. The same thing is true with an online course. That’s why I’m happy. This is what I want to speak to you about. Do you think of yourself as a stock and that you invest in yourself?

Yes, and I’ve invested. That’s the mindset I had to shift because when I told my parents that I invested what I invested in my first coach, their eyebrows disappeared off the phone. We were FaceTiming. They’ve been supportive even though they’re scared for me, but my mom, the coupon lady, gave me seed money to give to that coach. We’re talking about 5, 6-figure coaches here. This is not chump change. I did not go into those group online programs. That’s such a part of my story that I was able to invest in.

The thing that wowed me and why you’re the perfect guest for the show is you have a topic around elevator pitches that wow buyers. Let’s jump right in and start giving some value to everybody. What tips do you have around that?

Click here to read the rest of the interview

If you want help on how to revitalize your brand and craft a better story My Better Selling Through Storytelling Method online course is for you.

Are you tired of coming in 2nd place when you pitch?

Are you struggling to be persuasive without being pushy?

Are you looking for a way to become irresistible to your ideal clients? 

Then the Better Selling Through Storytelling Method is for you.

If you want a private 15-minute strategy call to discuss how my course can help you be a revenue rockstar click here to book in a time