If You're Posting Content with No Plan, Stop — Transcript

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1. 0:00So, as I build a personal brand, is it
2. 0:01better to become an authority in a
3. 0:02certain skill and then start posting
4. 0:03content, or is it better to start
5. 0:05posting content without being an
6. 0:06authority in that skill? Great question.
7. 0:08So,
8. 0:09my perspective on this, and this
9. 0:11probably will differ from other
10. 0:12people's, but I can only explain what I
11. 0:15do, right? And the kind of thinking
12. 0:16process behind it.
13. 0:17I I never want someone to question
14. 0:19whether I'm legit or not, right? And I I
15. 0:23I think that way, and maybe it's cuz I
16. 0:24just have like massive insecurity, who
17. 0:26knows. Um but the the reason that I I
18. 0:28tend to always start with proof, right?
19. 0:31And so, I would rather like And if you
20. 0:33don't have external achievements, right?
21. 0:36Then you need the achievements to be
22. 0:37effort-based rather than external, okay?
23. 0:39So, what does that mean? So, instead of
24. 0:40saying, "Hey, I did a hundred million
25. 0:41dollar launch." That's an external
26. 0:43achievement, everyone can see that,
27. 0:44great, lots of money, et cetera, right?
28. 0:46I could say, "I made 35,000 pieces of
29. 0:47content." You can control that. Now,
30. 0:49whether you did a good job or not is is
31. 0:51a separate thing. But when you do
32. 0:53effort-based achievements, it's kind of
33. 0:54like grinder pay, right? And so, in the
34. 0:56beginning, you don't have the the money
35. 0:57or the proof to do it, so you have to
36. 0:58grind. And so, grind-wise, it's like,
37. 1:00"I'm going to make 35,000 pieces of
38. 1:02content and document what you're
39. 1:03learning along the way." That's fine.
40. 1:06Like that's the game. And so, um
41. 1:10that will
42. 1:11be kind of phase one. Phase two is be
43. 1:14willing to work with people for free.
44. 1:15People will spend way too like
45. 1:17I I'll say this differently.
46. 1:19If you're getting started,
47. 1:21every single business, to this day, I
48. 1:24still start with free stuff. Because I
49. 1:26want to get feedback for people. I want
50. 1:27to know what they like, what they didn't
51. 1:28like, what their pain points are. I want
52. 1:30to figure out how to how to smooth out
53. 1:31the process. I want to figure out all
54. 1:32these different things. And me trying to
55. 1:34guess at that on my first shot and ask
56. 1:36people to pay me, I'm like, "I don't
57. 1:37want to do that. I'm going to have bad
58. 1:38reputation. I don't want it." Right? And
59. 1:40so, it's going to take you so much more
60. 1:42time, think about this, for you to get
61. 1:4410 customers who pay you without never
62. 1:47giving anything away for free is going
63. 1:48to take you a long time. You getting 10
64. 1:50people to start working with you for
65. 1:52free and then using the 10 testimonials
66. 1:55you get there to then get your 11th,
67. 1:5612th, 13th, 14th, 15th, 16th, 17th,
68. 1:5818th, 19th, 20th customer is going to
69. 1:59take you less time to get that 10 paying
70. 2:01customers if you do 10 for free first
71. 2:04of whatever it is that you sell.
72. 2:07So,
73. 2:08that's my that's my two cents. Um
74. 2:11more people knowing about your stuff is
75. 2:12not going to make you less money. I do
76. 2:13think though that like big big big
77. 2:15picture, it also kind of depends what
78. 2:16you're going to get into. If you want to
79. 2:18be
80. 2:20you know, it's like I want to be a
81. 2:21business coach. It's like, well, dude,
82. 2:22just look at the people who have the
83. 2:23most who have the most um credibility in
84. 2:26in business. They have some big giant
85. 2:28thing behind them, right? I would not
86. 2:30try and compete there.
87. 2:33I would try and compete on a much
88. 2:35smaller pond that I can be I can be king
89. 2:37of. A very not even a pond, like a
90. 2:39puddle. Like just be king of the
91. 2:40itty-bitty puddle. And create proof
92. 2:43around that little bitty itty-bitty
93. 2:44puddle, and you will find people who are
94. 2:46willing to pay you because you are a
95. 2:46specialist and because they have access
96. 2:48to you. Okay?
97. 2:49Um
98. 2:51and I'll give you I'll give you one more
99. 2:52tidbit for those of you guys who are
100. 2:53starting out and then I'll take the next
101. 2:54call.
102. 2:55So,
103. 2:56when you're starting out, you always
104. 2:58have an advantage. All right? Every
105. 2:59every position has an advantage on the
106. 3:01board of the game.
107. 3:03So, if you're if you're a if you're a
108. 3:04super baller, right? You're a you're
109. 3:05you're a G or whatever you want to say,
110. 3:07right?
111. 3:09My position is to say, "Don't go with
112. 3:12Weenie McGee over here. He's in his
113. 3:13mom's basement and doesn't know what
114. 3:14he's talking about, right? I have been
115. 3:16doing this for however many years and
116. 3:17look at all this credibility and look at
117. 3:18all this proof, right? Cool."
118. 3:20Weenie McGee, right? He's in his mom's
119. 3:22basement and he's going to be like,
120. 3:24"Don't don't hang out with Alex. You're
121. 3:26never going to talk to Alex. There's no
122. 3:28chance, right? You're going to be
123. 3:29talking to someone three levels down
124. 3:30from him and you're just going to be a
125. 3:31number to them." I mean, that's what I
126. 3:32would say. Of course, we don't operate
127. 3:34that way, but like that's what you would
128. 3:35say, right? And so, if
129. 3:38that's where your position is, then you
130. 3:40say, "Dude, you're going to get my phone
131. 3:41number." And so, it's not am I better
132. 3:43than Alex? Of course, I'm not better
133. 3:44than Alex. Like own that. Of course, I'm
134. 3:46not better than Alex. But,
135. 3:48I am better than the third rung down on
136. 3:50his company, and you're going to get my
137. 3:52phone number and I care about my
138. 3:53reputation and that person doesn't.
139. 3:55That's where you compete.
140. 3:57And so that's how you can start getting
141. 3:58a foothold, which is why there will
142. 3:59always be room in the market for people
143. 4:01who are new because people who are
144. 4:03established are going to have their
145. 4:04position to display. Coca-Cola Classic
146. 4:06is going to say we're the classic. We've
147. 4:07been doing this forever and the people
148. 4:09who are new and upstarts like, "Hey, I'm
149. 4:10a young founder. Just try my soda out.
150. 4:12If you like it, tell me, give me
151. 4:13feedback. I'll try and fix it." That's
152. 4:15the position. Both can win. And for
153. 4:17anyone who's like, "I don't think this
154. 4:19will work" or something like that, it's
155. 4:20like
156. 4:21Dude, like I was in the same position.
157. 4:22It's not like I'm 50. You know what I
158. 4:24mean? Like I started at zero, too. And
159. 4:26you just have to outwork, right? And you
160. 4:28got to say like, "I'm willing to do more
161. 4:29than those guys are." And in the
162. 4:30beginning, people don't want to say it.
163. 4:31"I'll do it for less."
164. 4:33Until eventually you have proof. And
165. 4:34then when you have proof, it becomes a
166. 4:35virtuous cycle of charging more.