July 3, 2023 • 38 mins
Ready to make LinkedIn work for you like never before? This insightful conversation with messaging specialist Chala Dincoy will arm you with the knowledge to make a striking impact in just 30 seconds!
We dive into the power of LinkedIn's profile video feature, sharing tried-and-true strategies that work wonders and pitfalls to avoid. From analyzing robust profile videos from host, Brad Powell & previous guests Rob Gilbear Liz Hamlet & Sonal Bahl to discuss the immense power of niching.
This episode will revolutionize the way you present yourself on LinkedIn.
But that's not all. Chala and I also take a deep-dive into how to create resonating messages that hit home with your target audience and the immense value of honing in on a distinct problem you can solve.
We also delve into why, in this post-COVID sales cycle, video content is the undisputed king, and what you can do to leverage it effectively.
Lastly, we touch upon ways to maintain a robust presence on platforms like LinkedIn and YouTube. We share indispensable tips on how to use weekly live streams and other strategies to remain relevant and visible to your audience.
So, if you're keen on standing out and making a mark in your chosen industry, this is one conversation you won't want to miss.
Episode Resources
Connect with Chala Dincoy
Listen to the full episode with Robb Gilbear - Screw Your Funnel, Build A Rocket Ship Instead
Listen to the full episode with Liz Hamlet - Anti-Social Networking: The New Way To Build Community
Want to learn how you can stand out without the burnout of being constantly online? Grab my free training: Stand Out In 30 Seconds
and start filling your calendar with absolute dream clients coming to you who know they’re a perfect fit for your offer.
If you’re enjoying what you’re hearing, please consider recommending it to others. They can sign up here.
If you're the best-kept secret in your industry, it's time to change that.
Because when you start showing up with clarity, confidence, and the right content—your ideal clients won't just notice you. They'll choose you.
Don’t miss your chance to get a free video brand assessment to start creating videos that actually work for your business.
Schedule your video brand assessment here >
Thanks for tuning in. If you found this episode helpful, share it with another expert entrepreneur who’s ready to stop blending in.
And I’ll see you next time—on The Standout Business Show.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
There's a number of ways to stand out, but the
number one way that I teach isniching, super niching.
So super niching is picking onevery specific industry or
interest group to target andthen doing the research and
figuring out who that is.
By doing the research and thenfiguring out one very specific
facet of a very expensiveproblem that you can solve for
(00:26):
that target, it has to costsomeone something not to hire
you.
They have to be losing a lotand they have to be actively
looking for a solution in whatyou do for you to stand out in
30 seconds.
Speaker 2 (00:43):
Welcome to the Standout Business Show.
I'm Brad Powell, and today weare asking the question how can
you stand out in just 30 seconds?
More specifically, we're doingthis on LinkedIn, and LinkedIn
has had this feature, which isthe profile video, which lets
(01:03):
you put up a video that onlygoes for 30 seconds and it
allows you to introduce yourselfto anyone who happens on your
profile.
This is a really cool featurethat is probably one of the most
underused features that'savailable to us.
What I like to do today is gothrough several profile videos
(01:25):
that are out there in the wild.
I'm going to start with my own.
I'm here with Shala Dinkoy, whois a messaging specialist.
She is someone who has thisgift for helping people with
their elevator pitches.
She's shown up at conferencesand all kinds of events and
people can stand up and do theirpitch and then she coaches them
(01:46):
through how to make it a lotbetter.
Actually, answering thequestion does your profile video
say hire me?
That's what we're going today.
Get ready, stay tuned, and weare going to start the show.
Shala, welcome to the show.
Speaker 1 (02:08):
Thank you.
Thank you, i was almost goingto record for my social media,
but it was so neat.
I love your hair on electricfire in that shot.
I've loved it since we met inCOVID.
Now we're out.
Speaker 2 (02:25):
Now we're out.
Now we're out.
Now we're out.
Yeah, i mean it's beeninteresting Interesting isn't
the word.
Really It's been an amazingtransformative period of time
between 2020 and now.
I think it's really one of thethings that it's done for people
is this transition of well, ifI can't be out there in person,
(02:51):
what can I do to replace that?
How do I express who I am, mypersonality attributes, what I
do, what I care about, theclients who I work with, all of
those kinds of things, and dothat in a virtual way, which is
basically what we're going todive into today.
Some of the people, thecollection of profile videos
(03:13):
that I've chosen today, are notexactly random.
I mean actually no, several ofthese people.
They're not picked in anyparticular order.
I would say that each person,in their own way, just like all
of us, has had some time to gothrough this particular
transition.
Let's talk about that a littlebit.
(03:33):
Before we take a look at anyindividual video, what would you
say you've been seeing in termsof what people are doing and
how they are showing up forthemselves in this new Zoom
world that we've had thrust uponus?
Speaker 1 (03:49):
Yeah, the Zoom world was insane in that it was just
so hard to focus.
I remember when I'm at, i stilldo education, i still do
training on Zoom for onlineconferences and people are
multitasking, brad, they'redoing the dishes, i think, or I
mean they're multitasking.
They're taking multiple calls,they put themselves on mute,
(04:14):
they take themselves off cameraand they do stuff.
Your audience is that much lessengaged.
Your message is that much moreimportant online.
The same goes for when theycan't see you except on video.
The mistakes have always beenthe same Mind and in-person,
(04:35):
it's that they're too generic.
People are describing what theydo in a generic way, who they
target in a generic way, becausethey somehow don't know how to
target.
They haven't done the strategicwork to figure out who is the
target, what is the problem thatthey solve, and they haven't
done the strategic work to havea marketing plan and a message
that's cohesive with their niche.
(04:56):
They haven't built a niche.
That's what I think we're goingto see.
I mean, i've the way youdescribed.
I'm back on the event circuitand now I just stand on stages
and correct pitches and all Ihear are generic, generic,
generic, generic.
Speaker 2 (05:16):
So we're going to fix that today, Right, Okay, Well,
lesson number one just underlinethat don't be generic, Yeah,
Yeah, The more specific.
I think that's really, reallyimportant.
Advice for people is reallyhoning in on something.
I mean, this is what this wholethe premise of this show is how
do you stand out?
Because, even though we havethe opportunity to share a
(05:40):
message all over the placewhether you're going to a large
event or you're doing it in someway online you can reach a lot
of people with what you'rehaving to say The trouble is,
everybody can do it too.
So all these other people aresaying their thing, and if all
you have to say is somethingthat's very much like what
(06:01):
everybody else is saying, thatsort of general oh I help
everybody do this.
You know, whatever thing that'sgood for them, That's not going
to help you be chosen by anyone.
Speaker 1 (06:14):
Yeah, yeah It's.
There's a number of ways tostand out, but the number one
way that I teach is niching,super niching.
So super niching is picking onevery specific industry or
interest group to target andthen doing the research and
figuring out who that is.
By doing the research and thenfiguring out one very specific
(06:37):
facet of a very expensiveproblem that you can solve for
that target.
And you know it doesn't have tobe.
If it's a business, it's amonetary expense.
If it's a consumer, it could bean emotional expense.
So it has to cost someonesomething not to hire you And
(06:58):
they have to be losing a lot andthey have to be begging and
leading and actively looking fora solution in what you do to be
able to get you know, clarityon how you can help and for you
to stand out in 30 seconds.
Speaker 2 (07:14):
Exactly.
All right.
Well, with that, let's take alook at some of these videos and
see how some of these folkshave been standing out in 30
seconds or less.
I'm going to share my screenhere, just like this, and I am
up first.
And, for those of you who don'tknow, this is how this shows up
(07:35):
on your profile Your profilevideo can be clicked and it
turns into a video.
So I'd like to do this with alot of kindness, and the idea
here is that we all have a lotto learn from myself included
from what people are doing andhow people are using this medium
to showcase their personalityand their skillset in this
(08:00):
really limited amount of time.
So let me just click on thisand look at our first view.
I have a question for you Doesyour content stand out?
Do you love the idea of beingon video?
Just don't have the time for it?
Well, that's where I can help.
Give me one hour and I'll giveyou a month of video content.
(08:23):
We'll sit for a remoteinterview and then I'll turn
that footage into short videoclips that I call Mic Drop
Moments.
Follow me and let's create yourMic Drop Moments.
That'll bring you Light, fitclients.
Speaker 1 (08:38):
Nice.
Obviously I'm talking to theexpert here.
I mean, i'm not going to speakto the video and the performance
part, right, i'm just going tospeak to the messaging.
I like it because it has painin it, right up front.
You're talking about, you knowyou have things to say, but you
can't get on video.
Do I have your permission topolish?
Speaker 2 (09:02):
Please, i want to be polished for absolutely.
Speaker 1 (09:06):
I would make it more specific to the target.
Who is the target?
Is it gym owners?
Is it people targetingcorporations?
I would love it if you couldget.
Is it coaches and consultants?
Is it sales reps?
Is it mortgage brokers?
(09:27):
like realtors?
If you could make it a lot morespecific, that would make you
stand out a lot more, because somany people are doing video.
The other thing that I would dois I would make the pain
related to their results.
Let's say it's realtors.
Then I would say are you unableto?
can you only sell?
(09:50):
are you like the averagerealtor who sells one house a
year?
I don't know what the averageis, but like something like that
.
Have you ever thought, did youknow, that realtors who have
video close four times morehouses, house sales.
What I do is I facilitate youdoing that by if you give me an
(10:12):
hour, then the rest of the stickis great, but so that you can
sell, make it specific toindustry, make it specific to
their pain and then make theresults specific to their pain.
Does that make sense?
Speaker 2 (10:25):
Yeah, totally.
I like that, The idea that Ican really zero in on a
particular group of people anddescribe the likely situation
that they're in, as well asfuture pacing.
I'm going to get this greatresult.
(10:46):
I love that, just as a generalthing.
other people who are listeningto this.
you can apply this to your ownsituation.
That's right.
All right, let's try anotherone here.
This is Rob Gilbert, and he'sthe founder of something called
Growth Habit.
(11:07):
He's a terrific coach.
I've actually had him on theshow as a guest and he'll be
coming on again in July.
He's someone to stay tuned to.
This is a very fun profilevideo, and we'll see how much
actual meat there is in it.
Speaker 4 (11:24):
I'm going to let you in on a little secret.
I'm not wearing pants, but youdon't care about that.
That's not why you're watchingthis.
You're trying to figure out whoam I, what's my vibe, and is it
worth you spending yourprecious time listening to what
I have to say?
Here's what you're in for, ifyou decide to stick around for
the shenanigans How to shareyour message in a way that feels
aligned and authentic to you,so that you can attract your
(11:45):
clients and grow your impact andyour business.
and all of the dose ofsilliness and creativity,
because life is meant to be fun.
Speaker 1 (11:54):
Wow, He's fun.
I want to go and have fun withthat guy.
Yeah, Like totally The friendcharacter's coming across.
Rob, do we have your permissionto polish?
I wish we could talk to him.
(12:17):
Part of the message is hisbrand, which is very fun.
That's across no problem.
What's missing for me again iswho he's targeting specifically.
Is it coaches?
Is it housewives?
Is it like?
obviously it's somebody who'smaking a sale?
If he could get a little bitmore granular about the specific
industry, A lot of people pushback and say I don't just want
(12:40):
to help that industry, I can doa lot more.
What we found in my work is thatwhen you double down and get
really hyper-focused into anindustry, it grows your business
way faster.
Word of mouth is faster, Yourmarketing messaging is way
clearer, Your SEO works betterbecause you're only talking
about them and their pain.
(13:00):
Then I would focus.
The other thing that I noticeis when a lot of people are
doing video or their pitch,their elevator pitch, they start
talking about themselves.
I wrote a book called It Takes 7Seconds How to Make Anyone Like
You in 7 Seconds or Last, basedon the Harvard study that it
(13:21):
takes 7 seconds to make a firstimpression The moment you open
your mouth if you're talkingabout them instead of you.
People actually love wouldrather choose to hear about
themselves versus if they wereoffered sex or chocolate or
drugs.
They just want to hear aboutthemselves.
(13:44):
Using all that research, whatwe do, what we teach clients, is
start with them.
Hey, are you a whateverfinancial advisor trying to
crack your next million?
Are people running away fromyou because they don't want to
talk about money, Becausethey're too embarrassed to talk
(14:04):
about money and you can't growyour portfolio of clients?
Talk to their pain with thatsame fun tone.
There's a way that He would sayit differently in a fun brand
voice than a serious one, right?
Speaker 2 (14:19):
Yeah, absolutely.
And first of all, I really loveRob's whole thing, like how he
comes across.
His personality is really outthere And I think that a lot of
people just instantly find thatattractive.
So his capturing people in thefirst seven seconds works in the
(14:41):
sense that, like in his case,he's making a joke about not
wearing any pants.
You know, like that's, it's notwhat you're suggesting, but
it's still something eyecatching, Like it's like okay,
this is not the normal, This isnot the normal thing.
And I think, in some ways thatyou know there is this term
called pitch slapping, And ifyou can do something that avoids
(15:03):
that response from people likethey felt like they're just
being pitch slept, that that'sreally good And I think he
succeeds in that way.
But at the same time, yeah, whoexactly does he want to be
serving in?
that part is quite there at all.
Speaker 1 (15:21):
That takes strategic work to figure out, like you
can't.
Like.
I worked for Pepsi Pizza Hutfor LA and we had research teams
to figure this stuff out.
And so I, when I left andstarted working with small
businesses like ours, i made ourown way of figuring out who's
the target in the market, wherethere's a gap, where they need
you.
But with respect to the missingthe pants, i also I have a
(15:44):
presentation called dry, deepattention versus dry attention
And I feel that that kind of gagIt's, it's it's fleeting, it's
like a smile, haha, but goes onright.
But the deep attention is theirhooked And I find that the deep
attention he could make a joke,but he should make it about the
target or the pain.
(16:05):
Do you see what I mean?
Speaker 2 (16:07):
Yeah, totally.
Speaker 1 (16:08):
It would be.
It would be just like what Isaid, if he's targeting
financial advisors.
I had a client who was afinancial advisor and she was
like Chala, people not onlydon't want to talk to a stranger
about money, but when I saywhat I do, they literally run to
the next when I'm in anetworking.
So like that could be a joke.
Like I'm not saying that'sfunny, but so make the joke
(16:30):
relevant to who you're talkingto, because it's still about
them.
Speaker 2 (16:35):
Yeah, Yeah, that would be a great opener for a
financial advisor.
Say, do you feel like everytime you go anywhere someone's
coaching financial advisors,that would be the opener for
them?
It's like, do you feel likeevery time you go to a meeting
and you tell people what you do,they just go, oh, and they just
start running for the?
Speaker 1 (16:50):
They do, They literally do.
I mean that's what she told meAnd I know I because I used to
do the same thing I'd be like Igot one, Thanks.
Speaker 2 (16:57):
Right.
It'd be like if you were anundertaker or something to be
the same reaction.
Speaker 1 (17:03):
I used to have a gay hairdresser and he and his
husband hated talking to peopleon the plane because apparently
when they people find out theirhairdressers, apparently they're
all over them.
So they used to say we'regynecologists, which apparently
as soon as they say they'regynecologists, men and men and
women just shut up.
(17:23):
It's hilarious.
I know, i've always found thatso hilarious.
Speaker 2 (17:29):
Right, all right.
Well, let's take a look.
We've got time for a couplemore here, so let me do the
magic screen sharing thing.
Going to go with Liz Hamlet.
So Liz is a success coach.
She lives in the United Kingdom, and let's see what she has to
say.
Speaker 5 (17:47):
Hi, i'm Liz Hamlet and I help you to lead better.
I share tips, tricks,strategies and tools to help you
to become a better leader, tolead your organization better,
to lead your team better Heck,even lead yourself better than
by doing so creating a thrivingbusiness with maximum impact and
(18:07):
growth, not to mention revenue.
Click the bell at the top of myprofile And, if you need some
help, drop me a DM.
Speaker 1 (18:15):
Nice.
There she goes.
I love her accent.
I'm taking my 14-year-old toLondon in two weeks.
Great, maybe I'll run into Liz.
Speaker 2 (18:27):
Right, you can look her up.
She's in London, oh no.
And actually she runs thisreally cool event And this is
what we talked about.
She was a guest on the show aswell.
She runs this thing called theAnti-Social Network.
What does that mean?
Well, it's a meetup for peoplewho hate networking, and it's
(18:50):
interesting because it's beenrun as a virtual audio event
here on LinkedIn.
Okay, and so the way she and herpartner run this together and
it's audio only, so the peoplewho don't want to be on camera,
whatever they want to multitask,whatever they want to do, they
can either participate.
(19:11):
And it's really aimed a lot atsort of the introvert side of
the spectrum for people who are,like, avoiding this kind of
interaction.
So it's like, well, here's areally safe thing that you can
show up at, and if you just wantto listen, you can, that's fine
, nobody's going to call you out.
But if you want to participate,you can also do that too,
because the audio format allowsfor that.
(19:33):
And apparently it's becomereally popular.
Like hundreds and hundreds ofpeople have been showing up Just
once a month And they've nowstarted to transition from an
entirely virtual event into inperson and actually in actual in
person event.
So I thought it was really coolthat she picked this thing and
(19:54):
it was very unusual and a wholebunch of people like there was
definitely an audience for it.
Speaker 1 (20:00):
Well, I'll say this much That is way more
differentiated than the video.
Speaker 2 (20:07):
Yeah, yeah, i agree.
Speaker 1 (20:10):
And I think you're going to know.
I mean, liz, do we have yourpermission to polish?
Yes, yeah, it's.
she talked about so many issuesthat executives have that I
think she needs to one.
pick an industry to pick a veryspecific problem.
You know she talked abouteverything from revenue to like
(20:33):
being unable to lead.
So, but what is the consequenceof not being able to lead other
than revenue is that people areleaving or people disengaged,
productivity down, profits aredown.
Pick just one and then talkabout how you help specifically,
and even bacon, if you have anyspecific process or proprietary
(20:55):
technology or proprietarysoftware, know how, whatever,
that's what I would do.
I would figure out what is theone industry and then I would
figure out what is the oneproblem out of the multitudes
that she talked about, and thenhow does she solve, like very
briefly, top line 30 second.
How does she do that?
How does she solve that problem?
Speaker 2 (21:17):
Yeah, yeah, terrific, yeah Again.
like a lot of the things thatshe mentions, they're all good,
but they are leaning in that,like this is what all the
business consultants have to say.
Speaker 1 (21:29):
Yeah, super generic.
See, remember what I wastelling you.
Like everybody says, like I ama ACC certified, i see a coach
and I used to coach coaches,like throughout the first half
of my tenure business, and Imust have had maybe 10 dozen
(21:51):
leadership coaches and they allhad the same pitch as what Liz
did.
and it's no disrespect to her.
She certainly brings.
I mean, the beauty of video isthat she brings a personality to
it.
Yeah, that differentiates her,but in terms of the messaging,
nothing.
there's nothing there that isany different than anybody any
(22:12):
other leadership coach at theICF that I've met and coached.
So that's what we would do.
We would super niche like I'llgive you an example a leadership
coach.
we super niche her intomanufacturing small
manufacturing firms and theirCEOs and the number one problem
that she would solve aroundleadership was they couldn't
(22:34):
make a decision, and when youcan't make a decision at a
manufacturing plant, theexecutive is just constantly
fire, you know fighting, andthey did not have the bandwidth
to be able to grow because theywere constantly firefighting.
So she became a decision makingcoach and when we researched it,
the problem was a $1.5 billionproblem, that one decision was
(22:57):
worth $1.5 million.
So she became the decisionmaking coach and she taught CEOs
how to empower their teams andshe taught their teams how to
make decisions.
So do you see how it was like?
very specific to the target andvery specific to their problem.
and then she developed programsand we I think yeah, the name
(23:21):
of her company changed toproblem solving leadercom.
Everything changed for her andthen she was able to get a lot
more business because she was nolonger generic, so she could
call manufacturing companies andthey would start referring her
and she would go to theirnetworking events and do
presentations and lunch andlearns.
Speaker 2 (23:39):
Yeah, yeah, yeah.
I mean I can see the wholething around not being able to
make a decision that resonatesso well with just you know,
whatever, like if you'respeaking to a specific target
and don't find a problem likethat that they know they have.
you know, i mean just simplywalking into a Starbucks and
(24:00):
trying to pick your drink.
You know, i see people who aresort of new to like it's hard to
imagine, but somebody who'snever been to a Starbucks comes
into a cafe and they look at allthe choices, half of which are
in some kind of made up language.
They're just sort of going whatin the world?
Like what do I do?
Where's the small, medium andlarge in here?
(24:21):
What the heck does grande mean?
And they can't, they cannotmake up their mind, they have no
idea what they want.
So, yeah, if you're on yourmanufacturing floor, like
there's a lot of very importantthings you got to choose, and
how do you do that?
Speaker 1 (24:39):
Yeah, they can't make decisions.
Yeah, but which we wouldn'tknow without the research right?
Speaker 2 (24:44):
Right, exactly, all right.
Well, let's just do one more ofthese.
Okay, i'm going to call one uphere.
Speaker 1 (24:50):
It's much fun for everyone else, as they are for
us.
Speaker 2 (24:54):
Right.
Speaker 1 (24:55):
I sincerely believe these people still talk to us.
Speaker 2 (24:59):
Let's see I am going to go for this woman Sonal Ball.
She does this thing which isall about helping people advance
their career, which she putsunder the phrase supercharge
yourself.
Yeah, let's just see how shedoes her 30 seconds.
Speaker 3 (25:20):
Hey there, if you are looking for that competitive
edge to land that career thatyou love and you're proud of and
have fun while you're at it,you are in the right place.
My friend, my name is SonalBahel, former HR director and
career strategist, and this ismy mission, so I'm super active
here on LinkedIn.
I have a YouTube channel whereI share my favorite tips and
(25:41):
tricks, and a podcast as well.
If you'd like to get in touch,check out my website
superchargeyourselfcom.
All right, she's lovely.
Speaker 2 (25:54):
Yeah, interestingly, she mentioned her YouTube
channel, which is really popularReally.
I haven't looked at it lately,but she has, i think, well over
100,000 subscribers on YouTube.
Really, yeah, yeah, this is, ithink, hard to do.
Speaker 1 (26:16):
Do you mean the 30 second video?
Speaker 2 (26:18):
No, no, i'm talking about to establish yourself on
YouTube as a thought leader incareer development.
That's just something.
She's just done a tremendousjob over there And at the same
time, she does a weekly livestream, i think every Friday
morning, on LinkedIn And that'sjust keeps on going and it's
(26:38):
popular And she's really got adedicated following for herself.
Speaker 1 (26:43):
That's wonderful.
So I mean I'm going to takethat opportunity to say, like to
put out a caveat, that none ofthis is relevant.
If every all of the videos thatwe've critiqued, all of these
businesses are doing well andthey don't need any help, like
if their messaging is workingfor them, do not change anything
(27:06):
, do not listen to us, just dowhat you're doing right.
I always say that, like whenpeople ask me, can you fix my
pitch?
And I ask them is the businessdoing well?
is the pitch converting ourpeople buying from you?
do they understand what you do?
do you, are you getting theright prospects that fit your
niche and target, or is it likesomeone completely different, so
(27:30):
that those are some of thesigns that you really don't need
to change your pitch.
But if some now wants to youknow polish her pitch I would
ask for her permission if shewas.
She was here And I would prettymuch say that the biggest thing
that I would refer to as anindustry, i would be very
interested in finding out whatindustry she was an HR director
in and for her to focus in thatindustry, because then, for
(27:54):
example, i have clients who arecareer strategists in, for
example, the Canadian government, because they have worked there
for 40 years, 50 years, andthey've retired at a like a top
director level from you knowground up.
They know how to navigate thosewaters and they are referred to
(28:14):
within the government and hiredby people who are trying to get
to the next level.
So to me, that you know thatit's being very specific to the
industry into a niche is super,super important in every
business, as you've seen.
But especially HR is so, sogeneric, like it's just it's a
(28:35):
title, right.
So yeah, and I would speakspecifically to what is the
problem.
So maybe it's women'sadvancement in tech?
It could be, it could be aminority advancement in the
government, whatever the careerissue is, is it?
you know the women are hittinga glass ceiling.
(28:56):
Is it another type of minoritythat's hitting a glass ceiling?
like you need to specialize,because I do a lot of work with
minority owned companies.
That's my super niche.
Is we bank and msdc and glcc?
That's who I serve, like that'swhere I speak, that's who I
work with And you can bet thatthey have extreme specialists in
(29:19):
career strategy within thoseniches.
Does that make sense?
Speaker 2 (29:24):
Yeah, totally, absolutely.
Yeah.
I think the world of careercoaching and HR in general is
super competitive.
Yeah, and and within, say, theLinkedIn environment, it's super
competitive.
They're just.
I mean LinkedIn traditionally,like its history, has been all
(29:45):
about how to get a job, how toadvance your career.
Like everybody originally cameto LinkedIn to post their resume
and and say come and hire me.
Or they came to LinkedIn tolook at other people's resumes
and recruit them.
You know that's been the waythat LinkedIn has been used for
(30:06):
a long time.
You know from its day one, andeven you know now that it's
evolved into much more of anetwork for professionals of all
kinds.
Thank you so much for watching.
See you next time.
You know there's just so manypeople who are here to help
other people advance theircareer.
That's just like there's a lot,lots and lots and lots.
Speaker 1 (30:27):
So when there's a lot of competition, there's a
statistic that I always use 86%of buyers can't tell the
difference between two peoplewho do the same job As a
supplier, right?
So 86%?
that's the majority.
They can't tell you, apart fromyour competitors.
So that's why how to stand outin 30 seconds is to have a super
niche, to say exactly who youhelp with, exactly what problem
(30:49):
and how you help and whatresults you bring.
Speaker 2 (30:53):
Yeah, and I'll just add on to that you know, and if
you make a video And you post itand it shows your personality
as well as who you're serving,all the better.
Speaker 1 (31:05):
Like, absolutely, and my things like this are better.
Like I started, i learned howto live stream during the
pandemic.
I, you know, started a wholepodcasting career that way.
You know, i had three podcasts,i was on multiple shows like
yours and then It's just went onlike I'm still doing weekly
lives and people have hired mebecause of them.
(31:27):
People Who were prospects, whowere considering hiring me, have
listened to them.
My current clients are watchingthem.
It's it's content is king.
I still can't do this.
You know Recently wrote, justtwo days ago, i wrote a website
for using a chat GPT inliterally three minutes.
I mean it wasn't a deep website, it was three, four pages, but
(31:50):
literally.
I mean I actually took a videoof chat GPT writing.
You know it was on the sameright and it was very good, very
good quality content.
Well, but what it can't stilldo is be Do a live stream for
you, like like.
That's you, as far as I know.
Speaker 2 (32:11):
Right right exactly.
Speaker 1 (32:12):
You have to be the thought leader and you have to
actually get on camera and do itlike chat.
Gpt can't replace you.
Speaker 2 (32:19):
Yeah, no, not gonna do it anytime soon as far as I
can tell, and and even, and,even, if it could, i Mean you
know, it was.
We don't want a data version ofourselves out there being us,
You know.
Yeah, we want to be us.
Speaker 1 (32:38):
So video is more important than ever.
It's After COVID sales cycle.
I'm talking B2B mostly is themajority of the sale happens
alone, with the buyer looking atthe marketing, and Part of that
is looking at videos.
Part of that is looking at allyour content, all your expertise
(32:59):
online, online and in,especially, your website, and
only when they're ready to buydo they ever contact you,
whereas it used to be that assoon as there was interest They
would contact you and you wouldeducate them about why they
should hire you.
That's not the case anymore.
Most buyers are doing thatjourney alone, which is why
(33:21):
video and content is Hundreds ofpercent higher, more important
than it ever was before thepandemic, before people got used
to Self-shopping, onlineshopping.
So I don't know if you'refinding that that's the case in
your category, but that'scertainly the research in B2B.
Speaker 2 (33:40):
Yeah, the last three years have really shoved
everybody in the direction ofbeing more comfortable, in, at
ease, and just simply becausewhen they, you know, had to meet
someone, this is the only wayto do it.
Yeah, it's been, and so whatused to be The majority of
people saying I hate getting oncamera, i'm never going to do it
(34:01):
, now the majority of peoplehave, you know, accepted as well
.
This is a new normal and, eventhough I may not love it, i'm
gonna be doing it.
And the ones who are smart,like some of the people who
we've been watching today, theyhave taken advantage of this new
medium and are really, you know, taking the lead and enabling
(34:24):
themselves to be Fought leadersin their space, simply because
they're willing to do this andlike what you're doing, you know
, doing weekly live streams.
That's terrific and it justthese are, these are things that
we all have the opportunity totake advantage of this new
medium, and And it's even thoughit's the new normal that if you
meet, you're gonna be on zoom.
(34:46):
Most people are Not doing theirLinkedIn profile, most people
are not doing a live stream onany regular basis, you know, and
or most people are not postingvideo of any kind.
Speaker 1 (35:00):
Yeah anywhere.
Speaker 2 (35:02):
It's just so if if you want to do something unusual
with your brand.
Yeah using video is a reallysmart thing to take advantage of
, because you could be the onlyone like, if you are the, the
one who helps manufacturers makedecisions and You're reaching
those people with video, youwill probably be the only one
(35:25):
Who's speaking to them in thatway.
Speaker 1 (35:27):
Yeah, it's so it's so critical, especially after a
certain age.
I find that my clients are notwilling to get on camera.
I find that they're veryhesitant.
There's a lot of fear around it.
So if they can get over thatand become a true thought leader
, i find that small you knowbusinesses like coaches and The
(35:50):
smaller like mostly coaches andconsultants They're a lot more
willing to do it because theysee that they have to, but like
We just need everyone to get outthere, like what would it be
like if Stone masons andplumbers and you know like, and
there are those that do it andthey do very well.
So video is so much moreimportant with, especially now,
(36:11):
the short form, like that storyversion on That's all I watch
right on my social media, thatquick, because it's that's all
we have, the, the Time for, theconcentration span for, and it's
literally it's taking like the,the Juice, like the guts of
something, and just giving toyou in a pill format.
(36:31):
It's unbelievable.
Speaker 2 (36:33):
Yeah, and it doesn't.
And it doesn't have to be hardto create.
People think it's gonna take aton of time and require a bunch
of things to figure out and youcan make Weeks worth of content
in a morning.
You know when it's when you'reonly making one minute long
videos.
Yeah, so I Think this is areally great note for us to wind
up on yeah.
(36:55):
This has been terrific.
I really appreciate you comingon and being in this sort of
review mode, something you'vegot a really good gift at being
able to sort of watch whatpeople do in the short amount of
time And then really hone in onokay.
Well, here's how you could justmake this 10 times better.
Yeah, so thanks so much fordoing it today.
Speaker 1 (37:17):
It's a blessing and a curse, right?
Speaker 2 (37:21):
so if people are thinking, well, i want to get a
hold of Shala and have this, dodo her magic on me.
What's the best way for them toreach out to you?
Speaker 1 (37:29):
so if you could go to repositionercom, slash schedule
and grab of Zoom chat with meand just hop on a zoom chat and
then let me know what you needand we'll go from there.
Speaker 2 (37:43):
All right, well, i'll make sure that link is in the
show notes and, shala, thanks somuch for coming on today.
Speaker 1 (37:50):
Thanks for having me.
Speaker 2 (37:51):
It's so good to see you after COVID right, exactly
For those of you listening atthe end here.
I just want to remind you thatif you'd like to go and binge on
all the archive of the standoutbusiness show, just go to
standoutbusinessshow and You canget in the door all of the
(38:15):
audio, all of the video, all theshow notes, all the links to
all the relevant stuff.
It's all there and you canbinge to your heart's content.
We go live every Thursday at 11am Eastern Time, and until the
next time, so long everyone.
There's a number of ways to stand out, but the
number one way that I teach isniching, super niching.
So super niching is picking onevery specific industry or
interest group to target andthen doing the research and
figuring out who that is.
By doing the research and thenfiguring out one very specific
facet of a very expensiveproblem that you can solve for
(00:26):
that target, it has to costsomeone something not to hire
you.
They have to be losing a lotand they have to be actively
looking for a solution in whatyou do for you to stand out in
30 seconds.
Speaker 2 (00:43):
Welcome to the Standout Business Show.
I'm Brad Powell, and today weare asking the question how can
you stand out in just 30 seconds?
More specifically, we're doingthis on LinkedIn, and LinkedIn
has had this feature, which isthe profile video, which lets
(01:03):
you put up a video that onlygoes for 30 seconds and it
allows you to introduce yourselfto anyone who happens on your
profile.
This is a really cool featurethat is probably one of the most
underused features that'savailable to us.
What I like to do today is gothrough several profile videos
(01:25):
that are out there in the wild.
I'm going to start with my own.
I'm here with Shala Dinkoy, whois a messaging specialist.
She is someone who has thisgift for helping people with
their elevator pitches.
She's shown up at conferencesand all kinds of events and
people can stand up and do theirpitch and then she coaches them
(01:46):
through how to make it a lotbetter.
Actually, answering thequestion does your profile video
say hire me?
That's what we're going today.
Get ready, stay tuned, and weare going to start the show.
Shala, welcome to the show.
Speaker 1 (02:08):
Thank you.
Thank you, i was almost goingto record for my social media,
but it was so neat.
I love your hair on electricfire in that shot.
I've loved it since we met inCOVID.
Now we're out.
Speaker 2 (02:25):
Now we're out.
Now we're out.
Now we're out.
Yeah, i mean it's beeninteresting Interesting isn't
the word.
Really It's been an amazingtransformative period of time
between 2020 and now.
I think it's really one of thethings that it's done for people
is this transition of well, ifI can't be out there in person,
(02:51):
what can I do to replace that?
How do I express who I am, mypersonality attributes, what I
do, what I care about, theclients who I work with, all of
those kinds of things, and dothat in a virtual way, which is
basically what we're going todive into today.
Some of the people, thecollection of profile videos
(03:13):
that I've chosen today, are notexactly random.
I mean actually no, several ofthese people.
They're not picked in anyparticular order.
I would say that each person,in their own way, just like all
of us, has had some time to gothrough this particular
transition.
Let's talk about that a littlebit.
(03:33):
Before we take a look at anyindividual video, what would you
say you've been seeing in termsof what people are doing and
how they are showing up forthemselves in this new Zoom
world that we've had thrust uponus?
Speaker 1 (03:49):
Yeah, the Zoom world was insane in that it was just
so hard to focus.
I remember when I'm at, i stilldo education, i still do
training on Zoom for onlineconferences and people are
multitasking, brad, they'redoing the dishes, i think, or I
mean they're multitasking.
They're taking multiple calls,they put themselves on mute,
(04:14):
they take themselves off cameraand they do stuff.
Your audience is that much lessengaged.
Your message is that much moreimportant online.
The same goes for when theycan't see you except on video.
The mistakes have always beenthe same Mind and in-person,
(04:35):
it's that they're too generic.
People are describing what theydo in a generic way, who they
target in a generic way, becausethey somehow don't know how to
target.
They haven't done the strategicwork to figure out who is the
target, what is the problem thatthey solve, and they haven't
done the strategic work to havea marketing plan and a message
that's cohesive with their niche.
(04:56):
They haven't built a niche.
That's what I think we're goingto see.
I mean, i've the way youdescribed.
I'm back on the event circuitand now I just stand on stages
and correct pitches and all Ihear are generic, generic,
generic, generic.
Speaker 2 (05:16):
So we're going to fix that today, Right, Okay, Well,
lesson number one just underlinethat don't be generic, Yeah,
Yeah, The more specific.
I think that's really, reallyimportant.
Advice for people is reallyhoning in on something.
I mean, this is what this wholethe premise of this show is how
do you stand out?
Because, even though we havethe opportunity to share a
(05:40):
message all over the placewhether you're going to a large
event or you're doing it in someway online you can reach a lot
of people with what you'rehaving to say The trouble is,
everybody can do it too.
So all these other people aresaying their thing, and if all
you have to say is somethingthat's very much like what
(06:01):
everybody else is saying, thatsort of general oh I help
everybody do this.
You know, whatever thing that'sgood for them, That's not going
to help you be chosen by anyone.
Speaker 1 (06:14):
Yeah, yeah It's.
There's a number of ways tostand out, but the number one
way that I teach is niching,super niching.
So super niching is picking onevery specific industry or
interest group to target andthen doing the research and
figuring out who that is.
By doing the research and thenfiguring out one very specific
(06:37):
facet of a very expensiveproblem that you can solve for
that target.
And you know it doesn't have tobe.
If it's a business, it's amonetary expense.
If it's a consumer, it could bean emotional expense.
So it has to cost someonesomething not to hire you And
(06:58):
they have to be losing a lot andthey have to be begging and
leading and actively looking fora solution in what you do to be
able to get you know, clarityon how you can help and for you
to stand out in 30 seconds.
Speaker 2 (07:14):
Exactly.
All right.
Well, with that, let's take alook at some of these videos and
see how some of these folkshave been standing out in 30
seconds or less.
I'm going to share my screenhere, just like this, and I am
up first.
And, for those of you who don'tknow, this is how this shows up
(07:35):
on your profile Your profilevideo can be clicked and it
turns into a video.
So I'd like to do this with alot of kindness, and the idea
here is that we all have a lotto learn from myself included
from what people are doing andhow people are using this medium
to showcase their personalityand their skillset in this
(08:00):
really limited amount of time.
So let me just click on thisand look at our first view.
I have a question for you Doesyour content stand out?
Do you love the idea of beingon video?
Just don't have the time for it?
Well, that's where I can help.
Give me one hour and I'll giveyou a month of video content.
(08:23):
We'll sit for a remoteinterview and then I'll turn
that footage into short videoclips that I call Mic Drop
Moments.
Follow me and let's create yourMic Drop Moments.
That'll bring you Light, fitclients.
Speaker 1 (08:38):
Nice.
Obviously I'm talking to theexpert here.
I mean, i'm not going to speakto the video and the performance
part, right, i'm just going tospeak to the messaging.
I like it because it has painin it, right up front.
You're talking about, you knowyou have things to say, but you
can't get on video.
Do I have your permission topolish?
Speaker 2 (09:02):
Please, i want to be polished for absolutely.
Speaker 1 (09:06):
I would make it more specific to the target.
Who is the target?
Is it gym owners?
Is it people targetingcorporations?
I would love it if you couldget.
Is it coaches and consultants?
Is it sales reps?
Is it mortgage brokers?
(09:27):
like realtors?
If you could make it a lot morespecific, that would make you
stand out a lot more, because somany people are doing video.
The other thing that I would dois I would make the pain
related to their results.
Let's say it's realtors.
Then I would say are you unableto?
can you only sell?
(09:50):
are you like the averagerealtor who sells one house a
year?
I don't know what the averageis, but like something like that
.
Have you ever thought, did youknow, that realtors who have
video close four times morehouses, house sales.
What I do is I facilitate youdoing that by if you give me an
(10:12):
hour, then the rest of the stickis great, but so that you can
sell, make it specific toindustry, make it specific to
their pain and then make theresults specific to their pain.
Does that make sense?
Speaker 2 (10:25):
Yeah, totally.
I like that, The idea that Ican really zero in on a
particular group of people anddescribe the likely situation
that they're in, as well asfuture pacing.
I'm going to get this greatresult.
(10:46):
I love that, just as a generalthing.
other people who are listeningto this.
you can apply this to your ownsituation.
That's right.
All right, let's try anotherone here.
This is Rob Gilbert, and he'sthe founder of something called
Growth Habit.
(11:07):
He's a terrific coach.
I've actually had him on theshow as a guest and he'll be
coming on again in July.
He's someone to stay tuned to.
This is a very fun profilevideo, and we'll see how much
actual meat there is in it.
Speaker 4 (11:24):
I'm going to let you in on a little secret.
I'm not wearing pants, but youdon't care about that.
That's not why you're watchingthis.
You're trying to figure out whoam I, what's my vibe, and is it
worth you spending yourprecious time listening to what
I have to say?
Here's what you're in for, ifyou decide to stick around for
the shenanigans How to shareyour message in a way that feels
aligned and authentic to you,so that you can attract your
(11:45):
clients and grow your impact andyour business.
and all of the dose ofsilliness and creativity,
because life is meant to be fun.
Speaker 1 (11:54):
Wow, He's fun.
I want to go and have fun withthat guy.
Yeah, Like totally The friendcharacter's coming across.
Rob, do we have your permissionto polish?
I wish we could talk to him.
(12:17):
Part of the message is hisbrand, which is very fun.
That's across no problem.
What's missing for me again iswho he's targeting specifically.
Is it coaches?
Is it housewives?
Is it like?
obviously it's somebody who'smaking a sale?
If he could get a little bitmore granular about the specific
industry, A lot of people pushback and say I don't just want
(12:40):
to help that industry, I can doa lot more.
What we found in my work is thatwhen you double down and get
really hyper-focused into anindustry, it grows your business
way faster.
Word of mouth is faster, Yourmarketing messaging is way
clearer, Your SEO works betterbecause you're only talking
about them and their pain.
(13:00):
Then I would focus.
The other thing that I noticeis when a lot of people are
doing video or their pitch,their elevator pitch, they start
talking about themselves.
I wrote a book called It Takes 7Seconds How to Make Anyone Like
You in 7 Seconds or Last, basedon the Harvard study that it
(13:21):
takes 7 seconds to make a firstimpression The moment you open
your mouth if you're talkingabout them instead of you.
People actually love wouldrather choose to hear about
themselves versus if they wereoffered sex or chocolate or
drugs.
They just want to hear aboutthemselves.
(13:44):
Using all that research, whatwe do, what we teach clients, is
start with them.
Hey, are you a whateverfinancial advisor trying to
crack your next million?
Are people running away fromyou because they don't want to
talk about money, Becausethey're too embarrassed to talk
(14:04):
about money and you can't growyour portfolio of clients?
Talk to their pain with thatsame fun tone.
There's a way that He would sayit differently in a fun brand
voice than a serious one, right?
Speaker 2 (14:19):
Yeah, absolutely.
And first of all, I really loveRob's whole thing, like how he
comes across.
His personality is really outthere And I think that a lot of
people just instantly find thatattractive.
So his capturing people in thefirst seven seconds works in the
(14:41):
sense that, like in his case,he's making a joke about not
wearing any pants.
You know, like that's, it's notwhat you're suggesting, but
it's still something eyecatching, Like it's like okay,
this is not the normal, This isnot the normal thing.
And I think, in some ways thatyou know there is this term
called pitch slapping, And ifyou can do something that avoids
(15:03):
that response from people likethey felt like they're just
being pitch slept, that that'sreally good And I think he
succeeds in that way.
But at the same time, yeah, whoexactly does he want to be
serving in?
that part is quite there at all.
Speaker 1 (15:21):
That takes strategic work to figure out, like you
can't.
Like.
I worked for Pepsi Pizza Hutfor LA and we had research teams
to figure this stuff out.
And so I, when I left andstarted working with small
businesses like ours, i made ourown way of figuring out who's
the target in the market, wherethere's a gap, where they need
you.
But with respect to the missingthe pants, i also I have a
(15:44):
presentation called dry, deepattention versus dry attention
And I feel that that kind of gagIt's, it's it's fleeting, it's
like a smile, haha, but goes onright.
But the deep attention is theirhooked And I find that the deep
attention he could make a joke,but he should make it about the
target or the pain.
(16:05):
Do you see what I mean?
Speaker 2 (16:07):
Yeah, totally.
Speaker 1 (16:08):
It would be.
It would be just like what Isaid, if he's targeting
financial advisors.
I had a client who was afinancial advisor and she was
like Chala, people not onlydon't want to talk to a stranger
about money, but when I saywhat I do, they literally run to
the next when I'm in anetworking.
So like that could be a joke.
Like I'm not saying that'sfunny, but so make the joke
(16:30):
relevant to who you're talkingto, because it's still about
them.
Speaker 2 (16:35):
Yeah, Yeah, that would be a great opener for a
financial advisor.
Say, do you feel like everytime you go anywhere someone's
coaching financial advisors,that would be the opener for
them?
It's like, do you feel likeevery time you go to a meeting
and you tell people what you do,they just go, oh, and they just
start running for the?
Speaker 1 (16:50):
They do, They literally do.
I mean that's what she told meAnd I know I because I used to
do the same thing I'd be like Igot one, Thanks.
Speaker 2 (16:57):
Right.
It'd be like if you were anundertaker or something to be
the same reaction.
Speaker 1 (17:03):
I used to have a gay hairdresser and he and his
husband hated talking to peopleon the plane because apparently
when they people find out theirhairdressers, apparently they're
all over them.
So they used to say we'regynecologists, which apparently
as soon as they say they'regynecologists, men and men and
women just shut up.
(17:23):
It's hilarious.
I know, i've always found thatso hilarious.
Speaker 2 (17:29):
Right, all right.
Well, let's take a look.
We've got time for a couplemore here, so let me do the
magic screen sharing thing.
Going to go with Liz Hamlet.
So Liz is a success coach.
She lives in the United Kingdom, and let's see what she has to
say.
Speaker 5 (17:47):
Hi, i'm Liz Hamlet and I help you to lead better.
I share tips, tricks,strategies and tools to help you
to become a better leader, tolead your organization better,
to lead your team better Heck,even lead yourself better than
by doing so creating a thrivingbusiness with maximum impact and
(18:07):
growth, not to mention revenue.
Click the bell at the top of myprofile And, if you need some
help, drop me a DM.
Speaker 1 (18:15):
Nice.
There she goes.
I love her accent.
I'm taking my 14-year-old toLondon in two weeks.
Great, maybe I'll run into Liz.
Speaker 2 (18:27):
Right, you can look her up.
She's in London, oh no.
And actually she runs thisreally cool event And this is
what we talked about.
She was a guest on the show aswell.
She runs this thing called theAnti-Social Network.
What does that mean?
Well, it's a meetup for peoplewho hate networking, and it's
(18:50):
interesting because it's beenrun as a virtual audio event
here on LinkedIn.
Okay, and so the way she and herpartner run this together and
it's audio only, so the peoplewho don't want to be on camera,
whatever they want to multitask,whatever they want to do, they
can either participate.
(19:11):
And it's really aimed a lot atsort of the introvert side of
the spectrum for people who are,like, avoiding this kind of
interaction.
So it's like, well, here's areally safe thing that you can
show up at, and if you just wantto listen, you can, that's fine
, nobody's going to call you out.
But if you want to participate,you can also do that too,
because the audio format allowsfor that.
(19:33):
And apparently it's becomereally popular.
Like hundreds and hundreds ofpeople have been showing up Just
once a month And they've nowstarted to transition from an
entirely virtual event into inperson and actually in actual in
person event.
So I thought it was really coolthat she picked this thing and
(19:54):
it was very unusual and a wholebunch of people like there was
definitely an audience for it.
Speaker 1 (20:00):
Well, I'll say this much That is way more
differentiated than the video.
Speaker 2 (20:07):
Yeah, yeah, i agree.
Speaker 1 (20:10):
And I think you're going to know.
I mean, liz, do we have yourpermission to polish?
Yes, yeah, it's.
she talked about so many issuesthat executives have that I
think she needs to one.
pick an industry to pick a veryspecific problem.
You know she talked abouteverything from revenue to like
(20:33):
being unable to lead.
So, but what is the consequenceof not being able to lead other
than revenue is that people areleaving or people disengaged,
productivity down, profits aredown.
Pick just one and then talkabout how you help specifically,
and even bacon, if you have anyspecific process or proprietary
(20:55):
technology or proprietarysoftware, know how, whatever,
that's what I would do.
I would figure out what is theone industry and then I would
figure out what is the oneproblem out of the multitudes
that she talked about, and thenhow does she solve, like very
briefly, top line 30 second.
How does she do that?
How does she solve that problem?
Speaker 2 (21:17):
Yeah, yeah, terrific, yeah Again.
like a lot of the things thatshe mentions, they're all good,
but they are leaning in that,like this is what all the
business consultants have to say.
Speaker 1 (21:29):
Yeah, super generic.
See, remember what I wastelling you.
Like everybody says, like I ama ACC certified, i see a coach
and I used to coach coaches,like throughout the first half
of my tenure business, and Imust have had maybe 10 dozen
(21:51):
leadership coaches and they allhad the same pitch as what Liz
did.
and it's no disrespect to her.
She certainly brings.
I mean, the beauty of video isthat she brings a personality to
it.
Yeah, that differentiates her,but in terms of the messaging,
nothing.
there's nothing there that isany different than anybody any
(22:12):
other leadership coach at theICF that I've met and coached.
So that's what we would do.
We would super niche like I'llgive you an example a leadership
coach.
we super niche her intomanufacturing small
manufacturing firms and theirCEOs and the number one problem
that she would solve aroundleadership was they couldn't
(22:34):
make a decision, and when youcan't make a decision at a
manufacturing plant, theexecutive is just constantly
fire, you know fighting, andthey did not have the bandwidth
to be able to grow because theywere constantly firefighting.
So she became a decision makingcoach and when we researched it,
the problem was a $1.5 billionproblem, that one decision was
(22:57):
worth $1.5 million.
So she became the decisionmaking coach and she taught CEOs
how to empower their teams andshe taught their teams how to
make decisions.
So do you see how it was like?
very specific to the target andvery specific to their problem.
and then she developed programsand we I think yeah, the name
(23:21):
of her company changed toproblem solving leadercom.
Everything changed for her andthen she was able to get a lot
more business because she was nolonger generic, so she could
call manufacturing companies andthey would start referring her
and she would go to theirnetworking events and do
presentations and lunch andlearns.
Speaker 2 (23:39):
Yeah, yeah, yeah.
I mean I can see the wholething around not being able to
make a decision that resonatesso well with just you know,
whatever, like if you'respeaking to a specific target
and don't find a problem likethat that they know they have.
you know, i mean just simplywalking into a Starbucks and
(24:00):
trying to pick your drink.
You know, i see people who aresort of new to like it's hard to
imagine, but somebody who'snever been to a Starbucks comes
into a cafe and they look at allthe choices, half of which are
in some kind of made up language.
They're just sort of going whatin the world?
Like what do I do?
Where's the small, medium andlarge in here?
(24:21):
What the heck does grande mean?
And they can't, they cannotmake up their mind, they have no
idea what they want.
So, yeah, if you're on yourmanufacturing floor, like
there's a lot of very importantthings you got to choose, and
how do you do that?
Speaker 1 (24:39):
Yeah, they can't make decisions.
Yeah, but which we wouldn'tknow without the research right?
Speaker 2 (24:44):
Right, exactly, all right.
Well, let's just do one more ofthese.
Okay, i'm going to call one uphere.
Speaker 1 (24:50):
It's much fun for everyone else, as they are for
us.
Speaker 2 (24:54):
Right.
Speaker 1 (24:55):
I sincerely believe these people still talk to us.
Speaker 2 (24:59):
Let's see I am going to go for this woman Sonal Ball.
She does this thing which isall about helping people advance
their career, which she putsunder the phrase supercharge
yourself.
Yeah, let's just see how shedoes her 30 seconds.
Speaker 3 (25:20):
Hey there, if you are looking for that competitive
edge to land that career thatyou love and you're proud of and
have fun while you're at it,you are in the right place.
My friend, my name is SonalBahel, former HR director and
career strategist, and this ismy mission, so I'm super active
here on LinkedIn.
I have a YouTube channel whereI share my favorite tips and
(25:41):
tricks, and a podcast as well.
If you'd like to get in touch,check out my website
superchargeyourselfcom.
All right, she's lovely.
Speaker 2 (25:54):
Yeah, interestingly, she mentioned her YouTube
channel, which is really popularReally.
I haven't looked at it lately,but she has, i think, well over
100,000 subscribers on YouTube.
Really, yeah, yeah, this is, ithink, hard to do.
Speaker 1 (26:16):
Do you mean the 30 second video?
Speaker 2 (26:18):
No, no, i'm talking about to establish yourself on
YouTube as a thought leader incareer development.
That's just something.
She's just done a tremendousjob over there And at the same
time, she does a weekly livestream, i think every Friday
morning, on LinkedIn And that'sjust keeps on going and it's
(26:38):
popular And she's really got adedicated following for herself.
Speaker 1 (26:43):
That's wonderful.
So I mean I'm going to takethat opportunity to say, like to
put out a caveat, that none ofthis is relevant.
If every all of the videos thatwe've critiqued, all of these
businesses are doing well andthey don't need any help, like
if their messaging is workingfor them, do not change anything
(27:06):
, do not listen to us, just dowhat you're doing right.
I always say that, like whenpeople ask me, can you fix my
pitch?
And I ask them is the businessdoing well?
is the pitch converting ourpeople buying from you?
do they understand what you do?
do you, are you getting theright prospects that fit your
niche and target, or is it likesomeone completely different, so
(27:30):
that those are some of thesigns that you really don't need
to change your pitch.
But if some now wants to youknow polish her pitch I would
ask for her permission if shewas.
She was here And I would prettymuch say that the biggest thing
that I would refer to as anindustry, i would be very
interested in finding out whatindustry she was an HR director
in and for her to focus in thatindustry, because then, for
(27:54):
example, i have clients who arecareer strategists in, for
example, the Canadian government, because they have worked there
for 40 years, 50 years, andthey've retired at a like a top
director level from you knowground up.
They know how to navigate thosewaters and they are referred to
(28:14):
within the government and hiredby people who are trying to get
to the next level.
So to me, that you know thatit's being very specific to the
industry into a niche is super,super important in every
business, as you've seen.
But especially HR is so, sogeneric, like it's just it's a
(28:35):
title, right.
So yeah, and I would speakspecifically to what is the
problem.
So maybe it's women'sadvancement in tech?
It could be, it could be aminority advancement in the
government, whatever the careerissue is, is it?
you know the women are hittinga glass ceiling.
(28:56):
Is it another type of minoritythat's hitting a glass ceiling?
like you need to specialize,because I do a lot of work with
minority owned companies.
That's my super niche.
Is we bank and msdc and glcc?
That's who I serve, like that'swhere I speak, that's who I
work with And you can bet thatthey have extreme specialists in
(29:19):
career strategy within thoseniches.
Does that make sense?
Speaker 2 (29:24):
Yeah, totally, absolutely.
Yeah.
I think the world of careercoaching and HR in general is
super competitive.
Yeah, and and within, say, theLinkedIn environment, it's super
competitive.
They're just.
I mean LinkedIn traditionally,like its history, has been all
(29:45):
about how to get a job, how toadvance your career.
Like everybody originally cameto LinkedIn to post their resume
and and say come and hire me.
Or they came to LinkedIn tolook at other people's resumes
and recruit them.
You know that's been the waythat LinkedIn has been used for
(30:06):
a long time.
You know from its day one, andeven you know now that it's
evolved into much more of anetwork for professionals of all
kinds.
Thank you so much for watching.
See you next time.
You know there's just so manypeople who are here to help
other people advance theircareer.
That's just like there's a lot,lots and lots and lots.
Speaker 1 (30:27):
So when there's a lot of competition, there's a
statistic that I always use 86%of buyers can't tell the
difference between two peoplewho do the same job As a
supplier, right?
So 86%?
that's the majority.
They can't tell you, apart fromyour competitors.
So that's why how to stand outin 30 seconds is to have a super
niche, to say exactly who youhelp with, exactly what problem
(30:49):
and how you help and whatresults you bring.
Speaker 2 (30:53):
Yeah, and I'll just add on to that you know, and if
you make a video And you post itand it shows your personality
as well as who you're serving,all the better.
Speaker 1 (31:05):
Like, absolutely, and my things like this are better.
Like I started, i learned howto live stream during the
pandemic.
I, you know, started a wholepodcasting career that way.
You know, i had three podcasts,i was on multiple shows like
yours and then It's just went onlike I'm still doing weekly
lives and people have hired mebecause of them.
(31:27):
People Who were prospects, whowere considering hiring me, have
listened to them.
My current clients are watchingthem.
It's it's content is king.
I still can't do this.
You know Recently wrote, justtwo days ago, i wrote a website
for using a chat GPT inliterally three minutes.
I mean it wasn't a deep website, it was three, four pages, but
(31:50):
literally.
I mean I actually took a videoof chat GPT writing.
You know it was on the sameright and it was very good, very
good quality content.
Well, but what it can't stilldo is be Do a live stream for
you, like like.
That's you, as far as I know.
Speaker 2 (32:11):
Right right exactly.
Speaker 1 (32:12):
You have to be the thought leader and you have to
actually get on camera and do itlike chat.
Gpt can't replace you.
Speaker 2 (32:19):
Yeah, no, not gonna do it anytime soon as far as I
can tell, and and even, and,even, if it could, i Mean you
know, it was.
We don't want a data version ofourselves out there being us,
You know.
Yeah, we want to be us.
Speaker 1 (32:38):
So video is more important than ever.
It's After COVID sales cycle.
I'm talking B2B mostly is themajority of the sale happens
alone, with the buyer looking atthe marketing, and Part of that
is looking at videos.
Part of that is looking at allyour content, all your expertise
(32:59):
online, online and in,especially, your website, and
only when they're ready to buydo they ever contact you,
whereas it used to be that assoon as there was interest They
would contact you and you wouldeducate them about why they
should hire you.
That's not the case anymore.
Most buyers are doing thatjourney alone, which is why
(33:21):
video and content is Hundreds ofpercent higher, more important
than it ever was before thepandemic, before people got used
to Self-shopping, onlineshopping.
So I don't know if you'refinding that that's the case in
your category, but that'scertainly the research in B2B.
Speaker 2 (33:40):
Yeah, the last three years have really shoved
everybody in the direction ofbeing more comfortable, in, at
ease, and just simply becausewhen they, you know, had to meet
someone, this is the only wayto do it.
Yeah, it's been, and so whatused to be The majority of
people saying I hate getting oncamera, i'm never going to do it
(34:01):
, now the majority of peoplehave, you know, accepted as well
.
This is a new normal and, eventhough I may not love it, i'm
gonna be doing it.
And the ones who are smart,like some of the people who
we've been watching today, theyhave taken advantage of this new
medium and are really, you know, taking the lead and enabling
(34:24):
themselves to be Fought leadersin their space, simply because
they're willing to do this andlike what you're doing, you know
, doing weekly live streams.
That's terrific and it justthese are, these are things that
we all have the opportunity totake advantage of this new
medium, and And it's even thoughit's the new normal that if you
meet, you're gonna be on zoom.
(34:46):
Most people are Not doing theirLinkedIn profile, most people
are not doing a live stream onany regular basis, you know, and
or most people are not postingvideo of any kind.
Speaker 1 (35:00):
Yeah anywhere.
Speaker 2 (35:02):
It's just so if if you want to do something unusual
with your brand.
Yeah using video is a reallysmart thing to take advantage of
, because you could be the onlyone like, if you are the, the
one who helps manufacturers makedecisions and You're reaching
those people with video, youwill probably be the only one
(35:25):
Who's speaking to them in thatway.
Speaker 1 (35:27):
Yeah, it's so it's so critical, especially after a
certain age.
I find that my clients are notwilling to get on camera.
I find that they're veryhesitant.
There's a lot of fear around it.
So if they can get over thatand become a true thought leader
, i find that small you knowbusinesses like coaches and The
(35:50):
smaller like mostly coaches andconsultants They're a lot more
willing to do it because theysee that they have to, but like
We just need everyone to get outthere, like what would it be
like if Stone masons andplumbers and you know like, and
there are those that do it andthey do very well.
So video is so much moreimportant with, especially now,
(36:11):
the short form, like that storyversion on That's all I watch
right on my social media, thatquick, because it's that's all
we have, the, the Time for, theconcentration span for, and it's
literally it's taking like the,the Juice, like the guts of
something, and just giving toyou in a pill format.
(36:31):
It's unbelievable.
Speaker 2 (36:33):
Yeah, and it doesn't.
And it doesn't have to be hardto create.
People think it's gonna take aton of time and require a bunch
of things to figure out and youcan make Weeks worth of content
in a morning.
You know when it's when you'reonly making one minute long
videos.
Yeah, so I Think this is areally great note for us to wind
up on yeah.
(36:55):
This has been terrific.
I really appreciate you comingon and being in this sort of
review mode, something you'vegot a really good gift at being
able to sort of watch whatpeople do in the short amount of
time And then really hone in onokay.
Well, here's how you could justmake this 10 times better.
Yeah, so thanks so much fordoing it today.
Speaker 1 (37:17):
It's a blessing and a curse, right?
Speaker 2 (37:21):
so if people are thinking, well, i want to get a
hold of Shala and have this, dodo her magic on me.
What's the best way for them toreach out to you?
Speaker 1 (37:29):
so if you could go to repositionercom, slash schedule
and grab of Zoom chat with meand just hop on a zoom chat and
then let me know what you needand we'll go from there.
Speaker 2 (37:43):
All right, well, i'll make sure that link is in the
show notes and, shala, thanks somuch for coming on today.
Speaker 1 (37:50):
Thanks for having me.
Speaker 2 (37:51):
It's so good to see you after COVID right, exactly
For those of you listening atthe end here.
I just want to remind you thatif you'd like to go and binge on
all the archive of the standoutbusiness show, just go to
standoutbusinessshow and You canget in the door all of the
(38:15):
audio, all of the video, all theshow notes, all the links to
all the relevant stuff.
It's all there and you canbinge to your heart's content.
We go live every Thursday at 11am Eastern Time, and until the
next time, so long everyone.
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