1 rich Libsyn https://www.libsyn.com 90 600 In This Episode Most businesses describe what they do. Chala Dincoy believes a stronger marketing message starts with identifying the expensive problem the customer desperately wants solved. In this episode, Adi Klevit interviews Chala Dincoy about repositioning B2B marketing messages to stand out and attract corporate clients. Rather than keeping the conversation theoretical, Chala puts her methodology into practice by analyzing Adi's own description of Business Success Consulting Group. She challenges Adi to move from a broad explanation of creating, documenting, optimizing, and implementing processes toward a message built around a specific audience, problem, and business consequence. Using construction as an example, Chala and Adi work backward from inconsistent processes to inconsistent onboarding, delayed productivity, costly mistakes, and ultimately the potential loss or delay of valuable projects. Chala explains that this level of specificity makes it possible to communicate the value of a solution in language that matters to the buyer. Instead of leading with process documentation itself, the message can lead with the costly business problem the documented processes help eliminate. The conversation then moves from messaging into a repeatable approach for creating sales opportunities. Chala explains how research can uncover a very specific pain point within a target market and how that insight can become the foundation for outreach, sales conversations, and creative campaigns. The larger lesson for business owners is that systems aren't limited to operations. Marketing can also become systematic when companies clearly define who they are targeting, understand the problem they solve, quantify its impact, and build their message around the outcome the customer values. &amp;nbsp; Systems Simplified http://systemssimplifiedpodcast.com/ <iframe title="Libsyn Player" style="border: none" src="//html5-player.libsyn.com/embed/episode/id/43040018/height/90/theme/custom/thumbnail/yes/direction/forward/render-playlist/no/custom-color/88AA3C/" height="90" width="600" scrolling="no" allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen></iframe> https://assets.libsyn.com/secure/item/43040018