Dan Henry: The Marketing Strategy Entrepreneurs Use to Build Massive, Money-Making Brands | Marketing | E378

24:03If you have 10 different stories to support that, and then you put each of those stories on Instagram, Facebook, YouTube, like this is hundreds of pieces of content off one value that you hold as a human being. And that's how you do personal branding. It's so good. It's such great advice. I've never heard it framed in this way. And it's so true. Branding is all about consistency, repeating the same things over and over. Even if you think like you're being repetitive, you're not because new people are coming to your page all the time. Also, it's how the algorithm works. You've got to train the algorithm on using the same keywords over and over again.

24:37So they know who to point your content to because you're talking about the same things over and over again. So what do you repeat often? And I know you have something called like blunt truths. You're all about having blunt truths and things like that. Life is long, right? We have long lives, like 30, 40, 50, 60 years. A lot can happen in that length of time. And so whatever I'm doing at the moment in my brand, because here's the thing, your personal brand can shift a little bit depending on your goals. One of my favorite personal brands is Cody Sanchez because she has such a simple message, buy boring businesses, right?

25:18Like it's so good, you know? And so for me, I always say, okay, what am I trying to do in my life right now? What am I trying to do in my business right now? And how can I point my brand towards that goal? So for the past two years, I was selling a high-end sales training that taught people how to pitch, how to do that 45-minute talk I was talking about, right? And so I would give an example. I would say something like people that pay, pay attention and people that pay attention pay more. And this is something I say because I truly believe that giving away free content is great, but I like offering paid content because when people pay, they pay attention, right?

26:01So here's an example of something I would say when I'm on an interview like right now, even though this is a bit meta because I'm explaining what I'm saying, Yeah. But I might use an analogy, right? So I'll say, okay, here's why you should charge for a webinar rather than give it away for free. This is why you should do a paid presentation rather than a free presentation. How many times have you watched a movie trailer, you saw something you didn't like, and you just were like, I'm not going to go see that movie? Probably a million times, right? But how many times have you gone to see a movie, you paid your money, you sat down, you got your popcorn, you got your drink, and you saw something in the first couple of minutes you didn't like, and then you got up and left the theater?

26:44Never. Never, right? Why? Yeah, never. Because you... Paid. Yeah, already done. Right? So that's the thing. When you have a presentation, if you simply charge for it, you ensure nearly a 100 % view rate or show rate. And now those people are going to pay way more attention. So this is just a very simple thing. Because one of the things that we do is we sell products and services on how to do these talks. And when you sell something minimal price, you can do the free talks. But when you sell something very expensive, or you want to sell it without a sales team, I truly believe that a paid talk or a paid presentation is the way to go.

27:26So I might just use that one thing. And I have probably 20 of those that I use. And when I did that in December, I did a paid presentation and I just had all these analogies, all these metaphors, all these slogans. And in the course of three days, we did$800 ,000 in sales with no sales team, just me yakking on a camera. Okay. Because words matter. The way you shift your words, Jim Rohn, who is Tony Robbins mentor, he said, if you have something good to say, say it often and you'll be successful. And so most people think, oh, I got to say all this, I got to come up with new content all the time.

28:04No, you just say the same thing over and over again in different ways. That's how you build a brand. And if you can just decide on what those few things are, building a brand and posting all this content becomes way more attainable. It becomes way easier. And again, these little slogans, these values that you're going to share over and over again, these are little velocity vehicles that allow it to be much easier to build brand. So talk to us about how you connect what you actually sell with the words that you say. How do you actually bring people down the funnel? Like what does your funnel actually look like?

28:42Okay. So now we're getting into the real specific internet marketing nerdy stuff. So I'll try to explain this so anybody can understand it, not just the marketers. Imagine that somebody watches you on Instagram, okay? And they like your content. I'll give you an example of one reel I posted that got 2 ,200 email leads from one reel. It got, I don't know how many views it got. It got a lot of views. I think it was like 600 and something thousand views. We did a ton of sales from it. And here's what I did. I started out and I simply told a story of a man named Ben Feldman, who used a single analogy to sell more life insurance than any person in history.

29:26What this guy would do is he would ride up and down the elevators and he would simply say to people, hey, if you had a money printing machine in your basement, would you insure it? And they would go, yeah. And then he'd go, well, aren't you that money printing machine for your family? And they'd go, wow, yeah. And then they would buy life insurance. And I literally would say this guy like worked out of a small Ohio office and he just used this one analogy and it built him into the most successful life insurance salesman of all time. This is called an agreement analogy. And if you know how to use these, you can massively improve your sales.

30:04So I say that in the reel, right? Then I say, look, I've got a list of five agreement analogies that you can use for your business. Comment the word analogy and I'll send it over. Now, what happens is when they comment that word, a little chat bot, I use ManyChat, just sends them a message and says, hey, what's your name and email? Gets the name and email. Boom, they're added to my email list. Then it sends them the free guide. In the guide, there's a link to go to my talk. In my emails, there's links to go to my talk, okay? It all goes back to the talk. And then when they watch the talk, they buy our done-for-you webinar service or our mastermind or whatever it is I happen to be selling.

30:45Because, you know, I've obviously sold different things over the years. But what I have not changed is the structure. Everything gets attention for the right people. Because think about it this way. If I'm selling a service where my team writes you a talk or a webinar, well, why would someone care about that if they didn't care about using analogies to sell things? So you see how those things are related? Mm-hmm. Right? Yeah. Okay. So if you sell over the phone, if you sell through stage, if you sell on social, if you sell really anything that's not ice cream at premium price, well, you can use one of these talks to sell more of your stuff.

31:26So what has to be aligned is would someone care? Would someone care about this? Who would buy my product? So all you got to do is basically say, okay, who buys my product? Would this person care about this piece of content? Yes or no? We don't overcomplicate it more than that. And if the answer is no, they would not care, then you don't do the content. If the answer is yes, they would care, then you do do the content, okay? But it is important to realize that there are three types of content. There's growth content, there's nurture content, and there's conversion content. The growth content is meant to get new followers.

31:59The nurture content is meant to show those followers that you can help them. And the conversion content is meant to get them to do something, like give them your email, et cetera. And these things can overlap in one piece of content. But the growth content will tend to be a bit wider. The nurture content will tend to share values more. Because again, you build a brand by getting attention and then making the people that you temporarily got their attention care and become fascinated with you and align with you. And then the conversion is, okay, well, now that you're, trust me, here, do this thing, get on my email list, et cetera.

32:34Does that make sense? Yeah, totally makes sense. And is one of the ultimate things you want to do, you said to watch your talk. So are all your webinars pre-recorded at this point? Or do you like to do live webinars? If I'm doing a new offer, I do it live for a period of time. Once I know that it works, then I'll put it just on a recording. And look, there's no, oh, is that part of the strategy? No, I'm just lazy and I don't want to work that hard. I mean, I made 10 million with my first automated talk or automated webinar. And I got used to that. Right. And so now I'm just like, I don't want to have to do it live all the time.

33:12So I just get it really good. And then I put it on automated and it will never convert quite as good as live. But here's the thing, you're not going to do it live constantly. So if you zoom out, you're going to make more money, usually doing it automated, because you're just you're going to get burnt out if you constantly do it live unless you're just super young and you just, all you want to do is make money and you're unmarried and you don't have any kids, you know, but for me, I like to automate it. Now I'm doing a new presentation on personal branding coming up in a couple of weeks, but I already did that talk at an event in Bali where they asked me to come speak on personal branding, very beginner friendly talk.

33:53I pitched from stage. We did six figures in sales in Indonesia, which is pretty good. So now I'm like, okay, so this is a great offer. And I haven't had a more beginner offer in a while. We sell a bit more high end. And so I'm excited now to have a new offer on personal branding that is more beginner. It's going to help more people. That one I'll be doing live for at least a couple months. I'm obsessed with webinars. By the way, I think a lot of people who tune into this show, it's mostly entrepreneurs who actually listen to the show. So I think everyone's going to like dig all this really nerdy stuff that we're talking about.

34:29you probably don't know this. I'm a big influencer on LinkedIn. That's where I really got my start. I've been an influencer on LinkedIn for like seven years. I'm like one of the most popular people on that platform. So I launched a LinkedIn masterclass. And the way that I sell that is through webinars. So I was doing this for like multiple years. And I took a little pause on selling. I got kind of bored of it. And I took a little pause. I'm now going to be selling lower ticket social media services for LinkedIn on webinars. And I'm gearing up to launch this. Previously, I was selling very high ticket that nobody could afford like 10k a month to run your LinkedIn.

35:07And it's usually people who come on my podcast that can afford that kind of high ticket service. And now I'm launching a three to 4k offer just on webinars. And you basically get a discount if you sign up for six months or a year, if you buy within 48 hours of the webinar and things like this. So what advice do you have for me as I'm planning out this launch webinar? How can I make it as effective as possible? Do you feel like there's any problems with this idea? So just so I can repeat it back, you're going to do this live first, right? This is a whole other question for you, but I've never had success with paid ads to something like automated or something like that.

35:48I've always done just live webinars. We promote them for like two weeks. We get a thousand people to show up. And then I just talk, teach and sell. And that's basically how I've done it. I'll answer your question directly, but I will say this. All the people I've worked with over the past 13 years, 2 ,500 clients, we have helped literally hundreds of people create seven and dozens of eight figure webinars. I mean, I've got guys doing two and a half million a month with their webinars, right? A lot of them are doing paid webinars as well. Nothing will impact a webinar more than just saying the right thing.

36:25That is the number one topic. It's just how good the damn thing is, okay? But besides that, a couple tricks is when you're running ads to a webinar, on the next page, always sell a VIP. If it's a free webinar, always sell a VIP. You do it two hours before the webinar, whatever, 97 bucks. It'll help liquidate 60 to 70, possibly even 80 % of your ad spend. So now imagine that your ads were 80 % cheaper right off the bat, okay? When you get on the VIP two hours before, see, the main webinar is to show them how you can help them. But in the VIP, you're actually going to help them. That's to show them that you can help them.

37:10The people who are in the VIP, those are your buyers. And so you now have more face time with them. You actually are demonstrating you can help them. And you'll get way more sales when they watch the webinar. But you'll also liquidate and cancel out some of your ad spend. And you will learn so much from those interactions. So one trick that I always recommend people do is when you launch a webinar or a talk, do not launch it big at first. launch it tiny at first. If you have to only email a very small amount of your list, only run a little, like don't tell anybody about it. Make it soft. Make it only like where a few people know, but most people don't.

37:52Get one to 200 people on if you can, or even less. Do the webinar and then send out what I call a didn't buy survey. Anybody that didn't buy, you send them a form and you say, hey, I noticed you watched this training, but you didn't take us up on the offer. Could you answer a few of these questions and tell us why you didn't buy? Well, now when they answer those questions, you're going to understand the things you did wrong in the webinar. And so you can go back, you can tweak those things. And then when you do the big launch, imagine for a moment, you made the mistakes, you put all your might, you spent money on ads, you emailed your list, you told everybody about it, and you converted at, say, 2 % because you made a bunch of mistakes.

38:38But if you do this little test webinar and then you figure out what the mistakes are first, now you could convert at 3 % or 4 % or 5 % because you figured it out first. And if you want to even go crazier than this, you can just run cold ads to it, exclude the people that already know who you are, and now you're putting yourself on pro mode because now you're only doing the webinar to people who don't know who you are. This is advanced stuff. But this is little things I've done over the years. Because like most people don't make as much money with webinars and online talks as guys like me or like Iman Gazi, whatever, because we go crazy with it.

39:15We literally get down to the science of it so that we can make the maximum amount. But to be quite honest with you, the average person, if they have a good talk, even if they don't do all this stuff, it's still going to make a lot of money. But we're trying to make millions, not hundreds of thousands or tens of thousands. So that's a tip I would give you. For me, I find that paid traffic just doesn't convert nearly as well as just getting traffic off my LinkedIn posts or Instagram posts or things like that. Would you suggest you just got to figure out paid ads? It's not so much that. It's when someone finds you on YouTube, when someone finds you on LinkedIn, they were looking for you.

39:52They were there to learn something. They were there to interact with the platform. But when you run ads, it's the equivalent to someone knocking on your door at 7 a.m. to tell you about Jesus, right? Which even if you're a devout Christian, I'm going to be annoyed getting knocked on my door at 7 a.m., right? Yeah. It's just not nice, okay? So when you run ads, you're interrupting whatever people were doing. It's interruption marketing. You're interrupting them. So they weren't already looking for you. So obviously, if you interrupt them and they go, oh, but this is a bit interesting. Let me see who this person is.

40:26They're not going to be as warm as someone who found you organically or has followed you organically all of their own accord. However, the trick is to convert that person into someone that would do that. So when someone gets on my email list from an ad or they buy something, I make sure to retarget them or email them with my best, most endearing content so that they turn into the person that goes and watches my socials and my organic. This is a part of branding. So one trick, and nobody wants to do this. It's so easy to do now with AI. You can do it in a few hours and people still resist it. And I just think sometimes people hate money.

41:12Okay. But the The easiest way to build a brand, in my opinion, quickly is to write a book because book buyers are literally the best buyers. It's like when somebody says, I don't want to read the book. I want to watch the movie. I'm in and out in two hours, right? Those people, they're dopamine chasers. The person that's willing to read a book, they really want to learn something. And so I find that book buyers are the best buyers. You've read the article, A Thousand True Fans, about how you only need a thousand true fans. Yeah. So I find if you can just get a thousand people who have read your book, because when somebody's done reading your book, even if you don't sell anything, if it's just a book about how you think about life, if you do it well, they're so endeared to you.

41:57They're so into your brand. They're going to read your emails. They're going to go watch your socials, et cetera. Now, what is the book? The book is your best stuff. It's all these stories, all these slogans, all these metaphors, all these brand building assets, the best of the best in one piece of text that when people buy it from the time they start reading to the time they end, they go from, oh, I'm just this cold prospect on Facebook that got hit with an ad for a book. And when they're done reading it, they're a lifelong fan. And so I've always sold books because then whatever else I send them to, webinars, whatever, or just whatever I happen to promote, I convert them from cold to warm much quicker through books.

42:37And my last few books, I wrote in a few hours using AI. My best stack for making money is ad to book, webinar as a bonus, or just get them on your list with the book and then hit them with a webinar when you launch it. And then if you really want to make a lot of money, you take them eventually to a paid presentation that is multiple days. And that's where you make big money. That's my personal view on it. But again, whether they saw you on an ad or whether they found you on their own, eventually they're going to still watch your content. You just got to make that process happen faster and to more people.

43:16And I can imagine that book would probably help you frame out what your values are, what your analogies are, what the pillars are for your actual personal brand. And you can give that to your team or whoever is helping you to actually help you scale that content as well. So I can imagine it helps in that way. Mark Manson did that. He wrote the book, The Subtle Art of Not Giving a Fuck. Not Giving a Fuck, yeah. Now, all of his personal branding, all of his socials, all of his YouTube, all of his Instagram is just more of that book over and over and over again. And so one of the reasons I like writing a book is because it kind of gives me a blueprint for everything I'm going to, if you'll notice.

43:51For that season, right? For that one year or whatever. That's a great analogy. You will notice my personal brand shifts throughout my career. Whenever I'm about to release a new book is, okay, Dan's going to go this way now. You know, it always goes with the book. It's like your brand Bible. And so you will sell things that are different over the years. You will get into new things. You will possibly start new companies. Maybe you start a charity. There's so many opportunities and things you could do throughout the course of your whole life. And it's okay to change directions once you want to do something new if you've previously been successful.

44:25But for me, I always start that change. I always point that ship with a book.

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49:23That's 30 % off in 2026. Again, that's framer.com slash profiting for 30 % off framer.com slash profiting. Rules and restrictions apply. I've been asked to write a book multiple times. I've never done it. And I keep thinking this is the year and maybe this is actually the year that I write a book. Do you recommend going niche and also just generally talking to everybody who's listening to the show? When somebody's writing a book, Should they go super niche and just talk about their expertise? Or do you recommend go as broad as you can? When you write a book, the whole concept of a really well-done book, for instance, Jocko Willock and Leif Babin wrote a book called Extreme Ownership.

50:07And it was a book about how the Navy SEALs lead through this concept called extreme ownership. And to just put it simply, you basically just pretend everything's your fault. No matter what somebody else does, no matter what happens, it's your fault. It's your fault. It's your fault. Because when you do that, when you take extreme ownership, it allows you to always seek solving the problem rather than to put it on somebody else, right? It's a very simple concept. He wrote a whole book, a very thick book about this. And it was all these military stories of basically this time this happened and I took extreme ownership, this time this happened.

50:47And then he told stories about how he's helped people in corporate use that same ideology to grow their business. And so when he sold the book, it was like, okay, well, now that you understand this concept of extreme ownership, come to my $5 ,000 seminar on how we're going to go through this in two days and apply it to your company. So what he was really selling was business consulting. But the way he sold business consulting was through his brand on extreme ownership and military stories. So you see how, even though those two things don't seem related, they are massively related. Okay. And the idea here is that your book has to have a core principle.

51:33If you've ever read the book, The One Thing, this is another perfect example, but your book just has to get one point across, one simple point. And then it just has all these little sub points that support the main point. And at the end, when they get the main point, the one principle, now they're like, oh my gosh, this is the key to what I want. This is what I've been missing. Well, whatever you're selling simply has to allow them to execute on this principle easier or faster. For instance, there was an interview on Founder where the CEO of a company called Easy Webinar, which is a webinar hosting platform, was asked, what are the most successful webinars?

52:16Obviously, you have the data. And his name was Casey. I can't remember his last name. But he said that all they are, are presentations that show you a path to success, core principle, and then offer to do it for you, with you or make it easier or faster. For you would be done for you services. With you would be coaching and consulting. Easier or faster would be things like courses and software or physical products. Simple. Okay. And so branding is also very simple. Brands have one big idea. Cody Sanchez, buy boring businesses, right? Gary V, jab, jab, right hook. Give value, give value, give value, give an offer.

52:57Always have gratitude. Be kind, yeah. Be kind, right? And so Gary V built up a massive following, but his clients are not people who watch his content. His clients are like Coca-Cola who hire VaynerMedia for whatever, 200 grand a month for social media marketing, only because they saw that he's good at social media marketing. So when you write a book, all you have to do is go, what is the core principle, the one thing I need people to believe? And then write it around that and then align that with your products or services. as long as your products or services make them act on that thing and make it easier for them to act on that thing, you're going to have a brand, you're going to have a book that makes you money, and you're going to have a great business.

53:39Do you think about your offers in terms of having like an entry offer that scales up to a more high ticket offer? How do you think about your offer ladder? A lot of people think about it like, well, you sell something cheap, and then you get them to buy something more expensive, and then you get them to buy something a bit more expensive after that. And then you get them to buy something really expensive. That can work. But I find that, and I'm a big Steve Jobs fan, right? And Steve Jobs hated focus groups. He thought they were stupid. And he said, people don't know what they want. You tell them what they want.

54:15And when Steve Jobs made Apple, nobody wanted a computer that you could not change out the components. You could not change out the RAM. You could not change out the CD-ROM, and it was three times more expensive. They didn't want that. Nobody wanted that. He made them want that by creating the concept of think different and all this, right? And so the point here is that when I have an entry-level offer, my goal for an entry-level offer is to make it affordable and teach someone something that allows them to be a bit successful so that I create a market of people that can buy the high-end stuff.

54:52So for instance, we have a offer that's obviously not cheap. It's a done for you webinar offer, right? Well, if you don't know that you can make a lot of money with doing that stuff, then I'm only selling to people who are solution aware because there's, you know, five levels of customer awareness that now we're getting really marketing nerdy. But if I'm only selling to people who know I need this thing, well, I'm limiting my total available market. The amount of people I can sell to is small. But if I introduce these concepts to people and I make it easy for them to understand and I show them this new opportunity, now I create desire rather than simply finding people that already have the desire.

55:35Okay? So I'll give you an example. We have a personal branding offer coming out. Well, let's say you did not know how to monetize your business as well as you could or how to monetize your name. Well, now when I help you create a personal brand and I say, well, hey, did you know you could actually monetize it through doing these talks. Well, now that creates a customer. I've already showed them and I can help them. I've already helped them build a personal brand. Now they're like, wow, I need the next thing. Okay. Not because I just held something back, but because I showed them how to be successful at something that made them want to be more successful at a bigger thing.

56:12So when I sold my first book, Digital Millionaire Secrets, that book did really well. Like it was a Wall Street Journal and USA Today bestselling book. It was 10 bucks, 10 bucks for a book. When they read the book, they realized, wow, I can make money through my knowledge. And so they ended up buying my offer on how to create an education program that you can sell. That book, people bought it and people who bought that book, read that book, and then bought our higher end program. We did$15 million in sales off people that read that book. Now, most people that read that book didn't even know you could make money selling your knowledge.

56:51They didn't even know that. So you see what I'm saying? I created the market. And so this is what the best entrepreneurs do. This is what Steve Jobs did. This is what people do.

57:06Well, Yap gang, there you have it. Another epic episode in the books and Dan Henry just dropped straight up gold on how to build a powerful personal brand and scale your business through systems that actually make life easier. Now, I love how Dan flipped the script on hustle culture. We often get hustle culture down our throats, but he reminded us that success doesn't come from just grinding harder and harder. It comes from building what he calls velocity vehicles, the assets, tools, and frameworks that multiply your effort. It reminds me of Ben Hardy's 10x is easier than 2x. You've got to do things differently if you want to scale faster, Whether it's an automated webinar or a high-performing piece of content or a strong personal brand, these vehicles keep working for you long after you clock out.

57:54Another gem from this conversation was Dan's circle of focus. Instead of chasing shiny objects, you've really got to give 100 % to one thing until you completely master it, so much so that you can delegate it effectively. Focus creates momentum, and momentum builds wealth. You can't grow a business by splitting your attention 10 different ways. And of course, we can't forget his brand triad framework. Every great personal brand stands for something, stands against something, and isn't afraid to show a flaw. That authenticity is what makes people connect with you, trust you, and like you. Dan said that you don't build a brand by sharing value.

58:31You build it by sharing values. And I absolutely love that line. What I love most about Dan's story is how personal branding changed his life. It helped him retire his parents, gain financial freedom, and create opportunities that just didn't exist before. That's what happens when you build a name people know, like, and trust. Everything just gets so much easier. Yap fam, if you listened, learned, and profited from this episode, be sure to share it with a friend who's growing their business or brand. And don't forget to write us a five-star review on Apple Podcasts, Spotify, CastBox, or comment on YouTube.

59:04It really helps us reach more listeners. I wanna know what was your biggest takeaway from this episode because I know that you had one. If you wanna watch this episode, I highly recommend you go watch it on YouTube. I would listen to it again. If you've listened to it on audio, go watch it on YouTube because Dan was drawing up his different frameworks and giving examples on his whiteboard while we were talking. So this is a great episode to go watch on YouTube. You can just find the channel, Young and Profiting, on YouTube. You can also find me on Instagram and LinkedIn. Just search Halataha. And be sure to tune in next week for part two where Dan and I dive into his million-dollar sales psychology and storytelling frameworks.

59:40This is your host, Halataha. aka the Podcast Princess, signing off.