YT YouTube2Text

YouTube2Text → Transcripts → How to Stand Out In the New Era of Personal Branding

How to Stand Out In the New Era of Personal Branding — Transcript

by Caleb Ralston · 5,019 words · 712 segments · language en · Watch on YouTube

Open in transcriber Summarize with AI Download SRT/VTT

Full transcript

0:00Your personal brand is never going to
0:01stand out if all you do is copy your
0:04competitors. I've been building personal
0:06brands for over 17 years now. And in
0:08this video, I want to share with you the
0:10seven principles that I use to build
0:12personal brands that actually [music]
0:14stand out
0:16in a world where information is widely
0:19available and accessible. Why do we
0:22still have problems? The reason why is
0:25because information does not mean
0:27implementation. Now obviously as a
0:30creator who is making content online you
0:32can't do implementation for your
0:35audience but what you can do is you can
0:38make the implementation of what you're
0:40teaching easier for your audience to
0:43execute. This is what it means when
0:45people say things like make useful
0:48content. You're making it easier for
0:50your audience to take action. And you
0:52can actually accomplish this in many
0:54different ways. But to make it as easy
0:56as possible for you to actually
0:58implement, I am going to cover just one
1:00of them today, which is pairing your
1:03content with a useful lead magnet. Now,
1:07before you leave the video, I mean like
1:09a actually useful lead magnet. The
1:11marketing world has, in my opinion, kind
1:14of ruined the term lead magnet. So many
1:17people just put together some [ __ ]
1:19little checklist or even worse an AI
1:22summary of your video and that's the
1:24lead magnet that they're giving away.
1:26And because the marketing world has kind
1:28of destroyed and ruined this term of
1:30lead magnet moving forward in this
1:31video, I'm not going to refer to these
1:32as lead magnets. We're going to call
1:34them implementation tools. An
1:36implementation tool is just something
1:38that we can pair with our content. Maybe
1:40it's a workbook, maybe it's an AI
1:42prompt, maybe it's some sort of
1:44worksheet, something that you can pair
1:46with the content, with what you are
1:48teaching in your video to make it easier
1:50for your audience to take what you are
1:52teaching and actually help them
1:55implement it into their life, into their
1:57business, into whatever you are wanting
1:59them to do. For this implementation tool
2:02that we are giving you in this video, we
2:06decided to go with a workbook. This is
2:08the rston standing out workbook. And
2:11inside of this workbook, there's
2:13actually an exercise that helps you,
2:14this is so meta, it helps you develop
2:17your implementation tool. The link is in
2:19the description down below. All you got
2:20to do is click, enter your email. I'm
2:22going to send it to you and you can
2:23download it there and actually start
2:24taking action on what I am teaching
2:26here. How meta, right? It's literally
2:29what I am trying to teach you. And the
2:30fact that you have clicked the link and
2:32entered your email gives you proof and
2:34evidence that this is a valid way to
2:38build [clears throat] your leads list.
2:39This is how you get people that are not
2:42interested in just consuming what you
2:43have to say, but actually want to take
2:46action. Those are the best clients in
2:47the world. And I just want you to know
2:48that this very approach is what has
2:50allowed us to generate over 90,000
2:54leads for my business in the first 20
2:57months of building my personal brand.
2:59One workbook that we did with my OG 6
3:01and a half hour course that we released
3:02for free on YouTube, that one workbook
3:05has brought in over 45,000
3:08leads. Whoever is the most useful in
3:10your niche will always win. Now that we
3:14understand that we need to be or try to
3:16be the most useful in our niche, the
3:18problem that you might be facing is that
3:20you chose the wrong body of water to
3:22swim in within your niche.
3:27Most people never actually stand out
3:29because they chose the wrong body of
3:31water to compete in. You have your
3:33ocean, your lake, your pond, and your
3:35puddle to choose from. And the last
3:37thing that you want to do [music] is
3:39pick an ocean of competition if you are
3:42still a minnow. Now, what the [ __ ] do I
3:44mean by calling you a minnow? So, let's
3:46use an example named Brian. Okay, Brian
3:49is a 23-year-old dude who has recently
3:51had an incredible weight loss journey.
3:54Let's say Brian went from weighing 254
3:56pounds to 197 in just nine months and he
4:01feels a lot better. He has more energy.
4:03Uh he's feeling more confident about his
4:05body. It's just an overall better life
4:07experience for him. Now, here is where
4:09the majority go wrong. See, Brian wants
4:12to build a personal brand and a business
4:14around helping people with their weight
4:17loss journey. But the problem is, given
4:19Brian's experience, do you think that he
4:22is going to be able to compete in the
4:24ocean of weight loss going up against
4:26people who have served hundreds if not
4:29thousands of clients on their weight
4:31loss journey? The answer, ding, ding,
4:33ding, ding, ding, is why? Because Brian
4:37doesn't have the credibility in his
4:39background to give him permission to
4:41compete with those individuals. What has
4:43Brian accomplished so far? It's
4:45something really meaningful, but he's
4:47only accomplished it on himself. So,
4:49where I would recommend that Brian start
4:51is actually not in an ocean, but in a
4:54puddle, not even a pond. I want Brian in
4:58this scenario to start in a puddle. I
5:01care about you, and so I have to give
5:04you some of the tough love that these
5:06other individuals that you're learning
5:07from are not willing to share with you.
5:09And so, what does it mean to tell Brian
5:12to start in a puddle? Well, knowing that
5:15Brian is a young man, maybe Brian needs
5:18to first start by serving and helping
5:22young men in their early 20s. Maybe
5:24they're also busy with going to school.
5:26They're in college or work and he needs
5:29to help them lose 20 lbs in 6 to 9
5:33months. Suddenly, when doing this, when
5:36chunking down, when working our way from
5:38the ocean to the lake to the pond to the
5:40puddle, now suddenly Brian does stand a
5:44chance. Why? Because his credibility is
5:48what is determining the body of water
5:50that he is choosing to compete in. Take
5:52me for example. I don't talk about
5:54brand. I don't even necessarily just
5:57talk about personal brand. I talk about
6:00personal brand for entrepreneurs and
6:02business owners. And the reason why I
6:04have chosen to do that is because my
6:06credibility, my experience and expertise
6:09lends me the ability to compete in that
6:12pond right now. I don't necessarily have
6:15as much credibility when it comes to a
6:19brand overall, but the majority of my
6:21big W's and the things that people know
6:23me for is personal branding for
6:25entrepreneurs. And so that is why I
6:28chose to compete in the pond rather than
6:30jumping into the lake or the ocean. Now
6:33it's time for you to choose your body of
6:36water that you compete in. But I want to
6:38actually make it easier for you to
6:40actually do this rather than just sit
6:42here and watch me talking about it. So
6:44my team made you a Rston standing out
6:47workbook. Like I said earlier, it is
6:49completely free. If you click the link
6:51in the description down below, enter
6:52your email. We're going to send it to
6:54you so that you can download it and
6:56actually put this into place. And you'll
6:58see that there is an exercise in there
7:00for choosing your body of water. You're
7:02going to start by labeling the ocean.
7:05Okay, this is the biggest body of water
7:06within your niche that you could compete
7:08in. Then you're going to identify the
7:09lake, the pond, and the puddle. Then
7:12what we're going to do is we're just
7:14going to choose which one of these
7:16bodies of water our experience and
7:18expertise lends us the credibility to
7:21compete in. And here's the really cool
7:23thing about this strategy. You can move
7:26up in the bodies of water. You could go
7:28from a puddle to a pond to a lake and to
7:32an ocean. That is what I plan on doing.
7:34But I only plan on doing it when two
7:37things are true. One, my experience and
7:40expertise actually provides me the
7:42credibility to compete in this new body
7:45of water. And the second thing that you
7:46need to make sure that you have in place
7:47is content market fit. If you have
7:50traction with the body of water or
7:53within the body of water that you're
7:54currently competing in, that is another
7:56good signal along with the first one
7:59that you are at the season or the stage
8:01where you can move up. Choosing the
8:03right body of water is a huge step in
8:07standing out. It puts you ahead of 99.9%
8:10of all the other personal brands in your
8:13niche. But now that we've chosen the
8:15body of water that we actually stand a
8:17chance at competing in, we need to
8:19figure out what makes us different from
8:20all the other fishes swimming in this
8:23body of water.
8:27Now, there is no doubt in my mind that
8:30one of, if not the strongest way to
8:32stand out from your competition is
8:34saying something different than what
8:36everybody else is saying. And I'm going
8:38to stop for a second because I got to
8:40ask you a rhetorical question here.
8:42Doesn't that sound [ __ ] obvious? It's
8:44so obvious. Yet, so few of us are
8:48actually doing this. If everyone in your
8:50niche, everyone in the body of water
8:52that you chose to compete in is saying
8:54the same thing, do you really think that
8:56repeating that same regurgitated advice
8:59is going to cause you to stand out? The
9:01answer is no. If everyone is saying
9:04things should be done X way and you're
9:06over here saying, "No, I actually
9:07believe that Y is the right approach
9:09here." there is a much stronger chance
9:11that your personal brand is going to
9:14stand out in the crowded loud space that
9:18you are currently existing in. Now, the
9:20obvious call out that I have to give
9:22just to make sure nobody misunderstands
9:24this is your contrarian take, your
9:26contrarian belief, it needs to be
9:27something that you actually do believe.
9:30This needs to be something that you want
9:32to be known for. Okay? Like you
9:35flatearthers out there, you're standing
9:36out, but not necessarily for the reason
9:38that you think you are. Do you see my
9:41point here? We want to pick something
9:43that is different than what other people
9:44are saying, but it has to be core to who
9:46we are and what we actually believe.
9:49Otherwise, we're not going to be able to
9:50consistently stick with this contrarian
9:52belief. The moment that anybody brings
9:54up any sort of push back on it, we're
9:56going to crumble and what we tried to
9:58build our personal brand on, the
10:00foundation we tried to establish will
10:02erode very quickly. One of our clients
10:04is a perfect example of this. She is
10:07brand new to YouTube and her and her
10:09team are absolutely killing it. They've
10:11grown to 50,000 subscribers in about 10
10:14months and her median view per video is
10:16around 32,000 views, but her top six
10:21videos are at least a 6x outlier. That
10:25means they did six times the performance
10:29of the average. If I'm doing really
10:30quick math, that means they are at least
10:33180,000 views or more. And what's very
10:37interesting about these top six videos
10:39is five out of the top six opens with a
10:43very clear and understandable contrarian
10:47take. She's taking something that the
10:48audience believes to be true and
10:51completely flipping it on its head. When
10:53I was trying to lose weight, I was doing
10:552 hours of sweaty cardio a [music]
10:57night. But then I lost 55 lbs and I did
11:00it by doing less exercise, not more.
11:04>> The typical belief that exists out there
11:06around weight loss is I'm going to have
11:07to work out a ton. And she immediately
11:10provides a contrarian take on how she
11:12was able to lose 55 lbs. And she did it
11:16by working out less, not more. I could
11:19give you example after example of
11:21different clients that we've done this
11:22with. One of our clients, we actually
11:23implemented the same exact approach, but
11:25instead of in their intro, it was on
11:27their packaging. We had a very clear,
11:29contrarian take on their thumbnail, and
11:32to this day, it is their number one
11:34video on YouTube. So, clearly, this [ __ ]
11:36is working. But let's make it work for
11:39you. Inside of your free Rston standing
11:42out workbook, there is a very simple yet
11:45wildly effective exercise to help you
11:48identify your contrarian beliefs. If you
11:51haven't clicked that link in the
11:52description, then you're not going to be
11:53able to implement this exercise. I'm not
11:55going to actually walk you through this
11:57one. This is one that I want you to do
11:58on your own time. And so, if you don't
12:01have the workbook, you're not going to
12:02be able to. The way you get the workbook
12:03is you click the link in the
12:04description, enter your email, I'm going
12:06to send it to you, and you can download
12:07it and actually take action on what
12:09we're walking through in this video. So,
12:11now we have something different to say.
12:13But the problem here is if nobody
12:15actually clicks on your video, nobody
12:17watches your content, how are they going
12:19to know that you have something
12:20different to say?
12:27Here you are wrapping your content in
12:29the exact same way as everyone else in
12:32the body of water that you chose to
12:33compete in, and you're wondering why
12:35you're not standing out. I got a lot of
12:37love for you, so I'm going to give you
12:39some more tough love. Objectively
12:42speaking, I believe this is so [ __ ]
12:45clear and obvious when I say it out
12:47loud. Yet, it is the opposite of what
12:50the majority of personal brand
12:52strategists and the advice out there is
12:55telling you to do. Notice how I'm
12:57injecting a little contrarian take in
12:59here. It's a little bit of a meta
13:01demonstration of how I like to roll. The
13:03majority of these strategists online
13:05would tell you that you need to use the
13:07same titles, thumbnails, and hooks as
13:09your competition. But all this creates
13:11is a world of blue M&M's. And in a world
13:13of blue M&M's, I actually believe
13:15there's a lot more opportunity for the
13:17brown, the green, the yellow, the orange
13:19M&M's to actually stand out. Someone
13:22that we were working with last year had
13:23made a very large brand positioning
13:26pivot. Okay. She rebranded herself from
13:29being known as a fitness coach to being
13:32a personal branding coach. And honestly,
13:35I think she did so in such an excellent
13:37way. She literally embodies the idea of
13:40wrapping her content to stand out and
13:43she has some pretty wild hooks.
13:45>> You can't just throw raw dough in the
13:47oven and expect croissants to come out.
13:50>> What the It's fun. It's a little
13:52unexpected. It's kind of quirky. But the
13:54most important part of this is that it's
13:56actually true to her. It's
13:59[clears throat] her personality. That's
14:00how she communicates with her friends,
14:02with her clients, with people in her
14:04world. And like I mentioned earlier, one
14:06way that can be very effective in
14:09packaging or wrapping your content in a
14:11way that stands out is taking one of
14:13those contrarian beliefs that you
14:14identified in that previous exercise and
14:17actually utilizing this in let's say for
14:20example your YouTube packaging. One of
14:22our amazing clients, Greg Levia, is an
14:24incredible example of this. Greg's top
14:27video on his channel, at least as of
14:29right now, is literally this to a tea.
14:34And this is a video that him and his
14:35creative director JJ absolutely
14:37destroyed. And I want to be very clear,
14:39the big reason why the video did so
14:41well, the packaging and rapping helped.
14:43The main reason why content performs the
14:46way that it does is the actual meat
14:48inside of it. It's what Greg is saying.
14:50He's talking about how everyone in the
14:53business space tells you to avoid
14:55saturated markets. You want to go find
14:56the white space rather than competing in
14:58a saturated market. And he actually has
15:00a wildly contrarian belief on this. He
15:03believes that the best opportunities lie
15:05within a saturated market. But it's
15:08finding the white space within that
15:10saturated market. That's what he's done
15:12with Bloom Energy. That's one of the
15:14many different product lines that
15:15they've launched with this methodology
15:17that has been so successful. So, in
15:20knowing that this was one of the
15:21contrarian takes that he shared, my
15:23content director Trevor had the idea,
15:25the brilliant idea of doing a thumbnail.
15:28And the copy on this thumbnail just said
15:30the words, "Don't be original." It is
15:33very clear and obvious that when JJ and
15:35the team cooked up this thumbnail and
15:37put it up and put it live into the
15:39testing, this is when the video really
15:41started taking off. There is a moment in
15:43the graph where you can see it goes from
15:46being a little bit more on the flat to a
15:48crazy spike up and to the right. Now,
15:51another way that you can wrap your
15:52content differently from your
15:54competitors is not to film in the exact
15:57same setup or environment that they are.
16:00We don't need another creator with the
16:02red and blue light, the fake plant, and
16:04the bookshelf full of books that you've
16:06never actually read in the background.
16:07And I understand in the beginning, the
16:09way that we learn is we copy. But we
16:11need to quickly go from copying to
16:13making it our own. A good homie of mine,
16:15Mark Brazil with Open Residency, this is
16:17a prime example. You can't scroll
16:20through your Instagram feed without
16:21seeing a podcast setup that is kind of
16:24copying in some version what Mark has
16:26created with Open Residency. My buddy
16:27Takim Moore has actually been doing this
16:29with some of his YouTube videos where
16:31he's literally filming them in the
16:33jungles of Australia. It's [ __ ] epic
16:36and it's different than what a lot of
16:37people in his space are doing. But
16:39again, the most important thing here is
16:42that it's actually true to him. Taki
16:45loves being outdoors and in nature. And
16:48so pairing this whole thing that he
16:50loves with content creation not only
16:53allows him to stand out, it also makes
16:55it more enjoyable as a process overall.
16:58Now this is a little bit more of a
17:01nuance or complex exercise and
17:04initiative. What we've decided to
17:06include here is rather than an exercise
17:08to walk you through this, it is a
17:10playbook that is outlining in a little
17:12bit more detail what we have covered
17:14here. some of the best practices that we
17:16like to break and not utilize that
17:18everybody else is teaching and how we
17:20like to kind of just break the rules.
17:22But the key is in order to break the
17:24rules, you do need to understand them.
17:25And so I would encourage you to go
17:27through this playbook and use it as the
17:31filter, the lens that you are going to
17:33view how you wrap your content in the
17:36future through. Now, the craziest thing
17:38in the world is you could get tons you
17:41could get millions of people to click on
17:43your content to watch your Instagram
17:46reel, but if you're just saying the same
17:49generic [ __ ] that everybody else is
17:51saying, well, honestly, you're not
17:54really standing out. [music]
17:58Generic advice, aka the majority of the
18:01content that you are unfortunately
18:03seeing online right now, is not going to
18:07help you stand out. Generic advice may
18:10get views, but the moment that that
18:12creator's content is no longer being
18:15serviced to their audience in the
18:17algorithm,
18:19those same people that were watching the
18:21content are no longer searching out
18:22their name. Why? because they haven't
18:24done anything to differentiate
18:26themselves from the thousands,
18:28potentially millions of other creators
18:30that are saying the same [ __ ] What
18:32actually sets you apart from all the
18:34other fish in the puddle, pond, lake, or
18:36ocean that you have chosen is instead of
18:39sharing this generic [ __ ] that
18:40everybody else is regurgitating, you
18:43actually share your own lessons that you
18:47have learned through your successes and
18:51failures, aka your experience. Not just
18:53what you've read, not some podcast that
18:55you listen to, not the transcript from
18:58your favorite creators YouTube video. I
19:00want you to take your lived experiences,
19:03the things that have worked, the things
19:04that have not worked and I want you to
19:06figure out what did you learn from that
19:08and how could your audience actually
19:10apply that to what they are doing. This
19:12is content that only you can make. This
19:16very approach is what is separating the
19:18top 1% of personal brands versus the
19:21rest of the 99%.
19:23The top dogs are talking about what
19:25they've done because they've actually
19:27done something worth sharing. What we
19:29need to do is we need to develop what we
19:32call a credibility bank. Your
19:34credibility bank is where you can
19:36deposit your failures, your successes,
19:38your wins and losses paired with a
19:41lesson that you learned and how your
19:43audience can actually apply it to their
19:45life. By doing this and utilizing your
19:48credibility bank, you're doing two
19:50things in your content. You are
19:52establishing credibility while you are
19:55actually teaching the audience what they
19:57need to do. One of our past clients
19:59actually has done this incredibly well.
20:03She is openly sharing with her audience
20:06the behind the scenes of different
20:07cosmetic procedures, supplements, and
20:10routines that she has done or utilized.
20:13And she's not just sharing how they
20:15went. She is going a layer much deeper
20:18in sharing what they actually cost. This
20:21is something that is traditionally more
20:24taboo or untalked about. and she has
20:27been absolutely crushing it and building
20:29such an incredibly in-depth and loyal
20:32audience within her YouTube and
20:35Instagram content. Now, this is
20:36something that we guide a lot of our
20:38Rston and Select members through a very
20:39robust version of this credibility bank.
20:43But to actually make it a lot easier for
20:45you to implement in less time, we have a
20:47more simplified version of the
20:49credibility bank that we have included
20:51in your Rston standing out workbook. The
20:53link is in the description. And all you
20:54got to do is click that link, enter your
20:56email, we'll send it to you, you can
20:57download it and you can actually
20:59implement what we are sharing. And so
21:00far in this video, a lot of what we have
21:02talked about for standing out are things
21:05that you need to do. But what we have
21:07not covered yet is the things that you
21:09need to not do.
21:15Now, picture this. You're out with some
21:17friends for a happy hour. Everyone's
21:19ordering a round of drinks, but then it
21:20gets to one of your friends at the end,
21:22the last person, the fifth person. and
21:24instead of ordering a cocktail, they
21:26order a club soda with lime. Stands out,
21:29right? Not because of the alcohol or
21:31lack of alcohol. It's because four
21:33people did one thing and one did
21:36something different. Now, this is
21:37obviously a very simplified example, but
21:39the principle remains true. There is a
21:42lot that I have chosen to not do with my
21:46personal brand because it aligns with my
21:49values, with my morals, and with what I
21:51want to be known for and what I don't
21:53want to be known for. The cool thing
21:55about this is it also just happens to be
21:58a big reason why I believe the personal
22:00brand that we are building is actually
22:02standing out in what a lot of people
22:04would argue is a very saturated niche
22:07online. I have done my darnest to be
22:10very intentional with who I do and do
22:13not pair myself with. And the reason why
22:15is because I know that over time these
22:18pairings done consistently over time
22:21creates associations. Aka the way that
22:24my audience views me changes based on
22:27the things or people that I choose to
22:31pair my brand with. I've also been very
22:34intentional in deciding to not leverage
22:37utilizing the faces of people that I
22:40have worked for or worked with in our
22:42thumbnails on YouTube. I think you
22:45probably are aware of the fact that that
22:47would dramatically increase our
22:48exposure. More people would click on our
22:51videos, but it is something that I do
22:53not want to overlever because I
22:54understand that the people that I desire
22:57to work with are going to see that and
22:59not respect it. And so that is why on
23:02our channel I have chosen to not utilize
23:05that tactic that the majority of people
23:07who occupy my role and are talking about
23:10what I talk about tend to do. And I'm
23:12not saying there's anything wrong with
23:13that. I'm saying it is a deliberate
23:16choice, a very intentional choice based
23:18on knowing what my outcome is that I
23:20desire and reverse engineering the
23:22actions that I need to take that move me
23:24closer to that outcome, not further
23:26away. And the way that you can go about
23:29figuring out what you're not willing to
23:31do is actually quite simple. In your
23:33Rston standing out workbook, there is an
23:36exercise that we call your desired
23:38associations. And it's going to help you
23:41identify what you want your audience to
23:43associate with your personal brand. And
23:45by doing that, it informs you what you
23:48need to consistently pair yourself with
23:50in order to make those associations
23:52occur between you and the thing that you
23:56want to be. associated with. Not only
23:58are you identifying the things that you
24:00do want to be associated with, you are
24:02also going to identify what do I not
24:05want to be associated with, which again
24:07is going to give you the understanding
24:09or the guidelines or really the the
24:12framework for you to think through of
24:14how you can make decisions of what you
24:16don't do. Again, like I said at the top
24:19here, it's not just about what we do.
24:21Our personal brand builds in strength.
24:24It creates more trust and loyalty, not
24:26just from the actions we take, but the
24:28things that we decide not to do.
24:33Now, expertise alone won't cut it. And
24:36why is that? Because everyone is copying
24:38your [ __ ] Your competition can take
24:40your expertise and regurgitate it right
24:43back to their audience. And the question
24:46that a lot of people ask me is, "Doesn't
24:48that suck?" It's debatable. I choose to
24:51look at it as an honor rather than a
24:53frustration. What is far more difficult
24:56to rip off than expertise is your
25:00humanity. The things that make you the
25:02human that you are, aka the person in
25:05the personal brand. And I know this
25:07happens, too. I mean, there's plenty of
25:09people that rip off somebody's
25:11personality and who they are as a human.
25:13But let's be real, it is far more
25:15blatantly obvious and way less easy for
25:17these individuals to get away with. If
25:20everyone in your puddle, pond, lake, or
25:22ocean are just establishing and building
25:25their personal brand off their
25:26expertise, I see a white space for you
25:30to take your expertise and multiply it
25:33by your humanity. And even deeper than
25:36this, while everyone else is building a
25:38one-dimensional personal brand that
25:40doesn't really build or generate much
25:42audience loyalty, you can actually be
25:44leveraging the relationship sphere
25:47utilizing an exercise that we like to
25:49call interest stacking. At a basic
25:51level, I believe that the relationships
25:53that we have in our life fall into
25:55different distances on the relationship
25:57sphere. An acquaintance, as an example,
25:59is going to be further out on the
26:01relationship sphere. We probably have
26:03one thing in common with them. A friend
26:05is going to be a little bit closer. We
26:07probably have a couple of things in
26:08common. Our best friend or maybe our
26:11romantic partner, we probably have a lot
26:14in common with them. I believe that you
26:17can develop closer proximity and more
26:20loyalty with your audience by utilizing
26:22this very principle that works in the
26:24real world in developing relationships
26:26in interest stacking with your audience.
26:30And the way that we do this is we need
26:31to identify the things outside of our
26:34expertise that make us human. This is
26:37our values, our interests, our
26:38obsessions, our hobbies, the nonniche,
26:42non-expertise human inputs that make up
26:45who we are. In the content that we
26:47produce, a lot of times I reference my
26:49love for Harley-Davidson's metal or
26:51trash TV, among many other things. And
26:54what I notice is that stacked on top of
26:57my expertise causes a certain segment of
27:01our audience to have a deeper connection
27:03with the brand that we are creating. The
27:05more interest that you can stack in your
27:08content, the more opportunities that you
27:10give your audience to connect with you
27:12on a deeper level. And lucky for you,
27:14inside of your Rollston standing out
27:16workbook, we actually have an exercise
27:19for you to identify these non-niche
27:22human inputs that you can stack with
27:25your audience. The next problem that
27:27you're going to run into is figuring out
27:29how do I continue standing out. Click
27:32here to watch my video on how you can
27:34utilize these seven elements of world
27:36building to build a world that your
27:38audience never wants to leave.

About this transcript

This page contains the full transcript of How to Stand Out In the New Era of Personal Branding by Caleb Ralston, generated from the public captions YouTube serves with the video. The transcript has 5,019 words across 712 segments, with the original timestamps preserved so you can click any line to jump to that moment in the embedded player.

What you can do with it

Use the transcript to take notes, quote the speaker, build a study guide, generate a summary with ChatGPT or Claude via the YouTube Summary tool, or export it as a timed subtitle file with YouTube to SRT. You can also re-open it in the transcriber to choose a caption track available on the video.

Free YouTube transcript tool

YouTube2Text is a free YouTube transcript generator — no signup, no daily limit. Paste any YouTube link and get the full transcript instantly, with timestamps, click-to-jump, caption language selection, AI prompts for ChatGPT, Claude, and Gemini, and exports to TXT, SRT, VTT, or Markdown.