Insider Secrets: The Money Genius of Danny Iny

We’d all love to know how he does it.

Danny is in the league of Super-preneurs. He has a successful book, is an expert on successful blog marketing, and runs a business that competitors think is massively bigger than it actually is, due to the amount of engagement that Danny enjoys with his audience… i.e. you! :)

And he doesn’t seem to hold any secrets back. He frequently gives us a transparent view of what’s going on behind the scenes at Firepole Marketing, and how we can use the marketing that works ourselves

But what if you really understood how his mind works?

What if you too could understand how he comes to the conclusions he does, and what motivates his business behavior?

Do you think you too might be able to enjoy some of the Danny Iny Results Magic too?

Of course you would…

…which is why we thought a POWERFUL follow up to my last article about the different Money Genius/Wealth Dynamics profiles would be to look at Danny’s profile and how this relates to how he does things and how you can apply this in YOUR business right now. (Additional help is available at the end of the article too!)

So to this end, what follows are the noteworthy insights and traits of Danny’s money genius profile, compared and contrasted with insights from Danny himself… and get this, the real celebrity element: Danny’s mum! Ruthy is not only proud mum to the Freddy Kruger of Blogging, but she’s also a really lovely person, an insightful parent, as well as a profiling specialist herself!

So – let’s get to it…

One Peak, Many Paths

Danny talks about one peak and many paths. There are lots of ways to success – but if you’ve read about your marketing type you’ll know that each of these many methods or paths can be distilled down into just eight.

Just eight distinct strategies. Eight fundamental ways in which a person can monetize their efforts.

Each person has a natural tendency to succeed at one of the eight. Taking the profile test you can discover which strategy you have the best odds of success at. The secret to being able to monetize what you’re naturally good at, especially when it comes to the marketing methods you use, then lies in sticking to that one strategy and not trying to adopt strategies and tactics that belong to other profiles.

It’s not about pigeon-holing and limiting yourself. It’s about stacking the odds in your favor. ReTweet this.

(More on how you can do this for your profile shortly.)

So – for fun and intrigue, Danny agreed to take his profile test.

I wondered:

  • Is he really using his best strategy for success?
  • Is he really in his natural flow?
  • Is there any room for improvement?

I must admit that I was fascinated because he displayed signs of two profiles – on opposite sides of the profile matrix: normally a sign that someone is playing off-profile some of the time, and thus hindering the results they can achieve.

And yet Danny is still succeeding.

Thriving, no less!

So for a short time before we talked through his results, I must admit I was a little baffled.

If you had asked me initially which profile I thought Danny was, I would have guessed that he is a Supporter profile. Supporter profiles are people people. They love to hang out with other people and are genuinely interested in them. They tend to be well-connected and are great at pulling together teams, and connecting people for mutual benefit.

And I knew that Danny did internet marketing differently. He is on top of the shift from broadcasting to interaction. The philosophies he talks about and the whole idea behind Engagement from Scratch! is all about people, connections, interacting and being interested in what people have to say. This is just the philosophy a Supporter profile would be biased towards: People First!

But then I listened to his Write Like Freddy training, and looked at his blog, I realized that the methodologies he used are all driven by Mechanic profile tendencies. What’s more, the whole format of Engagement from Scratch!, where he pulled in a lot of other experts to write the content, is a classic Mechanic strategy.

So where did all the engagement principles come from?

How come a Mechanic profile, who is on the introverted side of the matrix, craft a good section of his content and ideals around the Supporter profile strategies?

I was curious, and couldn’t wait to see his profile chart to get the inside scoop.

Had I come across an anomaly in my profiling system? Someone who really can operate in two distinctly different profiles and still outperform his competition?

This is what his profile looks like:

(If you want more information about what all these profile components mean, read this post.)

As you can see – he is primarily a Creator profile. I wasn’t surprised by this. Most people who start a business from scratch are. But the distinction comes when you look at whether they approach the creative process more like a Mechanic or a Star Profile. As you can see from the diagram above, Danny comes down heavily on the Mechanic side, not the people orientated, extroverted side.

Why then would he advocate PERSONAL INTERACTION with an audience?

Most mechanic profiles advocate automating, testing and tweaking- which is why they make such great marketers… So where then does the people orientation come from?

Danny cleared this up in the first 60 seconds of our conversation.

He found that it worked.

At first he would just respond to every email that came in, simply because he was raised with manners, and felt that it was rude not to. If someone had taken the time to connect with him, he told me, he felt it was only appropriate that he should respond. So responding to emails became more of a task that he had in his system that he just did.

But then, having a Mechanic profile as his secondary profile and naturally wired to search for clues about how to be effective, he noticed that it just worked. By responding to people on his list, he engendered much more support and this bore itself out in his sales results. Notice that he intuitively saw this before he formalised it – because that’s how his mind works. That is his natural “Money Genius Type”, or his special skill: to look for what works, and then OPTIMIZE it, make it even more effective.

And so that’s what he did.

When he realised it worked, he did more of it. When he realised asking his audience for their opinion worked and that he could give them more of what they wanted, he did more of it – and this turned into an approach which he then advocated we all take on board.

So even though on the surface it looks like a strategy that would be advocated by someone wired entirely different, he arrived at the same approach using his own methodology that worked for him: Optimization.

Does this mean that we should just return to just adopting anything that works for someone else?

No! It does not. It means that we need to focus down even more the things that we are naturally good at, and find our own personal flow. Danny engages with people through a process… a concept that is key to the workflow of a Mechanic profile. This makes it easy for him to do.

By his own admission – he wouldn’t choose to spend several hundred hours a year out networking, in rooms of people who might be good potential strategic partners. It’s just not his idea of fun. Though to a Supporter profile it would be heaven!

His method of engagement is through a system: from way in which he processes down emails. He doesn’t do Facebook, Twitter or LinkedIn as a strategy, or lead generation tool. He doesn’t go out to a ridiculous number of conferences each year to gather leads. He does it by writing shit hot content, (another mechanic trait), and testing, measuring and tweaking what works in his marketing systems.

But Isn’t He Primarily a Creator Profile?

Yes, he is.

In fact, Ruthy observes that “he is kind of an ideologist and a dreamer, and a very creative one. As a young boy, he’d walk around with a makeshift cape and charge at imaginary bad-guys. His swords, armor, shields were his own design and that was only one aspect of his creativity. Another aspect of Danny is his natural ability to tell a story and teach.”

Isn’t that just the cutest picture ever??!!

And do you see the expression on his face? Danny’s wife says that he still gets that expression when he is doing something he’s really excited about!

Awwwwww!

And all these traits: the imagination, the ideas, the designs/ inventions, storytelling and teaching are all hallmarks of a Creator genius type.

“A third aspect is his natural ability to create a (small) business wherever he is, since high school and on (well, now it’s big business) buying and selling, seeing what works and what does not, and moving on” Ruthy continues.

Building businesses is a natural urge of a Creator profile. Seeing what works and what doesn’t is core to the Mechanic profile abilities.

Being able to move on when something isn’t working is just very good business sense.

There are some characteristics Ruthy mentioned that are idiosyncratic to the profiling system, but vital to entrepreneurial success, like independence, and being “a free spirit”. His mum revealed that “you could convince him to do things, but better not tell him or force him. He always knew to define his own limits, goals, schedule, framework and such – he never liked someone else doing it for him.”

Ruthy also adds “that despite Danny’s amazing sense of humor and easy talk, Danny is quite reserved and keeps to himself.” This is shown on the profile by him being weighted towards the left-hand side of the matrix – the introvert side.

And then Ruthy mentioned an interesting point:

“Even though Supporter is last on your list, if at all – people are important to Danny, but on a second thought, maybe more as a resource, and I would think that as such, Danny always knew that it’s a resource that need careful and ongoing maintaining.”

Here, even Danny’s mum realizes that whilst he is warm and great at connecting, his natural tendency is to be introverted. But being astute, Danny knows he still needs to cultivate relationships in order for any of his projects to work. Now, this means that he needs to flex his natural profile, which normally is something to avoid. However, since he does the connecting and socializing through a mechanistic process (mostly through processing emails, and understanding how people fit in to his strategy – without being cold of course) this reduces the amount of playing “off-profile”, and thus the amount of stress he experiences.  Danny sticks to his strength, and stays playing “on-profile”.

But what about his secondary Mechanic profile?

Pure Mechanic profiles find it difficult to start something from scratch. They are great when a system is already in place. However, if your profile is purely a Mechanic – it is more lucrative and easier to make progress and generate some tangible results by tying up with a business that is already in place. Start improving their conversions, and increasing the efficiency and capacity of their existing workflow, and make sure you are rewarded based on the uplift.

Creators, by contrast, are excellent at starting something. They struggle to finish anything though. Danny’s profile being Creator/Mechanic, has enabled him to start businesses and projects relatively easily. His tendency toward the Mechanic has allowed him the insight and tendency towards excellent optimization. In some ways, he has the best of both worlds operating in his profile.

So what are the general traits of a Mechanic profile?

Profile of an Optimization Genius

  1. Mechanics are able to write methodically and systematically – and write lots, all to a specific format.
  2. They are able to test sales copy, and phrases in their writing to see what is more persuasive. (Some of the best copywriters I’ve come across are Mechanic/Creators profiles)
  3. They are able to create systems that works.
  4. They are able to optimize the heck out of a system to make it even more effective. Note that they do this almost intuitively in the first instance, which is why if you aren’t a Mechanic, you should master your own profile’s strategy, and not just try to adopt their methods blindly.

So how do these traits translate into the actual strategies a Mechanic profile can use to produce outstanding results? Below is a list of the options you could pursue if you’re a Mechanic profile…

Business and Marketing Strategies that Work for Mechanics

  1. Packaging their testing findings and selling them on as good information that will get the intended result – like Write Like Freddy.
  2. Packaging the system that works. (Franchising is one option, information marketing another.)
  3. Packing how to create the system that works.
  4. Teaching and packaging how to optimize results.
  5. Pulling together information they don’t necessarily have a passion for, but being able to present it in a format that suits their audience.
  6. Pulling together compilation books.
  7. Setting up systems for clients.
  8. Optimizing systems for clients.
  9. Diagnostic consultancy.
  10.  Reverse engineer something that works, and map the underlying process so it can be replicated.

But What If You’re Not Danny Iny?

So what if you don’t have a Creator/Mechanic profile?

How can you take a page out of Danny’s book, when you have whole businesses to run and you’re currently working on your own with products to create and promote, clients to see, admin to plug through, liaising, designing and product creation to do, joint ventures to set up, speaking, branding, and media inquiries to deal with?

Well, Danny did all these things in the beginning, but lent on his natural strengths to get them done and brought other team members in soon after. Like you, he also has only 24 hours in a day, and all the usual things he needs to do to run a business. And there are other things to consider when you’re moving from doing everything yourself to bringing other people on board in either a team or an outsourcing capacity.

What you will find is that you need to recruit others around the matrix in order to plug the gaps that aren’t your strengths. But once you start working to your natural talents, you will achieve a huge amount more, AND bring in more revenue, allowing you to pay for other team members to join you.

The point is, that you too must lean on your strength – which may not be the same as we’ve discussed here.

Take Your First Step Now!

The first step is to discover what your profile is and adopt the marketing strategies that you have the best chance of EXCELLING at.

In my experience of coaching hundreds of business owners this is very easy to SAY.

It’s quite another thing to DO.

The implementation takes a little more consideration, and often support. And this is why I’ve honed the Wire Yourself for Wealth system to make it straight forward for anyone to work through and experience immediate and tangible results in their income, their marketing results and their productivity.

If this resonates with you and you’d like to discover more of how to make real and tangible shifts in your business using this approach…

Join me for a live webinar on Tuesday 18th December 2012, 3pm EST. Register Here.

Laura Leigh Clarke (@enlightenlaura, or check out her Facebook page) is the Hay House Author of Wire Yourself for Wealth and Money Coach to the heroes of the entrepreneurial revolution i.e. individuals like you! She coaches heart-centered solopreneurs who are struggling to do everything themselves to drop their emotional baggage around money, and implement a strategy that ensures they get results in the bank account.

Comments

  1. Brett says

    Thanks for the great post Laura! That really helps clarify the different profiles and how they can work together. Anything that helps me better understand how Danny accomplishes so many amazing things while building genuine connections everywhere he goes is certainly worth reading! What would your advice be for people that have lots of great ideas and plans but struggle at times with implementation? Is this a consistent trait with certain profiles? Danny is a master action-taker so I was wondering if that is a natural part of his profile makeup or if it’s something that needed to be cultivated over time?

  2. Laura Leigh Clarke says

    Hey Bret – thanks for commenting. Great question about how to get the implementation done. What I find works with my VIP clients who are Creator profiles (and tend to have a million things they want to do) is to list out all the projects in what I call and Opportunity Matrix. If you can then use set criteria to evaluate which are important and beneficial to you, and that fit your profile, you’re well on the way to being able to implement the things that are going to make the biggest impact in your business.
    Let us know how you get on! :-)

  3. says

    Laura – Very interesting profile of Danny, whom I’ve watched over the past year or so go from unknown to his own brand. I think his ability to focus on what works is key to his success. The fact that he hasn’t fallen into the social media trap of trying to be active on all the social networks has freed up time to do what works for him. Many people feel guilty if they aren’t on Twitter, LinkedIn, Facebook, Google+, a revived MySpace, etc. My prediction is that in 2013, we will see a very noticeable segmentation of the networks. People will begin to focus on the network(s) that produce for them and get off the social media treadmill. You simply can’t do them all well.

    • says

      Hi Jeannette – thanks for connecting here. That’s an interesting prediction, and I agree. It’s actually something I advise my coachees to do to prevent overwhelm. Most VIPs will start with their own blog and one social media channel, and specialise. I think some people will continue to do everything, in their own business and in their social media strategy, but if we are to thrive in 2013 I agree we have to focus down. This may indeed be the difference between those who just survive and those who excel in the coming quarter. Watch this space… ;)

  4. says

    This makes so much sense. I browsed that post about the profiles and stuck it somewhere on Evernote, but never looked at it again even though it made perfect sense at the time.

    After downloading Danny’s “Engagement from Scratch,” I followed him for months. But he wasn’t the only one. He was beginning to get a lot of traction, but of course, there’s a lot of bigger names out there. Then I reached that ceiling and had to decide whose “unsubscribe” button I’d have to hit. Danny was high on the list because I get more emails from him than from any other outfit save one. Well I ended up dumping most of the bigger names and all of the others. But Danny stayed. I was just too impressed by how he got to do all the things that came natural to me, but with a work-ethic that I feel I need to emulate.

    I think I now understand why Danny’s blog, his process, his way of interacting… all resonates with me. I’m going to revisit that profile post. Thanks for this one. You people are awesome.

  5. Laura Leigh Clarke says

    Hey Rodney – glad you found the posts useful. I know how frustrating it can be when you’ve got so much you want to do, but limited time… and as you’ve shown with which lists you stay on, going for the stuff that creates the biggest wins is definitely the way to go. When I do strategy sessions with folks and they understand their core strategy for making money, they find that all of a sudden they can drop about seven eigths of the activities that they think they have to do… Great stuff. Thanks for connecting here :)

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