The $1 Million Marketing Idea & How To Become Un-copyable with Daniel Den

[00:00:00] We're all exposed to about 4-10,000 different marketing pieces or ads or advertisements every single day. That's insane!

[00:00:11] We get so many books online or Amazon whatever is always the same experience this was so different and there are so many elements in there that made it so memorable right?

[00:00:19] Your body needs... well Louis and Fonzie your body might need those four things.

[00:00:27] My body is perfection, just saying.

[00:00:57] The way I came up with it was...

[00:01:27] I was going to comment on that. I was going to say from last episode to today, I can tell you get a little bit more sleep.

[00:01:32] I know man, six hours.

[00:01:34] Guys if you enjoyed these episodes go ahead and follow the show in your favorite podcasting platform and YouTube go ahead and follow on YouTube watch your beautiful faces.

[00:01:42] The liver value.

[00:01:44] Definitely got some sleep.

[00:01:46] And if today's guest help you move one step closer towards your goal, please don't forget to share this episode and of course don't forget to leave a five-star review.

[00:01:54] Yes, guys our guest today just released an incredible book called Ideas that Influence and their experience was top notch.

[00:02:02] We'll talk about that in just a second. He has put 7,400 people into one event and they're just saying this is...

[00:02:12] He put it there at the end.

[00:02:14] He said, over two million people in an online movement that they created down in Brazil.

[00:02:20] What the heck?

[00:02:21] So amazing man so I mean how many football stadiums is that?

[00:02:25] I don't know like 20,000 right and he's obviously served over 20,000 students and clients.

[00:02:31] Guys we're so excited to welcome our very own content is profit hall of fame or...

[00:02:37] Daniel Daniel!

[00:02:40] What's up Daniel?

[00:02:42] Let's go!

[00:02:44] Luis and Fonz you two are incredible by...

[00:02:49] We're probably yes related.

[00:02:53] We're definitely...

[00:02:54] I'm half Venezuela and I'm half Venezuela now.

[00:02:57] There you go.

[00:02:58] I feel like you're the only half Venezuelan we've had them to park us so yeah that definitely make us broad.

[00:03:02] Half Venezuela or full Venezuela too.

[00:03:04] Yeah exactly.

[00:03:06] Yeah my dad was born in Venezuela and the first language I spoke with Spanish but yeah because of everything with Brazil now I pretty much just be Portuguese.

[00:03:17] But yeah I was a little baby spinning off those Spanish words.

[00:03:23] I've got like this...

[00:03:24] It's in some of our airpuffs.

[00:03:26] Yeah getting some arepuffs.

[00:03:28] I actually had an arrepa party.

[00:03:31] Okay all right for the listeners arrepas there you can do sweet arrepas.

[00:03:36] You can do savory arrepas.

[00:03:38] You can put them meat in it.

[00:03:39] It's okay.

[00:03:40] You can put cheese in it and then if you want to go sweet you can do like the guava and you can do like the...

[00:03:44] Who's a bit lecchen?

[00:03:46] You can do like the sweet and condensed milk and both are amazing.

[00:03:50] If you've never had your own arrepa party...

[00:03:53] Arrepa party!

[00:03:54] Then do it I've done it with my sister more than once when we came together as family

[00:04:00] and it is so good.

[00:04:02] I'm going to put this on the Daniel you know that was our signature move whenever we go to events.

[00:04:07] We ended up doing one in Boise out of hoe with an inner circle thing and we had about 100 plus people show up in this house.

[00:04:14] And it was like the most amazing networking experience so do you tell me man the next event you launch just call us and that will be there doing the arrepa experience with you.

[00:04:24] Just saying.

[00:04:25] You guys will bring the content as profit food truck.

[00:04:29] There we go.

[00:04:30] Arrepa party!

[00:04:32] Hey how many arrepa see we cook that night?

[00:04:34] No line up businesses have been developed right here.

[00:04:37] How many arrepa see we cook that night?

[00:04:39] I know a lot.

[00:04:40] Hundreds man and people loved it.

[00:04:41] It was so good.

[00:04:42] Anyway Fancy start us off.

[00:04:44] Yeah I'm going to start you guys off.

[00:04:45] I was like guys we got a star with the heavy hitters out here.

[00:04:49] So Daniel and for those wondering if you want to listen more about him go to episode 55 incredible.

[00:04:56] He shares a little bit about his story some of the things they've accomplished but today today we're talking all about how he has turned that content into profit what he's doing right now.

[00:05:06] His new book ideas to influence so Daniel why don't you share with us a little bit where would you be if you didn't create any content and how can you quantify the impact that it has had on your business?

[00:05:19] Where would I be if I hadn't create content back in Venezuela?

[00:05:24] Back in Venezuela which would unfortunately not be the best place to be.

[00:05:32] No unfortunately.

[00:05:33] Yeah so when I had my first big hit with content I did something really different so as you two know Luis and Fancy we're all what we teach is all about the X factor effect it's all about how to be

[00:05:53] different those differences that make a difference so that you can break through the noise and one of my big home run hits before I even started working with my business partner down in Brazil.

[00:06:04] And before we grew this movement and before I wrote ideas that influence and launched ideas that influence here in the States and before all of that really cool stuff I had a home run hit with some content.

[00:06:16] Have you Luis and Fancy ever heard of the word advertorial?

[00:06:23] I have not.

[00:06:24] Sounds familiar.

[00:06:25] Sounds familiar so advertorial it's a really old advertising technique that works like gangbusters and what they did was when newspapers started to become popularized smart marketers realized

[00:06:43] that instead of having a normal ad what they could do was they could pay for a full page ad and they could write it as if it was an article and as if it was content.

[00:06:55] And the article inside of the newspaper would talk about they would tell a story right it would follow a content model but at the end of that story it would have a call to action for a product or service

[00:07:09] and advertorials still happen today you can see them sometimes in magazines you'll see them in newspapers if you can find a newspaper then you can see them in newspapers.

[00:07:21] But at some point in the in the early 2000s it started to become a thing to create advertorials online.

[00:07:34] And so one of my first big hits was I created an online advertorial where instead of sending my paid website traffic to a normal website that was selling a product or service I sent it to an article that was an article telling a story that would sell the product or service.

[00:07:55] I did this and I had two grand slams one grand slam was there was these kits that we were selling to smokers that were looking to quit smoking and I told these stories about how people were like their lives were getting changed and here's what the doctor said and then I would have a call to action to the kits.

[00:08:12] And then the second big way that I did it with my second big grand slam was I created the world's first and I have verified this multiple times I created the first car insurance advertorial.

[00:08:26] And I was the first person to ever sell car insurance online through an article style format and everybody else they were sending their ads directly to the car insurance websites where it's like fill this out and say like 15% or 50% on car insurance whatever it was.

[00:08:45] Yeah and instead I've created a piece of content and I put it in between as an extra step so I extended the sales funnel.

[00:08:56] I didn't shorten the sales funnel I extended the sales funnel by putting a piece of content in the middle and that piece of content increased overall conversion rate.

[00:09:07] So we actually split tested it we were like okay here's the ads and they get directly to the page where we want people to convert and then here's the ad first taking people to the advertorial and then taking people to the page where we wanted to convert.

[00:09:20] And overall I increased profitability probably right around 75% by putting that extra piece of content in the middle and that was the first person ever to create this car insurance advertorial.

[00:09:36] And for six months Louis and Fonzie I was the only one on the internet with a car insurance advertorial and I was raking in the dough.

[00:09:47] And I was like already planning my retirement plan and I was like this is amazing and then eventually somebody copied me.

[00:09:57] And then so they like completely just copied they copied my whole page and then I was like okay it's you know I'm still making money so it's fine.

[00:10:10] And then a month later I had like five or six people that had copied me and then about but by probably about six months after that I had about 50 people who had just completely swiped my winning model for content.

[00:10:27] And now I don't believe I told this on episode 55 but that was one of the catalysts for the X factor effect methodology because I had a winner right but it was a winner it was a it was a business model that was working but it was too easily copyable.

[00:10:49] It was too easily copied and people ripped me off and there was there was very few things that I could do in order to stop that from happening.

[00:11:00] And so when I started working with my business partner down Brazil Pedro Superty we started to think about this in a bigger way because when people copy you and they you know they're really it's really

[00:11:18] really frustrating when people copy you to the degree where you don't know how to stop them.

[00:11:26] So when we created the X factor effect methodology and the nine pillars what we figured out is if you can create multiple differences multiple differences inside of your business that are so unique.

[00:11:41] And if you can stack those differences that make a difference on top of one another yeah you can get to the point inside of your business where you did have a competitor that copied all of your differences that it would get to the point where it was laughable and very very very obvious that somebody was just trying to be a copycat competitor.

[00:12:04] So we've got these pillars and what we encourage people to do is create all these differences so that it's just so different that you become a unicorn in your market and you become a unicorn that graduates to becoming a market leader or a category king or category queen because your differences are so unique and so different and so impactful for your dream customers that your competitors get to the point where they really

[00:12:33] really can't copy everything that you're doing because you're such a unicorn.

[00:12:37] So so cool man do thank you for sharing that I mean just the tactic on that and like the 75% increasing profit is massive right and you mentioned something like this was my home run it was a little bit of life change in a point I remember like one of the initial tactics that that we did with the local agencies we run a contest with different things and you know we come from the brick and mortar business

[00:13:01] and I remember when I was running the studios we were acquiring leads for like $20 or so on and the model was like bring him to a free session and then you sell him inside of the studio right so you know $20 per lead that's pretty expensive at the time and then you know you have to train a sales team and so on and you know the conversions was it wasn't there and we run this thing for a similar thing a similar business model

[00:13:24] and within a week we collected about 2000 emails right and then from the 2000 emails 300 people booked a session in the location to actually go try the service and up to that up to that point I think they were collecting about 10 emails a month

[00:13:39] and they had a few demos a week right and that was within a weekend and that was like our it was like through some content and you know strategic partnerships with local businesses but it was so the business owner didn't recognize the value of it in a sense

[00:13:57] and they're like just 2000 emails or just 300 but you don't understand like we just saved you about $20,000 worth of you know if you have to pay for these things but you know again it was one of those things that people can just go through the path

[00:14:12] and then be like we can actually do this again so I I resonate a lot with your story now for us it was life life changing in a way because he gave us the confidence to move forward with that with our work and be like wow look we can actually get very time your results if we execute this

[00:14:29] with some of the other pillars in our content right for you I mean we generated money for the agency but we didn't do any like profit share with with that model right maybe it could have been a great idea who knows

[00:14:42] but he changed our life in that way now for you do you know specifics of were you on affiliate or were you partnering that business what was the business model do you remember the amount that it was right because I think for somebody that might be starting or somebody that might want to implement this today

[00:14:57] it could also be life changing right or obviously if they follow your nine pillars and the concepts that you share but what do you remember those amounts were you on a failure were you a partner

[00:15:08] yeah so this was back what that specific story so this was like the one with the car insurance is about 13 13 14 years ago that I launched that

[00:15:20] so cool and forgive me if I don't remember exactly the year 14 or 15 years ago it was all I was back in my super affiliate days so

[00:15:31] so I got to the point where I was making this car insurance company so happy that they had like it was like more of a partnership agreement

[00:15:43] where I was like the marketer and more of a part like a partner with them so it did it did go from like affiliate more to like that so of solidified positioning

[00:15:55] and then they were just like they were just on me like okay we want more leads we want more leads and so I kept on I kept on spending more and more money on ads

[00:16:08] it got to the point where I was making over a thousand dollars profit for me yeah while while buying the ads on multiple days

[00:16:19] wow interesting so cool so that's why for me it was life changing at the time like you know thousand thousand dollars days and then and then by the time

[00:16:31] so I ran it all for close to two years before it just got to the point where just with so many people having copied me

[00:16:42] but I was like all right time to move on to something more sustainable and time to delve into business growth and a healthier way

[00:16:52] and time and and delve into business growth that's not is easily copyable because if I have just one usp one unique selling proposition one unique thing that I did so

[00:17:05] and that's what I had I had I created an avatorial and I stuck it before the landing page that was the one thing I did that's one usp one unique selling proposition

[00:17:17] the way I was unique was I just switched up the way people were funneling traffic to the current terms of that was my one thing and then when we started working with clients lots of brick and mortar businesses as well

[00:17:32] lots of people on home service industries lots of people you know doctors Dennis lawyers etc people with you know offices and clinics

[00:17:40] and then people online as well but we started helping them stack those differences okay have a great guarantee but on top of a great guarantee create an amazing brand and create an amazing brand experience

[00:17:55] and then sell differently do value based selling it so we started stacking all these differences and they got to the point where they started making their competition irrelevant because their competition didn't know how to compete with so many differences

[00:18:11] yeah yeah you make in yourself uncopiable which I'm guessing is probably part of some of the premise of ideas that influence your book right how do you catch people's attention how do you make you know I get yourself uncopiable so I'm curious

[00:18:29] what on you share a little bit more about that because again if people go back to episode 55 and they hear a little bit about your story you went from becoming the super affiliate right that you were making a lot of money but you weren't having the impact necessarily that you wanted to

[00:18:44] and then you decided to go and create something with the partner in Brazil where then you know in here you share with us that you've pretty much have getting over two million people into that movement that is absolutely amazing right 7000 people in a live event I'm sure you know if you could potentially track every single dollar that can be attributed to learning from you

[00:19:09] and your partner I'm sure that it would be in the millions right so I'm extremely curious now why ideas that influence right again I'm sure because ideas is the base of great content

[00:19:24] I'm sure that because we always say quality of the message over quality of the production you can have the best look in video in the world you can have you know the best editors are gonna be far better content with all the animations and such but if your message is crappy

[00:19:39] guess what people are going to swipe away they're not going to pay attention and attention is the best currency in the world right now is the most important one right I give somebody gives you their attention wow so much value they're giving you their time

[00:19:52] and then you have the opportunity to influence them so share a little bit more about ideas that influence why that transition into that is something different is that a new layer for your business how you guys operating that

[00:20:04] awesome ideas that influence is one of the nine pillars so that's where it fits into the whole X factor effect methodology and you're right Fonz it I use an influence is all about content in a way but also more about

[00:20:21] your marketing message which which goes hand in hand like messaging and your story and everything so to hit the nail on the head the whole purpose for ideas that influence is to help people come out with big bold and wildly successful marketing ideas that break through the marketing clutter because as we're fighting for people's attention Fonz what we've learned as we

[00:20:50] we we went deeper and study things there's actually one one fun piece of news from for is actually is that we're all exposed to about four to ten thousand different like marketing pieces or ads or advertisements every single day

[00:21:09] four to ten thousand like things like screaming for our attention that's insane so if you think about yesterday Luis and Fonz and I know that you guys are immersed into this marketing world but if you can think about yesterday how many of the marketing pieces or the

[00:21:33] the stuff surrounding you that's fighting for your attention the most valuable asset in the world today attention how much stuff caught your attention yesterday what broke through the noise man yes like how many things broke through the noise that you can remember from yesterday I mean definitely our podcast content is profit I mean we got a very few on yesterday

[00:22:03] it was actually a day that I got distracted a lot right I was one of those you know once in a while you end up scrolling a little bit too much and I'm trying to remember what caught my attention the most what I can remember from yesterday you know from all that's calling and honestly the most I can remember something I saw towards the end of the day about this guy that does his garden in a very organic way but he also harvest meat bunnies super interesting conversation for another day what I'll do

[00:22:33] like those bunnies are cute and the next thing I know these guys butchering and eating them right and I was like well I mean cool way to live you know he doesn't buy meat at all but I thought was super interesting right it was something that I've never seen before I've seen a lot of farming content my girlfriend sends me all that stuff all the time right she wants land we want to you know move out there and you know be self sufficient but I've never seen anybody

[00:22:59] Ray harvest in bunnies right so I thought that was pretty interesting and I think it's a unique idea out there and I think that's why I come attention for me specific I mean jokes aside yesterday I honestly I'm trying to think and apart from you know my my bottle on my water bottle on the brand that's in here on the water bottle like I can't remember anything but today's ago we came across this Venezuelan creator of that it's the guy lives in one of the the favelas right with the car ranchos and and

[00:23:29] is the way that he creates content is so unique it's just an Android phone and his humor and the way that he moves the camera close to him and the way that he express himself is so unique

[00:23:40] and he has another ties like a promotional post for the designer that created his brand guide for him to get sponsorships and he was so funny that um and then I got hooked like I saw one video of him and I got hooked and I

[00:24:03] definitely uncopable because of his personality his personality and the way that he does I'm probably the environment where he's at the same thing like he's trying to record this video he's like the way that the reason I can't record this is because you hear all the noises and he actually hears like people screaming and and you know shots or whatever right like the

[00:24:21] environment that he's at and he leans fully into his personality that way animated so unique that is uncopable and that's what I remember like not just from yesterday on the or the day before but the entire week

[00:24:33] it was so different that I'm like wow that that's a good creator right there right these two examples Luis and Fonsy are perfect perfect perfect examples because the trick is how can we be the one thing

[00:24:51] that gets remembered because out of the four to 10,000 things fighting for people's attention every single day those those different marketing pieces advertising whatever it is one of them

[00:25:03] sometimes stands out and then sometimes we don't remember any of it yeah so how can we be the person the organic farm that's harvesting his bunnies from

[00:25:14] or how can we be the Venezuelan that lives in a Fubella that has a sponsorship what he's living in a Fubella he's a comedian and he's got a sponsorship

[00:25:28] that is different so there's actually we cover multiple elements inside of ideas and influence there's seven elements okay

[00:25:38] and you guys are with your two examples you hit on a couple of them okay so if we when we go and we create our marketing pieces

[00:25:47] or our podcast or our next YouTube channel or our speech that we're going to give in front of 7,400 people whatever it is

[00:25:56] that we're creating where we want to break through the noise and be that one thing that people will remember yeah

[00:26:02] there's seven elements so do you want to share them all or do you want to you want to tease some of them

[00:26:11] we'll tease someone if we have time we can talk about all right so one of them one of them is it has to have an x factor it has

[00:26:17] have that thing that is different both of you guys mentioned things that are different both of you also

[00:26:23] um it the set with the second-edit element that I'll reveal is that it needs to share a story

[00:26:30] both of been both examples a comedian is always telling stories always and the the bunny the

[00:26:38] barmy the bunny farmer I we don't want to keep repeating the fact that he slaughters this bunny's

[00:26:43] for me but it's crazy I'm telling you and you see the conversations in the comments and I was like

[00:26:49] this is a whole new world out here it's leaning into polarization for Sherman so he's there

[00:26:57] he's sharing the story so that's that well that's the second element that we'll reveal so

[00:27:01] it has an x factor so it's different in some way it shares a story okay um sticky and shareable

[00:27:07] as a as one of the elements both of those examples were great examples of things that are sticky

[00:27:15] shareable memorable all right yeah um let's see what else uh we'll do it we'll do at the number four

[00:27:24] and then if people want more they can they can reach out to you on the links right below they can

[00:27:28] click so they can find out more deal I'm curious on um wait how it is about to really do number four

[00:27:35] bro no you're ready say four oh no that was third the third one's thinking shareable all right

[00:27:41] cool cool cool so forth you need to learn how to count three four you know three and a half

[00:27:50] yeah I guess confusing um one of the things that so you know we actually we have people go through

[00:27:57] this little social experiment inside of ideas that influence where where we have people throw balls

[00:28:03] to each other now if you've ever had balls thrown to you if somebody throws you one ball it's really

[00:28:10] easy to catch one ball like if somebody's standing like 15 feet away from you they throw you a

[00:28:15] ball that can and you can catch one ball um if somebody throws you two balls at the same time

[00:28:23] then it is possible to go ahead and catch both but in a lot of cases you're dropping you're

[00:28:31] catching one and dropping the other or you're dropping both yeah if you throw three balls

[00:28:37] you're usually dropping all of them if you throw six balls at somebody all at the same time

[00:28:42] boom you usually drop all of them and if you if you have 12 balls thrown at you all at the same time

[00:28:50] catchable balls not just like 12 basketball like like 12 tennis balls right yeah 12 tennis balls

[00:28:57] thrown at you all at the same time you usually catch none of them so the concept that we teach

[00:29:03] is that your marketing piece you're marketing message to break through the noise in today's clutter

[00:29:09] it needs to be focused on one single concept or idea and both of those examples that you shared

[00:29:17] were they were focused concepts they were about one main topic they didn't say here's 12 different

[00:29:27] things that i'm gonna talk about today yeah they said this is the one thing that we're talking about

[00:29:33] it's a focused marketing message so when you have that focus that's that's the fourth one that i'll reveal and

[00:29:39] then the the three other elements yeah for if we're right be knowing all of it that's no fun yeah right

[00:29:45] be know there's gonna be the links to you know to connect with anyone get the book and continue

[00:29:49] yeah i think a good example of those is actually what we're trying to do with content this profit

[00:29:54] which you know yes it started as a relationship building podcasts for us right of course

[00:30:02] uh based on entrepreneurship marketing but it turned it turned out that the conversations that we

[00:30:09] were having just started to be very broad right it was we started with somebody's story and then

[00:30:15] diving into some problems and some challenges that they had it was based on the epiphany bridge script

[00:30:21] right so we were trying to find those walls that they had throughout their journey and then towards

[00:30:26] the end we will cover a little bit of you know what a house content working in your business and

[00:30:33] turning that into profit all episodes were different on the sense of structure so some had more

[00:30:39] content into profit than others some had some more story than others right and some just had stories

[00:30:46] where like this story is insane right let's just dive deep into that yeah but you know after having

[00:30:52] a conversation with a good friend Jeremy ends he's been on the podcast quite a few times

[00:30:57] he shared some of the research that he did for a pretty big guy to own podcast growth and one

[00:31:03] of the things was that podcast yeah let's go and yeah agree with it yeah one of the main things was

[00:31:12] what you're talking about right like focus on one thing if you notice some of the best podcasts that

[00:31:17] are growing right that are not personality based that are not somebody super famous you know

[00:31:23] wanting to scratch a niche on having certain amount of conversations and then having a big following

[00:31:27] that just go along with them the big podcast that make you know a mark that grow our podcast that

[00:31:33] are focused on one thing so we had a conversation with this that okay how do we focus on the

[00:31:39] next profit into the profitable part right how do we drive this and that's why now we're starting

[00:31:44] this conversations with that question right where would you be if you didn't create any content

[00:31:49] so I think it's what my question now for people is how do they find that focus right somebody might

[00:31:56] be asking themselves okay I think I know my message right I'm gonna I help entrepreneurs do X Y and

[00:32:01] the X Y Wow X Y and C without you know whatever because that's the template that they that they

[00:32:08] teach you to use right without the pain yeah you help subject do X Y and C without pain right that

[00:32:16] is it the subject make thirty thousand dollars in a day without any effort so so how do we get people

[00:32:22] to focus on a message right how do they grab what they have and make it laser focused right we have

[00:32:32] we have a we have a whole chapter that talks about that but the big the big idea here the one big

[00:32:38] thing about focusing in on the one big thing is this we all have a million things that we could talk

[00:32:47] about with our marketing messages yeah um so for example if I'm selling a weight loss program

[00:32:54] I could say hey Luis and Fonzie my weight this this uh this this meal plan that I'm selling you

[00:33:01] it's low calorie um it's organic uh and um it's paleo I was gonna I thought you were gonna say

[00:33:11] and he's made of uh bunny meat yeah and it's high protein so I could talk about four I could talk

[00:33:18] about four things uh or yeah so there we go there's four there's four things all right so low calorie

[00:33:25] paleo organic and high protein okay gotcha I could talk about all four of those things

[00:33:31] those are four big concepts your body needs well Luis and Fonzie your body might need those

[00:33:41] four things my body is perfection just say but let's go with it let's do let's go with it yeah

[00:33:50] perfect the way the perfect the way the perfect the perfect that part so the trick here is um

[00:33:59] even though you have four big benefits big concepts that you could talk about if I talk about all

[00:34:06] four of those big ideas and try to sell you on the fact that you need it to be low low calorie high

[00:34:15] protein organic and paleo if I try to sell you on all four of those concepts those are big ideas

[00:34:20] yeah those are big ideas but if I instead say you know what I'm throwing up over people like I

[00:34:28] am just trying to share everything okay it's okay that I have these four big benefits but let's focus

[00:34:34] in on the one thing at least for the next marketing campaign then I'm putting out let's focus in

[00:34:41] on the one big thing that's gonna have the biggest punch and if that is rabbit meat

[00:34:48] that's gonna have the biggest punch then let's run with that and let's talk about all the

[00:34:55] benefits of this one big concept and one of my favorite examples uh sayings uh uh from from

[00:35:04] this is uh peri belcher uh I know that you guys have seen peri at least once right he's he is amazing

[00:35:11] so we've actually met it we've actually met him in person and he's incredible too to just be with

[00:35:15] him like so much knowledge like just touch it and just like aha great great knowledge yeah no

[00:35:22] 100 percent I've got I've got a really old picture with them from like I don't know like 12 years

[00:35:27] ago or something but um so I bought this course uh uh it was uh Russell actually meant since

[00:35:33] it's the same course this is like 15 years ago that I bought this course and so I bought this

[00:35:38] course and he's teaching in the course like he says one thing that that's just like it was worth the

[00:35:44] whole you know when you get one aha moment like one big nugget and you're like oh that was worth

[00:35:51] that was worth the whole course yeah so he said it this is the one thing so now you don't have to

[00:35:55] go back in time 15 years ago and buy the course and uh and uncover the one thing the one big

[00:36:01] thing he said and if you get this then you get it but he said you know he said you know one of

[00:36:09] the biggest mistakes I see in businesses that um people try to sell two big ideas when they

[00:36:14] should be selling one and when they try to sell those two big ideas instead of the one they usually

[00:36:18] cut their sales in half boom that's it if you try to sell two things at once instead of you

[00:36:26] doubling your sales which is your hope right you're like oh it's double the benefit I'm talking about

[00:36:30] these two big concepts what normally happens is you cut your sales in half and this is a direct result

[00:36:39] of the problem that we're talking about today is that there's too much clutter out there

[00:36:47] there is too much content so we need that we need to be focused we need to be different right

[00:36:53] we need to share the stories we need to be sticky and charitable those are the four concepts that

[00:36:58] we talked about today that's just part of how you create and craft your marketing message that

[00:37:03] breaks through the marketing clutter that's what we talk about yeah and ideas that influence

[00:37:08] yeah so I like that let me so sorry real quick I think there's uh exercise I could be done here and

[00:37:14] I'm sure you guys have a way to do it maybe in the book there's a way to explain people how to

[00:37:18] you know focus on that one idea but I'm imagining we always say test test test and then invest they might

[00:37:25] there might be a period where you're testing you know those four ideas that you commented

[00:37:30] test them individually and see which one packs a bigger punch and then go go in on that one so

[00:37:36] you're not making like you know just uh I guess out there into the air so my exercise that I'm running

[00:37:43] myself through my mind right now is like okay let me write down all the ideas that are inside of

[00:37:50] content momentum right or or offer or service offer let me write them which ones potentially can

[00:37:56] I rank have the biggest punch then I would go and grab the maybe top five of those and create

[00:38:03] content on those and test them out for potentially two weeks three weeks and then the ones I see

[00:38:08] get the most traction and I'm like I'm gonna go all in with that idea and then just go ahead and talk

[00:38:14] about it you know in multiple different ways you're saying one thing a thousand different ways right

[00:38:20] that one big idea you should just nail in it down I think that is a good exercise for people that

[00:38:25] they can do right immediately after this podcast you sit down and start writing down those ideas maybe

[00:38:30] you already have data on which is the idea that packs a bigger punch you start talking about that

[00:38:36] I think the challenge here that we have actually seen with a lot of people is people struggle to talk

[00:38:43] about the same thing over and over and over again we as humans have the necessity of novelty right

[00:38:50] like I already said that why am I gonna say it again let me say something new right and we actually

[00:38:54] just the person that just left this studio right the reason why we're recording a little bit later

[00:38:58] today is because somebody was here on the studio and when they left he was talking about how he

[00:39:05] was saving this one story for when he was gonna be in Joe Rogan and you know I love I love it I'm

[00:39:11] like dude I love that but then he's like you know but if that story is good enough for me to share

[00:39:16] there why don't I share it right now and I was like exactly right I was like that's exactly it

[00:39:22] plus you are the only one that listens to 100% of your message right I was like you might say

[00:39:30] the same thing a thousand times and in your mind is like oh my gosh so many people like I this

[00:39:35] the only thing I talk about but the thousand time you say something maybe the first time somebody

[00:39:41] hear it right and he might be the 50th time somebody hears it which might be the right moment for them

[00:39:47] to make that decision so I think it's so so important they're focusing on the message and people

[00:39:54] going through these exercises and making a decision and making a commitment to actually go ahead

[00:40:00] and you know stick with that point Daniel I'm so grateful that you came on today man it's so good

[00:40:08] you gave us a roadmap of you know with those four elements which by the way there's like three more

[00:40:13] yeah if you're sorry are you about to start wrapping up I'm wrapping up I have one more question

[00:40:18] I have one more question before we wrap up I'm curious and these four things that you did

[00:40:23] you mentioned sticky right I think that is a big point of friction for a lot of people right and if

[00:40:30] you you know concisely maybe drive some attention to this question but how do we make things sticky

[00:40:37] right we talk we talk a lot about personality we talk a lot about message there's a thousand other

[00:40:42] ways right but how in your eyes or maybe let me refri that question what is the best way for somebody

[00:40:51] to find the best way to be sticky with their content well we've noticed when it comes to sticky

[00:40:59] and we research this a lot because this is like this is like oh how do we stick in people's minds how do

[00:41:05] we stay in that so we all have limited RAM in our in our minds like I'm running out of RAM like

[00:41:11] by every single minute I'm out of RAM I'm like ah yeah so how to get how to get sticky in someone's

[00:41:18] mind is it's harder and harder and harder what we what we realized is that there's a few different

[00:41:23] ways to do it and this is kind of how we help inside of ideas that influence so there's

[00:41:29] there's there's three big ways to be sticky there is visually sticky where it's like you just can't

[00:41:36] get that image out of your mind maybe it's the bunny meat right yeah we go back to clearly

[00:41:45] then there's like intellectually sticky where it's like somebody shares like this aha moment or

[00:41:53] this way of explaining things or this analogy where they just can't get that analogy out of their

[00:41:58] minds and then there's there's verbal there's verbally sticky as well so intellectually it kind of

[00:42:06] it sounds like it could be verbally but it's almost like the idea the idea behind the concept

[00:42:14] that we're explaining right it's like it's more like like if you use like rhyme or a jingle or like

[00:42:22] it just the way the way you structure your message so that's why it jingles a lot of times

[00:42:29] can stick in our mind so it's not like intellectually sticky it's just like a jingle you can't get

[00:42:34] out of your head so it's like it's like verbally sticky so it like rhymes and it's like

[00:42:39] did it did it did it and you're like ah like baby shark I can't get it out of my head

[00:42:44] can't come out a little bit yeah baby yeah go watch kids youtube shows the the masters at this

[00:42:52] so those are those are like the three that's like once we broke that down we were like yeah because

[00:42:57] we had to teach people how to be sticky and so that's a perfect question Fonsi you're like well

[00:43:02] how do I be sticky uh well once you realize that there's you have multiple shots at being sticky

[00:43:07] and here's multiple examples of visually sticky intellectually sticky and like verbally sticky

[00:43:12] then it's like oh okay now I can kind of you know play with things and figure out some ways that

[00:43:18] I can yes sticking people's mind yeah there's also there's some plastic suits that you can put on

[00:43:23] and they're super sticky yeah dooons we need it we needed that we needed that joke of the day uh yeah

[00:43:31] he couldn't live without one with that guys I'm running out of ram

[00:43:37] oh man no Daniel dude I really appreciate the openness and like how how deep we went into this

[00:43:44] and the examples and the stories that you shared today I'm I can't wait to you know share obviously

[00:43:48] your your story and your book and the thing that you guys are doing uh you know the the interview

[00:43:53] that came before this if you haven't listened to it go listen to it because they're working

[00:43:58] on on some amazing projects I'm talking about Colin you guys are doing some of my thing work there

[00:44:03] with uh with that so yeah yeah yeah yeah yeah yeah yeah yeah yeah yeah yeah yeah yeah yeah yeah

[00:44:10] yeah he's the episode before yours yeah yeah yeah yeah yeah yeah yeah yeah yeah yeah yeah yeah yeah

[00:44:13] before yours and uh you know what he's doing in his business and how you're how you helping him

[00:44:18] implement uh on the event or the live event you guys are crushing it so I I want to encourage people

[00:44:23] to keep an eye on you follow your journey as well get your book and uh and learn from you guys

[00:44:29] because you clearly are doing amazing things together so uh didn't it was anything else you want

[00:44:34] to add before we head out I want to well we talked about the book but we didn't mention the fact

[00:44:40] that it's in the box yes the book box yeah of course the box the box so um so I ran into this issue with

[00:44:48] ideas that influence where I like wanted to want launch this book but I needed to be different

[00:44:54] and break through the noise also yeah yeah and so the the trick was how can I launch a book and be

[00:45:00] different and the way I came up with it was I created a whole box experience around it

[00:45:07] and we made everything free plus shipping and everything so in the box you get the book and then

[00:45:13] you get five experience envelopes and uh we made the whole box like visually sticky like you open

[00:45:21] it up it's got like a light bulb it's got all these cool things inside of it yeah it's got all

[00:45:27] these tools in order to help people follow the process so it's like it's like a book yes but

[00:45:35] it's also a book with tools and and fun experiences that you go through and then yeah uh which by the

[00:45:41] way we're gonna add if you're watching this on video if you're listening go watch the video version

[00:45:46] because I'm gonna put a section of my unboxing video if that's okay with you Daniel we're gonna

[00:45:51] put it in there just a little bit because when I got that package I was very happy I was surprised but

[00:45:55] I did not expect to to have such a great experience opening this product and you know you you we get so

[00:46:03] many books online or Amazon whatever is always the same experience this was so different and there's

[00:46:07] so many elements in there that made it so memorable right and he's like it became like my new standard

[00:46:14] inside of my head on you know how to if we're ever gonna go publish something it has to be that way

[00:46:19] right so uh I'm so I'm so excited man that you mentioned that but yes we're gonna put a little

[00:46:23] link right below or if you're watching the video here it is yeah yeah I like the idea of the box

[00:46:29] we actually had a previous previous guest that he designs this sort of experiences so it's a good

[00:46:35] episode too if people want to listen a little bit about kind of like gamified experiences go check

[00:46:41] it out I don't remember the number of the episode but the guest was Mark Stern um Daniel did this

[00:46:47] amazing so so pumped up to see what you're gonna build with all this that you're doing all the people

[00:46:52] that you are going to influence and I mean we're receiving fourth out between 4,000 and 10,000

[00:46:59] messages and clearly none of them stick too much because we only could recall they few

[00:47:04] so we know that if we can record recall more than one in the future you have been successful with ideas

[00:47:12] that influence so dude thank you so much yeah man uh with that said guys thank you so much for

[00:47:19] doing to cut this part of my fight guys gonna follow show your favorite podcasting platform

[00:47:24] out of social media please let's go that is right and Daniel here help you move one step closer

[00:47:30] towards making more profit with your content please don't forget to share this episode and

[00:47:35] even a five star review see ya bye guys hey everybody this is Luis here with BizRus I'm actually

[00:47:41] testing a new setup in my studio for a new product that we're doing and at what a better

[00:47:46] opportunity we just got this package from our podcast friend Daniel Done and I cannot wait

[00:47:53] to review it and see what's inside of course there's no addresses here but if you're ready or even

[00:47:59] if you know let's go let's see I actually have no idea what's what's in here so we'll see what

[00:48:04] happens let's cut the tape real quick bam let's see bam and then oh baby why can it be

[00:48:15] what can he be all right we'll throw that away so little letter that says welcome

[00:48:25] can get it can tell how excited I am for this box of final in your hands ideas that influence

[00:48:31] isn't just a book there we are we're probably gonna read this in just a bit so Daniel man new book

[00:48:39] oh boy let's see all right here we are ideas that influence and this is a whole box actually

[00:48:47] so let's see it's a whole box it's like really big which is awesome all right what else is in

[00:48:53] here we're gonna just put this right here on the side there is a little uh mug so let's see

[00:49:04] what it's like this is packed packed really well so I'm gonna have to open this in just a bit I mean

[00:49:10] maybe we can cut it all right oh man I'm a sucker for for copying bugs and this is what it says

[00:49:21] let's see ideas rainmaker let's go it looks so awesome so one the person who this covers

[00:49:32] unimplements widely success remarketing ideas that person is me bam let's go Daniel this is good

[00:49:41] amazing so far in the two what else there's like there's like

[00:49:47] that man you know you're a fan stick these box out of here

[00:49:52] so that man and then there's like a hole like case thing that we get to go unfind

[00:50:02] this is actually pretty awesome so we're gonna like fleet some of these pages but obviously

[00:50:07] we're not gonna have to we're not gonna read everything right now I'm gonna have to take my time

[00:50:12] with this but this is amazing man what an experience you're creating here oh boy this looks like they are

[00:50:20] a bunch of amazing testimonials I mean look at this stack of testimonials this is pretty sweet

[00:50:28] so anyways so we have the folder put it right here like this

[00:50:35] fam the Batman folder then we have our amazing coffee

[00:50:43] mug I'm gonna put him right here on the corner and we have our amazing like welcome signed

[00:50:50] right here for those I want to check it out bam welcome and then the best part is

[00:50:58] gonna move this I don't work on my I'm up for low here ideas that influence

[00:51:05] let's go so should we open this and see what's up bam all right oh this is nice

[00:51:12] it's like that there's like a little coin here all right there's no pad for probably an exercise

[00:51:21] that we're gonna we're gonna have to do see what else we got some amazing pen

[00:51:28] a lot of pens another one to my collection and obviously the Sharpie

[00:51:32] and then let's go see oh boy so much stuff in here the book itself can't wait to

[00:51:40] to dive deep into into this our experience guide and I have to book like a hole a hole after

[00:51:51] an interview this or a whole or a whole day this is pretty sweet man there's obviously the packages

[00:51:58] that start here I mean this is surely memorable part one choose your message category all right

[00:52:07] part two

[00:52:11] pinpoint your winning idea part three test and launch your campaign and then open this secret envelope

[00:52:25] only when prompted and we're not to document this whole thing

[00:52:31] and then I forgot these teeth I don't know you guys sell it here but this is actually

[00:52:39] at light that works so pretty sweet let's see what's in here your ideas that influence

[00:52:48] libel moments get creative use the stickin notes to mark out your book and write down additional

[00:52:54] insights and ideas and Daniel like what the hell thank you so much I can't wait to dive into this

[00:53:02] I don't know what we do to deserve it but holy crap this is awesome what an experience

[00:53:09] Daniel friend of contents profit I mean with this you're gonna due to the whole of

[00:53:13] favorment and thank you so much for giving us this put in the comments obviously I'm gonna

[00:53:18] tag you here but put in the comments how people can kind of find it or can buy these amazing

[00:53:23] experience on your book I cannot wait to dive deep into the experience and man big smile my

[00:53:29] face this is truly genuine I had no idea you were gonna send me this so thank you so much

[00:53:34] I'm so happy and I cannot wait to test that out we actually have an idea in the works

[00:53:39] that I'm so stoked to share with everybody so maybe this is the path for us to go and tackle

[00:53:49] that idea so thank you Reller again I really appreciate you and we'll see you in the next one