1871 – Ideas that Influence with Daniel Den

In this episode of the Thoughtful Entrepreneur, your host Josh Elledge speaks to the Author Daniel Den.

Den Wide

Daniel, a fellow Floridian, developed a methodology he terms the X-Factor Effect, aimed at transforming the approach businesses take to stand out in their markets. This approach emphasizes differentiation beyond mere competition on pricing or engaging in unfair practices. Instead, Daniel advocates for utilizing a variety of distinctions to establish a business as the dominant player in its field.

He presented the nine pillars of differentiation, a strategic framework designed to elevate a business to a leading position within its niche. These pillars serve as the basis for creating a unique selling proposition that effectively makes the competition irrelevant.

Daniel further introduced the principle of “ideas that influence,” aimed at penetrating the saturated market of marketing messages with a distinct and appealing message that resonates with the intended audience. He exemplified this through his initiative, the Big Ideas Box, an interactive book box experience designed to engage potential clients effectively.

A critical insight from the discussion was the significance of pinpointing a specific target audience or avatar. By crafting marketing communications that directly address the needs and experiences of this audience, a business can foster trust and distinguish itself from its competitors. This approach prioritizes establishing a personal connection beyond mere transactions.

Key Points from the Episode:

  • Differentiation and standing out in a competitive market
  • The nine pillars of differentiation
  • The X-Factor Effect methodology for businesses
  • Overcoming issues such as price wars and unfair competition
  • Tailoring marketing messages to resonate with a specific target audience
  • The “celebrity code” as a pillar of differentiation
  • Creating a first big impression and exceptional customer experience
  • The concept of “ideas that influence” in marketing
  • The interactive book box experience offered through Big Ideas Box
  • Building industry influence and authority over time

About Daniel Den:

Daniel Den is renowned for his innovative contributions to the marketing and sales industry and has nearly two decades of expertise. As the co-creator of the “X Factor Effect” methodology, he has significantly impacted over 20,000 students and clients, guiding them towards substantial business growth. His philosophy, “Different is the new Better,” underscores the importance of distinctiveness in achieving market leadership.

Outside of his professional achievements, Den's life is marked by adventure and family. He travelled the globe with his wife and four children for several years, embracing diverse cultures and experiences. Now based in Florida, Den continues to travel, drawing inspiration for his work, including his latest book, “Ideas That Influence,” aimed at helping business owners discover groundbreaking marketing strategies.

Tweetable Moments:

05:39 – “We're talking about multiple differences that make a difference, multiple differences that help you to stand out in that sea of sameness.”

Links Mentioned in this Episode:

Want to learn more? Check out Ideas That Influence website at

Check out Daniel Den on LinkedIn at

Check out Daniel Den on Instagram at

Check out Daniel Den on Facebook at

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Josh (00:00:04) - Hey there, thoughtful listener. Would you like consistent and predictable sales activity with no spam and no ads? I'll teach you step by step how to do this, particularly if you're an agency owner, consultant, coach, or B2B service provider. What I teach has worked for me for more than 15 years and has helped me create more than $10 million in revenue. Just head to up my influence. Com and watch my free class on how to create endless high ticket sales appointments. You can even chat with me live and I'll see and reply to your messages. Also, don't forget the thoughtful entrepreneur is always looking for guests. Go to up my influence. Com and click on podcast. We'd love to have you. With us right now. Daniel Dean Daniel, you are the author of the book Ideas That Influence you're also found on the web at Big Ideas Box. Com Daniel, you're also a local Floridian in the Central Florida area. We've met in person, believe it or not. But, Daniel, it's great to have you.

Josh (00:01:18) - Yes.

Daniel (00:01:19) - Let's go. Thank you. Josh, it's a pleasure to be here with you, Mr. Pod match. Matchmaker King. Making people's lives easier with the podcasting. I love what you're doing. Love how many people that you're helping as well. Congratulations. With all that.

Josh (00:01:34) - Well. Thank you. So, Daniel, give me an overview of the work that you do and kind of your impact in the world today.

Daniel (00:01:41) - Yeah. A quick overview of what we do basically like quick little story. So I ran into a bunch of issues where people were copying my business. Josh, I don't know how many people you've had Josh that have copied your business in the past, but then I found that a lot of people run into this issue, and what it causes is it causes these price wars, it causes unfair competition. It causes people, you know, breaking laws. It causes a bunch of frustration. You know, people like not respecting people's patents and all sorts of stuff. So this is a big problem in business.

Daniel (00:02:20) - And if you can overcome it and you can overcome it in the right ways, what we discovered is it helps you to break through the noise. It helps you position yourself as a market leader or a category king or a category queen in your space. So what we've basically been able to do over the past ten years is we've come up with this methodology that we call the X-Factor effect methodology, and it has helped people be able to stack the differences for what they do in their niche, their differentiators, their unique selling propositions, etc. stack it in a way where they become such a unicorn in their industry that it would be laughable if somebody decided to come in and copy everything that they're doing. So we're not talking about just like one little difference, Josh. We're talking about multiple differences that make a difference, multiple differences that help you to stand out in that sea of sameness and multiple differences that position you as a clear alternative where it's really hard for you to be copied. And it's also very hard for you to be compared.

Daniel (00:03:36) - And so we help people get to the point where in some ways, they can make it so that inside of their own markets, they make their competition irrelevant. That's actually like the big goal. Josh, how does that sound, making your competition irrelevant?

Josh (00:03:55) - Yeah. And I think that certainly anyone that's finding themselves commoditized. Right. Like, let's say that you're just like an SEO agency and you're running into this situation. This is the way that I would imagine that this would play out. So if your SEO and you find yourself in a bidding war and your potential customers kind of see you through the same lens that they see everybody else again, you're you're being commoditized and that's no good. So I think what you're saying, Daniel, is that, you know, when you are able to show up and say, we are the best in the world at this very particular thing for this very particular audience, and nobody does what we do. that's kind of that blue ocean experience, right? Which is fun to do if you can get there.

Josh (00:04:41) - What are the biggest I'd say, you know, when you're working with a new client, what would be some of the biggest areas that you want to look at for differentiation?

Daniel (00:04:52) - Yeah. So Blue Ocean is part of it. To be clear, a lot of the people that are attracted to us, they are operating in red oceans. And the reason why is because there's so much money to be made in red oceans as well. Right? So blue ocean, red ocean. that's actually not one of our pillars. It we consider it like, you know, what market are you going after? Are you going to niche down, etc.. That's super important strategic stuff. And we hit on that. But when it comes to the nine pillars, there's certain things that we do. we're not going to have time because, you know, we're only on for, you.

Josh (00:05:31) - Know, well, give us your best shot. Let's start with something.

Daniel (00:05:34) - We're gonna we're going to hit on at least a few of them, and people can get a really good idea and start to get jazzed up.

Daniel (00:05:39) - So let's stick with your example of SEO. So one of the ways we first started is, well, one of the pillars is marry the perfect avatar. Go ahead and pick that avatar that you want to work with first of all. And that will be highly attracted to you. So in the case of SEO competitors competition, if I'm able to choose an avatar and dial in on a specific avatar, let's say I only let's say I'm mainly I'm going to help lawyers. So I'm the SEO guy for the lawyers, and I chose lawyers because let's just pretend for a moment that I really, really, really like lawyers and that, I want to work with lawyers because it's an actually, they're actually a great client to have. So lawyers. All right. So any one of my competitors that are trying to outbid me for the lawyers, but I'm like speaking more of the lawyer lingo and I'm speaking more on experience. And I have a lot more testimonials from lawyers specifically, even if I'm charging double what somebody else might be quoting out, I might win that bid simply because of the trust factor that I am speaking more directly to that avatar.

Daniel (00:06:57) - So that's one of the nine pillars.

Josh (00:06:59) - Yeah. I mean, so when you get more experience, you know, I was just talking with someone about this yesterday is, you know, it is so much better to be the big fish in a small pond than it is to be the little fish in a big pond. And that for a newbie, that might seem a little counterintuitive, right? Where they're like, but I want lead pool potential, right? I want a large audience to be able to work with, because that's going to mean a greater chance of picking up a client or two. But the reality is, I think what you're pointing out is that, you know, if I'm an attorney, if I'm an immigration attorney in Orlando or Central Florida or something like that, and, and I've got an SEO agency and they say, well, we've already worked with five immigration attorneys in along the I-4 corridor here. and, and we live, breathe and eat immigration attorney SEO, but we're more expensive.

Josh (00:07:55) - Why on earth would that immigration attorney, if they're truly serious about their business, like. And they've got budget, why on earth would they put their money? You know, with a generalist, they're not going to hire someone on Upwork. They're going to go with someone so that they can either catch up or surpass their quote unquote, competition in the market.

Daniel (00:08:13) - Yeah, 100%. So that's that's one of the things if, if since, since we're already on this example of SEO for lawyers and immigration attorneys, etc., let's just stick with that example to keep things easier. One of the next things you could do, because there's nine pillars. And just so your audience knows, Josh, all the business owners listening to master Josh, who is amazing. No, you don't have to have.

Josh (00:08:42) - Listen, man, I'm barely getting by by every day, so. But I'm happy to serve. Happy to do my part. Thank you.

Speaker 3 (00:08:48) - Know you're incredible job. We we love you. Josh. Josh!

Daniel (00:08:52) - Josh now Josh in the.

Daniel (00:08:54) - Case of these nine pillars, what we've noticed is you only have to kind of follow use like a few of these, these nine pillars so that you become that unicorn. Now if I just pick one. So for example, if I'm just the niche down like Lawyer SEO guy, somebody's going to come along eventually and also be like, oh yeah, I'm niche down and I just help lawyers as well. So on top of that, we need to stack a few more things where we're different. We're different in the right ways. One of the things that we like to do, in the case of what we would probably like help this client to do, if they have the SEO agency for lawyers, is, we would say, okay, maybe let's play around with this second pillar. In your case, that might work really well, which would be to follow the celebrity code. Now this this pillar, it's all about giving a face to your brand and becoming that expert and authority. And so if you not only are the SEO guy or gal that serves lawyers, but you're also kind of a celebrity amongst lawyers, then it's going to take you a lot further, faster compared to the competition.

Daniel (00:10:06) - That isn't that celebrity amongst the lawyers. So maybe you're going to start jumping on a bunch of what? Podcasts with Josh's help, of course. And you're going to be doing a lot of speaking about SEO and lead generation and, you know, getting that phone ringing more often for lawyers, and you're going to start taking you're going to go the podcasting route. You're also going to, maybe, you know, you're going to show up at a bunch of shows, trade shows, events for lawyers, and you're going to have your booth and you're going to have pictures and you're going to take pictures with, you know, all of the top lawyer celebrities, and you're going to have all these conversations, and maybe you're jumping up on stage and you're giving these speeches, and this is all content that you're starting to share on social media. And so what people fail to realize when it comes to giving a face to your brand and social media, etc., is that most of the time when a client is making a buying decision from you, they are before they click that checkout button or before they even give you the call.

Daniel (00:11:12) - In the case of, you know, let's get a consultation with this SEO industry. They are researching you, right Josh? They are researching you and they are looking for things. So they're just about to pick up the phone and then they say, wait a second, let me check out what he's talking about on social media. Let me see who this person is. And so who you are is a big differentiator. Who, who and how you become that an expert or authority or celebrity inside of your niche market matters. And it matters a big way. And it matters to when it comes to conversion rates. You could literally be converting five times as many customers because you followed the pillar of the celebrity code inside of your niche, and you have become that face to your brand, and you have become that authority, or that expert or the celebrity that people are looking for. All that credibility matters. And you could be looking at five x as many sales because of all of that authority that you've built up.

Daniel (00:12:20) - So that's one of the second things that I would do in Josh, I know you have had a lot of experience with that and have helped a lot of people with that as well. Right.

Josh (00:12:28) - Well, it's important. And to someone who says, oh darn, shucks, I just don't have any authority. So authority is kind of like a brick wall. You build it a brick at a time, and it is okay if this takes you three, 4 or 5 years to do that because, you know, again, if you have a three, four, five year plan, I'm going to tell you this. When you do have industry influence and authority, life just gets easier, you know, to your point, Daniel, like, I've gone to those conferences where I'm just another face in the crowd. Nobody knows me. I'm a nobody in that world. Right. And then I've also gone to conferences where I've been a keynote speaker. It is a completely different experience, and I'm going to tell you that it's a little bit more fun when you're the keynote speaker.

Josh (00:13:14) - Just opportunities just tend to fall in your lap. So I share that, that that's that's good news for someone that might be a little bit newer in your industry. But I'm telling you, you know that, you know, when you start to build 100, 200 meaningful relationships and you've got that authority through association to your you know, you're exactly right, Daniel. It it life gets a lot easier. You get more inbound, you win more deals. Your sales cycles are faster, your conversion rates are higher. people in your example, they will call they will schedule an appointment with you. And again, that's good news because that is for everybody's future. If you stay true to kind of work. On, you know, showing up as a participant in your particular industry. And by the way, you know, regards to how consumers behave today. I'm sure you've read Marketing Rebellion by Mark Schaefer, which is another really, really good book on this topic about just how much noise our clients are exposed to on a regular basis.

Josh (00:14:15) - You have a video on your website that's actually quite good that illustrates this. Daniel, your website is Big Ideas box. Com to a friend that's listening. Go watch the video. But Daniel, what else would they do at, Big Ideas box?

Daniel (00:14:31) - So yeah. So I want to hit on two more pillars, really quickly, experience and then ideas that influence. All right. So we tell people, clients join the age of experience in the case of big ideas, where I'll explain that experience really fast here in a second. But let's stick with the SEO lawyer example. If I'm going to follow the pillar of joining the age of experience, I'm going to tell that lawyer, hey, let's create a first big impression. Let's do something as a lead magnet that's irresistible. That gets all the lawyers to want to at least come to lunch with us. So you could put a value on it where, you know, the lawyer is going to get this 1.5 hour consultation with you at lunch at a fancy steakhouse.

Daniel (00:15:16) - And yes, it's going to cost you a few hundred dollars in order to invite that lawyer to do that. But it's going to create an experience, it's going to create a bond. And then that's probably a client that's paying you $5,000 a month at least. Right? So totally worth it. And so how can you create that first big impression, start to create an experience and then provide and promise the most amazing customer experience, because the lawyers do not want to be annoyed at your lack of communication. Lawyers are all about communication, right? And so you as the person providing a service, you need to up your game and promise guarantee an amazing customer experience. So join the age of experience and then create ideas that influence which is all about your marketing message. Creating that unique marketing message that breaks through the clutter. Now that brings us to Big Ideas Box Comm, where what I decided to do personally in order to help us also follow the X-Factor effect, is we created a book called Ideas That Influence that helps people, break through the marketing clutter.

Daniel (00:16:28) - The promise of the book is that it's going to help you discover big, bold, and wildly successful marketing ideas that break through the noise, that break through the thousands of ads that you're, that your dream customers are exposed to every single day. And then I said, hey, Josh, how am I going to create a book that breaks through the noise? Because everybody has a book today? Well, not everybody, but lots of people have a book today. So how do I create a book that also breaks through the noise? So what I did is I created an experience on top of that book and, threw it in as part of the experience for free. So at Big Ideas, people get the box, the ideas that influence interactive book box experience. It comes with five experience envelopes and it's free. The whole box in the book is free. It's free plus shipping. If you go to Big Ideas box com, then you can click on the button and it takes you to the website shows you that video that Josh was talking about where maybe I dropped 10,000 ping pong balls on top of my head.

Daniel (00:17:34) - You have to go and see that. But and then the whole experience, it promises an experience that walks people through a process, a proven process, in order to to come up with and discover big, bold and wildly successful marketing ideas that break through the noise. And that's how we break through the noise ourselves with our own methodology, because we want to start the relationship with people out in a very fun, experiential way and an impactful way that wows people. That's how we do things.

Josh (00:18:07) - Daniel. Dan, your website, Big Ideas Box. Com watch the video. And again, there is a, an offer for the book that you can have shipped to you. It's not just a book. It comes in a box. I've actually. Daniel, you shipped me mine right here. I got it right here. It's a box full of goodies. So, anyway, all available big ideas Daniel. Dan, thank you so much for joining us.

Daniel (00:18:31) - Thank you. Josh, you're amazing.

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