June 27, 2024 • 22 mins
Ever struggle to make your business stand out in a market crowded with imitators? This episode is your golden ticket, as marketing maestro Daniel Dunn unpacks the revolutionary X-Factor Effect, a strategy to skyrocket your business above the cutthroat price wars. We’re also joined by the phenomenal Natalie, who's carved a niche in the podcasting world, to reveal how creating a precise marketing avatar can transform your business into a referral magnet. Grasp the tricks to prioritizing what customers truly value—hint: it's not always the price tag—and discover how to harness the power of unique marketing tactics, like Daniel's ingenious marketing box, to forge unbreakable connections.
As entrepreneurs, we're constantly seeking that elusive secret to building a tribe of loyal followers. Take a seat at the roundtable of success as we explore the art of storytelling and its magnetic pull on customers who share your values. Learn why consistency in your social media presence can make or break your brand identity, and witness how personal touches—like a glimpse into your family life—can resonate with your audience on a profound level. It's not just about selling; it's about creating an experience and a community that chooses your brand for reasons that go far beyond the price tag. Join us for an episode that promises to be nothing short of a masterclass in authentic marketing and brand loyalty.
Master the art of virtual business & create a life you love! Join Natalie Guzman, your host on Virtual Antics, a weekly podcast for digital entrepreneurs seeking work-life balance.✨
Ready to revolutionize your success? Tune in & subscribe for weekly episodes!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome to the Virtual Antics Podcast, where we
help entrepreneurs streamlinetheir business to six figures
and beyond.
These short, sweet andinfo-packed episodes will
inspire, educate and leave youfeeling motivated to take one
more step forward in yourbusiness.
So put down your never-endingto-do list, because in this
podcast we are interviewing thebest of the best in the
entrepreneurial world as theyspill their secrets to success.
(00:23):
This podcast is sponsored byNadora, the all-in-one software
for entrepreneurs to grow theirbusiness, with unlimited landing
pages, automations, emails andtext campaigns, and so much more
.
I'm your host, natalie Guzman.
Now let's get into it.
All right.
Welcome everyone to anotherexciting episode of Virtual
Antics, where we dive deep intothe world of innovation,
(00:43):
entrepreneurship and all thingsdigital.
I'm your host, natalie Guzman.
Today we have a trulyexceptional guest joining us,
none other than the visionarymarketer and sales expert,
daniel Dunn.
Now, daniel's journey into therealm of marketing and sales
began nearly two decades ago.
Fast forward to today.
He stands as a co-creator ofthe groundbreaking X-Factor
Effect methodology system that'stransformed the businesses of
(01:07):
over 20,000 students and clientsworldwide.
But what truly sets Danielapart is his mantra different is
the new, better.
He believes in empoweringentrepreneurs to stand out in a
crowded marketplace, not byconforming, but by embracing
their uniqueness.
His framework of nine pivotalpillars paves the way for
businesses not just strive, butto dominate as market leaders.
(01:29):
So grab your headphones, settlein and prepare to be inspired
by the one and only Daniel Dunn.
Welcome, daniel, how are youdoing today?
Speaker 2 (01:36):
Hey, natalie, the mastermind behind Nadora,
helping so many people, you'reamazing.
Thank you, natalie.
I'm so happy to be here.
Speaker 1 (01:46):
Hey, I'm so happy that you're here because we
actually met at PodFest thispast January, which was so
amazing.
It was so cool to meet you andthen you offered to send me this
really cool marketing box and Ifell in love.
I was like I need them on thepodcast right now because we
(02:06):
could all use a little bit ofhelp with marketing, Right.
Speaker 2 (02:09):
Yeah, yeah, I'm super happy that you enjoyed the box.
That's that's my way.
If we're talking about standingout, is that?
That's that's my way.
So, um, I I talked to multiplepeople that own podcasts and
they're like, yeah, most of thetime people send an email and
talk about how great they areand you know, that's just the
standard.
And and then I was like well, Igot to do things differently,
(02:32):
right?
So that's my way of doingthings.
It's like, hey, first I'm goingto send you this really cool
box and, uh, that's my way ofstarting the conversation and
the relationship, so that's myway of of breaking through the
noise, standing out from thecrowd, at least when it comes to
guesting, becoming a podcastguest, so.
(02:52):
But we've got.
We've got a bunch of tricks inour bag of for for any, for
anybody that needs to breakthrough the noise.
Speaker 1 (03:01):
Yeah, and I loved it.
Even I was like cute littlelight bulb thing.
So it was like spark some newideas.
You got a light bulb inside abox Like it was the coolest
thing.
I absolutely loved it and itreally got me starting to think
about, you know, my own companyand my own branding and how can
we stand out in our marketing?
Because I feel like you know,especially in the world of
(03:21):
social media, these days we'rejust talking about Instagram and
I feel like it's so hard tostand out.
So I'd love to hear yourthoughts and your ideas on this.
Speaker 2 (03:30):
Yeah, well, normally we go deep into, like, where
people have their problem.
One of the big problems, natalie, people run into when it comes
to standing out is in theirmarket, whatever they're selling
, they're being compared side byside.
And then if it's an apples toapples, side by side like
(03:55):
comparison, then usually who hasthe lowest price ends up being
that determining factor.
And so if in any way, shape orform, you're competing on price,
then everything that we teachwhen it comes to the X factor
effect methodology, it was builtin a way so that we can help
you discover so many differencesthat make a difference and so
(04:19):
many cool X factors that helpyou stand out in the sea of
sameness.
We stack all those differencesin a way so that you become such
a unique unicorn inside of yourmarket that it's really really
hard to be compared to by priceand compared side by side to
(04:41):
your competitors.
And we try to do it to thepoint where you can eventually
say that your competition issomewhat irrelevant because of
the way you do things being sodifferent that your differences
are just just night and daycompared to your competition.
So the trick is like how do weget to that point?
(05:05):
How do we get to that point?
And that's where we go deepinto those nine pillars.
Speaker 1 (05:11):
Yeah, that's really interesting.
So I actually was just creating, before our call, creating a
presentation of differentsoftwares podcasters can use,
you know, to edit their videoand audio for a presentation.
I'm doing and I literallycreated a chart and it's like
these are all the features.
Does this program have it?
Does it have it?
And the first column is price.
And I was like I already knowthat they're going to try to
(05:33):
choose the lowest price, but theone I like is a slightly bit
higher than the lowest, but itis so easy, user-friendly.
So a lot of these people I'mtalking to are not techies and
so having user-friendly programis like and they market
themselves as that is so, souseful for them.
(05:53):
And I that was one of thethings I was thinking of when
you were talking I was like, ohyeah, you know I would usually
go for the lowest price, butbecause they mark as
user-friendly, that's the onethat I would recommend to
everyone.
So what?
How do you start finding out?
You know what, what you canreally like, market on, like,
(06:17):
you know you say about, like,our user uniqueness, what makes
you different?
Is it what makes us differentthan our competition?
Is it what our target marketneeds more Like where do we kind
of start with that?
Speaker 2 (06:23):
It's kind of a mix of all of that.
So we get people that are like,oh, you're just, like are you
just teaching, like the blueocean, red ocean strategy?
And we're like, no, actually wehave tons of people in red
oceans that are using thesetechniques as well.
So, like differentiating, likewho, like the market that you're
going after and how you serve,and all that like blue, blue
(06:43):
ocean type of stuff.
That's part of it, but it's avery small piece of it, cause
there's actually a lot more thanyou can do.
A lot of people think, oh, it'sjust blue ocean, red ocean,
because blue ocean strategy bookwas just so popular.
Um, but there's actually a lot,a lot, a lot of things that you
can do, um.
And then, when it comes topricing, you got to realize that
a lot of the times, when itcomes to a value proposition and
(07:09):
the way that you're doing yourpricing, there's a big part of
the market like bigger than wethink that they are not price
shoppers, like that is not howthey approach, how they buy
things.
A lot of the times, in themarkets that we serve, the big
majority of people they valueother things above the price.
(07:31):
So they'll value identity,they'll value tribe, they'll
value experience, they'll valuequality over the price, and so
it kind of depends on the market.
So if we're talking about SaaSbecause you brought that up,
natalie, let's let's stick withthat as an example.
One of the first things we haveto go go after when it comes to
(07:54):
the nine pillars is we have tostart with the most boring
pillar first, usually, and thatis avatar.
And I know people have jumpedon your pod and we're trying to
be different, and people havejumped on your podcast all the
time and talked about theimportance of you know defining
your avatar.
It's if you're listening tothis and you're like rolling
(08:16):
your eyes and you're like, oh,avatar, again, you have to start
with the avatar.
There's no like like 80% ofbusiness owners make the mistake
of not well defining whichavatar they're going after.
But when you dial that in, itis a differentiator when you
figure out, oh, I'm going to goafter this demographic, or I'm
(08:38):
going to go after baby boomersinstead of millennials, or, you
know, gen Z or whoever it is,and then, within that, if you
niche it down even more, okay,it's baby boomers that they
value and they enjoy this typeof entertainment and these types
of brands and these types ofexperiences, and they identify
with X but not Y and with Z butnot beta, and so when you really
(09:03):
dial in all of thosedifferences, it's kind of the
starting point, like you have togo after that.
So, for anybody that'slistening, once you get past the
boring part of Avatar, then youcan get on to the more exciting
(09:24):
things.
And I'd like to point out astory that, or an example,
natalie, when it comes to Avatar, just so that we can wrap up
this one big, most importantconcept, most people fall into
the trap of believing that like,for example, mcdonald's, they
think McDonald's they just serveeverybody.
So, like they don't havespecific avatars, they'll sell
to old people and young people,and they'll sell to black and
(09:47):
white and Asian and they'll sellto.
They sell to the poor, theysell to the rich everybody goes
to McDonald's.
Well, at the end of the day, itlooks like from the outside
point of view, the McDonald'ssells to everybody, but
McDonald's is smarter than that.
They are the most popularrestaurant in the world.
So they too, at some pointrealized that they needed to
(10:09):
start targeting their marketingmessage and then the marketing
and their ads and everythingthat they do around specific
avatars.
So what they've done and thisis a super advanced strategy is
they have actually havedivisions inside of McDonald's
where they have marketing teamsfor different avatars.
For example, natalie, you and Iboth have kids and there is a
(10:32):
whole marketing team for thoseMcDonald's happy meals, and
they're, they're, they'recreating these amazing ads, all
you know, with the coolest toyof the month, and, and, and, and
the kids.
They want the happy mealsbecause they keep on seeing
these ads.
Those ads are for which targetmarket?
(10:53):
Are they for us?
Are they for our grandparents?
Are they for our kids?
They're for our kids.
Now, take that same example andsay, okay, what's a different
avatar?
They have a whole marketingteam around the McCafe.
Okay, a whole marketing teamfor McCafe.
All the drinks, all for all thecoffee drinkers out there.
(11:14):
They have specific ads onlytargeting that avatar the coffee
drinker.
Okay, what about people that aremore worried about their
fitness?
Well, there's people that theyneed a healthier option when
they go to McDonald's, whenthey're dragged along by their
(11:34):
friends and family, because theyare the healthy person and they
only eat a certain way.
So there's these McDonald'slike salads and you know all
these different flavors andeverything.
You know chicken options andeverything and it's with the
objective of going after thatspecific type of avatar, because
that avatar is specific as well, and there are a whole, there's
(11:57):
a whole team specificallydedicated to the creation of
that type of ad.
Now, does that mean that youneed a different marketing team
for every single avatar thatyou're going after?
No, that's super advanced.
What McDonald's does, what weneed to do, is we need to start
with one and we need to dial inon in one, and Natalie, you're a
(12:20):
perfect example of this.
You've dialed in your avatarPretty dang well, haven't you?
Speaker 1 (12:28):
Yeah, I like to say so.
Speaker 2 (12:32):
So what?
What are the type of like withyour avatar or everything that
you've just defined?
Like, what do you go after thatyour, your competition or some
of your competition doesn'tnecessarily go after?
Speaker 1 (12:42):
Ooh good question, um , so you know they're
service-based entrepreneursalways and they have to make at
least, um, uh, six figures.
But what we like to say is thatthey're podcasters or they like
to use podcasting for, you know,to get awareness, or in there
in the podcasting space.
And I think that's what sets meapart is because I was able to
(13:04):
really, you know, get into podfest and get into all these
podcasting groups and was ableto get my name known and now
people are referring people tome because of those connections,
whereas if I just left it opento all service-based
entrepreneurs, it'd be reallyhard to know where to start.
It'd be like do I go to likelocal groups, but I don't really
help local based businesses, Ihelp more digital based
(13:25):
businesses, so like local groupsdidn't really work for me.
Or do I go to events and events?
I feel like I get such a smallamount, but when you're in like
a group, like podcasting, youknow everyone is very, you know
everyone kind of knows everyone.
Everyone talks to one anotherand we just want to help each
other.
So that is probably the biggestthing that stands apart with my
(13:47):
avatar.
Speaker 2 (13:48):
Now, what you've done and this is a perfect example
with Nadora and Natalie Guzmanand everything that you're doing
, natalie, this is perfect.
You are having a lot of successwith Nadora and what you've
been able to do is you've beenable to transition.
You went from avatar.
You were like, okay, this isthe avatar that I want to, and
then you've at least gone aftera couple of more pillars in
(14:10):
order to define yourself, justfrom your explanation.
For example, one of the pillarsis follow the celebrity code.
Follow, follow the celebritycode, that specific pillar.
It has everything to do withgetting a face to your brand and
becoming an authority, anexpert or a celebrity within a
specific niche market.
(14:30):
So you picked your avatar andthen you said, hey, I'm going to
insert myself, niched down,into that market and become kind
of like an authority withinthat market.
So last year you spoke as aguest on a hundred different
podcasts Congratulations, that'sso amazing, that is so cool and
(14:53):
that has positioned you as anauthority within the space of
podcasting.
And then you have your amazingpodcast, which further positions
you, and then you're like, hey,yeah, I podcast, but I also
have this really cool servicethat helps it does help people
outside of podcasting, but itdoes help a lot of podcasters.
So if I have a choice, and I'm,I'm, I'm gonna.
(15:17):
You know I'm looking for someautomation right and I'm looking
to make my life easier and Ican get these automation
services from somebody thatmainly serves lawyers or mainly
serves podcasters.
I'm going with the podcastingroute because I'm more aligned.
(15:39):
Everything I do has to do morewith podcasting than it does
have to do with being anattorney or whatever.
I'm not an attorney, so it justwouldn't make sense right.
So it's an obvious choice.
And even if the personproviding the automation
services for a lot of thelawyers and other service-based
(16:01):
businesses, even if their priceis cheaper, I'm not looking at
the price.
I didn't even talk about price,so it doesn't need to be the
first bullet point when you goto sell.
Hey, look, this is my price.
Because, hey, that's not eventhe conversation we're having.
We're talking about who we'reserving and who.
This is mainly for Another bigpillar that you've gone after
(16:24):
natalie in your case has been um, one of the things we say is
lead your tribe.
We have a whole tribe back inyour acronym.
There's a whole pillar behindtribes and so you've inserted
yourself inside of a communityand you've start started to
build your own little tribeinside of a community.
And you've started to buildyour own little tribe inside of
your community.
In fact, right before we jumpedon, we talked about how this
(16:47):
year, like you've been doingmore and more stories on
Instagram and people find yourlife interesting and a lot of
those people are people that areyour clients and that are part
of your tribe and the peoplethat have jumped on your podcast
episodes and your start.
So you're starting to form thiscommunity and this tribe, and
we all like being connected withcommunities and tribes, and so
(17:10):
that's another one of thepillars that you're just
automatically doing great at,and so you're a perfect example
of standing out by following atleast a few of the pillars.
Speaker 1 (17:22):
Oh, awesome, and I didn't even know it, which is
super cool.
So that is awesome.
And you know, one of the thingsthat I just want to mention is
like I feel so dumb postingthose stories, but I did it
because people I posted like onebehind the scenes of my life or
something, and someone loved itand I was like you know, even
(17:42):
if I'm just doing it for thatone person, let's do it, and I I
do.
I'm like I'm talking about whatI think that this week I talked
a lot about my kids, how greatthey're doing in sports.
Well, they're not entrepreneurs, but a lot of entrepreneurs are
, you know, their parents, Right, and so it was.
(18:04):
They're able to relate to me inmore ways and I think that's
really you probably talk aboutthis in one of your pillars but
the fact that I connect withthem, not just in business but
also in family life, and theyunderstand, like trying to be at
a baseball game and acheerleading practice at the
same exact time and not to haveyour spouse around because they
have a high performing job thatthey they're always at.
It was a rough week, let metell you that, but people
(18:25):
related to that because I wassharing, I related to it yeah,
right yeah, that's perfect, yeah, it's so good.
Speaker 2 (18:34):
yeah, I even messaged you.
I was like oh, congratulations,yeah, I said, I said I think I
said uh, oh man, I said successall around, yeah, yeah.
Speaker 1 (18:45):
Because, all by both my kids had even though I had
that such a stressful week.
Both my kids had really coolthings happen to them that made
it all worth it.
Just what that story was about.
It was amazing.
I was so happy for them.
But yeah, so I feel like youknow a lot of people feel like,
should I really be posting this?
Or this feels like useless,just keep doing it.
I feel like consistency is ahuge key to anything.
(19:08):
Whether you're doing socialmedia or email marketing, or,
you know, updating your websiteor whatever it is, I feel like
consistency is huge.
Speaker 2 (19:16):
Oh, yeah, consistency , and then, even if it's a
snowball effect over the monthsand years, you're, you're
starting to build that tribe.
You're, you're finding thosepeople that are connecting with
you and then people, so so thething that happens is like so
people listening on the on thepodcast, they're like oh, dan,
you and Natalie have been havingthese really cool back and
forth conversations on Instagram.
(19:37):
I want to met, I want to jumpin there, I want to message, I
want to message Natalie.
I want to jump in there, I wantto message, I want to message
Natalie, I want to be moreinside of her.
Like world, everything that'sgoing on, cause Natalie's an
amazing person, and that tribaleffect, it's just huge.
It's massive.
It's like what Apple has beenable to do and then other
massive brands.
Like people, they a lot.
(19:59):
There's a lot of people that arebuying based off identity today
rather than price.
And if you think about it, likewe're in 2024 and we all kind of
have enough stuff, and so,since we all kind of have enough
stuff, a lot of times we're notjust buying based off of the
cheapest price, because we'rebuying because of a whole nother
(20:20):
, a whole nother set of reasons.
So with the nine pillars.
Obviously we didn't get intoall of them today, but we hit on
a few of them.
And the whole idea is you wantto stack those differences.
Stack those differences in theway so that you are not compared
to by price and you arecompared.
Well, actually you're notreally compared.
(20:43):
You're trying to get to thepoint where you can become that
category king or category queeninside of your marketplace, to
the point where that it's justyou're just so cool and
different and unique and youhave differences in a way that
your dream customers love andthey want to buy from you.
For all of these differentreasons, and the conversation
(21:04):
you're having with your dreamcustomers has really very little
to do with price at the end ofthe day.
And that's how we help peopleovercome the whole price war
situation and we help peopleposition themselves as market
leaders and help people breakthrough the noise in big ways
following some of these pillars.
Speaker 1 (21:24):
That is amazing.
Well, thank you so much forcoming on.
Virtually index Daniel is Ben.
I've just.
It's been amazing.
I've learned so much already ithas been I.
I can't even thank you enoughfor just coming on here and
sharing all of that.
I hope it's really helps anyonethat's listening.
But where can we find out moreabout you and your services?
Speaker 2 (21:47):
Yeah, so most people.
They're getting this reallycool experience that Natalie hit
on in the very beginning of theepisode um ideas.
That influences the name of thebook, um, and that just covers
one of the pillars.
That pillar is all about comingup with big, bold, sticky and
wildly successful marketingideas, and I created an
experience around it, anexperience where you get this
box and you get these fiveenvelopes that you get to open
(22:11):
to go through the book and comeup with all these cool, wildly
successful ideas that breakthrough the marketing clutter.
And that's available atbigideasboxcom.
That's bigideasboxcom, that'sbigideasboxcom.
It's actually free plusshipping, so you just play
shipping and handling and I'mgoing to send you out the entire
box for free, because that's myway of being different.
Speaker 1 (22:35):
I love it.
I'll make sure I put that inthe show notes as well, but I
had so much fun today.
Thank you so much for coming onand we'll talk to you guys next
time on the Virtual AnticsPodcast.
Welcome to the Virtual Antics Podcast, where we
help entrepreneurs streamlinetheir business to six figures
and beyond.
These short, sweet andinfo-packed episodes will
inspire, educate and leave youfeeling motivated to take one
more step forward in yourbusiness.
So put down your never-endingto-do list, because in this
podcast we are interviewing thebest of the best in the
entrepreneurial world as theyspill their secrets to success.
(00:23):
This podcast is sponsored byNadora, the all-in-one software
for entrepreneurs to grow theirbusiness, with unlimited landing
pages, automations, emails andtext campaigns, and so much more
.
I'm your host, natalie Guzman.
Now let's get into it.
All right.
Welcome everyone to anotherexciting episode of Virtual
Antics, where we dive deep intothe world of innovation,
(00:43):
entrepreneurship and all thingsdigital.
I'm your host, natalie Guzman.
Today we have a trulyexceptional guest joining us,
none other than the visionarymarketer and sales expert,
daniel Dunn.
Now, daniel's journey into therealm of marketing and sales
began nearly two decades ago.
Fast forward to today.
He stands as a co-creator ofthe groundbreaking X-Factor
Effect methodology system that'stransformed the businesses of
(01:07):
over 20,000 students and clientsworldwide.
But what truly sets Danielapart is his mantra different is
the new, better.
He believes in empoweringentrepreneurs to stand out in a
crowded marketplace, not byconforming, but by embracing
their uniqueness.
His framework of nine pivotalpillars paves the way for
businesses not just strive, butto dominate as market leaders.
(01:29):
So grab your headphones, settlein and prepare to be inspired
by the one and only Daniel Dunn.
Welcome, daniel, how are youdoing today?
Speaker 2 (01:36):
Hey, natalie, the mastermind behind Nadora,
helping so many people, you'reamazing.
Thank you, natalie.
I'm so happy to be here.
Speaker 1 (01:46):
Hey, I'm so happy that you're here because we
actually met at PodFest thispast January, which was so
amazing.
It was so cool to meet you andthen you offered to send me this
really cool marketing box and Ifell in love.
I was like I need them on thepodcast right now because we
(02:06):
could all use a little bit ofhelp with marketing, Right.
Speaker 2 (02:09):
Yeah, yeah, I'm super happy that you enjoyed the box.
That's that's my way.
If we're talking about standingout, is that?
That's that's my way.
So, um, I I talked to multiplepeople that own podcasts and
they're like, yeah, most of thetime people send an email and
talk about how great they areand you know, that's just the
standard.
And and then I was like well, Igot to do things differently,
(02:32):
right?
So that's my way of doingthings.
It's like, hey, first I'm goingto send you this really cool
box and, uh, that's my way ofstarting the conversation and
the relationship, so that's myway of of breaking through the
noise, standing out from thecrowd, at least when it comes to
guesting, becoming a podcastguest, so.
(02:52):
But we've got.
We've got a bunch of tricks inour bag of for for any, for
anybody that needs to breakthrough the noise.
Speaker 1 (03:01):
Yeah, and I loved it.
Even I was like cute littlelight bulb thing.
So it was like spark some newideas.
You got a light bulb inside abox Like it was the coolest
thing.
I absolutely loved it and itreally got me starting to think
about, you know, my own companyand my own branding and how can
we stand out in our marketing?
Because I feel like you know,especially in the world of
(03:21):
social media, these days we'rejust talking about Instagram and
I feel like it's so hard tostand out.
So I'd love to hear yourthoughts and your ideas on this.
Speaker 2 (03:30):
Yeah, well, normally we go deep into, like, where
people have their problem.
One of the big problems, natalie, people run into when it comes
to standing out is in theirmarket, whatever they're selling
, they're being compared side byside.
And then if it's an apples toapples, side by side like
(03:55):
comparison, then usually who hasthe lowest price ends up being
that determining factor.
And so if in any way, shape orform, you're competing on price,
then everything that we teachwhen it comes to the X factor
effect methodology, it was builtin a way so that we can help
you discover so many differencesthat make a difference and so
(04:19):
many cool X factors that helpyou stand out in the sea of
sameness.
We stack all those differencesin a way so that you become such
a unique unicorn inside of yourmarket that it's really really
hard to be compared to by priceand compared side by side to
(04:41):
your competitors.
And we try to do it to thepoint where you can eventually
say that your competition issomewhat irrelevant because of
the way you do things being sodifferent that your differences
are just just night and daycompared to your competition.
So the trick is like how do weget to that point?
(05:05):
How do we get to that point?
And that's where we go deepinto those nine pillars.
Speaker 1 (05:11):
Yeah, that's really interesting.
So I actually was just creating, before our call, creating a
presentation of differentsoftwares podcasters can use,
you know, to edit their videoand audio for a presentation.
I'm doing and I literallycreated a chart and it's like
these are all the features.
Does this program have it?
Does it have it?
And the first column is price.
And I was like I already knowthat they're going to try to
(05:33):
choose the lowest price, but theone I like is a slightly bit
higher than the lowest, but itis so easy, user-friendly.
So a lot of these people I'mtalking to are not techies and
so having user-friendly programis like and they market
themselves as that is so, souseful for them.
(05:53):
And I that was one of thethings I was thinking of when
you were talking I was like, ohyeah, you know I would usually
go for the lowest price, butbecause they mark as
user-friendly, that's the onethat I would recommend to
everyone.
So what?
How do you start finding out?
You know what, what you canreally like, market on, like,
(06:17):
you know you say about, like,our user uniqueness, what makes
you different?
Is it what makes us differentthan our competition?
Is it what our target marketneeds more Like where do we kind
of start with that?
Speaker 2 (06:23):
It's kind of a mix of all of that.
So we get people that are like,oh, you're just, like are you
just teaching, like the blueocean, red ocean strategy?
And we're like, no, actually wehave tons of people in red
oceans that are using thesetechniques as well.
So, like differentiating, likewho, like the market that you're
going after and how you serve,and all that like blue, blue
(06:43):
ocean type of stuff.
That's part of it, but it's avery small piece of it, cause
there's actually a lot more thanyou can do.
A lot of people think, oh, it'sjust blue ocean, red ocean,
because blue ocean strategy bookwas just so popular.
Um, but there's actually a lot,a lot, a lot of things that you
can do, um.
And then, when it comes topricing, you got to realize that
a lot of the times, when itcomes to a value proposition and
(07:09):
the way that you're doing yourpricing, there's a big part of
the market like bigger than wethink that they are not price
shoppers, like that is not howthey approach, how they buy
things.
A lot of the times, in themarkets that we serve, the big
majority of people they valueother things above the price.
(07:31):
So they'll value identity,they'll value tribe, they'll
value experience, they'll valuequality over the price, and so
it kind of depends on the market.
So if we're talking about SaaSbecause you brought that up,
natalie, let's let's stick withthat as an example.
One of the first things we haveto go go after when it comes to
(07:54):
the nine pillars is we have tostart with the most boring
pillar first, usually, and thatis avatar.
And I know people have jumpedon your pod and we're trying to
be different, and people havejumped on your podcast all the
time and talked about theimportance of you know defining
your avatar.
It's if you're listening tothis and you're like rolling
(08:16):
your eyes and you're like, oh,avatar, again, you have to start
with the avatar.
There's no like like 80% ofbusiness owners make the mistake
of not well defining whichavatar they're going after.
But when you dial that in, itis a differentiator when you
figure out, oh, I'm going to goafter this demographic, or I'm
(08:38):
going to go after baby boomersinstead of millennials, or, you
know, gen Z or whoever it is,and then, within that, if you
niche it down even more, okay,it's baby boomers that they
value and they enjoy this typeof entertainment and these types
of brands and these types ofexperiences, and they identify
with X but not Y and with Z butnot beta, and so when you really
(09:03):
dial in all of thosedifferences, it's kind of the
starting point, like you have togo after that.
So, for anybody that'slistening, once you get past the
boring part of Avatar, then youcan get on to the more exciting
(09:24):
things.
And I'd like to point out astory that, or an example,
natalie, when it comes to Avatar, just so that we can wrap up
this one big, most importantconcept, most people fall into
the trap of believing that like,for example, mcdonald's, they
think McDonald's they just serveeverybody.
So, like they don't havespecific avatars, they'll sell
to old people and young people,and they'll sell to black and
(09:47):
white and Asian and they'll sellto.
They sell to the poor, theysell to the rich everybody goes
to McDonald's.
Well, at the end of the day, itlooks like from the outside
point of view, the McDonald'ssells to everybody, but
McDonald's is smarter than that.
They are the most popularrestaurant in the world.
So they too, at some pointrealized that they needed to
(10:09):
start targeting their marketingmessage and then the marketing
and their ads and everythingthat they do around specific
avatars.
So what they've done and thisis a super advanced strategy is
they have actually havedivisions inside of McDonald's
where they have marketing teamsfor different avatars.
For example, natalie, you and Iboth have kids and there is a
(10:32):
whole marketing team for thoseMcDonald's happy meals, and
they're, they're, they'recreating these amazing ads, all
you know, with the coolest toyof the month, and, and, and, and
the kids.
They want the happy mealsbecause they keep on seeing
these ads.
Those ads are for which targetmarket?
(10:53):
Are they for us?
Are they for our grandparents?
Are they for our kids?
They're for our kids.
Now, take that same example andsay, okay, what's a different
avatar?
They have a whole marketingteam around the McCafe.
Okay, a whole marketing teamfor McCafe.
All the drinks, all for all thecoffee drinkers out there.
(11:14):
They have specific ads onlytargeting that avatar the coffee
drinker.
Okay, what about people that aremore worried about their
fitness?
Well, there's people that theyneed a healthier option when
they go to McDonald's, whenthey're dragged along by their
(11:34):
friends and family, because theyare the healthy person and they
only eat a certain way.
So there's these McDonald'slike salads and you know all
these different flavors andeverything.
You know chicken options andeverything and it's with the
objective of going after thatspecific type of avatar, because
that avatar is specific as well, and there are a whole, there's
(11:57):
a whole team specificallydedicated to the creation of
that type of ad.
Now, does that mean that youneed a different marketing team
for every single avatar thatyou're going after?
No, that's super advanced.
What McDonald's does, what weneed to do, is we need to start
with one and we need to dial inon in one, and Natalie, you're a
(12:20):
perfect example of this.
You've dialed in your avatarPretty dang well, haven't you?
Speaker 1 (12:28):
Yeah, I like to say so.
Speaker 2 (12:32):
So what?
What are the type of like withyour avatar or everything that
you've just defined?
Like, what do you go after thatyour, your competition or some
of your competition doesn'tnecessarily go after?
Speaker 1 (12:42):
Ooh good question, um , so you know they're
service-based entrepreneursalways and they have to make at
least, um, uh, six figures.
But what we like to say is thatthey're podcasters or they like
to use podcasting for, you know,to get awareness, or in there
in the podcasting space.
And I think that's what sets meapart is because I was able to
(13:04):
really, you know, get into podfest and get into all these
podcasting groups and was ableto get my name known and now
people are referring people tome because of those connections,
whereas if I just left it opento all service-based
entrepreneurs, it'd be reallyhard to know where to start.
It'd be like do I go to likelocal groups, but I don't really
help local based businesses, Ihelp more digital based
(13:25):
businesses, so like local groupsdidn't really work for me.
Or do I go to events and events?
I feel like I get such a smallamount, but when you're in like
a group, like podcasting, youknow everyone is very, you know
everyone kind of knows everyone.
Everyone talks to one anotherand we just want to help each
other.
So that is probably the biggestthing that stands apart with my
(13:47):
avatar.
Speaker 2 (13:48):
Now, what you've done and this is a perfect example
with Nadora and Natalie Guzmanand everything that you're doing
, natalie, this is perfect.
You are having a lot of successwith Nadora and what you've
been able to do is you've beenable to transition.
You went from avatar.
You were like, okay, this isthe avatar that I want to, and
then you've at least gone aftera couple of more pillars in
(14:10):
order to define yourself, justfrom your explanation.
For example, one of the pillarsis follow the celebrity code.
Follow, follow the celebritycode, that specific pillar.
It has everything to do withgetting a face to your brand and
becoming an authority, anexpert or a celebrity within a
specific niche market.
(14:30):
So you picked your avatar andthen you said, hey, I'm going to
insert myself, niched down,into that market and become kind
of like an authority withinthat market.
So last year you spoke as aguest on a hundred different
podcasts Congratulations, that'sso amazing, that is so cool and
(14:53):
that has positioned you as anauthority within the space of
podcasting.
And then you have your amazingpodcast, which further positions
you, and then you're like, hey,yeah, I podcast, but I also
have this really cool servicethat helps it does help people
outside of podcasting, but itdoes help a lot of podcasters.
So if I have a choice, and I'm,I'm, I'm gonna.
(15:17):
You know I'm looking for someautomation right and I'm looking
to make my life easier and Ican get these automation
services from somebody thatmainly serves lawyers or mainly
serves podcasters.
I'm going with the podcastingroute because I'm more aligned.
(15:39):
Everything I do has to do morewith podcasting than it does
have to do with being anattorney or whatever.
I'm not an attorney, so it justwouldn't make sense right.
So it's an obvious choice.
And even if the personproviding the automation
services for a lot of thelawyers and other service-based
(16:01):
businesses, even if their priceis cheaper, I'm not looking at
the price.
I didn't even talk about price,so it doesn't need to be the
first bullet point when you goto sell.
Hey, look, this is my price.
Because, hey, that's not eventhe conversation we're having.
We're talking about who we'reserving and who.
This is mainly for Another bigpillar that you've gone after
(16:24):
natalie in your case has been um, one of the things we say is
lead your tribe.
We have a whole tribe back inyour acronym.
There's a whole pillar behindtribes and so you've inserted
yourself inside of a communityand you've start started to
build your own little tribeinside of a community.
And you've started to buildyour own little tribe inside of
your community.
In fact, right before we jumpedon, we talked about how this
(16:47):
year, like you've been doingmore and more stories on
Instagram and people find yourlife interesting and a lot of
those people are people that areyour clients and that are part
of your tribe and the peoplethat have jumped on your podcast
episodes and your start.
So you're starting to form thiscommunity and this tribe, and
we all like being connected withcommunities and tribes, and so
(17:10):
that's another one of thepillars that you're just
automatically doing great at,and so you're a perfect example
of standing out by following atleast a few of the pillars.
Speaker 1 (17:22):
Oh, awesome, and I didn't even know it, which is
super cool.
So that is awesome.
And you know, one of the thingsthat I just want to mention is
like I feel so dumb postingthose stories, but I did it
because people I posted like onebehind the scenes of my life or
something, and someone loved itand I was like you know, even
(17:42):
if I'm just doing it for thatone person, let's do it, and I I
do.
I'm like I'm talking about whatI think that this week I talked
a lot about my kids, how greatthey're doing in sports.
Well, they're not entrepreneurs, but a lot of entrepreneurs are
, you know, their parents, Right, and so it was.
(18:04):
They're able to relate to me inmore ways and I think that's
really you probably talk aboutthis in one of your pillars but
the fact that I connect withthem, not just in business but
also in family life, and theyunderstand, like trying to be at
a baseball game and acheerleading practice at the
same exact time and not to haveyour spouse around because they
have a high performing job thatthey they're always at.
It was a rough week, let metell you that, but people
(18:25):
related to that because I wassharing, I related to it yeah,
right yeah, that's perfect, yeah, it's so good.
Speaker 2 (18:34):
yeah, I even messaged you.
I was like oh, congratulations,yeah, I said, I said I think I
said uh, oh man, I said successall around, yeah, yeah.
Speaker 1 (18:45):
Because, all by both my kids had even though I had
that such a stressful week.
Both my kids had really coolthings happen to them that made
it all worth it.
Just what that story was about.
It was amazing.
I was so happy for them.
But yeah, so I feel like youknow a lot of people feel like,
should I really be posting this?
Or this feels like useless,just keep doing it.
I feel like consistency is ahuge key to anything.
(19:08):
Whether you're doing socialmedia or email marketing, or,
you know, updating your websiteor whatever it is, I feel like
consistency is huge.
Speaker 2 (19:16):
Oh, yeah, consistency , and then, even if it's a
snowball effect over the monthsand years, you're, you're
starting to build that tribe.
You're, you're finding thosepeople that are connecting with
you and then people, so so thething that happens is like so
people listening on the on thepodcast, they're like oh, dan,
you and Natalie have been havingthese really cool back and
forth conversations on Instagram.
(19:37):
I want to met, I want to jumpin there, I want to message, I
want to message Natalie.
I want to jump in there, I wantto message, I want to message
Natalie, I want to be moreinside of her.
Like world, everything that'sgoing on, cause Natalie's an
amazing person, and that tribaleffect, it's just huge.
It's massive.
It's like what Apple has beenable to do and then other
massive brands.
Like people, they a lot.
(19:59):
There's a lot of people that arebuying based off identity today
rather than price.
And if you think about it, likewe're in 2024 and we all kind of
have enough stuff, and so,since we all kind of have enough
stuff, a lot of times we're notjust buying based off of the
cheapest price, because we'rebuying because of a whole nother
(20:20):
, a whole nother set of reasons.
So with the nine pillars.
Obviously we didn't get intoall of them today, but we hit on
a few of them.
And the whole idea is you wantto stack those differences.
Stack those differences in theway so that you are not compared
to by price and you arecompared.
Well, actually you're notreally compared.
(20:43):
You're trying to get to thepoint where you can become that
category king or category queeninside of your marketplace, to
the point where that it's justyou're just so cool and
different and unique and youhave differences in a way that
your dream customers love andthey want to buy from you.
For all of these differentreasons, and the conversation
(21:04):
you're having with your dreamcustomers has really very little
to do with price at the end ofthe day.
And that's how we help peopleovercome the whole price war
situation and we help peopleposition themselves as market
leaders and help people breakthrough the noise in big ways
following some of these pillars.
Speaker 1 (21:24):
That is amazing.
Well, thank you so much forcoming on.
Virtually index Daniel is Ben.
I've just.
It's been amazing.
I've learned so much already ithas been I.
I can't even thank you enoughfor just coming on here and
sharing all of that.
I hope it's really helps anyonethat's listening.
But where can we find out moreabout you and your services?
Speaker 2 (21:47):
Yeah, so most people.
They're getting this reallycool experience that Natalie hit
on in the very beginning of theepisode um ideas.
That influences the name of thebook, um, and that just covers
one of the pillars.
That pillar is all about comingup with big, bold, sticky and
wildly successful marketingideas, and I created an
experience around it, anexperience where you get this
box and you get these fiveenvelopes that you get to open
(22:11):
to go through the book and comeup with all these cool, wildly
successful ideas that breakthrough the marketing clutter.
And that's available atbigideasboxcom.
That's bigideasboxcom, that'sbigideasboxcom.
It's actually free plusshipping, so you just play
shipping and handling and I'mgoing to send you out the entire
box for free, because that's myway of being different.
Speaker 1 (22:35):
I love it.
I'll make sure I put that inthe show notes as well, but I
had so much fun today.
Thank you so much for coming onand we'll talk to you guys next
time on the Virtual AnticsPodcast.
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