Danny Schuman is a Brand Storyteller and Executive Coach, and the Founder and Head Twister at Twist Your Thinking. Since 2009, he’s worked with people and brands to help them find better answers, tell better stories, and get better results. He’s successfully partnered with not-for-profits like Giving Rocks Foundation and Learning Bridge Early Education Center, and Fortune 500 companies like PepsiCo, MillerCoors, and Mars.
Before Twist, Danny wrote and creative-directed marketing campaigns that helped build iconic brands like Quaker Oatmeal, Coors Light, and Gatorade. He and Michael Jordan started working on Gatorade on the same day and created many commercials together. Michael called Danny “Peanut Butter Jelly Boy,” but that’s a story for another time.
In this episode, Carl White and Danny Schuman discuss:
- Starting with your “why”
- Focusing on who you are
- Reader-focused marketing
- Asking “why” five times
Key Takeaways:
- The best way to differentiate is to start with your “why” – why do you do what you do the way that you do. What makes you different from the thousands of others who can do your job?
- People don’t buy from a company, they buy from the people behind that company. Buyers want to see that human element – talk about yourself, what you believe, what’s something that happened to you or something you’re interested in that makes you better at what you do?
- People want to know what’s relevant to them, whatever that must be. Have a good understanding of what people want to know from you and about you
- Ask your clients “why” five times. Get down under the surface, find out that really insightful reason, that really unexpected thing that you do that people choose you for.
“We wanna say so many things about ourselves, the more you say the less people can comprehend. Long lists are the products of lazy minds. Think of the one, or maybe the two. What’s the one or two things that you’re gonna focus on…” – Danny Schuman
Connect with Danny Schuman:
Website: https://twistyourthinking.com
LinkedIn: https://www.linkedin.com/in/dannyschuman/
Want to be a guest on PracticeCare? Have an experience with a business issue you think others will benefit from? Come on PracticeCare and tell the world! Here’s where you can get the process started: https://marketvisorygroup.com/practicecare-podcast/
Connect with Carl White:
Website: http://www.marketvisorygroup.com
Email: whitec@marketvisorygroup.com
Facebook: https://www.facebook.com/marketvisorygroup
YouTube: https://www.youtube.com/channel/UCD9BLCu_i2ezBj1ktUHVmig