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The Psychology of Building a Personal Brand People Beg To Buy From — Transcript

by Joanna Wiebe · 2,310 words · 366 segments · language en · Watch on YouTube

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0:00If you want [music] to build a personal
0:01brand that gets millions of followers
0:03and makes you real money, you need to
0:05master the psychology of creating
0:07content. [music] Look, I'm a millionaire
0:08copywriter. I have directly coached
0:10personalities behind brands, [music] and
0:12I've learned that the top 1% of personal
0:15brands all follow a few key principles
0:18that make them impossible to ignore. So,
0:20[music] these are the six principles
0:21that'll help you build a personal brand
0:23so strong and stand out in any industry.
0:26First, we're starting with why most
0:28people stay invisible even when they say
0:31they want views. Their fear of being
0:34seen. Here's why most people stay broke
0:37with their personal brands. They're
0:39pretending they want to be visible while
0:42actively making up reasons to hide. They
0:45believe in stuff like, "I don't look
0:46right for the camera. The market's too
0:48crowded." Or as one subscriber recently
0:51said to me, "Joe, I don't have charisma,
0:54so I can't build a personal brand." But
0:56here's the thing, none of it is real.
0:58None of it matters because the most
0:59famous people don't think they're good
1:01enough either, but they do it anyway.
1:04For example, Beyoncé, she's told us she
1:06doesn't walk on stage as herself,
1:08[music]
1:08she becomes Sasha Fierce. Most people
1:11think that means she's naturally
1:12confident and you're not, but here's the
1:15truth. She created a character she could
1:17step into because performing as herself
1:20just felt too exposed. Seeing yourself
1:22as someone who doesn't possess the
1:24traits necessary to succeed is honestly
1:27just a comfortable lie that you are
1:28telling yourself. That's the fundamental
1:31attribution error at work. Explaining
1:33your struggles as permanent character
1:36traits instead of recognizing you just
1:38haven't practiced enough. Your brain is
1:40constantly weaving stories trying to
1:42make sense of everything, [music] but it
1:44is also lazy and prone to making
1:48terrible judgments. Like your
1:49grandmother looking at your career
1:51success and saying, [music]
1:52"Well, of course you're successful. You
1:54were able to read at an eighth grade
1:55level when you were four." What does
1:57early reading have to do with becoming a
1:58successful lawyer now? Nothing,
2:01actually, but her brain connected the
2:03dots. Find your version of Sasha Fierce.
2:06Create an alter ego that you step into
2:09when you're on camera or when you're on
2:11stage. I mean, it doesn't need a name. A
2:13name just gives you permission to show
2:15up a little bit differently. Then,
2:17[music] join communities where people
2:19are already visible. Listen to their
2:21stories. Let [music] your brain weave a
2:23new narrative where being seen is
2:26normal, it's not terrifying. That shift
2:29in the story breaks the hiding cycle.
2:31To uplevel your game, next up, number
2:34two, find your superpower. The mistake
2:36[music]
2:37that keeps personal brands generic is
2:39trying to be about everything instead of
2:41owning
2:42>> [music]
2:42>> one specific thing. Cody Sanchez didn't
2:45build a brand on investing, she built it
2:47by buying boring businesses to get rich
2:51the boring way. That's a red thread.
2:52That's a superpower. [music] But most
2:54people insist on trying to hit every
2:57person at once. [music] Now, as a
2:58result, they build a brand that doesn't
3:00have any cohesion. Worst of all, they
3:03build a brand that doesn't sell. Having
3:05a superpower is the only way to sell.
3:09Cody can [music] build coaching programs
3:11around that one concept, events around
3:14it, and even her book, Main Street
3:15Millionaire, around it. But remember, a
3:17superpower has to be something specific
3:20and unique. [music] A lot of people
3:21might have, you know, rags-to-riches
3:23story, that doesn't mean you can build
3:26personal brand
3:26>> [music]
3:27>> on that. This same idea applies to where
3:29you choose to show up online. So, great
3:31personal brands don't actually try to be
3:32everywhere. They choose one [music] or
3:35two channels and become unmissable
3:38there. If you're unclear about what
3:40you're doing on YouTube, but you know
3:42what you're doing on LinkedIn, focus on
3:44LinkedIn. When you know your value
3:46proposition for your message in a
3:48channel, you belong there and you can
3:50provide real value there. Now, the best
3:53framework to identify your superpower is
3:55[music] to basically position your
3:57spider bite, that is your method or your
4:00thinking. For example, your spider bite
4:02is how you got your superpower, like Ali
4:05Abdaal going from med student at Oxford
4:06[music]
4:07to productivity influencer. Your method
4:10is how you produce your work, like
4:12getting up at 3:00 a.m. every single
4:14day. Your thinking is your unique
4:16approach to [music] systems or
4:17frameworks. Then, name it. Dan Martell
4:20has the Martell Method. I have the Weeb
4:22Way. Give it a [music] name and people
4:24can finally refer to what you do
4:26specifically. That's when your personal
4:28brand becomes sticky and memorable. This
4:30brings us to principle three, build a
4:33tribe through shared language. Here's
4:35what everyone misses. People are so
4:37hungry for belonging that they will
4:39study your rituals to become more like
4:42you. I was at an Alex Hormozi event a
4:44couple years back, and there was this
4:46dude walking around that wasn't Alex
4:48Hormozi. He was walking around with a
4:50Breathe Right strip on his nose, and I
4:52was like, "Oh my gosh, you are
4:54completely costuming yourself like this
4:57person you look up to. Alex Hormozi is
4:59the template [music] for who you want to
5:01be, and now you're studying him to
5:03become more like him. Completely
5:05normal." And it's also not an isolated
5:07case. There was a study in 1987 study
5:10found tribes [music] form around what's
5:12basically a prototype leader. So, these
5:15are people who seem like ideal members
5:17of the group. The prototype is basically
5:18[music] a template for how everybody
5:21else should behave. That's why so many
5:23people have day in the life videos right
5:25now, to set the template. [music]
5:27So, if anyone follows this person and
5:28they want to be like them, have the
5:30success they have, now they know exactly
5:32what to do in the day. If you have a
5:33personal brand, you are the prototype.
5:36That means people are looking to you for
5:39how to behave like you,
5:40>> [music]
5:40>> what to value, and even how to structure
5:42their days. This is where shared
5:44language becomes really, really
5:46powerful. When you use specific terms
5:49like [music] stuck in the gap, you're
5:50creating ally signals. People who get it
5:53recognize [music] each other and feel
5:55part of something bigger than
5:56themselves. So, develop shared identity
5:59markers. Create specific language that
6:01your tribe [music]
6:03uses, like values they connect with,
6:05rituals you demonstrate that your
6:07followers can tap into, and then start
6:09doing those as well. Share your rituals,
6:11whether it's getting up at 3:00 a.m. or
6:139:00 a.m., or how you structure your
6:15work sessions. People are interested in
6:18being part of a tribe and having
6:19somebody they can follow. [music] And
6:21these details give them a really
6:23tangible template. Now, the next
6:26principle completely changed my content
6:29strategy, move from trade school to
6:32church. Gary Vaynerchuk was, in my
6:34opinion, slightly boring when he gave
6:36wine facts. I mean,
6:38who cared about Gary V and wine? But he
6:41became massive when he shifted to
6:43stories and parables about what he and
6:46his audience go through and how they
6:47think. Most people think how-to [music]
6:50content builds audiences, but here's the
6:51truth. People can get how-to content
6:54anywhere. What they can't get is help
6:56interpreting their world. That's the
6:58difference between trade schools and
7:00churches. Trade schools teach you how to
7:03do something, that's work. Churches
7:06teach you [music] how to think, that's
7:07transformation. You learn processes at
7:10trade school, you learn interpretation
7:12at church. Stories, parables,
7:14frameworks, not instruction manuals.
7:18This is why [music] the best way to make
7:19people follow you is to position
7:21yourself as basically a translator of
7:24hidden truths. So, Andrew Huberman does
7:27this brilliantly. He translates [music]
7:29what PhDs know into what everyone can
7:32know. He's taking the human brain and
7:34how our bodies work and making it
7:36accessible to us. When you help [music]
7:38people interpret their world, instead of
7:40just like teaching them processes,
7:41you're building something much deeper.
7:43You're not just giving them information,
7:45you're giving them a framework for
7:46understanding every single thing that
7:48they encounter. Now, if this is
7:49something you find [music] interesting,
7:51you might be a really great fit for
7:52Authority Figures, where creators and
7:54entrepreneurs become a top 1% authority
7:57in their category. [music] There's a
7:58link in the description. Finish watching
8:00this video and then check it out. Tell
8:02stories rather than sharing [music]
8:04facts. Stop doing how-to content
8:07exclusively. Yes, part of what you
8:09[music] offer might be, here's how to
8:11sit down and prepare appropriately, but
8:14a bigger part should be to help me
8:16understand and interpret this world.
8:17[music]
8:18Share failures as you go, too. People
8:21love stories of success, but [music]
8:24they also then love failure. There's
8:26this old saying, people like [music] to
8:28create kings not to worship them, but to
8:30watch them fall. So, share your
8:32struggles along the way, it makes you
8:35relatable and harder to knock down
8:37later. Now, on to principle number five,
8:39negativity gets clicks, but purpose gets
8:42cash. If you want to understand human
8:44motivation, you need to take a look at
8:46this study. It identifies six core
8:48motivation systems, seeking, fear, rage,
8:51care, play, and sadness. Cool, here's
8:54the twist. These motivators are not all
8:57equal. While negative feelings like
8:59fear, rage, and sadness can get people
9:02to click on all sorts of videos, when it
9:04comes to taking action, people are
9:06actually more likely [music] to open
9:08their wallets when they're in a positive
9:10state. That's why the best advertisers
9:12on media outlets that prioritize rage
9:14bait are selling $20 pillows and cheap
9:17things, [music] not expensive things.
9:19When your audience sits stewing
9:22>> [music]
9:22>> in a state of fear or rage, they don't
9:24want to buy. But when you inspire people
9:27to feel things like curiosity or
9:29playfulness, positive emotions, they
9:31invest more. So, the lesson here is to
9:33inspire people to feel something [music]
9:36good. We want to be able to reinforce
9:38our values, the values that we have in
9:41our messaging, in our personal [music]
9:42brand, to the point that it feels like
9:44you're basically tapping into a deeper
9:47purpose in your followers. When I work
9:49with brands, one of the early things
9:51that I do is ask who they're an advocate
9:53[music] for, and that can give the whole
9:55brand a deeper purpose. For example, if
9:58Wistia is an advocate for independent
10:00filmmakers or video content creators,
10:03then they're tapping into a much deeper
10:05purpose as a [music] brand. So, stop
10:07watering down your message. Say things
10:09that make people feel [music] something
10:12real. Reinforce your values until it
10:14feels like you're tapping into a deeper
10:16purpose. Ask yourself, "Who am I an
10:19advocate for?" And answer that clearly.
10:21[music] Your brand will gain a deeper
10:23purpose that goes beyond features,
10:26credentials, or results. You become
10:28someone worth following into the dark.
10:30And lastly, number six, packaging isn't
10:34just decoration.
10:35>> [music]
10:35>> It's actually clarity. Think about
10:37tomato soup. If you put tomato soup in a
10:40plain tin can with a yellow label in the
10:43no-name area of the store, you're
10:45dealing with a 59 cent product. If you
10:48put the same soup in a small cardboard
10:50box with like a French name on it, now
10:52it's a bisque. Put it in a mason jar
10:55with craft [music] paper and like a
10:56hand-drawn label of someone's grandma on
10:59the front, and now it's handcrafted
11:01tomato soup. Packaging is the signal of
11:03what to expect from a product, what it's
11:06worth, and it's an identifier. [music]
11:08So, every time I go back to the store, I
11:10don't even have to know the name
11:11necessarily. I can just say,
11:13>> [music]
11:13>> "Get the French tomato bisque. It's in
11:15this cardboard box. You'll see it.
11:16You'll know it." A lot of people think
11:18their personal brand packaging is just
11:20like, "Whatever. Whatever I wear.
11:22However I look." But it's not optional.
11:23You don't want to accidentally [music]
11:25find yourself thinking you're a bisque
11:28and ending up in a yellow-labeled 59
11:31cent can of tomato soup. This is about
11:34signal clarity. [music]
11:35Packaging helps people feel grounded,
11:38like they know and they trust [music]
11:40and they like you. It tells the audience
11:42what to expect from your product and
11:44what it's worth and how to bucket you,
11:46how to categorize you. Do I take you
11:48seriously or is this like a light and
11:50easy thing? That's determined by your
11:52packaging. [music] What do you wear? Do
11:54you wear glasses? What style? Have you
11:56been intentional about those? Do you
11:58have a distinctive hairstyle? Is there
12:00something about the industry you're in
12:02that you could really make your own? So,
12:05be intentional with your like physical
12:07identifiers. [music] Your style of
12:09glasses, your hair, a red blazer like I
12:12wear in videos, even something like a
12:14bright blue apron if [music] you're
12:15gardening. These signals help people
12:18recognize and trust you pretty
12:19instantly. And this becomes part of that
12:22[music] prototype template we talked
12:23about earlier. When people see your
12:25packaging, they could put that on and
12:28feel like you. It creates [music]
12:30belonging and recognition, and that's
12:32what separates memorable brands from
12:35forgettable ones. Now you know the six
12:37principles that separate personal brands
12:39that make money from personal brands
12:41that just [music] make noise. But none
12:43of them work unless you master the exact
12:45words that make people listen, trust
12:46you, and say yes. So, click the next
12:48video and I'll show you the five
12:50techniques the top 1% use to articulate
12:53their words with power, respect, and
12:55leverage.

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