The Lucky Titan

Elevator Pitches That Sell With Chala Dincoy

February 10, 2021
The Lucky Titan
Elevator Pitches That Sell With Chala Dincoy
The Lucky Titan
Elevator Pitches That Sell With Chala Dincoy
Feb 10, 2021

Chala Dincoy is the CEO and Founder of The Repositioning Expert, a division of Coachtactics, and a Marketing Strategist who helps professional service companies change their messaging to attract more decision makers. In her former life, Chala was an award winning marketer at companies such as Pepsi, Pizza Hut, Frito Lay, Diageo, Playtex and BIC Inc for 20 years. Now she’s 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. In addition, Chala is a regularly featured expert on major television networks such as ABC, NBC, CBS, Fox, as well as a popular speaker at International conferences.

Having been a purchaser of services in her role as a marketing manager for Tier 1 corporations for decades, Chala is able to help professional service providers to break through the competitive landscape and to get through to the corporate decision makers faster and in a more relevant way. This, in turn ensures a consistent and sustainable lead pipeline as well as a marketing plan that enables accelerated growth.
Chala’s true passions are her personal choice for the most adorable kid in the world, her son Logan, and Scuba diving. Bootcamp workouts and her Kindle addiction also keep her busy.

Show Notes Transcript

Chala Dincoy is the CEO and Founder of The Repositioning Expert, a division of Coachtactics, and a Marketing Strategist who helps professional service companies change their messaging to attract more decision makers. In her former life, Chala was an award winning marketer at companies such as Pepsi, Pizza Hut, Frito Lay, Diageo, Playtex and BIC Inc for 20 years. Now she’s 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. In addition, Chala is a regularly featured expert on major television networks such as ABC, NBC, CBS, Fox, as well as a popular speaker at International conferences.

Having been a purchaser of services in her role as a marketing manager for Tier 1 corporations for decades, Chala is able to help professional service providers to break through the competitive landscape and to get through to the corporate decision makers faster and in a more relevant way. This, in turn ensures a consistent and sustainable lead pipeline as well as a marketing plan that enables accelerated growth.
Chala’s true passions are her personal choice for the most adorable kid in the world, her son Logan, and Scuba diving. Bootcamp workouts and her Kindle addiction also keep her busy.

Josh: What is up everybody, Josh Tapp here again and welcome back to the lucky Titan podcast and today we're here with Chala Dincoy and honestly, I could say a lot of things about this lady because we've been talking for 35 minutes before the interview that very rarely happens. So, she is a very special person especially in the marketing sector and networking obviously even though that's not your, your niche Chala, but she's the founder and CEO of the repositioning experts. She has been featured on, on ABC, NBC, CBS, Fox, some of the biggest places on the internet, she has really just been, um, she's really seen honestly, a lot of her messaging get seen by a lot of people. We have, been seeing her all across the internet on podcasts and one of the reasons I wanted to bring her in was not just because she sent me chocolate but one of the big reasons I wanted to bring her in is because she has a concept called Super niching which is something that if you've been listening to this show for any amount of time, you know that almost every guest we bring on talks about choosing a niche. We're going to be talking about how to actually do that and super niching which if you've listened to John Lee Dumas For example, He talks about niche down niche down niche down till it hurts. It's, it's all about choosing the right customers, giving them the right messaging and scaling from there. So, Chawla that was a really long winded intro. So I hope I hope it does you justice. But say what’s up to everybody. And let's, let's hop in. 

Chala: Well, I just want everyone to know that Josh did give the chocolate to his wife who was on a diet but they enjoyed it nevertheless. So he didn't just eat it by himself. I know I was like, where you want to die It was it a bad thing to do sometimes end up sending like dog treats instead? If they're like, I know they're on a diet, but I didn't know you well enough to do that. So enjoyed it. 

Josh: Well, I don't have a dog. I have a beta fish. So you could have beta fish food.

Chala: That would have been really

Josh: problem is beta fish. Like literally one canister of food will last you like two years, so

Chala: outlast the fish. 

Josh: Yeah, seriously, though?

Josh: I'm not gonna say that on there. We could get in trouble for that. But our first one died within like 24 hours.

Josh: We learned what it needs. So anyways, I probably have to cut that out of the interview. But that's okay some matter what person's getting back? You're the worst. Anyways. So Charlotte, I'm excited to talk about this concept of Super niching. Because, you know, we were talking about it beforehand. And this is something that I feel like we've even been trying to implement. But your strategy is so crystal clear. I'd like to talk about that. And then we'll move on to the elevator pitches, you can help us with ours. It's gonna be a lot of fun. So let's talk about super niching.  

Chala: All right. So I mean, I have people saying to me, they come out of the Woodworks after, you know, years and years, and they decide to work with me, Josh, and you know what they say? They say, I have a secret. I used to think you were crazy. And I hated what you were saying. But you never stopped saying the same thing. And they're like, now I see the light. And I'm like, and I put those as my testimonials because honestly, I've been saying the same thing when I was in, you know, 18 years, I worked for Pepsi Pizza Hut. Frito Lay and I was in the marketing department. And they were six sexy brands that people wanted to sell to. And I kept saying no, no, no. And the reason for that was because everybody was trying to sell everything to everyone. There were no specialists, they didn't understand my problem. They didn't specialize in my industry. And so that's what a super niche is, you pick one industry or interest group to target if you're a b2b, you pick an industry you can pick an interest group like I used to serve diverse companies like diversity certified companies. So that's an interest group because you can literally find an event every day of the year now online in the United States, which is where my target is even though I'm in Canada and then the other part of the super niche was you find the target and then it's what one facet of their pain point. So I'll give you an example. And IT company came to me it like if you've ever had IT companies as clients, they're like a dime a dozen they're not differentiated. And when they say I'm an IT company and I do manage services like your eyes roll to the back with, with boredom what we did is we found their one facet of the pain that they could help in the market with research and we found that they could help health care centers reduce call wait times on the phone because literally people were dying waiting for the you know the call and what we did is we sub branded them under a name called on hold rescue and they did a little cute little fiver you know logo with the, the picture of a woman at the call center with the Red Cross sign on top of her face. So that was called on hold rescue. And within a couple of months, they sold 805000$ of that service with nothing but a landing page and an email out a couple of phone calls to existing clients. So that's what a super niche does, it creates an incremental, fast way to make money. And it creates a new funnel out of like, you didn't have to hire anyone, you didn't have to buy anything new, you just found the gap in the market through talking to a couple of people through going through my process, and then you market to it. And that's it.

Josh: See, and I love that because you specify exactly, exactly what to look for. And I know that a lot of people are second guessing themselves a lot of time that Oh, do I need to niche down further and further and further, but I will, I'm just going to explain what I heard from your method. If I'm wrong, you can contradict me, it's always fun. So you can it sounds like what you do is you choose an industry. So, like a specific group, let's just say real estate agents. But the way you niche down is by solving a specific very, very specific problem. It has nothing to do with saying, I'm only going to serve real estate agents who are women who have had a divorce, you know, saying kind of going down down the line. It's saying, What's the problem? That's the problem is just so simple. How do I sell is that is that correct? 

Chala: That's exactly right. Because let's take one of my clients was a coach, leadership coach, and if like I work with a lot of coaches, and they all call themselves a leadership coach, I just want to kill myself when they say that right? And who isn't a leadership coach. So when we super niched into manufacturing companies, who are small, like 300 people around employees, their leadership, they have leadership problems. Hello, of course, they do. Well, what is the one facet of their leadership problem that we found through research was decision making, nobody could make a bloody decision. So you know, what happens on a production line, when nobody makes a decision, it stops. And what happens when that stops is your money stops. So that's what you know, the CEOs and the owners were like putting out fires constantly. So she became the problems problem solving. became her website. And her tagline became, you know, decision making leaders. And the we did the research, it was something like $1.4 billion, are riding on one decision in the manufacturing sector. So that's what we marketed her as the decision making expert. So you see how leadership is the broad problem, but it gets so so so specific, when you just take it it's like a diamond. And it's like the one facet of the diamond. 

Josh: It's like the people who are there like I'm a one stop shop for leadership education, right? Oh, that hurts me. Every time somebody says that. I'm what's up shopping? Mike, you haven't figured it out yet? I used to say that when I started my Facebook ads agency, I'm a one stop shop for Facebook ads. Yeah, Guess how far that took me. Right? 

Chala: You know, what I honest to God on, it never used to happen at these very expensive conferences, because you got to shell out a couple of grand to get there with your team. So that's where I used to speak all my career. Now that I'm in the online space, I still get a every kind of like a larger gamut. Of course, thank you Facebook ads. And what happens is I have people fighting back with me, like fighting back on this, like tooth and nail. And like, they would first of all die before they would hire someone like me to teach them. But they're fighting with me against it, and they just don't get it. And no, no judgement. It's it's an iteration, right? Like they're gonna get there. Maybe in their next lifetime, I don't know. But they will get there because they will see that the guy next to them, you know, two plumbers, both have the pant problem, you know, but one of them is specialized in toilets and the or, you know, the other one specialized in flooded basements or whatever. And the other one is a generalist. One is going to make way more money, because, you know, they are going to be calling him and paying him more to solve problems in that area that nobody else can solve.

Josh: Right? Yeah. And I love that because, I mean, really, the problem that they're solving becomes so specific, that there's no other question in the customer's mind who to call, right? If you have a ghost problem, we can call right. I know who it is. Everybody, I don't have to say it. And I love that because I think in our audience's mind, if they're thinking about this saying, Okay, how can I niche down further? The next big question is Where, where do I go to? You know, to find these issues, how do I do that research so that I can actually know for a fact I'm going into in the right direction. 

Chala: right? So let me tell you the process I'm going to tell you for free and most people won't be able to do it on their own. So they'll hire me and that's okay, but I'm going to tell you for free 

Josh: That’s why you're here.

Chala: So the first thing we do is we do a back of the envelope sort of scoring and we score we blue sky list every industry and interest group and all of their pain points that we can help with. And then we do a scoring on three criteria. One is, is it a good fit for you your skill set and your you know, your team, your culture and your experience? Right? The second. So for example, I had a client who was a vegan, and one of our biggest clients was a meat company. And it was such a mismatch, that that, you know, that score for fit for you was zero, so we score them on a scale of one to 10. So that's first criteria fit for me, the second criteria is dollar potential. And the third criteria is access to decision maker. So if you read those criteria out of a scale of one to 10, and then you know, numbers don't lie, yes, it's got and yes, it's, you know, back of the envelope, but it's a starting point for us. And then we take that the winner of top three industries or interest points, and then we go, and we talk to people in the market, who are warm connections, they're not actual current clients, because, you know, there's no prospecting potential there. But we actually talk to people who know us, like us, trust us, or who will introduce us to people that they know, like, and trust, so that you can ask them to sort of drop their pants and show you what hurts kind of thing. And because strangers won't tell you that. So then we validate, where's the pain point, how much they'll pay, and a few other things, but basically, that conversation usually turns into a sale, even though it's not meant to. But what clients do is take that information, collect it come back, the week, we together, decide, okay, where's the super niche? Who's the target? What's the super problem? And then how are we going to message that? And what is the marketing plan to hit them over and over and over in their world? Seven to 12 times so that quickly, we can turn that into a Can I have a meeting with you?

Josh: Yeah, and that's, that's a really cool process with that, because it's saying, Where are they at? What do they need? How can I solve it for them? Not I have a product. Who wants it? Why won't they buy it? Right? 

Chala: Crazy. so crazy. I know, yesterday, I met a I hope he's not listening. But I met a like a 24 year old genius, a genius. And he's a mass the 17 year old developers who have like worked with Castro, like, like, they are amazing. They've worked with NASA. So he's developing this card, which is everything. Like it has your all your, your banking, it has all your loyalty cards, it has everything, everything you could ever imagine, but it's digitized. And all you have to do is just, it's a card and you just tap it everywhere. So that's what he's like developing. And that's great. And that's not secret. So I didn't disclose the secret. He's already public. But he's never tested the goddamn idea. I mean, excuse me. But like, I'm like, well, who's it for? Who wants to tap the thing? Like, what, what problem does it solve? Who's the target? And he couldn't tell me and I'm like, you develop this thing? You spent every penny of every round of funding? And you don't know like, that's, that would be concerning to me.

Josh: Yeah. Oh, and then the fact that a lot of those people get the funding, they spend it on the product, they don't even, product research that

Chala: And, and I'm like, well, it's the chicken or the egg, because if he pays me then he has. And then we validate the concept, he doesn't have money to pay for the product development. But if he pays for the product, he hasn't validated the concept, then it's a dud, to me area to do that. Because I've had a lot of clients who came to me with developed products, and software, especially software, and they just lost their shirt. 

Josh: And I would say that's 90% of companies right now in that space, because it's sad, because some of the best products get thrown away. And it's because they never found their core market. And I'm I would have been one of your customers, if I had known what problem you were solving not how many features your cool product has, right?

Chala: It's unbelievable things that I see when I go to these. Wow, I used to go to the trade shows like, you know, there was a chip, the guy who invented who could tell and you could just tap your phone on a purse to tell if it's fake and it would be fake or real. And it would be it would be baked into the production of a shirt like a Louis Vuitton bag or you know Lacoste shirt. So like and the way that he was messaging, it was, like all about the technology, it had nothing to do I said, Well, you know, why don't you talk about the billions that are lost because of the you know, fake?

Josh: Geez, yeah, that especially and in other outside countries, that'd be genius. In the US, or sometimes they like conserve that. But I mean, in other countries, there's a lot of knockoffs 

Chala: that that you would know. Yeah, 

Josh: he's like, wow, that that looks exactly like a Nike shirt, but it's not a shirt. 

Chala: I know. There is another one you love this one. You speak to the laptop and it's it's like a guided Siri of the website, so you go red pants large on whatever that website is. and it pulls up their red pants large in their website. And, and it talks back to you. So it's like a sales rep but on the website, but it's not like, like the Siri or the chat bots is like literally, you're talking to them without touching anything. Well, it's a made and the way the guy was like marketing, it was talking about the technology. And I said, Why don't you talk about abandoned cart? how much abandoned cart you you eradicate with this technology? 

Josh: I go to Jeff Bezos tell him that he'll buy it, he'll acquire you right?

Chala: phenomenal, the unbelievable stuff that just gets lost. Anyway. 

Josh: that is crazy. So it's good to know that because one of one of my next questions actually tailors right into that was when when people are doing the Super niching activity, and they're finding this, do you find that it's product based or its business based? when you're when you're choosing a niche. 

Chala: the client themselves what they're doing? Yes, makes no difference. 

Josh: should I niche down for a specific product or should I do it for my entire company.

Chala: So, if you're a service-based service based company, it doesn't matter, you niche down to the need, because it could be a combination of products and services. The solution could be a whole bunch of things. It could be a product service, but mostly who I work with our service base, because they are just like in so much pain, field over and pain because they just don't know how to convey what they do. And if they do, it's in such general generic terms is the kiss of death because 86% of buyers can't tell the difference. Corporate buyers can't tell the difference between two suppliers. 

Josh: Right? Love that. Yeah, that's, that's really awesome. I think that dovetails well into the messaging side of this conversation, because, you know, if you've chosen your niche, you've done the research to say this is what they want. How do you then tailor your messaging or your elevator pitch to that fit that model? 

Chala: Okay, so here's the formula, are you ready? Okay, you better write this down, because you're gonna be doing yours, right? Ha, okay, 

Josh: I have my pen.

Chala: starts with the formula starts with the who you target. So the industry plus, what pain they have. Plus what you do to help was the result. And the results always have to tie in has to tie in to the pain. So I'll give you mine. And to, to sex it up. But what I like to do is put a stat, a pain stat around it. So let's say that mine is did you know that three out of four entrepreneurs and normally my super niche is the diverse businesses? So I call them web, or MBs? When I'm doing it to them, but for your sake, we'll do entrepreneurs, did you know that three out of four entrepreneurs never get asked for their information or for a meeting after introducing themselves to a prospect? Well, what I do is I fix what they're saying. So that every Hello turns into a request for a meeting and then I would walk like and talk to people at either trade shows or conferences. And I would, I would do exactly that elevator pitch. And they'd be like, do you have a card? And they're like, Oh my god, I just did it. Because that was the elevator pitch, right? That they never asked for your card. They'd be like, Oh, I just asked for your card. So it was funny. Like, I just thought it was ironic. But that's what you want is when you do your elevator pitch. First of all, you should always be doing it to your prospect. What are you doing hanging out with someone who's not your prospect, go home and hang out with your wife instead? Right? That's what I always say about your marketing, it needs to be so specific that 70% of your audience of where you're at or where you're speaking or who's listening to you needs to be in the kind of people who can hire you has to be in that industry or that interest group, means all your messaging is going to land somewhere. 

Josh: I love that. Well let's let's talk through mine then right let's let's work on mine. 

Chala: All right, let's do it. Okay, so give me your 32nd let's say I'm Who am I? Who's your well I'll hear it in your pitch but yeah, so what 30 seconds. 

Josh: so let me ask you so it was the who plus the pain plus to help plus

Chala: the last one is results 

Josh: result 

Chala: like the result they get the pain so for me the pain was they never get asked for a card when they do their pitch and the result is every Hello turns into a Can I meet with you?

Josh: Awesome. 

Chala: Yeah, the result ties into the pain. 

Josh: So if I give you my my answers to those four, we can work through it, the who the, who we like to serve our coaches. We really like to serve coaches who are trying to sell high ticket services pain is getting in the door with actual qualified customers with the highest a list customers is what we could call them. clients and What I do to help is I help them build a podcast that becomes a cash machine for their company. And the result that we provide them is that 85 out of 100 people that they reach out to, we'll set up a meeting with them. 

Chala: my friend, you don't need a polish. That's it. God, that's awesome. Now normally, I give a pain stat, but you've given a result stat, which is like knock my socks off that would have been something like did you know that 70% of coaches say they cannot get in the door with qualified customers. Yeah, well, we create done for you, or we build podcasts that get them out of 85%. booking a call with them. We build them a podcast that gets their guests to book a call with them 85% of the time to work with them.

Josh: And I couldn't really get into the weeds on the stats with that. That's the hard part, right?

Chala:  Yeah, I don't I don't recommend putting in two stats, like just do one or the other. I like the 85. That's, that's gold. I like that success stats. Look, I've never, I've never done that. I've always put pain stat. But that's great. 

Josh: See you you send chocolate, I come up with cool statistics.

Chala: That is great. And that's phenomenal. If you can if that's a consistent result. That is phenomenal. 

Josh: Yeah, we love it. So there you go. People can buy from us.

Chala: No, really? Like, have you tried that, like in that format? Have you ever ever with that? 

Josh: I really liked the simplicity. And I want to ask a question about that. What I do to help just to clarify, because that's kind of a vehicle question or a vehicle part. Right? You're talking about the mechanism for which you're helping them get the results? Yeah. Mechanism based? Interesting. 

Chala: Yeah. I mean, you know, when you're having a heart attack, you don't really you don't really care how the surgeon does it. Oh, it's nice to know, right? But you just say, yeah, just do the thing. It's like Jerry Seinfeld says, you know, when he gets mad at the pilot, saying, We're, we're gonna cruise over this. And you know, on the right hand side is the Hudson River. He's like, yeah, just say where the ticket gets us to, like, does this get us to where the ticket says, I'm not telling you how I'm eating my peanuts in the back of the bag, I'm putting one in my mouth. Like it's the same concept. Like, people make their elevator pitches about the how and nobody really cares about really about the how that's not your differentiator, your differentiator is I mean, it can be we use that we sort of brand processes to make them a little bit more different. But the super niche is the hook to get you in. And it has to be about the pain, because it has to be because the process is about you. But the pain is about them. And in marketing. As long as you talk about them, you'll always win. 

Josh: Yeah, I love that. And, and I guess like a follow up question to that would be right. I mean, as an agency, alright, so when we've sold a product, a lot of times you kind of have to get in the weeds to close the deal. In a proposal meeting, right? Or do you feel like you can strictly say what use your elevator pitch and you can actually close them without having to say this is how I do everything? Or do you feel like it's necessary to get into the house at some point.

Chala: So usually, we like to close in one meeting, because we make sure that the decision maker, the budget and the authority are both there. And we asked for, you know, about 90 minutes so that we can co create the solution together in the room. And we usually talk about money in that first meeting. But to your point, we, we absolutely have to give them top lines, at least three or four steps of the process, to be able to to get them to understand whether this is a good fit for them. And once they say yes, this is a good fit, and you've overcome whatever objections they have before you talk about the price. And they say yes, it is, what are the next steps you never ever, ever send them a proposal, you never ever send them anything. What you ask for is the permission to co create what you've already gotten for the 90 minutes co create, can we co create the solution together and while you may have to sharpen your pencil with actual costs, you should have a good idea of you know, the basic ballpark, and then you get their participation in building the scope of work. And then and you're literally asking them like you know how you would do it at your desk, but you're asking and checking with them because they've seen the problem before they're you know, they weren't born yesterday, they know their business, they know what worked, what was doesn't work, they have a good sense. So they will tell you, okay, how many locations how many months, whatever, whatever. So then you build it all out and then you give them sort of sort of like the whole enchilada pricing and say, based on what we've done in the past, this is a range between this and this not a huge like range, but give them Good Christians arrange so that you can sharpen your pencil to make sure that it's aligned. And it's not outside of the range that you mentioned. And then you say, which part of this would you like to bite off right now? And then they're, they'll be like, Oh my god, 100,000, we only have 10. And then you go back and say, Okay, here's the part that I could bite off for that. Or if they say 100,000, and they go, that's in line with what we thought and then so you go, okay, is the next natural step for us to have it the next meeting to sign off on the actual plant. So that's how we do. That's how we close in one meeting.

Josh: Wow, I hope everybody actually listened to that. I'm gonna go back and listen to that four or five times because you just gave the perfect sales meeting the perfect 90 minute sales meeting. 

Chala: In the master class, I actually first first time that I did a master class 20 minutes a day, because like, CEOs don't have the time. And first time ever I so enjoyed this masterclass that I did. I only did demo like very, very little, like five minutes teaching and just demo demo demo. So we did the sales conversation demo. So it was two people selling to each other live and me going like this every every time I had to interject and fix and I volunteer at a men's prison and I teach a program called be your own boss and I did the same thing and I almost got killed. Because you know, normally they're not very violent or anything like it's a medium security and they're very old miss this miss that they're very, you know, respectful. But this because I kept interjecting so often the guy got so mad, and I could see him start to like, get really angry and angry. And I thought he was gonna kill me. So that's the kind of running joke about the sales conversation is like if I can get through coaching, you know, a sales conversation module without getting killed. I'm lucky. 

Josh: That's that's half half the battle. I mean, you're not worried about your life you're more worried about the deal

Chala: takes it to a different level, man.

Josh: When your life's on? Oh, goodness. Yeah, I mean, that's uh, I really hope people go back and listen to that, because I'm going to listen to it as well. That's one of those note taking sex 

Chala: Awesome. Yeah, that's what we like the value, you have to come to the show for real value.

Chala: What and I hope people will go check out Chala’s stuff. She's you have a free offer as well that I want to give to everybody here. Because I think if you're like me, you're probably listening to this and saying, Wow, I could leverage this to scale my business. So where should people go to connect with you? And what are you giving away? 

Chala: I'm giving away something that I'm never ever, ever going to send to you in hardcopy. And so book, because I don't send my book to people who haven't asked for it. It's called the gentle marketing book. It's, you know, it tells you all about my crazy life. There's a baby picture of me, you may want to see that with a like a 70s couch in the background. And it talks about why my name like is so screwed up is Chala because my parents are Turkish and how I have to lie to the barista at the spa at Starbucks. Since you know Starbucks was born. Anyway, so if you go to, which is my website slash gift, and you also have an opportunity if you're looking to hire someone crazy, like me to work on your business, go ahead and schedule a call. So it's both opportunities are there you can schedule a call with me and then you can download the book The gentle marketing. 

Josh: Make sure you go check that book out because I will actually go read that charges.

Chala: You're gonna look at the baby picture. 

Josh: Yeah, that's the whole reason I'm going during I can't really tell the camera but a redheaded baby. 

Chala: Oh, bald, bald baby. Okay. 

Josh: Oh, you're glad you have luscious locks. 

Chala: Now I am I do. But it was a different story back then. It was rough.

Josh: I'm still bald. So my family gives me grief. But it's kind of the running joke in our family that I never I never got my hairline,  not gonna talk about my hairline. I'll move on. But to go check that out at the And really me Take her up on the book. But also, if you really feel like hey, I mean, just listen to what happened to me right there. I'll be completely honest. I had a huge epiphany with that process. So it's fun to get put on the spot like that. Because I've got I've got to think on my feet, right. So I'd recommend everybody leverage that process. I hope you just saw the magic that happened right there. You're going to see that in our copy coming coming soon. So. So again, once again, it's And then I want to ask you one final question, Chala just to wrap this interview up? We've covered a ton of topics in here and I hope people got an immense amount of value. So I want you to say what is the one piece of advice you would give to everybody if they could just get one thing from this interview what would that be? 

Chala: stop talking about yourself, yeah, I mean, this is for dates. This is for like with your family. And this is with friends. This is with business partners, this is with prospects, just stop thinking and talking about yourself and start talking. I mean, that's another book I have, which I'm not going to send you. But it's called How to make anyone like you in seven seconds or less. Seriously, I mean, I wrote this book and it's it's all it's like, agony column style, like Dear Abby style. So I have like fake people writing into me about how to make people like them in business. And then there's different contexts so and then I give them advice. So that's the other within that research is all about how people like talking about themselves more than they like money, or chocolate, like, I mean, I sent you chocolate, but you probably would have preferred talking about yourself.

Josh: probably true. I have been talking about myself. I love that, you know, you could honestly, you could probably write a 300 page book, but just have one line on each page that says stop talking about yourself. Stop talking to yourself.

Chala: I'm not gonna go anywhere.

Josh: I will be a best seller. I'm totally good. You know, like, like, I'm not even sales. Stop talking about yourself I love that because I don't really resonate with the people who take pictures in front of Lamborghinis that's not my life style. 

Chala: Yeah, I'd be all over that. I mean, not to take taking the picture of myself. But take a picture of the Lamborghini. 

Josh: Oh, yeah. The Lamborghini. Yes. Not myself in front of it flexing, pretending it's mine. Right.

Chala: or renting an Airbnb the life? Oh, yeah. Look at my beautiful home that I rented for tonight. Mine for today. Oh, gosh, well, we're not going to go into that. But Chala, I really do appreciate the amount of value you brought today. And I know that people will take these action steps at scale. If you're trying to start a new company, leverage what she's talking about. Don't feel like this is something you you're you're an exception to there's there's no exception to this rule. If you'll niche down you'll pick a specific problem that you can solve. You will see more money come out of it. So Charlotte, thank you so much for coming on today. 

Chala: Thanks for having me. Thanks for finding me all the way in like Toronto of all places. 

Josh: I had to go hiking through the trees but I found you