STP 114 | How to Establish Your Brand Online with Your Resonant Identity (with Danny Iny, Part 2)
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[00:00:06] Speaker 3: [00:00:00] Hi friend. Welcome to the scaling therapy practice. I'm James Marland, your course creation coach.
I'm here to help
[00:00:14] Speaker: therapists who want to scale their reach with effective online courses.
[00:00:19] Speaker 3: I'll share with you all the tools, tips,
and technology I've learned along the way that will help you put your mission in motion
[00:00:28] James Marland: The world is waiting for somebody like you to take action. Let me help you take your first steps. I.
[00:00:39] Dany Iny: when we buy things, it is telling us something about who we are and when we buy from someone or some from a brand I.
The brand tells us something about who they are and what they're selling. Right. Um, a, a, a great, one of my favorite articulations about what is a brand [00:01:00] right brand is the stuff that they know without you having to say it.
[00:01:06] James Marland: I want to talk to the therapist or the mental health expert out there. I know you have a powerful message to share. It's, it's inside you. It's inside your heart. But when it comes time to share online, you feel overwhelmed because you're trying to build it all alone.
I get it. It's a tough climb, especially by yourself. I. You're bogged down by the steps, the technology, and you're lacking the support and encouragement that you need to make it to the top. I'm here to tell you, you don't have to carry that burden alone. I'm creating a cohort course that gives you the map, the eight essential steps and the fellowship you need to make it to the top.
I can't build the course for you, but I can help you reach the summit and we're gonna get there together. I wanna help you build your [00:02:00] foundation to impact more lives. [email protected] or visit course dot course creation studio.com to start your journey.
Let's make it to the top together.
[00:02:20] James Marland: Welcome back to the Scaling Therapy Practice. This is your host, James Marland. This is the show where we help mission-driven leaders and experts put their mission in motion. I am joined again. Second, second episode in a row with. Danny Iny and he's the, uh, hi Danny. If you're watching the episode, uh, on the YouTube, and, uh, he's from Marisee and we were talking about his book Effortless.
If you wanna hear more about the three levers Yep. We could show the book again. Yep. It's got, uh, if you wanna hear more about the three levers and just the overview, go back to the episode just before this, [00:03:00] um, is a brief summary. Danny, uh. Oh, I have a story. Okay. I told you there was a part two to the master masterclass or mastermind story.
So you, uh, there was another opportunity to go to a mastermind with you and I was like, oh, I don't know. The, the first one was so good. Will the second one be just as good or will I be disappointed? You know, was was it just good because it was my first time going to a mastermind? Or will, will there be more insights and more like light bulb moments and more moments of brilliance.
And so, um, there was an opportunity to go in person again or go online, but because I was a little scared, I was like, I don't know if I wanna invest all this time and energy and money going for something I'm not sure is gonna be good again, be. So I didn't sign up for the on online. I didn't sign up for the in-person version.
I went online and guess what? The online version was just as good or even like. I learned just as much, maybe [00:04:00] even more the second time on this not in person version than I did the first time. And I'm like, well, that settles it every time it's offered that I can go in person, I'm just gonna go in person.
Because it was good the first time. It was good the second time. It's, it's good. So that's my, that's my mastermind story, uh, for, uh, for, for Danny. So, hi Danny. Welcome to the show.
[00:04:25] Dany Iny: I. Hi, James. Thank you. Um, I'm very glad to hear it. Um, I, I prefer always the in-person 'cause there's just more of that connection.
Right. One of the highlights for me was the great conversation we had over a steak dinner. Mm-hmm. Um, but, you know, the daytime stuff was good too.
[00:04:40] James Marland: Yeah, that's true. The connections, those, uh, those, uh, connecting points that aren't on the agenda per se. You know, they're, they're not there, but they, they give you a.
There's just a richness. Mm-hmm. And so the content during the day was good, but then the relationships and that, [00:05:00] that stuff that's not scheduled is just as good or better than the content during the day. So anyways, I'm signed up for the one in the summer. I gotta, I'm bad with dates, but it's, it's coming up, so, okay.
Early July. Yeah, early July. Yeah. So we're gonna pick up on our discussion on the book, uh, effortless. Uh, can you remind us the three levers of, um, that we were talking about for making your, for making your, um, product effortless?
[00:05:32] Dany Iny: Yeah. So it really comes down to there is what you're selling, there is how you're selling it, and then there's who you are, who they're buying it from.
So we've got the obvious offer, the intuitive path. And then the one we're gonna talk about today is the resonant identity.
[00:05:46] James Marland: Yeah. And that when I was reading your book, I mean it made sense when I read your book, but also it was also one, the resident identity was also the ones that I hadn't thought about before.
'cause you think about when you're buying [00:06:00] something just. Just think about the last time you bought something. You bought it 'cause you wanted it. Like it was what you, what you wanted and then you also bought it. 'cause it was easy to get, you know, it was the easier, it, maybe it wasn't always the easiest option to get, but you had access to it.
You bought it in the way you wanted to buy it. But then this, this other one, like the resident identity, uh, it. It makes sense. So can you explain what resident identity, what resident identity is and why it's important?
[00:06:31] Dany Iny: Yeah. So when we buy things, it is telling us something about who we are and when we buy from someone or some from a brand I.
The brand tells us something about who they are and what they're selling. Right. Um, a, a, a great, one of my favorite articulations about what is a brand right brand is the stuff that they know without you having to say it. Hmm.
[00:06:58] James Marland: So,
[00:06:59] Dany Iny: uh, when I was much [00:07:00] younger in business school, I had a professor and he would hold up, you know, it was a big lecture hall, right?
There were like a hundred people there. So he is standing in the front, he's tiny. You can barely see him. He'd hold up this little thing and he'd say, what can you tell me about this product? And we're like, nothing. We can't even see what it is this. And then he'd say, okay, what if I tell you it's from Fisher-Price?
Now what can you tell me about it? It's like, okay, we know it's safe for kids, we know that it's educational, et cetera, et cetera. Right. That's the stuff where you don't need to be told, because that's what the brand conveys. There's this, um, great exercise. I'm not gonna get the exact, uh, numbers right from the study, but directionally, um, they would have, um, I think it was, uh, professor Tim Culkin, um, who did this experiment with his, uh, with his students.
So he would have a group of people come in and he'd say, um, I've got this, um. This pair of 18 karat gold earrings with diamonds, [00:08:00] what do you think the price should be for these earrings? And then the second group of students, he would say the exact same thing. So he is still saying it's 18 karat gold.
He's still saying it's diamonds, but he would say it's from Tiffany. And then the third group, he would say again, exactly the same thing, 18 karat gold, um, diamonds, but it's from Walmart and. Directionally, I don't remember the exact numbers, but like, you know, the, the, the ones who weren't given any direction figured about 500 bucks.
The ones who thought it was from Tiffany thought eight or 900 bucks. The ones who thought it was from Walmart thought it was like 75 bucks.
[00:08:37] James Marland: Hmm. Right. And the
[00:08:38] Dany Iny: product was described exactly the same way. The brand, brand is what you don't need to say because people already know it. Right. Like the other, the other direction example is, I like to say, you know, how can a salad be bad for you?
It's like, I don't know, but if I got it at McDonald's, I'm sure that somehow it is.
[00:08:58] James Marland: Yeah. Very, very [00:09:00] true. But, so just being a student here, well, how do you, how do you build that resident identity? Because you know, Tiffany's probably spends, well, do they spend money? I don't know. They probably, they, I, I can't remember seeing a Tiffany's ad actually, now that I think about it.
But they have a brand. They have a brand and a brand presence. And you know, if you got a Tiffany's box or something at Tiffany's bag, you're like, whoa, this, there's, you know, real money was spent on this. And it's a much different reaction than Walmart. And I know Walmart spends a ton of money on advertisement, but not necessarily a ton of money on advertising jewelry.
So how do you go about, you know, how is James Marlin Joe Sch show here?
[00:09:38] Dany Iny: So, so it's not about do they advertise or not? It's about, okay. What they organize their messaging to commu, to communicate, to convey Walmart does what do you, does a ton of advertising and it's very effective. And the whole point of the message is everyday low prices.
[00:09:53] James Marland: Mm-hmm.
[00:09:55] Dany Iny: Right? So. The, the fact that people thought that the thing was from Walmart and it cost [00:10:00] 75 bucks doesn't mean their, their marketing doesn't work. It means it worked very well. That's exactly what they wanted people to internalize. Now, with that positioning, they shouldn't be trying to sell expensive jewelry.
Right? That's, that's, that's a whole different thing, but they. Chose what they want to be known for. And then it's a, there are a lot of ways to communicate those things. You can communicate it in the way you work and operate and interact with people. You can communicate it in your advertising. You can communicate in your messaging.
You can communicate it in the way you talk. You can communicate it in tons of ways, but you wanna start with, well, what do people need to know, understand, believe, feel. About me and then you think, well, what are, what are ways that I can represent that practically symbolically in, in big things and little things, et cetera.
So here, here's a, a great example. Um, this is a story, um, I'm gonna butcher the details again, but directionally, um, [00:11:00] this family goes on vacation to, I think it's a Ritz Carlton Resort, and they have a great time. They do their thing and then they, they go home and they realize that they forgot the kid's stuff, giraffe.
And you know, it's a little kid and he's like, you know. He's freaking out and the parents are freaking out. They're like, oh my God, what are we gonna do? And they're scrambling. And so they're like, oh, the, the, the stuffed giraffe just stayed for a little longer on vacation, so they managed to get the kid to bed.
They call up the resort, they're like, we, we, we can't find this giraffe. Can you look and see if you can find it? And so they do. And what you'd expect of any kind of high-end. Experiences that, you know, they'll find it, they'll ship it to you. But they went above and beyond. So they took the stuffed giraffe and they posed it in a few different places in the resort and took photos.
And they sent a little photo saying, um, you know, the, we found him, he's safe and sound. Here he is enjoying [00:12:00] himself by the pool or something.
[00:12:01] James Marland: Yeah. And
[00:12:02] Dany Iny: then a few days later they get a FedEx box, they open it up, they take out all the packing peanuts and there's the giraffe. And under it is a little photo album.
Of the giraffes vacation at the Ritz Carlton. Now, this is not something that they do for every guest because you know, this is a one time experience. Mm-hmm. This is symbolic of the care that Ritz Carlton Vacations takes for all of their guests. Right? That's a story that got told. And retold. And retold clearly.
I'm telling it again now.
[00:12:30] James Marland: Yeah,
[00:12:31] Dany Iny: right. And it communicates the point. So that's an example of a gesture, right? It's not, you don't have to do these things for everyone always necessarily. But how do you encapsulate what your vision and values. Are about. And, and again, there are a lot of different ways to approach this and, you know, plug to spend a few dollars on Kindle or to, you know, get the audio book for free with the ling.
We'll give you later. Um, yeah. And read the book.
[00:12:56] James Marland: I heard, uh, I heard, um, [00:13:00] it was another, uh, I forget where I heard it, but it was like, look for ways to do for the one that you wish you could do for everyone. That, that sort of mindset where you're, you're looking
[00:13:11] Dany Iny: and sometimes it's something you can do for everyone, right?
But it's a symbolic representation. So I'll, I'll tell an example, a story from my own business. We used to do in-person events before the pandemic and when we were planning our very first event, you know, I went to a few other people's events to see how they work and how they run, and something that always struck me.
Is that you go into the hall and they've got lights and they've got a design and they're, they're doing all this stuff to create an immersive experience. And you sit down at the table, you look down at the stationary and the pen and the coaster and everything is branded Marriott as opposed to the event that's trying to create this immersive experience.
And so my, like, when we started planning our event, I was like, I don't wanna see the hotel logo anywhere. Mm-hmm. They step into the [00:14:00] hall. This is my event. It's not the hotel. Mm-hmm. And so we're gonna, we printed a little stationary, the coasters, all that kind of stuff, and we have to give people a pen. And so naturally what you do is you go to some promotional products company, you're like, what's the cheapest pen you've got?
Stick a logo on it. I was like, I'm not, I'm not gonna do that because my audience, I. Consists of people who like to write. They appreciate a good pen. I appreciate a good pen.
[00:14:23] James Marland: Mm-hmm. And so I was like, I'm
[00:14:24] Dany Iny: not putting my logo on something that I would not be happy to keep. And so we got these pens designed and they're beautiful.
These are the pens, you know, for those. I have one. It's right.
[00:14:34] James Marland: I know where it is.
[00:14:36] Dany Iny: Our, we've given them to our students and to our customers and they keep them. And a lot of them are like, this is the pen I use always. 'cause it's like the best pen I have. And what the, and, and we had a lot of internal debates, right?
You know, my wife is the CFO. She's like, wait, you wanna spend how much money on pens? And literally we spent, I don't know at this point, hun, tens, maybe hundreds of thousands of dollars. On these pens, but when [00:15:00] someone picks up this pen, they feel it in their hand. This is kind of a symbolic representation of, you know what, if this is the pen that they give me as swag as part of the event, I know that whatever they're doing is gonna be good.
Right. So that's, again, it's an and and, and so if you think about like, you know, is it worth spending what we spent per pen to give someone a pen? No. Is it worth spending that much money to give people a symbol of the attention we take to quality and experience? Hell yeah. That was a bargain. Mm-hmm.
[00:15:30] James Marland: Yeah.
Yeah. Uh. I love that example. And, um, you know, you, you found a way to show up how you wanted to show up with your identity in something simple that some people would just like, uh, how do we do this the cheapest that we can? But it it how you do. So how you do one thing is how you do everything. Is that sort of the, is that the, the phrase Did I what?
The, the, the line
[00:15:58] Dany Iny: is how you do anything is how you do [00:16:00] everything.
[00:16:01] James Marland: Okay. Yeah. Yeah. So that's, that's one way to create your resident identity. Uh, we just have a few minutes left. There were, there was two parts about, um, being a hero and, you know, who do you wanna be a hero to? And you, you broke it down in the book, relatability and aspiration, just in a, in a high level view, what does that mean to be relatable?
To have that, that, uh, um, to be able to be relatable, but also for people to aspire to be like you.
[00:16:34] Dany Iny: How does that help? I, I'm, I'm, I'm gonna, because we only have a few minutes left, I'm gonna have to answer it as a bit of a teaser. Okay. If you, if you think of those, uh, those meme images where you've got a cat looking in a mirror and in the mirror reflection, it sees a lion, right.
You, you want to think of that and imagine the caption on that photo is you are just like me and you're who I want to be when I grow up.
[00:16:59] James Marland: [00:17:00] Mm-hmm.
[00:17:00] Dany Iny: You're just like me, is relatability. You're who I want to be when I grow up, is aspiration. And the, the balance of those two, when they come together, that's when you have a resonant identity and that's when people are really gonna, you know, they'll, they'll follow you through the fire, so to speak.
[00:17:19] James Marland: Great. Okay, so there were three levers. The last one is intuitive path. We only had time for two episodes, so that means if you wanna find out more about the intuitive path and you enjoyed, enjoyed this conversation. I mean, we just scratched the surface of these things there. There's a, there's a much richer discussion in the book, but if this piqued your interest, definitely go to the show notes, get the, get the links, and then if you wanna know more about Danny and what he's doing, I'll be sending out some emails about some offers that he's bringing out, uh, in the next couple weeks that you're definitely wanna.
Check out because the type of quality that he has here, the stories that he has here and [00:18:00] just the insights, it's gonna be duplicated in the other stuff that comes out. So, um, Danny, the last minute here is yours. Where can people find you? What do you got coming up?
[00:18:10] Dany Iny: Thank you. Um, people can go to mi E-M-I-R-A-S-E e.com.
We've got a ton of resources and information there. You can look me up on Amazon. The book we've been referencing Effortless is like, I don't know, five bucks on Kindle or something like that. Um, you can go to Effortless Rocks slash Toolkit and get the audio version of the book. Um, and then after you listen to it, you might wanna get a hard copy just like James did, but you know, that's up to you.
Yeah. What's, what's the, the joke? You know, the best way to get my book is in bulk. Um, but yeah, we've, we've also got some really cool training and new stuff coming out and, uh, the best way for people to, uh, learn about that is just to watch the emails that James you're sending out. Um mm-hmm. Very carefully.
Read them closely and, and take action.
[00:18:57] James Marland: Great. Well, Danny, uh, [00:19:00] wow. Thanks so much for joining us. Thanks for being just a great, uh, guest, just generous with your information and your time. Thanks. Thanks for being here,
[00:19:09] Dany Iny: James. Totally, my pleasure. Thank you so much for having me.
[00:19:13] James Marland: All right, friends, you've heard it.
Uh, you can do things to make your offer more effortless. It's now time to put your mission in motion,
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