Building a Brand That Sells for You with Daniel G

I'm going to serve the people that either like high energy or want high energy. I want to attract people that want to make millions in sales and not people that just want to make 2,000. We're going to go insane trying to build a brand, trying to make everybody happy. It's just never going to work. It's like building a business. And it took me about, like, a year and a half to two years to really, like, just be comfortable with me being on my brand. Then you got all these people in just floating and levitating. So, like, that's not an easy job. So, yeah, that was fun. That was really fun. I'm like, this is the Persona of the individual.

Did you have a DJ name?

Yeah, two. My first DJ name was called.

All right, everybody. Welcome back to On Brand. I am your host, Melissa Dugulecki. And we have an amazing, incredibly valuable guest today, my good friend. I'm sure many of you have seen his content on social media, but you're going to get a peek at some of the behind the scenes and getting to where you are now. Please join me in welcoming Danielle G. And we also.

I just forgot as you were doing this, we did an event together in Tulum. We did your event.

We did.

About that. Yeah, yeah. That was like, the best event probably Tulum's ever had. Hands down, like, the most valuable. I just thought of that actually, right now that you held that event in Tulum, that's not that easy to do. And it was packed out.

Yeah, we saw.

And there's so many good speakers. Me, you, Gerard, Eric. Yeah, that was such a good event.

Thank you.

That was a good freaking event. Now that I thought of it, I'm like, you know, because I'm so used to doing these massive events filled of like, two, three thousand people, which would be physically impossible to do in Tulum. Then you got all these people in Tulum just floating and levitating. So, like, people don't understand how hard it is just to pack out a room in a normal city. In a normal city, like, we're just saying Kentucky, Florida. And then you go somewhere where Tulum, everybody's levitating. That's not an easy job to pack out a room. So, yeah, that was fun. That was really fun.

It's funny, I always say, just to add on to that, when people in Tulum, like, you can't get people to commit to something because the answer will be, well, I just have to see what feels like aligned in my body. When I get up, I got to see how it feels aligned.

Yeah.

You know, and you're like, yeah, okay.

Is it a yes or a no?

Yeah.

They don't even give you a maybe.

You're going to build your business on that.

Yes.

Do I wake up feeling aligned?

Are you ready to get started? They won't even give you a maybe. I need to think about it. There should be a whole thing about Tulum objections.

Oh, my gosh. We could do. We could riff on that 100%.

Imagine Tulum objections. So are you ready to get started? You know, I don't think the divine timing right now is calling. It just has to be, you know, spiritually aligned with what time of the month of is. Where's the stars? Oh, here we go. The stars.

Oh, my gosh. I literally had somebody who I was coaching in their business, and I pretty much stopped taking Tulum clients because it was just. I am very rigorous. It's why I think you and I get along very well. We're very consistent. We're very rigorous. Like, you show up.

Yeah.

I don't care how you feel. Right.

Yeah. Yeah.

And I think that's actually to talk about brand. That's part of both of our brand. But I had a client who was very in scarcity because they were broke, gave an action plan, checked in on it, and he said, oh, my soul felt called to the beach today. And I'm like, is your soul gonna pay your bills, buddy? So speaking of brand, Daniel, a lot of people, if they have seen you on social media or they've seen you at live events because you train globally.

Yeah.

You know, and you have built such a powerful brand as a master sales trainer in the world. But I've known you for seven years.

Yes.

But your story goes back even further than that.

Yes.

So somebody listening who maybe sees this massive gap between where they are and where you are. Right. Or maybe somewhere in between. Can you take them through a little bit, what it looks like to build a brand? Like, it doesn't necessarily mean you have a videographer or shooter Steve following you around every day.

For sure. Yeah. I mean, the first thing was, like, I had to get. I think I had to get very clear on, like, who I was and my. Who I wanted to attract within. Because people know I'm in sales. But you could be like, oh, I'm gonna be a sales trainer. And then you start putting out sales content, and then you're a little bit loud like myself, and then people don't like it. You're like, I'm gonna stop doing branding. So the reason why I kept going with my brand, it's a super crystal clear on like, okay, I want to attract people that want to make millions in sales and not people that just want to make 2000. I'm not gonna speak to that person, so those people aren't gonna like me. And I'm already o that because I was crystal clear on who I was going to serve. Even within the sales space. I'm like, this is the Persona of the individual. Not just like some people are like, okay, what niche? I'm like, do you even know the Persona of the individual that should be listening to you?

Right.

Because if not, you're going to try to please the whole crowd and you are going to go insane trying to build a brand, trying to make everybody happy, it's just never going to work. It's like building a business. So I was criticized in the beginning for having such high energy, but then I said, okay, well, I'm going to serve the people that either like high energy or want high energy. And that's all I focus on. I'm like, today I got on camera, I'm going to serve somebody that likes high energy people or wants high energy. I'm going to mix, obviously in sales skills to it. But yeah, I mean, I knew the first thing was I knew who I served and it took me about like a year and a half to two years to really, like, just be comfortable with being me on my brain and be like, hey, this is who you're going to serve. You're never going to have unanimous love, so you're going to show up every single day. There's never going to be unanimous love. And we have to realize the biggest people inside of the world will get more hate than the average person. Like, that is just it. The president of the country is going to receive more hate.

Right?

They're always going to be the most loved and the most hated the bigger you build. Right. So taking it back, I started my brand. I mean, it's interesting because I was really on camera since I was like 14. No, no, 14 at 7. Sorry, 14. Like, yeah, I started doing more on camera, but 7. I started 7 or 8. I started my own yes. Series on camera. And. Yeah. And then on, When I was 10, 9 or 10, I. I started my first YouTube series.

Really?

Yeah. Like, people don't even know this. Like, I'm, I'm, I'm. I'm not gonna even mention.

Yeah. Can we go find that?

No, you won't even be able to find it. But it's there, but you'll never be able to find it. Except for, like, one person in my life, right? Unless somebody, like, choked Steve and threatens Steve, but I don't even know if Steve can find it. But. So I started going on YouTube just because I started to realize. Here's such a good lesson, actually. I've never even talked about this. I'm DJing. I started off as a DJ at 10 years old, right? I took a old DJ set of turntables, and I figured out how to mix two turntables. I'm like, okay, I might be good at this DJ thing. So I saved up money and I bought a DJ setter. I took a loan from my dad or my mother of, like, 50 bucks or 100 bucks, and I bought these two turntables and started DJing. So I started DJing for, like, my family in my bedroom, and then I go to school, and then I'm like, hey, can I DJ at, like, the church choir? Whatever. So I started doing DJing, and then I actually get good. Like, I'm starting to get decent, like, 11, 12. I'm actually starting to learn how to mix two beats in one. I'm starting to understand BPMs. I'm actually starting to learn how to DJ good. By 12, I'm DJing like crazy. It's like my dream. Yeah, by. By. I was playing soccer, and I was DJing, and then I'm thinking. I'm like. I started to ask my teachers. I'm like, can I DJ the school dances? No, no, you know, like, you can't do them. We already hired some guy. Can I DJ the prom? No. I'm like, oh, man, this sucks. And then I start to realize. I'm like, okay, if I can't DJ for the war market, how about YouTube? So I started to go on YouTube, and I'm like, holy geez. 70 people just viewed me DJ today. And to me, that's, like, where everything for me comes in now. Because I'm like. I'm like, you're forget your war market. Your war markets. I mean, trust you. They didn't let me DJ my own prom. And then that's how it started. Because I'm like, wow, 70 people watch me DJ. I'm like, all right, let's do DJing tomorrow. Let's do his prank video tomorrow. Let's do a soccer video. Because I'm like, so many eyeballs that I've never had. I'm like, this is so powerful. I'm thinking of this when I'm like, 12. Then the shift was, it wasn't paying me, obviously, YouTube at the time. So I got into sales when I was 14. I started to become really good at sales. I started to build up a great sales career. And at 21, the thought that I'm telling you right now, 22, 23, after 10 years of doing sales, the thing that I'm telling you right now started to hit me. I'm like, this is so boring. Nobody knows how good I am at this. I'm like, I want to show the world I killed the sales game in the last eight years. I've never stuck with something for eight years. It was always like, soccer, magic, DJing, being a clown. I've done everything on YouTube. Everything. I'm like, nobody knows how good I am at the sales thing. And I'm great. So I'm like, let me start filming it. So I go on, I'm like, I start seeing these apps, Meerkat, Periscope, Snapchat, these first live streaming apps. And I started live streaming on Periscope and Meerkat and then Instagram Live and Facebook lives. Free sales training. Just like I would do on YouTube for DJing. And people would listen to me. Like, there would be like 20 people online, 10 people online. And I didn't. The beautiful thing about my brand was that I still had a job that was supporting me simultaneously. Why I could build my brand in sales. So I was doing it out of just like, with no scarcity, that I had to make money because I still had a vehicle producing me money, right? So, like, if somebody's watching this right now and they're like, well, you know, I don't want to start because I have nobody watching me. I'm like, well, number one, that's the best time to practice when nobody's watching. Like, that is the best practice. It's like, it's like, you don't actually want to fuck up now in my position, one bad thing I say, maybe it can be ripped apart or, like, I just look dumb if a thousand people now are laughing me on a live stream, right? It's nice to practice when nobody's watching. So. And that's what I was doing, really. There was only like, five people watching my social media. And then, yeah. So I started. I started building out a brand and. And. And, you know, I. I didn't have the intentions of making money in it first. I was really just saying, like, oh, I wish there was a kid watching me and figured out how great the sales career was. And I just gave My formula was I just gave everything away for free. So I do all my sales training on Instagram lives and Facebook lives for free. And people started picking it up, and then somebody said, can you do an event? And I just started to roll from there. Like, I've been doing live streams till today for seven, eight years straight. I never take a day off of a live stream. And that was just my thing. I liked live streams because I felt like it's so engaging for people. Like, they're like, wow, I'm with this individual. And I said, people are bored. So how do I just become the media outlet? Because nobody watches TV anymore.

No.

So I'm like. And. And TV hated me. Like, especially when I got in this game. I got on my first television show, and they said, hey, you'll never be back in the studio. I said. I said, why? They said, it's just, like, really wasn't our style. And I understood it and I said, okay. Instead of trying to get a media outlet, why don't I just become a media comment? Yeah, it's.

You know, that is so. I can't believe I've never known that about you.

Yeah.

Magic tricks.

Yeah, I was a clown. I was a serious magician.

Did you have a DJ name?

Yeah, two. My first DJ name was called do you know what a guido is?

Yes.

You know what a guido is?

Yeah, it's like a nickname for Italian.

Italian, like Italian cool guy, right? Yeah, like the guido with the spiky hair. So you remember Jersey Shore? Of course.

Of course.

Okay. Because I talked to the young kids. They're like, what's that? Right? I'm like, dude, this is legendary.

We lived for Jersey Shore.

Exactly. So I was Pauly D. Oh, yes. I was him.

Yes.

No, no. I need to pull up a picture. I was Pauly D. Spiked hair, blowout. Every spike was perfect. Tanned, couldn't like. It's just picture perfect. Tight shirts. Dj. And my first name, when I got into the market. Market. I was like, 14. My name was DJ Gui. So think of a guido. But it was G W. So guido is spelled G U I D O. My name was G W E E. So gwee and dough spelled like the Pillsbury Doughboy.

Doughboy, like D O U G H. Yep.

With. Stop it. With a doughboy holding a record.

I'm so getting you a soccer jersey. Yeah.

Guido. If you go into my city, people don't say, yo, what up, Daniel? I swear, people say, yo, Guido, stop it. Yo, if I'm in the mall now, if somebody sees me in the mall. And they're from like a high school. It happened like this Christmas. Somebody's like, guido. And right away I turned around. That was how I was known. I used to go to high schools and DJ in high schools. Like, I was pretty well known in just my little small city. I went to every single high school and DJ'd inside of high schools. I was DJ Guido. And then I became a little bit more mature when I was like 17. That was like my DJ's high school name. And then it just became like DNG. DNG. That was like my producer name. Because I'm like, no, I'm going to be a, you know, a producer and do these big festivals, etc. But, you know, I would have to like, I was actually like my trajectory of my. My people don't know this. Even in my music career, I was doing extraordinarily well. Like, again, I never talk about this, but at 18, not only am I producing music, I DJed at every single nightclub inside of Toronto, Canada.

Wow.

Yes. And I was underage doing that, like 16, 17, 18 with big DJs.

Wow.

We're talking about, like Hardwell, Steve Aoki. I had to open up for these guys. And just because I was good at sales, I knew how to get my foot in the door and be like, hey, let me do the opening set, right? The thing that I love that I tell people inside of business, I'm like, this why business and marketing is so cool, that like, you could even be the third best DJ in town, but you don't make money. But if you're the third best brander, marketer, sales company, you make so much money, 100%. I quit because I'm like, there's no money in this right now. And I got to pay bills and I'm dropping out of university. That's why I quit DJing in soccer, right? But I always knew getting back, I always knew I wanted to be in some sort of entertainment. And what people don't understand by social media today because it's on branding that the perfect flow of social media is balancing in our area. Entertaining and educating 100. Always wanted to, like, somehow captivate the audience attention. I just didn't want to be a sales trainer. I'm like, okay, how am I going to entertain these people? What am I going to do to have fun with these people? Right? And people were like, weirded out by first. I'm like, no, people are bored. You need to entertain people. People want to be entertained.

Yeah. They start to tune it Out. Right, right. They don't want to feel like they're just being lectured. You know, you said a lot of really powerful things, I think, related to brand and marketing and business in general in there. And I think, you know, I'm going to try and remember all of them, but we'll just. We'll just flow. But one of the things you said in the beginning was how your warm market will overlook you or almost take you for granted. And like, God, what a life lesson that is. Yes, right. And a lot of times people wait to put things out there until they feel more validated and they're seeking for validation, giving away their power essentially into a warm market that's never going to provide it, rather than just putting it out there and building their own stage, building their own audience.

And so it's so much harder to convince the war market because they judge you for who you were last year.

Right.

Last week.

Right.

So, like, that's Daniel G. Say, if I go be like, I'm a sales trainer now. That's Daniel G. The soccer player.

Totally.

You know, like, I will go home list. I thought. I think I made this joke to you once. Like, that I did. Well, I'm like, I will go home now. And people be like, so, like. Like, what's up with, like, the sales training thing you're still doing? I'm like, motherfucker, I just did a world tour. The you talking about? I just did, like, a hundred stages, filled the five to 10,000 people, and you're still asking me, what about that thing? Like, because that's my warm network. 100, my warm network. I'm gonna go home, and they're gonna be like, hey, man, do you want to go get some beers to go to the club to go pick up woman? I'm like, I have 5 million followers. You think I need a pickup? Woman, where are you? And I tell my audience this because I'm like, guys, you will never. Your warm market will always look at who you were for the last five to 10 years so they'll have the highest judgment towards you. It's harder to convince them. It's like you're selling uphill when all you got to do is figure out your brand, figure out where your people are, and sell downhill.

Oh, my gosh.

Like, just sell with the stream. It's like, you know what? I feel like it is sometimes when you go after your warm market, of course you have the highest rapport with them because you have the highest relationship. So they'll answer you right away. They'll respond to your message on Instagram right away because that's your friend. So that's why we're told, message your friends, promote your friends, blah, blah. The problem is your friend might not be your ideal customer 100%. And what I tell people is that I'm like, okay, imagine you have a health shake, right? And I'm like, you might be convincing Bob, your uncle, to buy your health shake that is not into fitness at all and he drinks coke for his whole life. Is he might be a good customer for you one day. Yes. And you love him and you're trying to change his life. Yes. But there's another girl, Nancy, that's already on health shakes that would love something that doesn't have toxins and chemicals in it. And you just sell downhill with the stream against. Against the stream. So you just go where your audience is like, you know, like, that's why I always say I'm like your audience. Is your audience that you're scared about. Like, most people actually don't start a brand, not because of what strangers think. It's about what, you know, this, what their two closest friends think about.

Right. 100% or what they're passionate about. And I think that's one of the biggest mistakes I see is that people make it about them versus, like, what serves, you know, like what they're interested in. And that could change on, like a daily basis, you know? And so it's like when you're building a brand and you're building presence, so much comes down to trust and how people experience you. And if you're constantly, like, pivoting and doing all these different things, it's gonna be very hard to trust your brand. And I feel like so many people don't actually market test to your point of going with the stream. Like, they don't even look at the stream.

Yeah.

They just look at where they wanna go and they wonder why it's so hard. But if you just market test and get out there and get clear on what people like, as long as it's authentic, like, I'm not gonna go out there and put out some divine manifestation abundance thing just because it's popular. It's not me. Right. But I just think it's. People make it harder than they have to.

Yeah. I think sometimes it's like it might not even be what. Because it doesn't have to be. People make millions and they're not passionate about. About selling chairs. But there's a guy that made million off selling these chairs. If you ask him, if, are you passionate about this? He's like, no, man. I found a need, and I just knew how to promote market and brand. It solved a problem. Like, money is exchanged from one hand to another hand when a problem is solved, I always say so. I think it's more so of, like, what do you think you could be good at talking about? Like, where do you feel like you'll be a fountain? And what do you think drains you? That's. That's the differentiation. Like, when you're making content, can you talk about it? Like, can you pour into it? That's a fountain. That's a good concept. If you feel like you get drained when you make your content, then that might not be. You don't have to be passionate about it, but that might not be your content. Like, but if you feel like you could talk about it, right? But you're not passionate about it, but you could talk about it. Like, you could pour into the subject. Like, I. People think I was passionate about sales. I. I try to tell people I. I was not passionate about sales. Majority of the days. I'm not.

Right.

People are like, what? I'm like, I'm good at it.

Yeah.

People are like, wait, what do you mean? I'm like, yeah, see, if you went off passion, you're going off your feelings and your feelings. You got to decide if you show up or not, Right? It's like, I'm good at sales training, and I know that. I'm like, I'm like, I just looked at people. I'm like, oh, I can articulate that message better now because I'm good. I have to do it.

Right?

That's it. That. That was like, I grew up in sales, and I was not passionate about sales. Then I watched these sales trainers. I'm like, wow, he sucks.

Yeah.

I'm like, he's so bad at communicating this crowd. I'm like, five years. I'm sitting down. Like, I'm too young. I'm like, 18, reading these books. I'm like, too young. Don't shut your mouth and keep selling, Daniel. I'm like, but this guy sucks. I want to get online. I want to train it. You're too young. And then finally I just said it.

It.

I'm like, dude, I don't like this guy the way that I'm not even passionate about it. He. I just feel like there I can do a little bit better. I feel like there's a market that would want to hear me see, I wasn't passionate about his passable DJing and soccer. That's how I opened it up.

Right.

I opened up the pod saying, hey, I'm passionate about DJing and soccer.

Right.

Or whatever the case is.

Right.

I am not a DJ player.

Right.

You know what I mean?

I always say that. Like, I'm super passionate about charcuterie boards.

Right.

Fucking love them. I will make the meanest. Oh, you have no idea. I will make them. Like, it's. I will take. You're being serious? Oh, I'm being dead serious. Okay. Like, any of, like, my inner circle.

Yeah.

Would be like. Oh, yeah, no, absolutely. People send me charcuterie board content on social media, like, my friends all the time.

Wow.

So I'll take, like, an entire tabletop.

Wow.

And, like, parchment paper. It's not even a tray.

You better not talk shit, Melissa, because our next Hallum retreat, you're doing this.

Oh, no. 100. I'll do it for my. I'll build one in here for the Miami event.

Dope. Okay.

Yes. So it's my thing, but I always, always use that as a teaching example. Like, one, I don't want to get into overhead costs. So, yes, there's that. But two, like, it doesn't really solve a problem. Right. It's. Sure, it's nice to have or whatever, but, like, am I going to go into charcuterie business because I'm passionate about it? No.

Right.

I also think there's something really valuable when you keep your passion separate from business.

Yes.

Like, they're almost a little bit more sacred.

Right.

Because, like, you're almost reserving this private time, this separate. Like, you know, not that I feel like either of us really work or live. Like, to me, work is just creation. I don't even call it work.

Yes, yes. But one.

Yeah. But, like, if I. If I do something that I do.

Agree with you on.

You know what I'm saying?

Yeah. It's like sometimes you're like. Yeah. Like, when I. When I play soccer, I go. Like, I'll go. Like, people don't know this, but, like, when I'm done an event, I'll go DJ at a club in, like, Europe. Yeah, yeah, yeah, yeah. Like, I'll. When I were in different countries, I'll be like, yo, can I DJ for an hour?

See, we gotta get footage on.

And then my passion, like, kicks in. Steve's been with me. I've DJ'd at least in, like, five clubs with Steve in Europe. And. And. And it's cool because you could separate business.

Right.

And then people see Me. And they're like, oh, you just don't do sales. I'm like, yes, I have a life. Like, you know, but I, it was like my obligation just to show up every single day and do my, you know, the way I see it, it's like if you. The problem with this. I just had a conversation, somebody with branding and somebody said like, well man, how do I feel motivated to do every single day? I'm like, well, how about if it just had to be done part of your like, daily method of operations and it was the most important task of your business. Like, it had to be done. Like the problem with branding with most people, it's optional, right? So like, how about if it just wasn't optional? Like most core component of your business was just your personal brand at least an hour to two hours a day, right? I'm like, the problem is, is that you don't treat it like a core demanding thing inside of work. And most people that screw up in entrepreneurship, they, they don't. They have less discipline than they have at their part time job. Their part time job, they have more discipline. Like most people will show up to their part time job with more anxiety than they'll show up to their business. They'll be like, fuck, if I miss the shift, I'll be fired on the third one. And then you get into entrepreneurship and you miss three days of not doing shit. All that's crazy.

100 it's like, and I'm the guy.

That gets asked the questions 247 where it's like, well, how do you stay motivated? And I said, well, who the fuck motivated you to serve?

Right?

You got up and you went to go serve, right? Like there wasn't a. You didn't need to go play a podcast to go serve with a smile.

On your face, right?

You just got up. You went to go serve because you needed to make money. 100 the customer needed a server. You went to go serve even though three people told you f off, I don't want your dessert. You didn't go in the back and say, I'm not motivated to go ask the next table for dessert. You went to the next table, you asked him for dessert. You showed up, you just did it like a job. Like I say, the problem with entrepreneurship and branding now is that because it's optional because it's, you don't have to do it for one day and it doesn't affect you that day, but it affects you six months down the road. You don't treat it like work but majority of the time, because we're programmed to be workers in the beginning stage, you might have to program yourself to just be like, it's work. That's all it is. Just treat it like job. And you will show up. You know, like, there was no, you know, we were. We have such good vehicles with such low respect. That's the way I see it sometimes. Meaning, like, our vehicle is insane. The way we can make money 100%. I'm doing a podcast with you. We could clip this. We can make posts, could be attraction, marketing. Somebody can like it. We can go make money. Our grandparents wish they had something like this vehicle is such a blessing that the highest form of gratitude towards his vehicle is to work the vehicle and.

Show the fuck up.

Yes, show up.

Yeah.

You can go pray under the stars and be like, God, I'm so grateful for this opportunity. Or you could say, hold up, let me go show you I'm grateful by showing up. You can go journal and say your gratitude, which we all do. Everybody journals. But I'm like, that is completely useless if you don't show up to your business because the highest form of your expression is by actually showing up of your gratitude. Right. So, yeah, I just think, like, you know, nobody had to motivate our grandparents to go do the farm.

They just did it 100%. And I also think that, why would your business give you any more if you're not grateful for what it already gives you?

Right?

Think about being in a relationship where someone's constantly like, you're not enough. You're not enough. You're not enough. What do you do? You shut down. People don't understand that, like, your business is just an energetic function too. If you show up to your business and you're like, you're not enough. You're not giving me enough. This isn't enough. This is stressful. This is overwhelming. Your business is gonna respond the same way. Like, I don't really care, you know?

Correct.

And I think something about brand that's really powerful is that I think that understanding brand is exploding right now. Right? I mean, everywhere I turn, everyone's talking about brand. I think it's widely misunderstood. It's not a friggin canva color palette. Right. It's not a certain font. Sure, all of those things can contribute to the makeup of your brand, but your brand is an experience. And I actually think the reason you and I reconnected is because of your brand. Because we had met, I don't know, seven years ago, and then kind of both doing 2018. 2018.

Yeah.

Yeah.

Okay.

And kind of, you know, both doing our thing. I went in a different direction. You know, you went in a different direction from where we were at that time. But for me, I was an athletic director, so going back to. And I think there's so many things I want to unpack here, but going back to what you were saying and that people don't see you from what you were. Oh, you're just this. Right. When I first started getting into this space, like, she's an athletic director, but that innate part of me I bring into my business, into entrepreneurship. I love rigor.

Right.

Bill Belichick, Patriots former coach, hero, Kobe Bryant hero. Like, that's what I love. But your brand embodies that work ethic. No bullshit. Like, take your emotion out of this show up. Which is what drew me back to you.

Right. Because experience is what you were saying.

Yeah, because of how I experienced you. And then I saw you on Instagram Live. Talk about the power of social media. And that's just how we, like, reconnected.

Yes, yes, yes, yes.

But it's because you've built your brand not just to be a font.

Correct.

It's how you show up.

I tell people at 247 when they're stuck on, like, the small things, and I'm like, whoa, whoa, whoa, whoa, whoa. It's you. Like, this is called a personal brand.

Yeah.

This is you. And, you know, finding your voice, you know, I don't want to. I want to give people the stroke of confidence here that you will find your voice, meaning you will not sound the same like you did two years ago. I sound different than I did two years ago. I'm much more refined. I'm much more polished. My message a lot easier, and it's a lot more in flow because I find my voice as I do more voice as I do more video. If you go watch a. Like an artist and you go look, let's say one of my favorite artists, Drake. If you go look at Drake 10 years ago, he sounds completely different. He was a man 10 years ago. It's not that he didn't have puberty. He was already. He was already probably 25.

Right.

But the way he's flowing, rapping his voice, the tonality, the inflictions, you find it all 100% right? So it's like, you got to do enough to find your voice. You got to do enough. And I'm like. And there came to a point where, like, I found it.

Yeah.

I knew when I Found my voice. It was just. It was just recently, like, it was two years back. I'm like, I found it. I know what it is now. I've hit on it. I know it captures people. I'm confident about it. But I had to do a lot of meaning, like, a lot of voice, a lot of video, et cetera. But I love that you said it's an experience because that's all it is. People make associations.

100%.

That's a brand. That's what a brand is.

And I'd say I just found mine, like, a year ago, really. And I didn't really understand. So when I met you, I was in the health industry, and that business took off. And in hindsight, that was such a freaking powerful brand, right? Like, I was just known as the celery juice girl, right? I was a freaking celery juice girl. People thought gut health. This was before it was really big. They thought of, like, me, my former business partner, and like, our business at the time, right? And I look back, and we had gear and we had all the things, and it was like our tagline was like, let's fucking move. You know what I mean? Everyone was buying into it. And I look back, and a lot of the success without me even realizing it, was how powerfully branded we were, that people. And I think I saw this somewhere where if you're not in a room and somebody's talking about, you know, needing something, and they reference you as the solution, you've built your brand, right? And that was what we had done. And so only about a year ago did I kind of find it in the space of marketing and branding, what I do now, and so much of it. And I'd be curious to see what you think about. This was actually being very loud and clear about who I'm not for, right? Because there's one element of being like, this is what I stand for. But I had to get really clear, like, hey, if you guys. If you want to sit on the beach all day and, like, take your laptop to the beach, first of all, sand, second of all, sun on your screen. It doesn't really logistically work, but anyways, that's what you want to do. Like, you're probably not my person. I genuinely want to be whiteboarding. I want to be soundboarding. I want to be in the environment that's easy for me to focus. Yes, Right. And so as I started calling that out, because I was attracting a lot of women who saw what I created and they would want to work with me. And I looked at my Instagram at the time. I think I showed you this, and I'm like, why are all these women that don't want to work wonderful people. But they were triggered by me saying, well, this is like the rigor that you need to bring. Like, they were triggered. They didn't like that. Conformity, refinement. And I had to actually look and I look at my Instagram page, and I'm like, there's not a fucking picture showing me working here. I'm at a photo shoot. I'm at the beach.

Yeah, yeah, yeah, of course.

That's what I'm attracting in. And so we switched, and now it only shows me, like, whiteboard, barbell speaking. Yeah, yeah, that's it.

Yes. And you attract what you show.

You attract what you show.

It's so crazy. And then your. Your audience started to shift. Oh, serious 100. No tactic. I'm going to get value from this individual. I got to work. Blah, blah, blah. Nobody's going to come into my brand and be like, I'm lazy.

No.

Because they see what I deliver on my brand. If there is a lazy one, I ain't posting it.

Right.

Because I'm like, no, I'm not. I'm not showing that. I don't want that type of person to come in. Yeah, like, you know, like, you can. That's the beauty about branding. Like, nobody ever talks about this, but, like, isn't it so cool how you can kind of mold and shift whatever you want to put and perceptions, reality.

Yes.

You know what I mean? Like, you create who you want to bring inside of your brain.

Right.

You know what I mean? You want more serious people. Get more serious, 100%.

And bringing it back to what you said earlier, don't wait for permission to become the version of you that you want to become.

Right.

So many people are like, well, I need the permission or the validation of that warm circle when I pivoted from celery juice girl to, oh, now she cares about money. Right. There is those stories. If I listen to those, I would still be, you know, I wouldn't be living my fullest expression. Everything is a part of it. Right. Being an athletic director is actually a huge part of what I do now. Running the agency, it's like running teams.

Yeah, yeah, of course.

But to your point, there are going to be people who don't like your evolution or rebrand, because sometimes it's a mirror to people not making changes in their own lives.

Yeah, yeah, yeah.

Or going for it.

I always say Right? Yeah.

And so I just want to encourage anyone listening or watching to not wait for that permission slip. Like Daniel was saying earlier, from your warm circle. Because one, you're not going to get it, and two, it's like, you just go do the thing and your people, your new people are gonna find you.

Yeah. And then the old people, like, if you get it, it's like a bonus, right? It's like, oh, wow, cool. But imagine you waited on it. You'll wait on a lifetime. Like, imagine you wait on somebody to be like, oh, I'm so proud of you. And you're waiting on that text. You might wait for that text for a fucking lifetime to be like, hey, man, keep going. And encouraging. I said this on a live stream yesterday. I said, okay, I. I love that people always say, go after your warm market, because I get it, they'll reply back to you. But I said, you know, there's this thing on Instagram where they say, your best friend should support your business. And I said, we'll get the fuck out of business. Like, it's like, yeah, okay. Should your friends maybe hit a. Like, cool. If they're your friends, maybe they should tap, like, do my friends gotta come out to my events? No. You wanna know why? Because that's not my ideal client.

100%.

A lot of my friends that I went to school with is not my ideal client. 1. I actually have no interest in my friends supporting my business. Zero. When I started sales training, I looked at all my friends. I'm like, none of these fucking people are in sales. I don't need you guys to support me because there's 8 billion people that I can figure out that are already in sales. I'm like, by me wanting support and encouragement, it's almost like I want pitiness inside of my business. I don't want pitiness. I don't build a business for people to support me and to massage my shoulders and to be like, hey, man, I support your business. I build a business so I can go solve a lot of problems, make a shit ton of money for them, make a shit ton of money for myself, and then go support my family. That's the way I see it. I'm like, I could give 10 fucks if my friends buy my products. To be honest, you. There's Instagram live, right? Yes. In the beginning, I used to think, well, that, like, why aren't they buying from him? Like, first of all, they're never gonna make you rich.

Yep.

So the three people supporting you is never gonna Be the mentality of making you rich. Even if they all 3 people bought you 5k each, they're still never going to make you rich. You still need a bigger game plan than that. Nothing's going to do. I don't like, I don't. I tell people, don't build a business off support. Build a business off of value.

Yes.

You know, don't build it off support. Don't build your baseline off of support and encouragement, whether that's a text message or whether that's a best friend buying your product. Horrible business plan. Build your business plan by looking at what your offer is, what people like, who needs that offer? Who. Who's already in the marketplace shopping for that. Go figure out if you could solve their problem. Exchange offer for problem, make the money and then go support the people. And even some. It's crazy. You're going to support some people that didn't even believe in the beginning with the money that you make.

100%.

They're never going to think it's real until it's fucking real.

No 100% until it's real. How many times were you asked, so, Daniel, when you get a real job.

Yeah, like, I was asked that all the time. It was never still to today again, Melissa, I'll get back to. To my. To my, you know, like my table at dinners and people be like, yeah, so, like, you know, when are. When are you gonna, like, settle down and just really, like, you know, like, my grandmother told me to be a lawyer. Like, it doesn't, you know, the beauty is it, like when you could really just laugh. Like, you could just be like, oh, wow. Like that. That's the whole point that they shouldn't see what you've seen inside a business or it's not big enough. You know, like your parents and your friends again, they take. They truly take you for who you were yesterday. So the time you spend in convincing people is the time you can spend in helping people. You know, like, that's that one, Lance. Yeah. Like, you don't. I'm not going to try to convince you that I'm a new person.

Right.

Who does that?

Right.

Like, that is already. That's why when we're on the subject of, like going after the war marketplace, if the war marketplace takes you for who you were yesterday, you're now gonna try to have to convince them that you're somebody fucking new.

Right?

When in reality, if you are somebody new, you just go to your cold network, they'll be like, oh, fuck, look at Daniel G. I don't know nothing about this guy. It is so much easier to go to my, my cold network because they don't know about all the fuck ups in the past.

Right.

They don't know about nothing in the past. And boom, they buy from me, from who I am today. So the timing you spend trying to convince somebody that you're a new person or, or I got this new business or I got this new idea that time you spend, you can go into the marketplace, promote, brand, market the way you want to show up today. You just got to choose the way you want to show up today. And nobody knows about your past. That's why sales is, that's why I think branding, marketing, sales, it's beautiful because like the new people can't judge you for who you were in the past.

No. They don't know who you are 100%.

Right.

And yes, 100%. I mean, and it's also just, I think this really powerful opportunity to learn to not give a fuck. Yeah. Because I, I will be honest. When I first started, I would be doing a Facebook Live and be like, who's watching? Like, I would notice if my friends were watching or my family, I would never notice now.

Yeah.

Nor would I expect them to. I'd be like, hey, this isn't gonna serve you.

Like, yeah.

You know what I mean? What you do, like, you do this X, Y or Z, like, you know.

Yeah.

And I, I needed a former version of me, needed to feel that, to feel validation. And I think that's common. Right. It was just part of my journey. And honestly, when you get to a point where you don't need anyone else to validate you, because the way I look at it, anyone who's watching, if you are seeking validation, every single time you do that, you're giving out a piece of your power.

Yeah.

Like, hey, I want your validation power. Hey, I want your validation power. Right. When you just hold all of that in and put it towards service, put it towards impact, putting it towards what you want to do, you are literally going to take off. Like, you will be able to explode your brand power.

I agree with you. Yeah. It's like you just know you're going to be good regardless.

That's your word.

Yeah. When you know you're going to be good regardless, you don't give people up your energy. So you're just not like attached. You're just, you're saying like, oh yeah, I'm going to be good regardless. Doesn't matter. Like, and especially for the, the war Market, they'll never make you rich because, you know, you're, you're. Your mother will never write you. I just want people to know this. The close people around you will never write you your biggest check. No. And those are typically the people that are crippling your business. You're not building it. And those people are the ones that are never going to pay you.

Right.

So like just on a logical format, not even emotional. Here's a logical format. Your aunt's not writing you a check.

All right?

I just promise you, like, and it would be cool. It would be cool. Like if you're in real estate, maybe. But also if you're in real estate, they probably want to see you go sell 50 homes. Be like, okay, now I can trust this guy.

Yeah.

So stop trying to convince yourself, like, hey, now I'm a new agent. Mom, dad, aunt, uncle, can you buy for me? Shut up, dude. They, they wiped your ass. That's what people don't understand. Like, like just go to the deepest concept. When people like go after your war mark place, you might be going after your aunt that's seeing your ass get wiped.

Yeah. Yeah, yeah.

Literally.

Yeah.

She's seeing you born.

Yeah.

She is judging you from being a little baby born. Because that's the regular humans, they don't do personal development. They're like, I'm not going to judge this person for where they were yesterday. All they see was you getting your ass wiped.

Yeah.

My Zia, my aunt, still to today, she's like, shut up, Daniel. I watch you being born. Doesn't matter how great I am at what I do.

Right.

Why would I spend my time trying to convince my aunt I'm something new?

Right?

There's somebody out there. Be like, daniel, I need that guy.

Yeah.

Right? So it's like, that's the reality of it. And I just gave one example.

Yeah.

So people can use that example and say, huh? Yeah. My best friend in university watched me sell weed with him.

Yeah.

My other best friend in college watched me do this with him in college.

Totally.

Shit. Why am I trying to go after the people that already had the highest judgment towards me?

Totally.

Let me just go after people that don't know who the guy am. That's the beauty about like sales, business, marketing, branding. I'm like, nobody knows. I just told you a whole story about my whole life.

Yeah.

Nobody that knows Daniel G has ever heard that before. Dude, you're a clown. You got YouTube. You got.

You do magic tricks.

Yeah. You do magic tricks. Like, I. If you Gave me a deck of cards. Right. Now I will smoke somebody with magic tricks. And people be like, what, you dj? Yes. Give me two turntables and put me on the biggest festival stage in Tulum. I won't even have to. Just give me 10 songs on one deck. 10 songs on the deck. I will fucking vio. And the reason what's beautiful about this business is that it's so cool that you could draw that line and nobody would ever know. No, I can draw that line and I can open it up whenever I want to open it up, but I can draw that line. I could do that thing, my pastimes. It's so cool being public. Because as public as you are, you can also be so private.

All I would offer that the private is that much more. And I'll use the word again. Sacred.

Yeah.

Like I cherish the parts of me that are private.

Yes.

Because they're few and far between.

Correct.

Right. And I don't know, there's just something about it when like the world sees 95%. Right. Or you're sharing 95%, when you have that 5% for just you or the closest people in your life, it like makes it that much more magical, you know? And sometimes people will say, well, do I? And I would offer this. I get this question a lot is people will often say, do I have to show? Like, you know, I have to feel authentic showing up online. And they think that that means they have to give the play by play of their life. So. So if they're having a breakup with their boyfriend or their girlfriend, they feel like to be authentic, they need to get on and give the fucking play by play.

Right? Right, right, right, right.

And like, honestly, you need to ask yourself, is this on brand? Does it share value?

Does it help somebody?

Does it serve anything right? If not, no one actually gives a fuck.

Unless you're gonna say, I broke up. This is what I did and this is why I broke up. And this is how I got better. And these were the steps that you could take. Good. Go share it.

But not the play by play.

Yes.

Cause you gotta get through it and learn something to actually be able to do that.

I just broke up with my. I'm being authentic. Why aren't I converting customers? Customers? Because now they're a little bitch and they don't want to buy from you 100 or whatever you're trying to sell or promote. Right. So authentic just more so means to me. It's like when you show up, align within yourself. Meaning, like, do you Keep your own promises.

Yes.

Like, are you the person that you're showing up on this video to be like.

Right.

Like, that's what I think the most important thing is. Like, it doesn't mean that, yes, we all have bad days, but I don't go on camera and show. I don't have to cry on camera.

Right.

Okay. And also the beauty about is, like, well, if you're branding and marketing, you might have a bad two days inside of your business, but since you're a brander and marketer, number one, you could show up four times and wipe your tears off and still show up. Number one. Number two, you can have four pieces of batch content that you can still post. You know what I mean? So there's really no excuse when I'm having a bad day. Doesn't mean you still can't work. Work involves you editing your next reel and, and posting it 100%. When you're in your highs double down 100%. Nobody talks about that.

We don't have time to necessarily get into that whole topic on this podcast, but that is a whole nother one we're going to do is like, you need systems.

Yeah.

To be a human, you need systems.

Yeah. It makes your life easier.

Yeah. Because like, you're going to be a human. Right. Like you're, you're going to. Like life is going to life. It always surprises me when people are so thrown off when life. Lifes. Like something goes wrong or a curveball and it just completely takes them out. Like they're surprised. Surprise.

Like. Right.

Can we just expect that something, some curveball is going to come?

Right.

Something's not going to go as planned.

Right.

And just have systems in place.

Right.

To be able to navigate it, you.

Know, like, like, you know, when you're in your highs double down, meaning when you feel good, create another system, create another reel. Do something. Because there's gonna be a low period and that's going to service you through your roll period so people won't know you're in your low. It's just like offset, right? You know, like it's offset. I can disappear for six months, right?

Yeah.

Now, will people semi. No. Yeah. Can I still keep afloat 100%? Because that's what a business should do. Like, I could still have content and post and do some things and, and, and service my current community that's buying from me and my cold community that doesn't know me. I planned out both of those ways. Right. So I think. Yes. I think whenever you're Feeling good. Don't waste your feel good energy. Which basically means, like on those days where you're feeling the mojo, you got the mojo on you. Don't create one real, maybe create six, you know, because those that there was going to be a day where you don't feel good 100%, you know, and, and, and, and. But it's inevitable. When people watch me, I'm like, it's not if you're gonna hit the low, it's just how long you stay in it. And by having a system with your content, with your business, it actually gets you out of the slump because you're like, oh, wow, I'm confident. Even though I was in my low today, I was able to post. And your brain starts to recognize that it gets you out the low a lot quicker. When you have a system 100%, you're.

Going to hit the low because you create some momentum.

Yeah.

Instead of just sitting there in it, you're like, yeah. And it's like. And you have like lifting a five pound dumbbell. You know what I mean? It's like, okay, I can do that. You know what I mean? When you're exhausted, instead of trying to lift a 50 pound one.

Yes. You're going to hit it. It's just how long you stay in it.

That's.

I remember Tony Robbins once at the first seminar I ever been to, I was like 15. He said, Everybody will cry in life. It's just how long you want to cry for. He's like, people that don't cry for a while realize that, number one, they will cry. Number two, they give themselves a window to cry. He's like, I'll just be in the low for like 10 minutes. Give yourself feel sad. Go feel it. He literally does this to seminars. Okay, Feel it. And then boom. He knows how to get you out of it. He anchors it. But why was that so important to me? Because I said most people that hit a low, they get shocked when it hits. And that shock feeling gets them in the low a lot more. Instead of the expectation when you're going to hit the low, you're like, okay, this was expected, like, it has to happen. So he was training on, like, most people stay in their lows because of a state of shock, because they didn't think. And the moment you think that you're the only person going through that low, yeah, you're going to go a little bit lower because you think your problem's unique. But if you think your problem's not unique and it's not rare. You're going to go into solution mode a lot quicker, Right? Like, it was supposed to happen, Right? Just like you being a millionaire, it's supposed to happen. You somebody quitting, it's supposed to happen. Like, all these things are supposed to happen. Like the reality of business. I tried tell business owners, oh, but this girl quit on me. That's supposed to happen. Well, what do you mean? I'm like, yes, you could do things next time around that you know will reduce people quitting on you. But you quit being a dj, Daniel, to be a sales trainer. You are a quitter. So that's supposed to happen, right?

You know, I love that.

So. So, like, everything's supposed to happen. It's just, for example, success. When I say it's supposed to happen, it is supposed to happen if you work hard and if you solve problems, etcetera, but if you don't think it's supposed to happen, when it happens, you get shocked and excited and that shock and excitement, boom, you lose your success.

Right?

Because you didn't think it was supposed to happen. But if you thought it was supposed to happen, you're gonna go repeat it. The next day. You're gonna be like, this was supposed to happen. If I work hard, if I have good offer, I'm gonna go repeat it. Oh, somebody was supposed to quit all. Oh, I was supposed to have a bad day or I was supposed to go through a breakup. You can get into solution a lot quicker. The shock is what kills everybody 100%.

Oh, well, this was fun. This was so fun. Thank you so much.

And by the way, this. This is like. I want people to know that this was, like, free cuff between you and I. No, there's no questions set up or anything like that. We could talk about marketing and branding for, like, 10 hours.

We just riff.

This was just a tip of the iceberg.

It's our brand.

Yeah, that's it.

We don't script.

That's it.

We're just staying on brand.

That's it.

Okay.

Whatever. I'm going to look into any camera, whatever Melissa has going on in terms of marketing and branding, and I really mean this, okay? I'm going to give my endorsement and my freaking approval right now. Okay? I've watched this individual go from, like, a completely different 360, right? Like, I've always been in sales, so it was kind of like, okay, that's the sales guy. But I watch an individual, like, completely go from, like, zero in one field to 100% in the other field. Why simultaneously people are holding back and being like I need to be passionate instead of figuring out like hey what's going to solve a problem and how do I market brand and promote that problem. So Melissa not just for her clients but is just a living example of what she does for her clients not only for some of my clients but hundreds of other people out there. So whether it's an event, a piece of social media content, a course, a program, a mastermind you're actually learning from somebody that just didn't regurgitate something that they heard yesterday and they're just trying to show up on camera and do it tomorrow but somebody that's actually gotten results doing it themself and not just with themself but multiple different clients in multiple different fields. So whatever she has going on, whether it's this, that course program, show up, subscribe to Melissa and we'll see you guys in the next one.

Daniel thank you. Thank you guys.