YT YouTube2Text

YouTube2Text → Transcripts → Si solo tuviera 90 días para construir una marca personal, haría esto

Si solo tuviera 90 días para construir una marca personal, haría esto — Transcript

by TUMADREANNA · 6,179 words · 952 segments · language en · Watch on YouTube

Open in transcriber Summarize with AI Download SRT/VTT

Full transcript

0:00Having a personal brand is arguably the
0:02biggest shortcut that exists today to
0:03grow a business.
0:06Wherever you look, business owners who
0:08have started creating content are
0:10growing at a speed that was totally
0:12unthinkable just a few years ago.
0:15But there is a problem, almost every
0:16sector is already packed with people
0:18making videos.
0:20So if you are building your personal
0:22brand without a clear focus and strategy
0:25, it is very, very difficult for anyone
0:27to notice you.
0:29The good news is that there is a method
0:32for building personal brands that works
0:34in practically any sector.
0:36It is the path followed by personal
0:38brands that actually generate revenue,
0:40and it is exactly what we apply at my
0:42agency with the businesses we work with
0:44.
0:44So in this video, I am going to explain
0:47that method from beginning to end and
0:49tell you step-by-step how to build a
0:52personal brand that works today.
0:55It will be a practical four-step roadmap
0:58that you can apply over the next 90 days
1:00and that will completely change the way
1:02you see content and personal branding.
1:06By the way, if you don't know me, I'm
1:08Ana, founder of the agency Tu madre, an
1:10agency in Madrid dedicated to creating
1:12viral content for businesses.
1:14And what I am going to tell you is not
1:16theory. I built my own personal brand in
1:19less than a year. I’ve surpassed 200,000
1:22followers and today more than 100 people
1:24write to me every day interested in
1:26working with me. And it hasn't just
1:28worked for me, it has also worked for my
1:30clients. For example, Tristán, the
1:32auctioneer. With him, we went from 2,000
1:35to 235,000 followers in less than three
1:37months.
1:38In addition, I train students who want
1:41to learn how to do exactly this. Before
1:43we start, I need to clarify one thing
1:45about the title.
1:47Obviously, a personal brand is not
1:48something you do in 90 days and it's
1:50done.
1:52That would be absurd and, in fact, goes
1:53against what having a personal brand
1:55means.
1:57But I present it this way because if you
1:59do exactly what I’m going to tell you
2:02over the next 90 days, you will lay such
2:04solid foundations that your growth will
2:06skyrocket and that growth will continue
2:08to multiply as your personal brand
2:10matures.
2:12The first three steps of this process
2:14are about positioning and strategy, and
2:16I tell you this clearly.
2:19Whatever people say, this is the most
2:21important part, the real secret.
2:24If I were starting today, I would
2:25dedicate the first few days of those 90
2:27just to getting this well defined, and
2:30you can define your positioning by
2:31answering three questions.
2:33The first question is the goal: what do
2:36you want this personal brand for?
2:38And which of the two personal branding
2:40games do you want to play, because there
2:42are two very different paths.
2:44The first is becoming famous on a large
2:46scale, reaching a lot of people, and the
2:49second is becoming known to a very
2:50specific audience and converting those
2:52people into clients efficiently.
2:55I know what you're thinking, Ana, I want
2:57both things. That's normal, everyone
3:00says that, but look at it another way.
3:03Do you want to be famous to everyone, to
3:05be known by absolutely everyone, or do
3:07you want to be famous within your sector
3:09?
3:09Both games have good things and bad
3:11things.
3:13The first, that of the great business
3:15communicators that everyone knows, those
3:17who appear everywhere and whose videos
3:19reach a student just as much as a
3:21retiree.
3:22And then there are the even more extreme
3:25cases, creators who are famous globally
3:27, but within the business world, people
3:29who play this first game seek to reach
3:31everyone and be accepted by everyone.
3:34In this game, you earn much more money
3:36in total, but you also have to put up
3:38with all the bad things that come with
3:41being truly famous. In the other game,
3:43that of becoming known among a specific
3:45audience and converting well, you build
3:47your personal brand in a completely
3:49different way. You also want many people
3:52to know you, for them to follow you with
3:54great loyalty, but only within your
3:56sector, without needing to go beyond
3:58that.
3:59Think of the physical therapist known by
4:02all the runners in their city, the
4:03lawyer everyone in their trade goes to,
4:06or the real estate agent everyone in
4:08their area follows.
4:09Along with your mother, I am in the
4:12second group, and very happy. This is
4:14the game I play, and here it is much
4:16faster to start from scratch and stand
4:18out, and you will surely earn much more
4:20money per follower, but your presence
4:22will be smaller and you won't have the
4:24advantages that come with being famous
4:26on a large scale.
4:27Like everything in life, both models
4:29work and with either one you can build a
4:32huge business, but they require very
4:34different content strategies. Later in
4:37this same video, we will return to the
4:39content strategy and I will give you my
4:41own example.
4:42With over 200,000 followers, not
4:44everyone knows me on the street, and I'm
4:46not looking for that, but within the
4:48world of business owners who want to
4:50grow with content, they do know me, and
4:52that's why over 100 people write to me
4:54every day interested in working with me
4:56, and I can also bill more than 100,000
4:58euros a week with the followers I have.
5:01That is what this second game gives you
5:03. You might have fewer followers than a
5:06TV celebrity, but each one of them is
5:09worth much more to your business.
5:12And one last important thing: it is very
5:14difficult to start by focusing on a
5:16specific audience within your sector and
5:18later open up to the general public.
5:21That is what many of the biggest names
5:23have done, but the opposite is extremely
5:26difficult: starting out known by
5:27everyone and then trying to become the
5:29go-to person in a specific sector.
5:32That's why I insist on this so much, so
5:34while I was telling you about the two
5:36games, you surely already thought about
5:38which one you want to play. Keep that
5:40answer in mind as we continue with the
5:42rest of the method. The second
5:43positioning question is: who am I
5:45talking to? You have to be super clear
5:48about this. Who is the ideal person I
5:50want to watch my videos?
5:52And this almost certainly goes hand in
5:53hand with the game you chose in the
5:55first question.
5:56For example, my client Tristán, the real
5:58estate auction expert, doesn't want
6:00everyone to watch him; he wants people
6:03who want to invest, or want to invest in
6:05housing but don't know auctions exist or
6:08are afraid of them.
6:09Knowing that is worth so much because it
6:11allows him to plan each video, in both
6:14what he says and what is shown, to
6:15attract exactly that person.
6:18In my case, to give you another example
6:20, I make videos thinking about business
6:22owners who want to get more clients
6:23through content, or people who want to
6:25build their personal brand.
6:27And if you are one of them and you are
6:29watching this, it means I am doing it
6:31right.
6:32But the real reason why this is so
6:34important is that when you have it clear
6:36, you can set up what I call an ideal
6:37client filter.
6:39It is very simple. Every time I am going
6:41to make a video I ask myself, will this
6:43be useful to the person I want to
6:44attract? If the answer is yes, I
6:46consider making it. If it is no, I don't
6:48even make the video. I know that for
6:50some, defining your ideal client might
6:52seem like a total waste of time because
6:54you might think, "Well, if I post, the
6:56algorithm will just find people for me,
6:58so what's the point?"
7:00The true value of the exercise is that
7:02it helps you filter which ideas to
7:04execute and which ones not to, because
7:06most people don't define who they're
7:08talking to, ending up making very
7:09general videos, then more general ones,
7:11and even more general ones.
7:14I call this chasing views for the sake
7:16of views.
7:17When you're clear about who you want to
7:19attract, you stop chasing numbers that
7:21only serve to show off.
7:23In that case, you get more views, and
7:25over time, that makes your message
7:26generic and stops it from reaching the
7:28person who would actually buy from you.
7:31So, little by little, if you don't do
7:33this exercise, your audience grows, but
7:35they buy less and less from you. Setting
7:37up that filter for yourself is
7:38incredibly easy. I ask my students to
7:40write down a very specific sentence.
7:42I call it the angle. It consists of
7:44filling this in.
7:45I help this type of person achieve this
7:48thing using this method.
7:50For Tristan, it would be something like
7:51this. I help people who want to invest
7:53in real estate buy cheaper thanks to
7:55auctions.
7:57In my case, it would be "I help business
7:58owners get clients with content that
8:00goes viral."
8:01Again, it's a simple and quick exercise
8:04, but it's essential. And now comes the
8:07third question of positioning, which is
8:09where the bulk of the work really lies.
8:11The first two might take you five
8:13minutes, but the third is much deeper.
8:16It's what I call the pillars of your
8:17personal brand. Almost everyone who
8:19wants to grow their personal brand has
8:21two major fears. The first: how am I
8:23going to create this content day after
8:25day? And the second: how will I stand
8:27out in my sector if everyone is already
8:29there? Let's focus on the second one
8:31because this method helps you stand out
8:33significantly. We'll look at how to
8:35create the content in a moment. The
8:37pillars of a personal brand. There are
8:38four pillars that are the foundation of
8:40any personal brand.
8:42All the people you admire and would like
8:45to be like have a very clear stance on
8:47each of them, and I promise that having
8:49them clear before you start recording
8:51will help you a lot because they set
8:53boundaries for making decisions.
8:55And you're probably already seeing where
8:57I'm going with this. Winning with a
8:59personal brand isn't about adding things
9:00; it's about taking them away.
9:02When you start creating content, you can
9:05talk about anything, to anyone, in any
9:07way, on any social network.
9:09You have the whole world to choose from
9:11. Simply put, building a personal brand
9:13is about setting limits for yourself.
9:15What you talk about, who you talk to,
9:17how you tell it, and where you post it.
9:21And the funny thing, even if it seems
9:22the opposite, is that the clearer and
9:24stricter those limits are, the easier it
9:26is for people to decide if they want to
9:28be part of your world or not.
9:31And it's also easier for the algorithm
9:33to know who to show your videos to.
9:36So, let's go over the four pillars.
9:38Pillar one, how much do you narrow down
9:39your sector? This pillar answers a
9:40question: how much are you going to
9:42broaden or narrow your focus within your
9:44industry? The easiest way to see it is
9:46with a target.
9:47If we did it with my personal brand, the
9:49center of the target would be viral
9:51content for business owners.
9:53The next circle, a bit further out,
9:55would be viral content for anyone.
9:58The next one, growing on social media in
10:00general.
10:01Another, further out, any type of
10:03advertising or promotion in a place.
10:05And the outermost circle, the largest
10:07one, would be the world of business in
10:09general. The more specific you are, the
10:11closer you are to the center of the
10:13target, the easier and faster it will be
10:16to dominate that space. Because you are
10:18reducing the ground on which you compete
10:19. Obviously, that reduces the total
10:21number of people you could reach, but
10:23honestly, that is perfectly fine. Almost
10:25all markets are much larger than you
10:27imagine, and you don't need that many
10:29people to build a huge business. The
10:32idea is that instead of just having your
10:34target drawn, as you gain authority and
10:36have more results to show, you gradually
10:39open up to larger circles.
10:41And once again, this exercise helps you
10:43filter.
10:44The simplest way to grow a personal
10:46brand quickly is for it to fit very well
10:48with four things: the content, the
10:50audience, what you sell, and the results
10:52you can prove.
10:53I'll continue with my example. I have
10:55decided to stay on purpose in the center
10:57of the target, and I only create content
10:59that is useful to that type of person.
11:01And by working so specifically, I can do
11:03several things. First, always choose
11:05topics that really matter to my ideal
11:07client. Second, use examples and
11:09problems that those people experience
11:11every day.
11:12And third, speak with the same words
11:14that those people use in their heads.
11:17And fourth, most importantly, I have
11:18results that prove what I say. That's
11:21why when a business owner sees Tristán's
11:23case, they identify with it and think,
11:24this could happen to me. On the other
11:26hand, if I were to talk about something
11:28much broader like growing on any social
11:30network, I wouldn't have the proof or
11:32the authority because my specialty isn't
11:34growing accounts on every existing
11:35network. I also wouldn't be as precise
11:38with the topics that interest a business
11:40owner. One out of every two or three
11:42videos would end up talking about things
11:44they don't care about.
11:46If we placed other profiles in each
11:47circle of the target, it would look like
11:49this.
11:50In the center would be me, helping
11:52business owners go viral and get clients
11:54.
11:55In the next circle would be creators who
11:57teach anyone how to grow on social media
11:59.
11:59In the next, those who talk about
12:01growing with content on any platform.
12:03A bit further out, the experts in
12:05advertising and promotion in general.
12:08And in the outermost circle, the
12:09business world, where the big names
12:11everyone knows are.
12:13As you can see, if you have a business
12:15and want to make it go viral, you know
12:17my videos will be useful more often,
12:19because it is literally the only thing I
12:21talk about.
12:23The further you move from the general
12:25circles, you might learn things from
12:26those other profiles, but you will also
12:28find a lot of videos that don't help you
12:30because they touch on topics you don't
12:32care about.
12:34Usually for the viewer, the more
12:36specific the content is, the sooner they
12:38find the solution to their problem.
12:40And mind you, this is not a criticism of
12:42anyone, I'm just telling you that it
12:44helps you a lot to define your sector
12:46well with this target, because you want
12:48to cover 100%of what the exact person
12:50you want to sell to needs.
12:52This exercise will help you filter the
12:54topics, the message, and the problems
12:56you talk about and everything you
12:58transmit on the internet.
13:00And now let's move on to the second
13:01pillar, which is also very important:
13:03your contrarian beliefs.
13:05If you have been following me for a
13:06while, you know that I repeat this a lot
13:07. You need to have opinions that go
13:09against what everyone else is saying.
13:11Why? Because the easiest way to stand
13:13out in a crowded sector is to tell
13:15people things that no one else says or
13:17that go against what is taken for
13:19granted.
13:20If you think exactly the same as
13:21everyone else, you will be a smaller
13:23copy of whoever is already leading that
13:24discourse and you will always lose.
13:28That is why you need new ways of seeing
13:30things, new ways of doing them,
13:31something the market hasn't seen.
13:34Now, I also have to tell you that it's
13:36very hard to sit down one day and
13:38suddenly write down every contrarian
13:40opinion you've had in your life. That's
13:42why I recommend you create what I call a
13:44contrarian opinion notebook.
13:48It's simply a note on your phone or a
13:50document where you jot down every
13:52unconventional idea you have the moment
13:54it occurs to you, and it's super easy.
13:57Every time you're watching a video from
13:59someone in your industry and you catch
14:01yourself thinking, "What is this guy or
14:03girl saying? They have no idea," that is
14:05the moment to write down what you think
14:07.
14:08That is a new contrarian opinion. And
14:11the good thing about doing this is that
14:12the more you pay attention to what you
14:14think and the more you write it down,
14:15the more you will train that way of
14:17thinking. When I analyze the best
14:19personal brands, I see that almost all
14:21of them have a few big themes where they
14:24go against the grain, followed by
14:26several smaller opinions that support
14:28those big themes.
14:30For example, in my case, one of my big
14:32contrarian ideas is that a business
14:34doesn't need millions of followers to
14:36make money; it needs the right people to
14:38watch it, and the video must be designed
14:41from the first second so those people
14:43end up buying.
14:45While everyone tells you to post more,
14:47chase views, and upload a video every
14:50single day, I tell you that a view that
14:52doesn't buy is useless to you and that
14:54it’s pointless to upload daily videos—
14:57it's better to make two great ones a
14:59week.
15:00And around that big idea, I have a bunch
15:03of smaller ideas that support it. Almost
15:05all personal brands have between three
15:07and five big contrarian ideas that
15:09become the messages they repeat over and
15:11over again.
15:13As I said, you don't need to have them
15:15all right now, but you should start
15:17asking yourself on what major topics you
15:19think differently than the rest of your
15:21industry.
15:22When your entire industry is heading in
15:24one direction, you head in another.
15:27And that works so well because people
15:29are constantly looking for new ways to
15:31solve the same old problems that haven't
15:34been fixed yet.
15:36And I never tire of repeating it: if you
15:39don't have any contrarian beliefs, no
15:41different way of seeing things, you
15:43won't stand out in your industry.
15:46Let's move on to the third pillar: the
15:47associations and objects that identify
15:49you. You don't need to have this figured
15:52out in the first few days, but you do
15:53need to understand why it's important
15:55and start giving it some thought.
15:57Building a personal brand is ultimately
16:00about creating major associations,
16:02meaning getting people to connect you
16:05with certain messages, people, places,
16:07and ideas repeated so many times that
16:09the connection happens automatically in
16:12their minds.
16:13A very useful exercise is asking
16:15yourself which words or topics you want
16:17people to associate you with. For
16:19example, in my case, I want to be
16:21associated with business owners, viral
16:23content, turning views into customers,
16:25and a clear method for creating content
16:27.
16:28And to achieve that, I talk about these
16:30things as much as I can, because the
16:32more I mention them and provide
16:34practical, unique value, the stronger
16:36that connection is burned into your mind
16:38and the faster you'll remember me when
16:40thinking about those topics.
16:43The same thing happens with objects.
16:46If you always film in the same spot,
16:48always wear a specific piece of clothing
16:50or accessory, or, for example, film
16:52yourself with a fork and a microphone,
16:54like I did for a long time, if that same
16:57detail always appears in your video,
16:59you’re doing it to embed yourself in
17:01people's memory.
17:03That way, when they think of you, those
17:05objects will pop into their heads,
17:07making it easier for them to remember
17:09you and, most importantly, the ideas you
17:11want to be associated with.
17:14Think of any creator you've been
17:15following for a while. I'm sure their
17:18hat, glasses, style, beard, the place
17:21where they film, or how they start every
17:23single one of their videos comes to mind
17:26.
17:27It is much easier for us to remember
17:29objects than faces or names.
17:31That is why using objects in your
17:33personal brand helps you immensely in
17:35creating those associations in people's
17:37minds.
17:38And again, this isn't something you have
17:40to solve today. You don't need to start
17:42thinking right now about which object to
17:44use, but you do need to understand one
17:46idea.
17:48The more you repeat and show something
17:50related to you, the more it sticks to
17:51your image in others 'memories.
17:54And that is precisely where the memory
17:55of a personal brand is built.
17:58A good exercise is to ask yourself, if I
18:00could buy one, two, or three words in
18:02someone else's head, which would I buy
18:04and how much would I pay for them?
18:07It's like advertising on Google, but
18:09inside someone's memory. Those are the
18:12things you want to be associated with.
18:14And to buy that space in their head, you
18:16just have to repeat them more often.
18:19And now, the fourth and final pillar:
18:22what makes you different. And in that
18:24pillar, you really do have to dedicate
18:26time to analyzing those who are already
18:27in your sector.
18:29When you enter a sector where there are
18:31still few people creating content, you
18:32win with almost any strategy.
18:35You just need to show up and post
18:36consistently, and you end up dominating
18:38that niche.
18:40Obviously, the better your content is
18:41and the more effort you put in, the
18:43sooner you'll achieve it.
18:45But in a vacant sector, the only thing
18:47you need is to be there.
18:49The problem is that most sectors, on
18:51YouTube, Instagram, TikTok, and social
18:53media, are already quite full.
18:56That's why you now have to find what
18:57makes you different if you want to carve
18:59out a niche and succeed.
19:01And there are basically five things you
19:03can use to differentiate yourself.
19:05Think about your sector right now, open
19:06Instagram or TikTok, and search for what
19:08you do. You'll surely find dozens of
19:10profiles talking about the same thing,
19:12with the same tips, and filmed in the
19:14same way. If you do exactly the same,
19:17people have no reason to stick with you
19:19.
19:19However, if you find something that
19:21makes you different, even if it's small
19:23, you now have a reason for them to
19:25choose you.
19:27You can differentiate yourself by the
19:29topic, how in-depth you go, the person
19:31you're speaking to, the format, or how
19:33it looks.
19:35Simply put: talk about topics no one
19:37else is discussing, cover them with a
19:39depth no one has reached, speak to an
19:41audience no one is serving well, present
19:43it in a way no one in your sector uses,
19:45or even take something someone else uses
19:47, change it, and tell it differently
19:49using something that already works.
19:53Or make your videos look different from
19:55the rest, both in how you film them and
19:56how you edit them.
19:58For example, to me, the most useful
20:00exercise you can do is to analyze your
20:02main competitors across these five
20:04things to see how they're doing it and
20:06what gaps are being left open.
20:08After that, you have to take a clear
20:10stance on how you want to create your
20:11content and work in that direction.
20:14This is important because the more open
20:16gaps you find before you start posting,
20:18the easier it will be to adjust your
20:20strategy to take advantage of them from
20:22day one.
20:23If you do this exercise with five or ten
20:26main competitors, I assure you that you
20:28will see clearly what you need to do
20:30with your content to stand out much
20:33faster. This entire exercise we just did
20:35, the three questions and, above all,
20:38the four pillars of the third one, is
20:40what I call your personal brand
20:42positioning map, which, in short, is
20:44your angle. Both you and the person
20:46handling content on your team need to do
20:49this exercise and write down every
20:51single one of the answers.
20:53And when I say write it down, I really
20:55mean it. It’s not enough to just have it
20:57in your head.
20:58Open a document, title it "my map" or "
21:00my angle," and fill in every section.
21:04That document will be your guide
21:06whenever you doubt if a video fits what
21:08you should be doing, and it's also what
21:10you'll pass to anyone who starts working
21:12with you on content.
21:13This way, no one has to guess what you
21:15want to convey.
21:17In my agency, this is the first thing we
21:18do with any client before recording a
21:20single video, and it’s also the first
21:21thing my students work on in the
21:23training.
21:25Analyze the competition, extract their
21:27pillars, see what types of videos are
21:29working for others, and find the gaps
21:32that no one has covered yet.
21:34If you skip this, everything that
21:36follows will fail.
21:38By the way, if you’ve made it this far
21:40and you're enjoying this, I want you to
21:42know that if you want to go deeper into
21:44how to viralize your own business and
21:46turn those views into clients, I’ve
21:47prepared a five-minute class for you.
21:50I’ll leave it at the end; I won't take
21:51up any more of your time, and let's
21:52continue with the video.
21:53Now I want to move on to the second part
21:55of the video, which is how we actually
21:56start making content.
21:58Starting from strategy and how we
21:59organize ourselves.
22:01Once we are clear on the foundations of
22:03our positioning, depending on how fast
22:05you move, you could have this first part
22:07done in two or three hours.
22:09Or it might take you two or three days,
22:12but I really recommend that you spend
22:14the next few days before recording your
22:16next batch of videos defining this
22:18clearly and setting these boundaries.
22:21From here, let's assume we have 87 of
22:23the 90 days left, meaning we’ve barely
22:26spent any time. And now, how do we grow
22:28the personal brand? The next step, as I
22:30was saying, is to set up a strategy and
22:33a way of working that allows you to make
22:35videos that fit the positioning we’ve
22:37just defined. And to do that, during the
22:40first 90 days, I would divide it into
22:42two phases. The first is the testing and
22:44experimenting phase. The second is the
22:46phase of betting on what works and doing
22:48it in a big way.
22:49This is exactly how we work at "Tu madre
22:51" with the personal brands we manage.
22:53We apply this same method.
22:56Usually, the first big block of intense
22:58work lasts 6 months, so these 90 days
23:00are more or less the first half of that
23:02block and serve to gain momentum.
23:05Phase one, testing and experimenting.
23:07The first phase, as I was saying, is
23:09testing and experimenting. Simply put,
23:11what we look for when we start making
23:13content for a personal brand is to
23:15discover which video recipes work for us
23:17time and time again.
23:19And when I say video recipe, I mean
23:20something very specific.
23:23It is a topic, a format, a setting.
23:26For example, imagine I am working with
23:27the owner of a neighborhood bakery who
23:29wants a personal brand.
23:31One of their recipes could be this.
23:33The topic, the secrets to making good
23:34bread, the format, a tutorial while
23:36making it, and the setting, filmed in
23:38the workshop standing in front of the
23:39oven.
23:41And they could have another completely
23:42different recipe. Here, the topic would
23:44be the mistakes people make when buying
23:47supermarket bread.
23:48The format, a list or a ranking. And the
23:51setting, at the shop counter with the
23:53product in hand, alternating shots of
23:55them talking to the camera with B-roll
23:57shots of the bread, the dough, and the
23:59customers.
24:00These would be two different recipes for
24:02the same personal brand. Normally, a
24:04personal brand should have between three
24:06and four main topics, one to three
24:08formats, and one to three settings.
24:11By combining them, you get several
24:13recipes.
24:14Almost everyone ends up using between
24:15five and 10 combinations. And again,
24:17this is so useful because it sets clear
24:19boundaries for you when creating.
24:22And those boundaries are exactly what
24:23allow you to organize production without
24:25having to start from scratch every week
24:27.
24:27During this first phase, the goal is to
24:29test a lot with topics, formats, and
24:31settings.
24:33Because what we are trying to do is
24:35discover which are the winning recipes
24:37by answering four questions. First,
24:39which recipes really work according to
24:42what we want to measure? Whether it's
24:44views, new followers, or clients.
24:47Second, which recipes truly attract the
24:49people we want to attract?
24:51You can see this by looking at comments
24:53, private messages, or even by checking
24:55the profiles of people who start
24:57following you to see what they do. Third
24:59, do we enjoy making videos with that
25:01recipe or will we burn out? Because if
25:03you end up burned out, your personal
25:05brand dies.
25:06And fourth, does that recipe let us
25:08appear in a way we feel proud of?
25:10We don't want the video to seem tacky,
25:12ridiculous, or in poor taste. We want it
25:14to look good, to be high quality, and
25:16above all, to represent us.
25:19Remember: topic, format, and staging.
25:22The fastest way to know which topics
25:23will work is to look at your competition
25:25.
25:26Take your top five or ten competitors,
25:28go to their profiles, sort their videos
25:30by most viewed, and write down the 50 or
25:33100 that performed best.
25:35Then, look at what they talk about, how
25:37they start, and how they are filmed. You
25:39will immediately see that there are
25:41topics that repeat again and again in
25:42their top-performing videos.
25:44That is the fastest way to stop guessing
25:46.
25:47You can also try to guess on your own,
25:49but it will take much longer. Regarding
25:51formats and staging, in this first phase
25:53, you need to experiment with a lot of
25:55freedom. Some formats are easier to
25:57produce than others. Some staging
25:58options are simpler than others. It all
26:00depends on how you want your personal
26:02brand to look.
26:03Many people create content, but it looks
26:05very low-quality and generic.
26:07And that happens because the staging
26:09lacks sufficient quality or doesn't
26:10convey a polished image.
26:13My advice: create a folder with examples
26:15of videos from other sectors whose
26:16filming style you love, and use it as a
26:18reference to try new things.
26:20That way, whether you do it yourself or
26:22delegate it to someone on your team,
26:23you'll be clear on what you want to test
26:25.
26:26So, during the first two months—the
26:28first 60 days of those 90—I would
26:30publish at this pace.
26:31Three videos the first week, five the
26:34second, and then seven videos a week for
26:36the following six weeks. That’s about 50
26:39videos, and I would experiment a lot
26:41with topics, formats, and staging. It is
26:43not what I do with my clients and
26:45students. Once you have a methodology, I
26:47only upload two videos a week, but if
26:49you are testing and want to build your
26:51personal brand, this would be best. Here
26:53and now, I wouldn't worry too much about
26:55the numbers because my only goal would
26:57be to discover which recipes work for us
26:59and which ones we enjoy making.
27:01The only filter for ideas in this phase
27:03would be: will this video serve our
27:04ideal client, the person we defined in
27:06the first exercise?
27:08If the answer is no, we discard it, but
27:10if the answer is yes, we have total
27:12freedom to test it during those first 60
27:15days. Obviously, all of this is about
27:17the strategy for making the videos.
27:19The practical side—writing good hooks,
27:21scripting, editing—is separate work, but
27:24it's all learnable and improvable until
27:27you reach the level you need.
27:30This is exactly what I work on with my
27:31students in my training program. At
27:33first, everyone is camera-shy, doesn't
27:35know how to start a video, and struggles
27:37with editing, but video by video, they
27:39improve and get numbers like the ones
27:41you see on screen.
27:43And when they reach these views, they
27:45realize that it’s nothing like what they
27:47were doing on day one.
27:49So don't stress if your first videos
27:51aren't perfect. Nobody starts out being
27:53good. The important thing is to start
27:55and keep going. So this first phase,
27:57deep down, blends two things. On one
28:00hand, discovering our strategy—what our
28:03recipes are, how we test them, and how
28:05we know they work.
28:07And on the other hand, improving our
28:09skills during those first 60 videos so
28:12our content is good enough for people to
28:14want to watch it.
28:17You are working on both at the same time
28:18; that is the first phase, and it will
28:20take up a good part of the first two
28:22months.
28:23Phase two: doubling down on what works—
28:25now we move to this second phase,
28:27betting on what works and going big.
28:30Once you've tested those 50 or 60 videos
28:32, you should be quite clear on which
28:34recipes work based on those four
28:35questions.
28:37Which ones get the best results, which
28:39attract more ideal clients, which we
28:41enjoy making, and which ones turn out in
28:44a way we feel proud of.
28:47Your goal in this second phase is to bet
28:49much harder on the recipes that work,
28:50remove the ones that don't, and simply
28:52repeat the process over and over.
28:55Reinforce what works and remove what
28:57doesn't. Reinforce, remove, polish, and
28:59remove.
29:00And do this until, after 6 months, you
29:02have a fairly clear repertoire of which
29:04recipes keep delivering incredible
29:06results.
29:07My advice is that once a week, you sit
29:09down with your numbers in front of you
29:11and look at which videos performed best
29:13, what comments were left, and what
29:15messages you received. Write it all down
29:18and then ask yourself, what recipe did
29:20those videos have? When you see a recipe
29:23repeating in your best-performing videos
29:25, that is your sign to bet much harder
29:27on it.
29:29And when a recipe hasn't worked for
29:30weeks, don't overthink it—cut it and
29:32spend your time finding one that does.
29:35Now, I’ll also tell you that over time,
29:37some recipes, topics, and formats get
29:39burned out. You use a recipe, you find a
29:41variation that works, you make the most
29:44of it, others start copying you, and
29:46somehow it stops standing out so much.
29:48Then it's time to return to the phase of
29:50testing, finding new things, and
29:52repeating the process.
29:53That back-and-forth between testing and
29:55leveraging what works is, precisely, the
29:57art of making content in the long term.
30:00And again, you aren't necessarily going
30:02to have incredible results just in the
30:04first 90 days.
30:05Thinking that would be absurd, but if
30:07you follow this process during your next
30:0990 days, you will start to see very
30:11clearly which recipes stand out, and
30:13from there, you can triple your effort
30:15on them.
30:16And I am so convinced that this is the
30:18way to do it because it is exactly how
30:21we work at Tu Madre Marketing with all
30:23the businesses we manage, and it is what
30:25I teach my students, and the phases work
30:27the same in all cases.
30:29The difficult part, obviously, is
30:31discovering from the beginning which
30:33recipes work.
30:34And there is this triangle of questions
30:36. Does it work? Do I like doing it? Does
30:38it represent me? And sometimes you get
30:40something to work, but you don't like
30:42doing it or it doesn't convey the image
30:43you want to project of yourself.
30:45And so, well, you have to change things
30:47. Add to that the practical side of
30:49making quality content within those
30:50recipes.
30:51Those are the two big obstacles that
30:53make this whole process more difficult.
30:56But this video should have given you a
30:59solid roadmap to know exactly how to
31:01face your next 90 days.
31:04And well, this is everything I had
31:06prepared for this video. As always, I
31:08try to give you everything I can for
31:10free.
31:11If you have a business or a personal
31:12brand and want to grow it with content,
31:14I hope you have seen that this channel
31:16can truly help you.
31:18Hit like if it helped you, subscribe if
31:20you have a business or a personal brand
31:22.
31:23And let me know in the comments what you
31:24want me to talk about in the next video
31:26or what part of your content you still
31:27haven't figured out.
31:29I will try to help you in a future video
31:31.
31:32And before finishing, if you really want
31:35to learn how to create content that
31:36works for your business or your personal
31:38brand and convert those views into
31:40clients who pay you every month, I have
31:42prepared a free 5-minute class just for
31:44you.
31:46Click the button below and watch it. See
31:49you in the next video.

About this transcript

This page contains the full transcript of Si solo tuviera 90 días para construir una marca personal, haría esto by TUMADREANNA, generated from the public captions YouTube serves with the video. The transcript has 6,179 words across 952 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.