Write the Rules: Marketing That Actually Fits You with Danielle Bornowski

Danielle: [00:00:00] You get to write and break the rules. And giving myself permission to set a goal but not hold myself to it specifically to say, I am marching towards this, and I might go off on a completely different trail in that direction. And that is totally okay.
Dustin: Welcome back to the Seven Figure Leap podcast. I am joined by a very special guest today. One of my best business buddies, Danielle Brunski. So, Danielle and I have known each other for quite a while. She is an alumni of our podcast Profits Accelerator. She's a member of our mastermind. She recently did a really awesome guest training for the Seven Figure Leap Community, all about this idea of one-liners.
Dustin: So we're definitely gonna get into that. We actually originally met through the StoryBrand [00:01:00] community. So there's a lot of concentric circles that overlap between Danielle and I. But Danielle, I'm just like super grateful to have you here. I wanna just kind of turn the mic over to you and, you know, you don't have to use a one-liner, you can, but I just want you to introduce yourself, kind of start talking a little bit about your backstory, and then we'll take it from there.
Danielle: Yeah. Well, I'm so excited to be here with you today, Dustin. There's definitely a pressure if I'm gonna talk about one-liners, I feel like people are super dialed into the next words that I say. So my entrepreneurial journey, much like many people, didn't start out as an entrepreneurial journey.
Danielle: I thought I was gonna be in the nonprofit space my entire life. My dad was a minister. He served in nonprofits and I, that was just a path followed. So I did that for, I don't know, the first, maybe 10 years after of my career, after college. And, was the communications director at a nonprofit and was, I remember sitting with my husband one afternoon at work going, gosh, you know, wouldn't it be cool if I just didn't have to report to anybody, that my organization was [00:02:00] undergoing.
Danielle: And I think both sides, like I think my boss and I both felt that, but it was kind of, you know, it was like, What do you do? What's, next? Right? And so I just remember sitting there having that conversation with him and a few months later that was it, right? We just sitting around talking about it on the back porch.
Danielle: Few months later we're sitting in church and I look over at my husband and I was like, I'm gonna quit my job tomorrow. And he is like. And so I did the next day, Monday morning, I put in my notice, and had no idea really what that looked like. So It was kind of summer timeframe.
Danielle: I'll just freelance for a little bit and see what happens and if worse comes to worse, Instacart a little. That was when Instacart was really, you know, taking off. And So, a friend of mine invited me to a, you know, coffee networking event so talking to people and for anybody that's can see us right now, I'm, I'm very obviously, a millennial, and look like I hang out on, Instagram and Pinterest a fair amount of the time. And so at this networking, talkie chats that were [00:03:00] happening every week, people were just kept asking me about social media and so that was kind of how the business.
Danielle: Started was that people were asking for help with social media and of course I'm desperate make money, right? I left a stable paycheck, Instacart and,
Dustin: instas something
Dustin: itscar if things work really well. But yeah.
Danielle: Need some insta money, right? my first invoice and first month of being self-employed, I made $77. So I was, here we are. so that was the business that I started to build was a social media management agency. I brought on contractors and, had account managers for these clients who would come to me and told me, I.
Danielle: was that when we started talking, I'd be like, yeah, okay, cool. I can help you with Instagram. But I'd ask them, you know, what are you trying to do? What are your goals? And they're like, grow my business. And I'm like, right, but what are we doing here? Right? Like, [00:04:00] do, do we have a lead generator? You know? Oh, Instagram crashed yesterday.
Danielle: You can't contact people. Do you have an email list? What are we doing? There was no strategy. Dustin. Like nothing. They just, somebody said, you need an Instagram or.
Danielle: And that just became part of what I was doing and I wasn't charging for it. Okay. So they were paying for a Honda and I was delivering a Porsche and I would talk about charging them for like a Mazda and they would like push back, right? Because strategy like is hard. Strategy is a, hard concept. And I'm like, I learned all these things.
Danielle: You should pay me more money now. It's a real awkward stressing me out. I don't love social media. Like, let me just be clear. I look like a millennial. Well, I mean, I am a millennial, but I don't love social. I do not like to spend my time there. And so my husband always the, you know, super supportive guy that he is.
Danielle: One day he's like, Hey babe, you're kind of grumpy about this stuff all the time. I love you so much and you're kind of grumpy. And he was like, aren't you in charge of this business? Like you get [00:05:00] to decide. You get to make the decision. If you don't like social and this is bothering you, then don't do it. And I was like. what? Okay. Yeah. Yes, thank you. I don't know what that looks like. So some coaching and some kind of, you know, exploration helped me to figure out that strategy side of things. That was the lane that I like to be in, right? So, sure, somebody said you need to be on Instagram, but are you gonna show up and be on Instagram the way you are in person and in real life?
Danielle: Because if you're not, it's not worth it. You might as well not even start. And so then we took that, I kind of transitioned the business out of the social media management and into the strategy side of building a marketing plan that actually fits with my clients. So your bandwidth, your budget, your personality, your goals, all of those things are factors.
Danielle: You can't just take one juicy nugget that you heard from a podcast and be like, oh, this is it. I'm changing course on my business. and that's gonna change everything.
Dustin: That's awesome. [00:06:00] So, preacher's daughter, hey, nonprofits are the jam. You did that for 10 years and then, I don't know, I mean, I, I'm curious about this moment in church. When you leaned over to your husband, was there
like a true epiphany or was it just sort of like you had a little of free time to think and you're like.
Dustin: I feel like God's saying, screw it. Let's try something new. You know, I like it. Was it feel like a call to something new or, because it's kind of interesting, think people are sitting in church and they get called to the nonprofit, not from like, from the nonprofit to an entrepreneurship situation.
Dustin: Although personally, you know, my values, I feel like entrepreneurship is a super high calling, and a great way to serve people and a great personal development tool. So I'm not, judging it. I'm just wondering like a little more about That change because that's a really substantial change in kind of your life plan.
Danielle: I wish that I remembered. The exact scripture that our, pastor was preaching on that day. And I don't, what I do remember is, I think he was preaching from the gospel and it just was, had this feeling in this moment of this is not where [00:07:00] God wants me to be. I am not making an impact here.
Danielle: I'm just buting heads and I'm frustrated and I'm being micromanaged. I love to help people learn and understand and explore and let's try this and, iterate on it. And I just, that wasn't where I was. And so that was really what it was. At least that was the feeling connected to whatever the scripture was, is that God put us each here for a very specific purpose.
Danielle: And I didn't feel like that's where mine was, not that it wasn't in impact and mission serving, but I think it's like the buttons I was pushing to make that happen around me. I wasn't getting it there.
Dustin: I love that. And you know, or maybe it was just, a new chapter. from personal experience, I had this engineering identity and. I've resisted so long letting go of that because I just felt like it was such a permanent decision. It's like, well, if I leave engineering and I go be an entrepreneur, then.
Dustin: I've given up all of this. It's like, but I could always go back to that, right? Like there was this reality. You [00:08:00] could go back and serve in a nonprofit and you could serve them in different ways. So I love the courage, I guess is where I'm getting at. You had a lot of courage to be that decisive and then, you know, like moved over into something that wasn't, you figured it out.
Dustin: It wasn't like quite the right fit at first, and you, found your way through it. So, I would love to sort of fast forward a little bit and talk more about. Where you find yourself today. So, sounds like more strategy work. I know from knowing you that you definitely do a lot of things in your local community as an example.
Dustin: Is there a certain type of client that you just feel so ecstatic to get to serve when they come across your plate?
Danielle: I love working with women who are the face of their business. I love working. With women who are in local business. So it could be small town. I live in a small town. I grew up in a small town and being a preacher's kid, there's just, there are dynamics that come with that, right? that I grew up knowing.
Danielle: I love to work with women like that in a local business, not necessarily a service provider or having a storefront, but people who. [00:09:00] Do business with other people where they live and play and work. So, you know, you might be doing business with somebody who kids on the same t-ball team as yours, or you might see them at church or you bump into them at the grocery store.
Danielle: There's a little bit dyna a different dynamic there. when you're trying to juggle those, things. So that is the space that I really, really like to hang out in because it's about, in my mind, marketing is about developing relationships and not as much the like sales and transaction side of things.
Danielle: And so how do you show up as a good human? How do you show up as the person that God called you to be? How do you run a business in a world that's saying, you know. That your bank account and your title is the of your success and your, and do you juggle all those
Dustin: Yeah. That's beautiful. I love that. I. hadn't really made this connection. Maybe this is one of the reasons I feel like I resonate so much with, you, Danielle. It's like when I left engineering my entire [00:10:00] portfolio, 'cause I kind of just started doing all marketing for all people, but it basically, it was like my dentist, a restaurant I frequented, my sister-in-law.
Dustin: And so it was very much local, and in fact it was a local butcher shop. My original hometown of 7,500 people. So yes, very much like you, a hometown, came from a, family of farmers. And that relationship is actually what brought me into Fire Creek Snacks, which when people know the rest of my story and how I ended up doing podcast stuff, it was really through a local connection in my hometown.
Dustin: So I love that. to me it's a very pure intent. And, and, you know, there's this. an important thing to plug into. So there's this analogy, it's kind of a crude analogy, but it's, in the land of the blind, the one-eyed man is king, and basically all it means is. If like I'm a marketing expert and I go into a room of marketing experts, I'm just like one of many, and it's like I'm in a red ocean.
Dustin: But if I'm like, I know a little bit about marketing and I go into a room of restauranters, like they're all like, oh, you know, marketing? You're like so amazing. So is there a dynamic there where you feel like [00:11:00] you get a unique expression of your gifts because you're working with people who maybe don't, they just don't have that marketing training, they just don't have the sophistication.
Dustin: 'cause you've obviously dove real deep into it and spent. A big part of your professional career, learning, marketing, relationship, building, messaging. So yeah. What, I guess, what is it do you think that draws you so much to this sort of local business, women faced, business, that kind of feeds your spirit?
Dustin: Because that's really what I sense from you.
Danielle: I don't know how many times I have found myself in the last six years, since I looked at my husband and said, I'm gonna quit my job tomorrow. Like, who was supposed to tell me this? Right? So, there are certainly resources out there when you start a business, but so many lessons learned because I set out a business. I just think it's really important to find a community and a network and, people that are around you that are there for you, right? that are there to speak your name in a room where you aren't Who are there to say, Hey, you can't skip all the [00:12:00] bumps and mistakes that I made because everybody has to learn.
Danielle: But here's this one thing that really tripped me up and I'd love to help you skip it. That I think is really important, in the entrepreneurial journey. Kind. I didn't start out having that. And so it was like when I finally got to that point, I was like, Ugh, this is what we need.
Danielle: Right? We need more women supporting each other. We have Instagram and Pinterest. I'm gonna sound like such a hater and I really am not. They have a place in this world,
Danielle: but I think As online media and marketing are just so present in our daily lives. We see influencers, we see perfection or what looks like perfection.
Danielle: You know, there were a hundred takes behind it, but it looks ideal and perfect, and people are saying it's real easy. You just gotta follow these seven steps. If somebody is in the exact life phase as that person who said it's these seven steps, then yes, [00:13:00] it's that easy and follow those seven steps. But everybody is so unique and every situation is different.
Danielle: And so I think that is really why I want to do what I do is, I spent a whole bunch of money on a whole bunch of marketing and sales promises that sounded right and weren't right for me, and I didn't know that I had the permission to take what served me and leave the rest and to write my own rules.
Danielle: And so that is what I lead with with my clients is we're gonna write the rules, we're gonna take the good stuff, right? We're gonna build a foundation on best practices, knowing that it needs to be fine tuned to make it work for you.
Dustin: I love that. that's very well put. So last piece. Sort of talking about your business, and then we're gonna spend, you know, at least half our time today really talking about one-liners and examples of that, because I think that's a super juicy topic. And you and I have seen within the seven bigger elite community, just like the appetite for that, people are like, yes, I need, I really need [00:14:00] help with this.
Dustin: But I do wanna ask, it's sort of a double question. Like, where do you see your business going, let's say like three years from now? And then sort of related to that. 'cause I, I do sense there's something to it. Do you feel like your business is like an expression of your faith in some way or sort of an outlet for your Christian faith?
Dustin: And so answer either or both of those, you know, that as you feel comfortable, but I, I feel like there's something there under the surface that I wanted to kind of tap into.
Danielle: Business in.
Danielle: I don't. and to be quite honest, this year was the first year that I actually set goals for my business. I had never done before. And, don't ask me what they are. 'cause now that I'm thinking about it, I'm like, oh gosh, what are they? I wanted to take inspired action. And again, this is kind of that, like. You get to write and break the rules. And giving myself permission to set a goal but not hold myself to it specifically to say, I am marching towards this, and I might go off on a completely different trail in that direction. And that is totally okay. So [00:15:00] I am a rule follower by nature, and so I want like the tell me exactly what to do and follow the steps and obviously it doesn't work that way.
Danielle: so that was kind a big thing for me this year was. Setting goals, knowing that on December 31st, even if I don't reach them from a metrics or KPIs perspective, I'm gonna sit in the gain and not the gap. And I'm gonna look back at the last 365 days and go, what an amazing journey it's been. Even if it was very different than what I set out at the beginning of the year to do. Now thinking about my faith being really rooted in my business, it absolutely is. What I know about myself is that if I try too hard or I let the worldly view of business and success and entrepreneurship take too much of a hold of my mind. Everything. I'm not gonna say everything falls dry. That's very dramatic.
Danielle: It things are not in alignment for me. And business doesn't come, [00:16:00] but when I sit and every day, many times a day, sometimes say, God, I surrender this business to you. What? Like, who am I supposed to serve today? How can I be the person that you called me to be? To serve other people, people, that's when it comes.
Danielle: So if I am stuck on a goal or have my, you know, all my eggs placed in, you know, trying to get a, proposal accepted or something like that, I just feel completely out of alignment and so disconnected. And again, my husband, the incredible supporter and encourager that he is, he'll say. Why don't hop on treadmill and do some walking? And when I. He's always right about that. I put in my headphones, I turn on a playlist, and God beautifully sets up these playlists for me, that reminds me that I'm not in control. That, he's got this plan for me and I, I can usually physically feel myself like release the tension and.
Danielle: I'll say more often [00:17:00] than not, when that happens, when I get done from the run or get off the treadmill and come sit down at my desk, it may not be the thing I was worried about or waiting for, but something new is in my inbox or I got a new text message, like I have literally released the stress of a
project and somebody that I had been stewarding reached out and said, I think it's ready to go.
Danielle: Take my money. And I'm like, okay, God. like, how can you argue with that, right? Like there's no other way. So, being more tuned in, from what I know is that being more tuned into what I need personally and my faith, the business side of things falls into place.
Dustin: I love that. I'm so glad I asked that question. Like I just, I knew in there, I hear your words and wisdom around because. I so relate to it. I won't, you know, this is, about Danielle, so I won't get into to my own story, but I'll just say amen and, ditto I guess in a lot of ways. That's really awesome.
Dustin: So, you and I talked about like what we want to. Give to the audience with this. So obviously your story is really impactful and I think tons of people can relate to it, [00:18:00] and that was a gift. But kind of part two here, we wanna talk about one-liners. And so, we did this one-liner workshop in our community.
Dustin: And so, Danielle led this amazing session a couple months back and then. Just a lot of one-on-one interactions with people and helping them get clarity on a one-liner. So I guess first of all, Danielle, like if someone said,
what's a one-liner? Like how would you summarize what it is and kind of what it's for?
Dustin: And then maybe we can talk about some best practice.
Danielle: This is my favorite topic, Dustin. I love this in. So a one-liner is, it's that first interaction that you have with people. So again, I tend to work with local business, kind of in-person conversations and, relationship building. So it's that answer to the question, what do you do? Everybody has had a slimy sales situation, right? We're all trying to avoid slimy sales, and that's why most people don't sell in their business 'cause they don't wanna do the slimy sales. the thing that makes slimy [00:19:00] sales slimy is that they don't have permission to sell.
Danielle: so,
Danielle: so, if they, it's like, well use the car salesman, right? Like, they just launch into all of these things and you're just like, whoa, whoa. Hello. I just wanted to look at this car and open the door and smell the fresh leather. Like, I don't need your life story. Don't need you to tell me about 47 cars. So that's what makes sales slimy.
Danielle: And, let's talk about like a networking situation, or you meet somebody and they say, what do you do? Your gut reaction, especially if you have no connection to this person, is to basically word vomit on them every product or service that you have, because you don't know what's gonna land with them.
Danielle: And that's slimy, right? You don't have permission to give them all of that information. So what you want in your liner is for them. Just give them a bit to show. you know what you're talking about. Here's, the thing. And you want them that to pique their interest to where they do, they lean in and they give you permission by saying something like, how do you do that?
Danielle: [00:20:00] Or, tell me more about that. And then you have the permission to continue on. So that's the biggest distinction. And that's where the one liner can be such a powerful and really effective tool is, you're, giving just enough so that they ask you and invite you to tell them more, which everybody wants, right?
Danielle: I wanna keep talking about my business. I wanna keep telling you all of the amazing things that can happen from us working together. that's the
biggest thing. the other, thing that I think is really important to think about with a one-liner is that this is a way that you show your expertise and your authority in your field because you're not actually talking a whole lot about yourself.
Danielle: You're talking in a way that shows that you understand, been. A situation where somebody, you ask them, what do you do? And they go into like a whole wall. It was a family owned business and we've been around for 50 years and blah, blah, blah. And you're like, woo. Those are all really critical things and they're really [00:21:00] important and there's another time and place for that, part of the conversation.
Dustin: I think that's a really important way to answer it because it's as much about what, it's not as, what it is as people are like, what do you do? And then everyone's mind's flooded with all these horrible examples of awkward situations. They've been on the receiving end of that, and then they probably cringe thinking about, yeah, I had this like perfect opportunity to talk to someone that I really wanted to talk to.
Dustin: They caught me off guard, so what do I do? And I just froze or I rambled for five minutes. I was sweating and like, and so. We want people to be prepared. We want people to be able to like walk away from this episode and have a solid one-liner. So Danielle, is there a template, framework structure to this?
Dustin: Like what, how do you like to like start people when they start thinking about how to formulate their own one-liner?
Danielle: So the easiest, template or formula to follow is problem solution success. So you start with the problem. If you think about social media, that's the hook, right? What are you gonna say? And that's gonna hook people [00:22:00] in to kind of lean forward and pay attention. And that's where you demonstrate your authority.
Danielle: 'cause you say, I understand, like this is the problem, right? The next part of it is the solution. Well, you've got a problem, or someone has this problem, I have the solution to solve that problem. And then the next thing is the success piece. So you're really getting at their emotion there and saying like, this problem is stopping you from achieving something.
Danielle: Right? That's why we look for a solution. We're trying to get somewhere and we've got this blocker. And so again, you're demonstrating your
authority in the space by saying, I know what you're trying to accomplish. I know this is getting in the way, I've got the solution, and let's talk like let's go.
Danielle: Let's fix this.
Dustin: That's awesome. That's, yeah. So problem, solution success. I won't put you on the spot too much. Do you have any favorite examples or, you know, maybe a client example or your own example or just off the top of your head, but do you have any just examples? I've seen dozens of examples of Danielle in written format [00:23:00] workshopping these, and it's like literally like epiphany moment after epiphany moment.
Dustin: Like, wow, that's really good. So some of us process verbally, some of us don't, but it fair to put you on the spot and ask for an example?
Danielle: Of course. So you go to a networking event and you meet somebody and you say, what do you do? And the person says, I'm a plumber. And you go, cool. Well. No problems at my house. Nice to meet you. Right? Can I get your card? right. But you go to the networking event and you talk to the person and you say, what do you do?
Danielle: And the guy says. You know when your grandma is on her way over for Thanksgiving dinner and everything has to be perfect because you know she's gonna run her finger across your mantle to make sure there's not any dust. And you're kinda like, yeah, well I'm a plumber and I make sure that when you're tiny humans flushing into turtle down the toilet 30 minutes before grandma is supposed to be here, I'll.
Danielle: Make sure it's all taken care of. Get those ninja turtles, [00:24:00] clean them off. Give them back to your kids. Tell them how bad it is that they don't do that, and then be out the door before grandma even arrives so that you guys can have the best Thanksgiving ever. This guy gets me. He knows that things go down my toilet that aren't supposed to.
Danielle: He understands how stressful it is when grandma comes over and he knows that he's gonna, I mean, he's gonna pick up the phone, he's gonna answer, he's gonna show up real quick. He's gonna sneak out the back door as grandma's walking in the front door. You are my man. I don't even want your business card. I wanna give you my cell phone number.
Danielle: I want you to take a picture of my face so that you remember me when I call you, like I am the person, right? Like that is my plumber forever.
Dustin: That's awesome. And so I know you embellished that a little bit, but it made it extremely memorable. And so if someone is. Quote unquote advanced with this, and they get a little color, you know, like the Ninja Turtles is maybe like something that they like to work in. That's awesome. if someone's like a
little intimidated by that, they're like, that's really good, but like I can barely say my own name.
Dustin: Like, is there like a more [00:25:00] basic version of that where someone could sort of start and so they don't feel like they have to have like the super compelling, fun version?
Danielle: Yeah, so I, think that's a good point and I, think it's kind of like art where you have to understand the rules and follow the rules a little bit before you can start to break them. And I think that we often. get caught up in the, like, marketing speak, trap where we think that we're about to deliver a marketing or sales pitch or message.
Danielle: And I see this all the time, even in one-liner workshop where we're, doing this together and we go around the room and somebody goes to, to share and they sit up. Straighten up a little bit, their voice changes. and they sound like they're announcing something on the radio. And I'm like, no, no, no, no, no.
Danielle: This is a, this is a conversation. This is your normal who you are. Right? So, I think this is a great call out. I'm glad you said something about that. Permission to start really simple and basic into the facts, and then you do get to expand and advance as it. I mean, I've got a, [00:26:00] bookkeeper client and we started out really simply, and she's not super comfortable with, getting detailed like that.
Danielle: And I think this is how she, you know, how she introduces, you know, she's like, you know, when it comes up on tax season and and I help people manage their books all year long so that there aren't any surprises at text. And it's very simple, right? It's very simple, very basic. It gets to the core and people are like, oh my gosh, yes. Like tell me. How does that work?
Danielle: You know? How do you do that?
Dustin: Yeah, and then, a little more advanced version, so it's like that would be so perfect, like a chamber of commerce, like a local business. You know, people that's kind of a universal one-liner that would work for all types of businesses. I
can imagine if she was, let's say she specialized with online businesses or entrepreneurs who have like lots of moving pieces and you know, are always
like focused on the revenue and not really paying attention to the categorization of [00:27:00] expenses and all that.
Dustin: She could use the exact same one liner. But instead of saying like, you know, how business are people, why awake at night worried that they're gonna have a big tax bill. She gets literally say like, you know how online coaches wake up, middle of the night thinking they're gonna have a big tax bill? And all of a sudden, like that same one-liners tuned into a totally different market because she just described a problem slightly differently, right?
Dustin: Like the same solution, same benefit, really, or, or success, but. here's how I wanna ask this in the form of a question. If someone wants to be more specific in who they're attracting with this one liner, is it in like, which of the three pieces do they typically want to modify, from the formula between problem, solution, and success?
Danielle: Oh, that's a. I would say it doesn't really matter either problem or solution, either one. You know, the solution could be I help and then that's where you go into detail. Or the problem could be a little bit more specific to what that audience is. and you said something that triggered me that I see, [00:28:00] happen a lot on people's first drafts of their one-liners.
Danielle: They essentially think of what their product or service is, and they kind of try to think of the opposite of it for the problem, and often that. Is something that they're not typically problem aware about that. And so the way that you work through that is to literally think about what is waking your clients up at night.
Danielle: So when they wake up at two o'clock and roll out of bed to go to the bathroom or whatever, and they sit back down and they can't go back to sleep, what is it that they're thinking about? So, you know, in bookkeepers.
Danielle: Right. So that's, distinction. I really important call out Danielle: is.
Dustin: that's really good. And this, back when I was trying to work on my own one liner, you know, I first kind of came up with the podcast Profits accelerator [00:29:00] of like exactly as you said. I'm like, oh man, I totally did that. You know? So I knew I had the solution was podcast guesting, and so I would start to describe the problem of like.
Dustin: Hey, a lot of coaches wanna be on podcasts, but they don't know how to do it. And so I have the podcast profits accelerator to help 'em do podcast guessing. And while that may be kind of true, like, yeah, no one wakes up thinking, man, I really wanna be on podcast. That's not the problem. That is the solution that we can offer.
Dustin: But the problem is actually like lead generation, right? So a much better one-liner, I think as I was listening to you describe the structure would be like, you know, a lot of great coaches are totally dependent on referrals, and so we give them a system so they can generate their own leads through podcast guessing just by telling their story and teaching, you know, their craft or whatever.
Dustin: Because the thing that actually would keep someone up is like. All of my business comes from one referral source. Or like, what if this person gets hit by a bus? Or like, I don't really have like my own way to generate leads. That is a thing that keeps people up, right? But not like necessarily the [00:30:00] mechanism that I want to focus on as my solution.
Dustin: So I think that's really important in the structure of problem solution success. Ultimately you want to tie that together in a little bow and make it flow well, but they're really three different things. is that a fair way to think about that? Like, and I feel like the problem might be the hardest one for people to describe.
Dustin: Well,
Danielle: Yeah, they are, they're separate things, but they also have to follow the same flow. So often your target audience probably struggles with a few things. And so another thing that I see people get into, and this is why you gotta practice your one-liner. it will not be the same as what you're coming up with right now as.
Danielle: Mine changes. I mean, I try different ones on every couple of weeks. Like, Hmm. Wanna say this today? This is, this lands I'm hearing a lot in my space or my target audience space about this, so I'm gonna do this. Like, I do not have something etched in stone. But to get back to the point, and the thing that I see sometimes is we have a problem.[00:31:00]
Danielle: So we introduce a solution that's for a slightly different problem. And so when you know a lot about your target audience, it's almost like the curse of knowledge, right? You know that they're overwhelmed, you know that they
don't have time. You know that they're struggling to juggle multiple things, but you've got to have the solution match the problem.
Dustin: Yeah, so kind of the last conceptual question. It might be fun to workshop one, together, but, so with the one liner. you gave us a great framework, so problem, solution, success. And we've been verbally kind of given a few different examples of that. I think some really good ones with the bookkeeper example.
Dustin: In particular, does this vary depending on the audience or like even the medium? Like would a written one. Be different than a verbalized one. And would a casual conversation be different than something that might get announced as a bio on a podcast? You know what I mean? Like it feels like there's different places a one-liner shows up, and so is it okay to have different versions of it?
Danielle: I think it's important that you [00:32:00] do. We write and we speak differently, right? And so often as we're creating this, like if you're sitting at your computer and typing it out or writing it out, you may go to speak it out loud and it feels clunky. Or that might be when you kind of have that radio announcer voice come on.
Danielle: the spoken one you wanna practice. If somebody says, what do you do? When somebody says, what do you do? Your gut reaction is to say, I'm a marketing strategist. And when you're first trying this out, it's okay to do that. I'm a marketing strategist. What I have found is that here's the problem and
here's the solution.
Danielle: You know, totally fine. Right. Not dogmatic about this, but, when you have your written version, you can embellish a little bit more. You can give some details. For example, I love helping people who X, y, and Z, and you can list. You don't want to in the main part of your, one-liner that problem solution success.
Danielle: You don't wanna list a whole bunch of things. Like, it's easy to think about, okay, let's just, you know, this, this, they [00:33:00] are experiencing this, this, and this. But when you put lists and people only focus on processing the, that list and they get distracted and they miss the whole next part of the, the. So, so you can change it, depending on the audience.
Danielle: You can change it depending on where you are. I was at a networking event in a bar scenario or situation one time. The acoustics were terrible, but
they made everybody go around and introduce themselves. And so I read, I read the room, and I just yelled. Everybody hates marketing. I love marketing and I do it.
Danielle: I'm Danielle and I have four or five or six people flock to me at the end of the thing, right? Like I wasn't trying to give my normal elevator pitch in this crowded, horrible acoustic room, but I got the point across right and people came and talked to me and, and it was really effective.
Dustin: That's good. That reminds me, I was at Pod fest one time and speed networking, you know, so cringey. But you know, you're sitting around a table and people are like, introduce yourself. So everyone's like, I'm Joe and I got this podcast, and [00:34:00] then they talk for five minutes. And I actually have a podcast at the time, so I was just like, I'm Dustin, I'm a professional podcast guest.
Dustin: And I just sat back, and then I had so many people come up to me like, tell me about that. What do you mean by a PO Professional podcast guest? What's that mean? And I'm just like, well, you know, I don't have a podcast, but you know, I've, I've built some businesses by podcast guesting. And it created, I actually got several clients from that event.
Dustin: And I think to your point, that's not like, you know, if someone's on a, if, if I'm on a podcast or like Dustin, tell us about what you do. I'm a professional podcast guest. I just, you know, that's not really. Eloquent enough, you know, you give more of the traditional format, but there are some applications where like a really short version or in a written format, like you said, you can get away with a little longer version.
Dustin: One thing I do wanna make sure we kind of catch in the podcast that, well, I'll never forget and watching you work, down this list of people's one liners in our community. You said like, commas are not your friend. So you, can you expand on that a little bit because this is definitely my achilles heel when it comes to writing things out.[00:35:00]
Danielle: Are not your friend. They're not. And they come from a good place, right? They come from us wanting to provide the right information and the, the information of value to whoever is on the receiving end. But what, what you'll do is lose people because they're so focused on processing that list and you can watch people, right?
Danielle: So, the, the brain and the. I say this in a weird way and, and there's probably somebody who's more medically and trained in like the more psychologically trained in this, and I'm gonna butcher this, but basically your eyes move to kind of up into the left when you are trying to recall something and they move up into the right when you're trying to process something.
Danielle: So if you are in a conversation and you see people's eyes moving, right? If they're speaking, it's that they're just trying to get. Find the right words or remember the memory or whatever to speak to you if you see them looking in the other direction when you are speaking, it [00:36:00] means that they're trying to track like they're getting lost, and that is definitely in the moment, a sign for you to pause, slow down.
Danielle: And think about what you're saying. But those, but when you have commas, you, you have at least three items, right? Which means you have a list. And so people are thinking about the first thing and the second thing and the third thing. And if you think about in that problem or the solution. When they're processing that and you're saying the next thing, they're missing it and you don't want them to miss it.
Danielle: So those commas come from a place of insecurity, right? Like, we don't know what the right thing for this person is to say. And that's where just knowing your audience and getting really dialed in to this kind of a thing, with that one-liner so you stay enough to hook them and intrigue them and ask them to tell you more, and then you can bring those commas in later.
Danielle: So, yeah, they're, they're not, man, they, you gotta.
Dustin: And it's funny to see this in a written form because it's just like, I dunno, 75% of the first versions that people put for themselves [00:37:00] had commas. And it's like this list of things that either they solve or the benefit or you know, or the, or the problem. I was just like totally guilty of that. And when you gave a shortened version with no commas, it was like, that's so much better.
Dustin: Like, I could, I could actually remember that and process it and articulate it. Well, I, maybe we'll spend like two minutes on a quick example. I like just a kind of workshop, something I had in my mind. And of course we wanna talk about how people get ahold of you, Danielle, and honestly, the shortcut if you're like, I just want a really good one-liners, just hire Danielle to do it and we'll talk about how to get ahold of her.
Dustin: But selfishly, I have an idea that I thought would be fun to workshop for. Just like really, I think it would take us just two minutes. So. You know, I got the podcast Profits Accelerator and we talk a lot about what that is, and you've experienced that. That's like a full bore 90 day program, and it's really for people that are doing coaching, consulting, own an agency, you know, it's a pretty advanced program.
Dustin: I've had more interest recently and I've had a personal interest in working in like a try a shorter format. And so the long story short is I'm thinking about doing like a 30 [00:38:00] day sort of mini accelerator that's using podcast, guessing specifically to help authors some more books. So I'd love to kind of workshop a one-liner for that if, if you'd indulge me with that.
Dustin: Alright. Alright. So where should we start? If I come to you, I'm like, Hey, this is, I got this idea, like, coach me through it and maybe I'll, I'll take some notes and if we can come up with a final one-liner, we'll announce it here first. So.
Danielle: Yeah. Okay. So, we've got an author or someone who has written a book. What, what is their core desire? What do they wanna do with this?
Dustin: I'd say I'll, I'll give the long version. You can help me shorten it. I mean, I think some more books is sort of like on the nose, and then if you're like, well, why do they wanna sell more books? You know, because they've done a lot of work to create a great book. They have a message they wanna get out into the world, they wanna be positioned as a thought leader.
Dustin: I think there's a lot of these subres, but it feels like, like the main thing they want is just to be able to sell more books.
Danielle: Yeah, I would, I would agree. I would think that, somebody did all of the [00:39:00] work to put into, you know, put all of the work into writing a book. The thing that wakes them up in the middle of the night is, how am I gonna get people to read this? Right? So.
Danielle: Author, like, how do I do that? Right? How do I get to. I would think that knowing what I do, about your program makes it, this makes, I feel like we're gonna cheat a little bit, but it'll make it easier to condense. So I think, like, thinking about the problem, most authors write a book and think the hard work is done, but really they have to figure out how to get their book in front of people.
Danielle: I help, authors use podcast guesting as a way to get their book in front of more people so that they have a, a, a bigger impact.
Dustin: Done. This is why Danielle gets paid the big, big bucks.
Dustin: I'm gonna flag I'm gonna pull that out and it's going on LinkedIn as opposed that you're gonna see in the in the near future. No, that's really good. You said it so [00:40:00] fast I couldn't even write it down, but like I fortunately I have a recording, but that's beautiful.
Dustin: 'cause I think you start off in a way that I just wouldn't have, it wouldn't have clicked 'cause I'm too close to it and you're like, well, most authors. Write a book thinking that was the hard part. And I think that's gonna really intrigue people like, well if that's not the hard part, then what is right?
Dustin: And it's like, but there's this whole nother side of this, you know, that you need to be able to have people, find and buy the book. And then, you know, so my solution is podcast casting. That's like my unique mechanism. And then obviously success is to be able to spread their message and become a best seller or whatever that might look like.
Dustin: So. That's awesome. So you probably can't repeat that. Like, it just like flowed out of your brain. It was beautiful. I won't ask you to repeat it, but, that was really, really good. So great example. All right, so, you know, the question
that's coming, Danielle, is like, if people want more Danielle in their life, they maybe want some help with a one-liner.
Dustin: Maybe they're a female led business, local or otherwise, and they just really want someone with your heart and your smarts to come alongside them and [00:41:00] help them with their marketing in a way that feels really authentic and fun. How should people, get ahold of you or what's the next step if people wanna work with you?
Danielle: I love to meet business owners on LinkedIn. It is my favorite business social platform. So you can just search my name, Danielle Bosky. Spell it out phonetically. So it's BOR.
Danielle: On LinkedIn, I would conversation your and what you're up and how we can make your business the, the marketing machine of your business be as awesome and aligned as.
Dustin: I love it. Yeah. And probably not a lot of Danielle Borovsky. It's kind of Dustin Reman, you know, it's like, it's a bear of a last name, but fortunately yours spells like it sounds. And, the good news is there's, you know, we're pretty unique in the world, so, I love that. So go to Danielle. On LinkedIn, Danielle Bki on LinkedIn.
Dustin: We'll definitely link up to your LinkedIn profile so people can make that as easy as possible. And if you forget all that, just ask me and I'll connect you [00:42:00] directly with Glee because Danielle's one of my favorite people. She's, been a long time part of our community and just adds a ton of value.
Dustin: All the time. We just had a networking call for our community right before this, and she was connecting and helping people with their messaging and their one-liners and, just doing what she does. And so I, I, I'm very grateful for you, Danielle, as a friend, as a business associate, and now as a, as a featured member of the, seven Figure Leap podcast.
Dustin: So thank you for being here.
Danielle: Thanks so much for having me. This has been fun. [00:43:00] [00:44:00]