February 25, 2026 • 43 mins
Dawn Kennedy talks with Jake Isham,a filmmaker-turned-brand strategist and creative director who helps founders and entrepreneurs turn their expertise into authority through powerful storytelling. They delve into the significance of personal branding, especially in today's low-trust environment. The discussion highlights the impact of social media posts on perceptions, the importance of consistency, and the idea that 'who you are is what you post.' Jake stresses the value of authenticity and the need to tackle the challenge of building a personal brand, even if it means starting small and unpolished. The episode concludes with practical advice on creating and distributing content across platforms, aiming for a consistent presence rather than immediate perfection.
In this episode....
Who is Jake Isham, and whom does he serve? (01:07)
The Importance of Social Media Presence (01:15)
Personal Branding: Lessons from Experience (03:49)
The Role of Personal Brand in Business Success (07:01)
Evolving Your Personal Brand (10:54)
Building a Personal Brand: Practical Tips (15:09)
Navigating Social Media Platforms (20:43)
Finding Your Preferred Content Creation Platform (22:50)
The Importance of Consistency in Social Media (25:35)
Leveraging Multiple Platforms for Maximum Reach (27:45)
Building a Personal Brand in the Age of AI (30:56)
The Value of a Loyal Audience (36:03)
Final Thoughts and Where to Find More Information (40:45)
Jake Isham’s Information:
Website: http://www.jakeisham.com/
LinkedIn: https://www.linkedin.com/in/jakeisham/
Facebook: https://www.facebook.com/jakeAisham
Thanks for listening. If you liked what you heard and want more, please visit and subscribe:
Subscribe to our Youtube Channel: https://youtube.com/@dawnkkennedyxo?si=DcRcjv7H0KN5_vFP
Follow us on Instagram https://www.instagram.com/dawnkkennedyxo
Follow us in Tiktok: https://tiktok.com/dawnkkennedy
For weekly in-depth articles, tips, and strategies: https://getinweredoingbusiness.substack.com
Dawn’s Website: https://dawnkkennedy.com/
Links and Freebies: https://dawnkkennedy.com/resources
Order Dawn’s book, The Profit Accelerator for Small Business ...
Listen
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
SPEAKER_00 (00:02):
Welcome to Business Mastery with Don Kennedy, your
quick under 45-minute dose ofexpert insights and strategies
to make a positive impact onyour business and life.
Let's get started.
Hello, and welcome to thisepisode of the Business Mastery
Podcast.
Today we're talking aboutpersonal branding, but we're
(00:25):
going to be talking very muchabout how you want to show up in
the world and especially in avery low trust environment like
we are today.
It's very important to considerthese perceptions in the
marketplace as well as whatyou're putting out there.
So I have Jake here to talk allthings, personal branding, and
then the perceptions of themarketplace, all the things.
So you should be able to walkaway with this episode some real
(00:47):
aha moments and things you cando immediately in your own
business.
So, Jake, thanks so much forjoining me.
SPEAKER_01 (00:53):
Of course.
So excited to be here and talkabout all this.
SPEAKER_00 (00:57):
I am so excited.
I know this is your passionproject.
So I'm sorry, but we're going toget this out into the world to
this audience.
So can you tell everyone who youare and who you serve?
SPEAKER_01 (01:06):
Yeah.
My name is Jake Isham.
I'm a filmmaker turn marketer.
I jokingly say I'm an accidentalmarketer.
I don't have an MBA in this oranything like that.
I went to film school andbasically figured out what do I
do with this degree?
How do I make money with this?
To make a film is a long timeand a lot of money and a lot of
resources.
So I had to figure out what todo in between because they don't
(01:28):
tell you what to do in between.
They just say, good luck.
And so I picked up this socialmedia thing over a decade ago,
but just before it was cool andhip and a job.
And basically learned that myskill set in storytelling and
directing really came into playworking with entrepreneurs and
helping bring their story,helping build their personal
(01:50):
brands, and really help them getout there.
Because I work with them, likeyou could say, as a coach, but
as a director.
Most people think about it likein the sense of going to the
gym, but it really is just thatpersonal trainer, that
accountability, because morethan ever, as we're going to
dive into how important it is tobuild a personal brand.
SPEAKER_00 (02:13):
Right.
Yeah.
So for our podcast chat, when wewere talking, the one thing I
kept writing down and kepthearing was who you are is what
you post.
And I went, oh, that's sointeresting.
So let's just start there.
When you say who you are is whatyou post, what does that really
mean?
SPEAKER_01 (02:30):
So I always like to give the example because I work
with a lot of you could sayfirst-time content CEOs, CEOs
that are posting for the firsttime, or just saying, okay,
great, I'm gonna actually dothis.
And you look at sometimes attheir profiles and you'll see a
spattering of different things,photos of their kids, photos of
their animals, their meals,their like it's just kind of,
(02:53):
oh, let me just post, right?
What are you then?
You're you're like, or if youpost just about your kids,
you're coming off as a parent,which is there's nothing.
Again, I'm not saying right orwrong.
I'm talking about using socialmedia as a vehicle to grow your
business.
That's what this whole whatwe're talking about.
So if you look at it through theframe of that, if you want to
(03:13):
just post about your family,that's great.
If you but you won't be known asthe entrepreneur, the CEO, the
whatever other branding youwant.
And like this was something, itwas a hard lesson I learned very
early on, where I call PRperceived reality, not public
(03:33):
relations.
Because, and that's where againa the early journey, and I'll
tell you the story about it'slike how I came up around with
this idea of you are what youpost.
And I was right after, rightoutside of film school, I was
working with some nonprofits.
It was a great deal.
I didn't get paid, but I got totravel.
(03:55):
It was great for the firstcouple months, and then I
realized that I have to eat.
I got food paid for when I wastraveling, but when I was back
home, I didn't get any food.
So basically, I'd go out likeone of the trips I had was to
Japan.
I was out there for a week.
I six days I was workingdirectly with the executive
(04:17):
director of this, filming her,getting all the behind the
scenes, getting all the content.
And then I had one day in Japanto go have fun and to go to for
me, it was street photography.
That's still a huge passion ofmine.
And I had a day where I got tolike shoot all this amazing
photography.
And this is again, while youwere still like this was over a
decade ago when you would postin real time.
(04:37):
People weren't like, oh, let mebat shoot stuff.
Like where it's common practicenow.
You would, this was like, okay,great.
I had one day in Japan andessentially where I was free,
and I got, let's say, about 60great photos.
So then I got back home to LosAngeles and I started just
trickling them out over the nexttwo, three weeks.
(04:58):
And I remember waking up one oneSunday morning, scrolling
through Facebook.
This was when Facebook was stillcool with the youth, and seeing
a bunch of photos of a friend'sparty.
And I texted him, being like,What the heck?
Where was my invite?
He's like, bro, you're in Japan.
I just saw your Instagram.
I was like, no, I'm in LA.
I'm trying to setting up my cap.
(05:19):
Oh, and that's when I realizedyou are what you post.
And the same thing was true,even just this last 4th of July.
I posted some old photos of whenI was in Florida for a 4th of
July, having taken some photosthere.
And I posted it this year.
Five years later, people werelike, hit me up.
Oh my God, are you in Floridaright now?
Let's say that, let's kickcoffee.
Let's I'm like, nope, I'm in LA.
(05:40):
So it is still rings true thatyou are what you post.
You have to be so conscious ofit.
And that's where it's like, whatdo you want to be known for?
What do you want to be known as?
Like all these little questionsthat you can self-check, looking
at what would somebody perceiveme as if they looked at my
Instagram, they looked at myFacebook, they looked at my
(06:02):
LinkedIn.
SPEAKER_00 (06:02):
Okay, so now I'm gonna I'm gonna poke that bear a
little bit because if you listento the marketing people or read
the books or do the things, andthey'll say your bio over here
needs to look a certain way, oryour bio over here is a
different way, or that thatdoesn't belong on LinkedIn, or
that doesn't belong on Facebook.
(06:22):
And you get this siloing ofsocial media.
And there are a ton of peoplewho are excellent business
owners who are like, I don'twant to stand out.
I'm behind the scenes, I'mmaking the decisions, I'm
dodging the arrows and keepingthe armor the armor on and
keeping things rolling.
Why would they need to knowanything about me?
It's my business.
(06:43):
So I know that's gonna poke thebear a little, and we've had
that conversation.
So let's bring it forward.
What are we doing?
Because you are flying in theface of what just about every
marketing suggestion has beenover, I would say, the last
eight years.
SPEAKER_01 (06:57):
I think there's two things we're addressing here,
which is one, let's just talkabout do you have a personal
brand or not?
Let's just talk about that.
And that really is a personalchoice.
Like it I was literally justtalking to an entrepreneur
yesterday, literally whiledriving.
And I was like, hey, let's, youknow, I would love to do a
(07:17):
podcast episode with you.
I'm starting my own podcast, andhe's a great entrepreneur.
He's like, I really don't care.
Like, I really just I don't wantto be in front of the camera.
It just it's time away frombuilding the business.
And that makes sense.
SPEAKER_00 (07:34):
Okay.
SPEAKER_01 (07:35):
That totally makes sense.
And like I know anotherentrepreneur who is now a
billionaire and like justdoesn't care because he's just
putting his head down.
But like for what he's doing,like he made his money.
This other entrepreneur that I'mthe second entrepreneur that I'm
now referring to made his moneybuying Jiffy Loops and wrapping
them all up, basically creatingJiffy Loop franchises.
(07:58):
And he doesn't need to build apersonal brand to do that.
Like, you don't need to.
Now, if you want it it dependson what you're wanting to do.
You look at a guy like SteveJobs, this was again pre-social
media, but the man had apersonal brand, right?
He was in front of thosekeynotes.
People knew the name Steve Jobs.
(08:20):
And I'm gonna take politicsaside, I think one of the
greatest personal brands outthere, just in terms of a
marketing standpoint, is ElonMusk.
You look at, regardless ofpolitics, we're not, we're
talking about marketing here.
SPEAKER_00 (08:31):
Right.
Yeah, is what whatever he standsfor, but he's never behind it.
SPEAKER_01 (08:36):
And he and he stands for something.
And he stands for something,yeah, he's vocal.
And again, there's uh anotherguy and a colleague of mine
that's massive in fitness,millions of followers, millions
and followers, makes gobs ofmoney.
And we've talked about contentwhere he's got a couple rules:
no religion, no politics, right,only fitness.
(08:56):
Those are the rules for social.
If you want, like we do not postabout anything like that, and he
sticks to those rules.
So then he's known just byfitness.
Now, he lives and dies by hispersonal brand.
Like he needs to, that's howhe's grown his entire business
as a fitness guy.
But you look at Elon Musk,that's how Tesla's valuation is
lives and dies by his personalbrand.
(09:18):
Yeah, so there's a lot ofpeople.
But he's also been able to buildTesla to the speed it has
because of his personal brand.
And it is a conscious choice.
A great example that I like touse is the difference between
Gary Vanderchuk and GrantCardone, right?
Both relatively in the samespace, you could say the
marketing, the kind of coaching,not coaching, the the thought
(09:41):
leader space of entrepreneur andmarketing.
Grant shows his kids and showshis family, shows his wife, and
shows that side of his life inaddition to business, et cetera.
Gary V doesn't show his kids,does not show his wife, does not
show any personal life, justshows the business, just shows
the hustle, just shows all thework.
(10:01):
So my point in saying that isthat there's no hard fast rule.
It's what do you want to show?
What do you want to be known as?
Do you want to also be known asa dad and like how I raise kids?
Because Grant is trying to alsoshow this is how you raise kids.
Here's I'm and helping build hisdaughter's personal brands so
(10:22):
that they can become their ownthought leaders.
Where Gary is, hey, we just talkabout business here.
We're just talking aboutmarketing.
We're just showing all of theseelements.
So that's where I always go backto.
It's it's just whatever you wantto show.
If you want to talk about this,you can.
If you don't want to talk aboutthis, you don't have to.
So that's kind of that firsttopic on building a personal
brand or not.
SPEAKER_00 (10:41):
Yeah.
So before we go to the secondtopic, because we just brought
up something really quiteincredible and amazing.
Anyone who has followed GaryVayner talking about Gary V for
any length of time would knowthat he started, I think, in his
dad's liquor store and was doingwine review videos.
And you can still find thesewine review videos from 15
(11:04):
years?
SPEAKER_01 (11:05):
Yeah, something like that.
Yeah.
Like over a thousand videos.
Thousand videos.
SPEAKER_00 (11:09):
So can we talk about the fact that it's evolved,
although the message is probablypretty consistent?
And I think that might besomething we need to talk about
is your personal brand couldevolve with you, but it doesn't
change who you are.
So authenticity from the start.
SPEAKER_01 (11:25):
Dairy and Grant are both great examples.
SPEAKER_00 (11:27):
Yeah.
SPEAKER_01 (11:28):
I'm a fan of Grant Cardown, so I'm just gonna use
him as an example.
SPEAKER_00 (11:31):
Didn't he do wine videos?
SPEAKER_01 (11:33):
No, but he started like if you think of it like
personal brand, like this isagain who are you?
What do you talk about?
He started off as a carsalesman.
SPEAKER_00 (11:41):
Okay, I didn't know that.
SPEAKER_01 (11:42):
And then he came up and became a oh, I can I'm
crushing at car sales, I canteach people how to sell cars.
Brand evolved.
Then he went, I can I'm crushingat teaching people how to sell
cars, I can teach people how tojust sell.
It doesn't have to be just cars,it can be just this or that or
whatever business I can teach, Ican help improve your sales.
(12:04):
So then, oh, people are selling,and he and again, this is all
with his own personaldevelopment.
And the same thing with Gary.
Started, I want, I need I'mworking for my dad behind the
counter.
I'm the cashier.
To then, okay, I need to helpgrow my dad's business.
Let me help I there's this thingcalled the internet and YouTube.
Maybe that'll help.
Let me try it.
(12:24):
Excuse me.
And then, oh, I built an entireodd, I think he like over 10 and
a half X to his dad's business.
Maybe like 13x his dad'sbusiness in eight years by doing
these videos.
Oh, okay, we have somethinghere.
I can help other brands now dothis.
Starts Vanner Media.
(12:46):
Oh, I can help otherentrepreneurs do this.
I can help invest in businessesnow that I've making money.
I'm investing in business.
Like he's now an investor.
Your brand grows with you.
And one of the things I alwaystalk about, especially to like
younger entrepreneurs who aregetting into the space or
getting into what do I talkabout?
It's like you got to slaydragons.
Because it goes back to, again,I go back to storytelling.
(13:08):
You're you're the protagonist,you're the Luke Skywalker,
you're the Frodo Baggins, you'rethe Harry Potter.
If Harry Potter, the reason whywe like Harry Potter versus XYZ
background character is becausehe's the one to defeat he who
shall not be named.
But that's why we like Harry'sstory, is because he's the one
(13:30):
having to defeat the dragons.
And so you have to go look atwhat are the dragons you've had
to defeat.
SPEAKER_00 (13:36):
That's very interesting when you point that
out because in real time, all ofthese other characters were also
there in the frame, right?
So Harry was at Hogwarts, and Idon't remember the whole story.
I didn't even finish all thebooks, but my kids have all the
movies, right?
I'm aging myself.
But all those other characterswere around there in real time,
but we do remember Harry.
So I think there's somethingmaybe to your point that even if
(13:59):
maybe you do decide that youwant to build a personal brand
as the entrepreneur, it doesn'tmean that the business
necessarily has to go by thewayside.
Everybody remembers Hogwarts,but to your point, they really
know Harry's story.
SPEAKER_01 (14:13):
Yeah.
And I look at building apersonal brand as it does, it
allows you to then evolve andyour audience will then continue
to buy from you as long as youkeep providing them the correct
value and you don't takeadvantage of your audience.
You look at Elon Musk again togo back to somebody like Elon
Musk, go, okay, great.
Oh, I'll buy a Tesla from you,I'll buy Starlink from you, I'll
(14:37):
look at just the next things hedoes.
Great.
It doesn't matter what he'sbuying.
I'm trying to think of blankingon every entrepreneur now, but
Grant Cardone is another greatone.
Like whether you again like him,don't like him.
Oh, I'm gonna buy the next thinghe puts out because he's helped
you.
And so as long as you keephelping people, they'll keep
exchanging with you.
SPEAKER_00 (14:57):
So this is the next part, and I think this is the
one that probably stops peoplefrom doing a personal brand more
than anything else.
And this is the idea that youhave to be comfortable
understanding you're not foreveryone.
SPEAKER_01 (15:08):
Yeah, just the same way your business is not for
everyone.
You don't serve everyone, eventhough you're like, oh, we serve
everyone.
No, you don't.
Even like Disneyland, right?
Let's just say Disneyland.
Oh, it serves everyone.
There's a price point to get inthere.
It's$150 a ticket.
Wow.
Low, low-income individuals areeither saving up for a year or
(15:30):
years to go to Disneyland.
It's it's not for everyone.
Also, like the same way afootball game is not for
everyone.
Like it has a broad mass appeal,but it's not for everyone.
So your personal brand is notfor everyone, but just speak to
(15:50):
who you need to speak to.
Like I so again, my backgroundis as a filmmaker and as an
artist.
And one of the things that'stalked about, especially in the
artist space, is a thousand truefans.
All you need is a thousand truefans who are willing to pay you
a hundred dollars a year, andyou're making a hundred thousand
dollars a year.
Like that's all you need is athousand one really good, like a
thousand true fans.
(16:11):
That's all you really need tolike to survive as an artist.
Okay, maybe you get it's twothousand true fans and you're
they're paying you fifty dollarsa year.
SPEAKER_00 (16:19):
But it's such a reframe from the idea of I don't
know what to post because Idon't want to offend anyone or
have somebody misperceive mybrand or something like that, or
I don't want my business to be,I don't want to offend anyone,
or I don't want to turn anybodyaway from potentially being a
customer.
(16:40):
And it this is such a realreframe that, hey, you have to
be comfortable understandingthat you're not for everyone.
And the idea of legitimately athousand true fans, I I don't
think I've heard that before.
And it makes so much sense inthe art space, but it makes
sense in the business space.
SPEAKER_01 (16:56):
You don't You look at your customers and there
there's great million dollarmath.
Grant Cardone talks about it,but like a lot of this is not a
Grant Cardonism.
It's a it's basic economics.
Yeah.
You look at okay, great.
I sell a product for$20.
If I wanted to make$100,000 ayear, how many would I need to
(17:16):
sell?
Okay.
Can I sell that on if I sell it?
Can I create a business whereit's a subscription,$20 a month?
Like, for example, thatgentleman who does fitness,
well, that colleague of mine, hehas a fitness app.
It's$50 a month.
He has a lot of people payinghim$50 a month.
(17:39):
A lot of people.
So like he is definitely amillionaire.
SPEAKER_00 (17:46):
But to your point, people know what they're going
to get because he is very narrowin the lane of what he does and
finding.
I talk yeah, and in authentic ofwhat he for what he does.
Yeah.
SPEAKER_01 (17:57):
And I think the simple the easiest way to do
like your look at your brand islook at what do you want to talk
about and what do you not wantto talk about.
Just write them down.
Just and it's really clear.
Okay, great.
If your business is, I'm gonnapick a rent, power washing.
Great.
I talk about power washing, Idon't talk about everything
(18:17):
else.
Okay, or power washing.
I want to talk about powerwashing, but I also love
football.
So I'm gonna talk about powerwashing and I'm gonna talk about
football.
And when I do power washing, I'mgonna make the logos of all the
NFL teams as a fun littleshtick.
So great.
You see how that becomes alittle bit more of the brand.
(18:39):
And yeah, you could put it underthe company, but it also why not
just put it under your name andyou become the guy who power
washes the logos into people'sdriveways because then you get
hardcore NFL fans who will payextra for custom designs.
So their driveways are notspotless clean, but they have
cool, amazing designs in theirdriveways to support their team.
SPEAKER_00 (19:01):
That's cool.
SPEAKER_01 (19:03):
Like you now can start charging a premium for
that.
Not oh, it's a hundred dollarsto power wash, but now it's
three hundred dollars if youwant your team's logo in it.
unknown (19:13):
Yeah.
SPEAKER_01 (19:13):
Right.
No, this is and that coming up.
That's this is me coming off thespot.
But put the things you liketogether in a bucket, put the
things that like, okay, like forme, I don't talk about politics.
And that's why, as you notice,when I mentioned Elon Musk, I
was like, this is not political.
SPEAKER_00 (19:28):
Yeah, I don't talk about yeah.
We also we have some very hardand fast rules about those
things, not because maybe wedon't have an opinion, but the
opinion is not our personality.
It's irrelevant for brand.
Yeah, it's irrelevant for a lotof things, it's kind of
collateral.
I would have a very hard time, Ithink, finding anybody who
(19:48):
doesn't have opinions on things,but those opinions it it doesn't
necessarily affect yourday-to-day and things they're
they're collateral, and it couldbe opinions on anything.
SPEAKER_01 (20:00):
And I know guys who love just debating politics,
they just they like enjoy it.
So do they post about it a lot?
I'm like, okay.
And look, and that's my point isit's to each's own.
And the whole point of buildinga personal brain is to build
that tribe, is to build thatcommunity, is to build the
people who are with you.
unknown (20:20):
Okay.
SPEAKER_00 (20:21):
So to the second part of the question, the
second, the conventional wisdom.
And I'm going to say it'sconventional wisdom because it
is very siloed.
You can find people who trulyare experts in Instagram or
LinkedIn, or they're experts inthe algorithms and the Facebook
and all the things.
(20:42):
And I don't diminish that in anyway.
I think it takes a lot of skilland talent to be able to get
those algorithms to behave.
My point is, is if you are abusiness owner and you don't
have, let's say, an in-housemarketing expert on LinkedIn or
something, then you what do you,what's the next thing you do?
Is you either find a coach towork with for a few months or
(21:05):
someone for a season, or youread marketing for dummies or
social media for dummies, or youpick up the book, or you go and
you have a newsletter that comesto you.
Almost any, any of thee-commerce sites and a lot of
like POS systems like Square andsome of those, they have
newsletters that they'll send toyou about what's working and the
marketing and things like that.
(21:26):
And if you take thatconventional wisdom, they're
gonna tell you the bio for thisone looks this way, and this
looks this way.
And the format of your content,right?
So whether it's horizontal orvertical or or this or that, or
I think even Canvas and emails,I think they're all relevant and
amazing.
But listening to you here,you're like, look, you're
(21:46):
looking for a thousand ravingfans.
You're not necessarily lookingto put yourself on every single
platform.
Maybe that's not relevant, or ifit is, or how can you mix that
authenticity with the rules?
Of the individual platformspeople are using.
SPEAKER_01 (22:04):
So I have a really simple framework that I've
learned that makes this reallyeasy for especially for the
complicated.
What are we doing?
How are we doing to get you outof the thinking?
First is you just got to makeany content.
What content do you enjoymaking?
Do you like making videos byyourself?
Do you like doing, would youlike to do a podcast?
Would you like to write?
(22:24):
Do you do you like to justspeak?
And so you want to just do anaudio part.
Like it doesn't matter.
What are you willing to do thatyou're going to continue doing?
So that's the first thing.
Or is there a platform that youlike consuming content on?
Like, for example, like I youlove watching long-form YouTube
videos.
So you understand, you have morereality and affinity for that
(22:47):
platform.
SPEAKER_00 (22:48):
Now I need to stop you for a second.
SPEAKER_01 (22:50):
Sure.
SPEAKER_00 (22:50):
How many entrepreneurs have you asked the
question, how do you like tomake content, or how do you like
to educate or share or whatever?
How many of them can actuallyanswer the question?
I don't know that I have seentoo many people actually ask the
question, how do you like tomake content?
How do you like to consumecontent?
I think most of the time it'sokay, we're gonna post three
(23:12):
days a week on Facebook becauseour people are on Facebook, and
twice a week on Instagram, andthen two articles a month on
LinkedIn, and they don'tconsider the creator.
How many people can actuallyarticulate when I think about
it, this is what I like?
I'm like you though.
I'm a documentary, like I Iconsume those long
documentaries, those are mythings.
SPEAKER_01 (23:34):
So what and it makes sense.
You have a long form videopodcast.
SPEAKER_00 (23:38):
Right.
So how many people can justanswer that question though?
SPEAKER_01 (23:41):
Or how many people I had all my clients to first
answer it?
It's the first thing I ask.
SPEAKER_00 (23:45):
Okay, hi.
This is a business masterypodcast.
Has anybody ever asked you thequestion?
And actually, I do want to knowdown in the comments if you're
watching this, because I don'tknow that question's maybe asked
when it should absolutely be thefirst one.
SPEAKER_01 (24:00):
Yeah.
And so what content do you liketo consume on what platform?
And if you mean that if they'retalking to me, they're looking
at starting to create content.
And so it's like, do you have apreference on because at the end
of the day, it's always comparesocial media to the gym and
working out.
My wife, for example, refuses tolift weights, refuses.
(24:22):
Her background is as a dancer.
She's like, I don't want to bebulky, I don't want, but she'd
happily go to do aerial.
She loves like aerial silk, thewhole circus sole type workout.
She loves that.
She'd go every morning if shecould.
So you have to pull her awayfrom that type of workout.
You'd have to literally drag herby her toes to get her into a
(24:47):
gym.
Why would I do the same thingwith if somebody's, I really do
not want to be on camera.
Don't put them on camera.
SPEAKER_00 (24:54):
Don't a permission slip you are giving right now to
everybody who is hearing thisfor the first time and going,
but this is what we were toldthat we had to do.
SPEAKER_01 (25:03):
Now, look, there are things that are gonna be more
successful than up, but I'mtalking about like this, like
I'm all about gradients andbuilding it up over time.
Yeah.
You'll see that with thisframework.
Is so the first thing is great,let's just start.
What do you want to do?
The same way, like again,working out.
Just do any workout.
Go on a walk, go on a run, dosomething, move the body,
(25:26):
stretch for 10 minutes.
So then it's okay, great.
Now build that content a littlebit more often.
So great.
Let's say you're gonna makevideos, short form vertical
videos, because you like TikTok.
So great, you're doing you did aTikTok.
Great.
Can we shoot and put out three aweek?
(25:49):
Can we put out one a day?
That's a one-minute video.
Pick up your phone and go, hey,so this is what I think, blah,
blah, blah, blah, blah, blah,blah.
You should blah, blah, blah,blah, blah.
Great.
Post.
Good.
Consistent, the whole game ofsocial media is consistency over
long term.
I look at, especially I explainit to entrepreneurs because they
(26:12):
understand it, which is it'svery much like compound
interest, building your personalbrand.
It's you're not gonna seeanything in the beginning.
You're not gonna, you're gonnasee absolutely zero in the
beginning.
But over time, and again, justlike compound interest, you keep
depositing every day socialmedia content.
Five years you look up and yougo, holy, I don't know if I'm
(26:34):
allowed to curse.
Holy bleeping, bleep bleep,bleep bleep, bleep.
Wow.
SPEAKER_00 (26:38):
You know those words on this podcast.
SPEAKER_01 (26:40):
So it's the same thing.
Really?
For example, my brother is asinger-songwriter, and he's been
hot, he's been working his buttoff on social media, trying to
make anything pop, getting 200views, 300 views.
It was demoralizing.
And he'd been doing it for awhile.
And just literally yesterday,within less than 24 hours, he
(27:01):
had a video that's last night welooked at it, which was 2.2
million views.
Because he kept going to myshadow band, and my this, my
that, I don't know.
And he just kept going, keptposting.
2.2 million views.
And I'm probably, if we look atit this morning, it's probably
over three million views.
So you just have to keep post.
So that's where the consistencygoes in.
(27:22):
Then the next level up abovethat is just post that same
content on more platforms.
Don't overthink it.
Don't again, if you're makingvideos for TikTok, just post the
same video for on Instagram,YouTube, Facebook.
Right?
You're you've now for X'd theamount of content you're putting
(27:42):
out.
So just by posting it on moreplatforms.
SPEAKER_00 (27:48):
Without having to chop it up and change the views
and read.
Same thing.
SPEAKER_01 (27:52):
Just post the same.
If you're doing a long-formYouTube video, post it on
Rumble, post it on Facebook,post it on X.
For example, I have a clientthat I shoot a digital show
with.
He's an entrepreneur.
He we basically create like anelevated podcast, which I call a
digital show.
He interviews people while hegolfs.
He's a commercial real estatebroker and he loves to golf.
(28:13):
So we created this show where hebasically, it's like comedians
and cars getting coffee, butlike business real estate mixed
with golf.
SPEAKER_00 (28:22):
I love it.
Yeah.
SPEAKER_01 (28:23):
He posted his first episode on X and got over a
hundred thousand views.
This is a 20-minute video thatgot over a hundred thousand
views on X.
Wanna know how many followers hehas?
600.
Wow.
Again, he's posting it onYouTube.
He's posting it on Facebook,he's posting it on LinkedIn.
But again, he's you don't knowwhere it's gonna pop off.
(28:45):
You don't know what video isgonna pop off where.
So if there is a medium torecommend, I recommend video
content.
That's where most people areconsuming the type of content.
So try to make video content.
And then again, so that nextphase is just post it more on
more platforms.
After you are posting morecontent, right?
(29:08):
You're doing a video a day typeof thing on five platforms, and
you're being consistently doingthat.
And I'm talking about months,yeah.
And you're growing, you'regetting viral videos, you're
getting reach, you're gettingyou're growing your business.
Because we're doing this not todo, we're not doing this for
fun.
We're doing this to grow ourbusiness.
(29:29):
This is work, this is business,this is marketing, this is
promotion.
So if it's not growing ourbusiness, why are we doing this?
If that's and then you can startspecializing.
Oh, okay, great.
Now I've built a business.
This is making money.
We're actually growing, we'regetting leads.
We're selling more.
(29:49):
Good.
Now I can hire someone to go,great, I'm gonna hire a graphic
designer to make cool Instagramcontent to better make my
YouTube thumbnails.
Now they're gonna make contentspecifically more for Instagram,
specifically more for LinkedIn.
Now I'm gonna go, great, let'smake longer form YouTube videos,
and we're gonna make an edit forLinkedIn and make an edit for
(30:11):
YouTube.
Great.
Like only at that point.
Because you're putting 17 cartsin front of the horse by doing
it the other way.
unknown (30:23):
Okay.
SPEAKER_01 (30:24):
Really good at a platform and just keep expanding
slowly.
SPEAKER_00 (30:28):
This is such a good segue to the other topic you and
I talked about before recording.
And if you have authenticallybuilt months and months of daily
or weekly content, whether it'svideo, writing to your point,
all the things, that also willhelp with the thing we were
talking about when I said I washaving a conversation with
someone, and their 10-year-oldassumes that everything they see
(30:51):
on YouTube is AI.
SPEAKER_01 (30:52):
Yeah.
And that's where like reallybuilding that personal brand is
so important, especially nowwith the rise of AI influencers.
I'll give you a really scarystory on the flip side of this.
This is when you've become sobig that, and it's wild.
So a friend of mine, his fatheris a very big influencer in in
(31:14):
the health space.
And his father passed away anumber of years ago.
And he's one of the, but he'sone of the biggest names in in
the health space.
And this year, and then his sonruns a very large marketing
company and is very bullish onAI.
Very bullish on AI.
And he was just telling me atdinner a couple of weeks ago,
(31:37):
people are making AI videos ofhis father saying other things.
So, yes, it can happen, butthat's where, and it's a little
hard because this gentleman haspassed away.
So we can't be like, that's nottrue.
That's not me.
And he's not, he himself isputting out videos.
(31:58):
The best way, but what's greatabout it is that there's an army
of fans going, This is AI.
His video is false, and going,his real channel is here.
And if you build a library ofthe of you, people will know you
and what you stand for.
SPEAKER_00 (32:16):
Yeah, I think that's the whole point here is even
more than five years ago, juststarting and just building the
videos, and do they look wellproduced?
No.
Don't you love my studio and mycamera and all the no, because
the truth is we're just tryingto get it out there, right?
So now more than ever, I thinkbeyond the idea of meeting a
(32:37):
personal brand or choosing notto have one, but I think
everybody who is listening inhere is a business owner that
probably has a need for one ifthey don't already have one.
But to your point, the platformdoesn't matter because you can
always adapt to it once you havea thousand raving fans, I guess
we'll call it.
SPEAKER_01 (32:56):
Yeah.
SPEAKER_00 (32:57):
But I think the critical turn in this
conversation is if you don'ttake the lead on this and do it
when it's amateur, when it'sugly, when it's just you talking
in the camera, when it's youjust having a good idea, if it's
you just putting things outthere, there is a real danger
that when you do itprofessionally and pretty and
(33:19):
you hire all the right peoplethat they won't know it's you.
SPEAKER_01 (33:21):
Yeah, or just all right, you've waited five years
to do it.
That's waiting five years to goto the gym.
Yeah.
That's why I like I alwayscompare it to social to social
media to the gym.
Like, when's the best time towork out or and compound
interest?
When's the best time to invest?
SPEAKER_00 (33:37):
Yeah.
20 years ago.
SPEAKER_01 (33:39):
20 years ago.
So when should I start buildingmy personal brand?
SPEAKER_00 (33:43):
Yeah.
SPEAKER_01 (33:43):
20 years ago.
20 years ago.
SPEAKER_00 (33:45):
Second best time?
SPEAKER_01 (33:47):
Today.
Yeah.
So it's the same thing.
And yeah, there's a great quote.
I forget who said it, but Ithink I heard it from Glenn
Powell.
As silly as that is, iseverything you want is on the
other side of cringe.
SPEAKER_00 (34:00):
Oh, I like that.
I like that a lot.
So we're all gonna be cringy.
We're just gonna go and do it toyour.
SPEAKER_01 (34:06):
But you're cringe, but the cringe is in you.
Others are not gonna look at itcringe.
And the people that are aboveyou, are the people who've done
it, and the people, you know,they're never gonna go, oh,
you're cringy.
They're like gonna go, I wasthere.
I understand.
It's the people who are notdoing it, the people who wish
they were doing it, are gonna bethe ones judging you.
(34:28):
Not the people who are on thejourney, not the people who are
ahead of you.
And it it takes a lot of courageto do it.
It takes courage, but it takescourage to go to the gym and
lose the weight.
It takes courage to go, I'mgonna take this 10% out of my
paycheck, put it in the SP 500,put it into this XYZ stock and
(34:51):
hope it'll grow.
It takes courage.
It's not, oh, okay, whatever.
Like I run through it my on myown personal brand constantly.
And I do this for a living.
SPEAKER_00 (35:04):
Yeah.
SPEAKER_01 (35:05):
Like we all do it.
Like, we that's why personaltrainers exist.
That's why financial brokersexist, is to help give you the
confidence.
SPEAKER_00 (35:16):
Yeah, absolutely.
It's very eye-opening when youput it in the real perspective
that believe it or not, thereare Apple haters, right?
So even though Steve Johns hadhis own, I know how I, yeah,
they're the two to three percentof those Apple innovators that
will camp out tents for threedays if Apple were to re-release
(35:40):
a string on a stick and theywould still buy it, then those
people really do exist.
And there's no judgment insaying that that's just an
objective sort of fact in themarketplace.
So the reframe of look, you'relooking for a thousand people,
the globe has what, eightbillion, seven billion, seven
point five, whatever it is.
That is a real prospectivereframe that I think isn't isn't
(36:03):
really marketed very well outthere in the world.
It's all about 12 millionfollowers, not those loyal
thousand or fifteen hundred thatreally what you have to say.
SPEAKER_01 (36:14):
The best post that I constantly see people reposting
versions of this, which is it'sso beautiful, which is close
your eyes and pick sure a roomof 20 people.
That's a solid dinner party.
Imagine being at a dinner tablewith 20 people.
I know for me, my family is ninedeep when we get a reservation
(36:36):
right now.
And we there's no grandkids yet.
That's just siblings and theirspouses.
Nine deep.
We're gonna have and if I go outwith friends, we're talking, we
get one other family with us,we're 15 deep.
Right?
Imagine a table of your 20,that's 20 people.
That's 20 views right there onyour video.
(37:00):
Now, think of a stage of ahundred people.
You're speaking on stage infront on a small hall with like
a hundred.
That's a hundred views.
Think of a stadium of fivethousand people.
That's five thousand views.
If you look at the big uhbasketball arenas, there are
like twenty thousand people.
(37:21):
The biggest soccer stadiums andfootball stadiums are like fifty
to eighty thousand people.
It's fifty thousand views, ahundred thousand views right
there.
And so people get so oh needs tohit a million, it needs to hit a
million.
No, what you need to do is justconsistently keep posting, and
if each video gets one newperson to go, huh?
(37:43):
Who's this guy?
Who's this gal?
I want to see another one oftheir videos.
There's a great additionally interms of just thinking of
longevity of time, is AlexRamosy did a video about when he
was sitting at a conference atone of his meetups at
acquisition.
And it's like, how many of youguys have heard about me in the
(38:03):
last month?
One person and paid then$5,000to show up at Vegas.
One person raised their hand.
One or two people raised theirhand.
It's like, what about the lastsix months?
A couple more raised their hand.
He said, Over two years have youbeen following my content?
Pretty much everybody raisedtheir hand then.
It was like, look, yourcustomers, it's not that they
don't want to buy from you, it'sthat they just need more time.
SPEAKER_00 (38:25):
Yeah.
SPEAKER_01 (38:26):
So that's where, again, when's the best time to
start doing this?
20 years ago.
When's the next best time?
Right now.
Because what you're doing isyou're investing now so that in
two to three years, they'regiving you all their money and
they're sold.
SPEAKER_00 (38:41):
Yeah.
SPEAKER_01 (38:41):
And that's where you hear the same thing about an
email list.
Just keep messaging your emaillist, keep messaging your email
list, people being on people'semail lists for 10 years and
then being like, great, here's$45,000.
Because they just wanted thathigh-ticket thing from you.
If they didn't want a low ticketthing from you, they don't need
another$27 course.
What they want is a$50,000mastermind from you.
SPEAKER_00 (39:01):
And it just takes a while.
SPEAKER_01 (39:03):
Sure.
But it if you don't offer that,like, but you don't know.
Or you have this mailing list,and if you've never offered them
anything, and then you themoment you do say, hey, here's
this hundred dollar gizmo, boom,it's sold out in minutes.
So it doesn't matter.
Mailing list, that's again copy.
Videos, it doesn't matter.
You just gotta do it is at theend of the day, and do it
(39:25):
consistently, even when you'renot seeing anything.
Because again, take my brother'sexample.
He was doing it for two, threeyears on and off.
And in the last year, he said,okay, going hard, doing three
videos a day on four platforms,and then had a hundred thousand
viewed video, and then now avideo at over two and a half
million.
SPEAKER_00 (39:44):
That's amazing.
Okay.
So where can people find you andget you to help them tell their
stories and maybe help you helpthem define a personal brand?
Because I think everybodylistening in here at least has a
new or different perspective onthis than we did 40 minutes ago.
So where can they find you?
SPEAKER_01 (40:04):
Where can they LinkedIn is great?
LinkedIn is a fantastic resourceuh and a way of connecting with
me.
Feel free to DM me there.
Additionally, if you just searchmy name, Jake Isham, on Google,
you'll see probably 18 differentversions of my social media.
Unfortunately, they are all me.
You'll see my photography,you'll see my filmmaking, you'll
(40:25):
see the marketing brandingsides.
I'm on every single platform.
And unfortunately, I havemultiple pages because each of
them have their own audience.
So feel free to follow any ofthem, message me on any of them.
Definitely happy to help.
SPEAKER_00 (40:39):
All right.
So we're gonna put those downinside the show notes, and we'll
take the top five Google resultsand we'll put those down in the
show notes as well.
So if you happen to find thispodcast on the day that it
launches, you can reach outthen.
And obviously, if you find usthree years from now, you'll
still be able to find Jaybecause he's consistently gonna
do this forever.
(41:00):
So thank you so much for thisconversation.
This is so important.
And I do want to honor somethingyou said, and that is so many
times now in marketing, and Idon't think it was ever a
nefarious thing, but we've madenumbers disconnect from the
bodies that are actually thosenumbers.
So instead of counting heads, westarted counting numbers.
(41:20):
So to your point, a footballstadium full of fans, those are
real humans and those are bodiesand seats.
And thank you for thatperspective.
I think it's really gotten lost.
SPEAKER_01 (41:32):
Yeah, it's and just do the math.
I because I work with a lot ofB2B entrepreneurs and I go, you
couldn't handle 10 new clientsif they walked in your door
today.
If they called your sales team,you couldn't handle onboarding
10 new clients.
So shut up.
Stop it stressing.
Just make content because therewill be a point where you will
(41:55):
have 10 new clients that youonboard because a video will go
viral and they will go, holycrap, you were at what I have
been looking for.
And you will be then stressedout and want to stop all your
social media because of it.
So let's get that problem.
SPEAKER_00 (42:09):
Yeah.
SPEAKER_01 (42:10):
But you only have that problem by doing it.
SPEAKER_00 (42:13):
Amazing.
Thank you so much for joining mehere today and for this very
important conversation.
SPEAKER_01 (42:19):
Yeah, thank you for having me.
Amazing questions.
Thank you.
SPEAKER_00 (42:22):
Thank you.
All right, we'll talk to you allnext time on the next episode.
But before we sign off, becauseI keep getting reminded, if this
is valuable to you, pleasesubscribe, share, add us to your
playlist, and see you again nextweek.
Thanks so much.
Take care.
Thank you so much for listeningto this episode of the Business
(42:45):
Mastery Podcast.
If you want to learn more aboutme, you can go to
donkennedy.com.
And you can now check us out onYouTube as well as, of course,
any of your favorite platformsthat host podcasts.
Take care.
Welcome to Business Mastery with Don Kennedy, your
quick under 45-minute dose ofexpert insights and strategies
to make a positive impact onyour business and life.
Let's get started.
Hello, and welcome to thisepisode of the Business Mastery
Podcast.
Today we're talking aboutpersonal branding, but we're
(00:25):
going to be talking very muchabout how you want to show up in
the world and especially in avery low trust environment like
we are today.
It's very important to considerthese perceptions in the
marketplace as well as whatyou're putting out there.
So I have Jake here to talk allthings, personal branding, and
then the perceptions of themarketplace, all the things.
So you should be able to walkaway with this episode some real
(00:47):
aha moments and things you cando immediately in your own
business.
So, Jake, thanks so much forjoining me.
SPEAKER_01 (00:53):
Of course.
So excited to be here and talkabout all this.
SPEAKER_00 (00:57):
I am so excited.
I know this is your passionproject.
So I'm sorry, but we're going toget this out into the world to
this audience.
So can you tell everyone who youare and who you serve?
SPEAKER_01 (01:06):
Yeah.
My name is Jake Isham.
I'm a filmmaker turn marketer.
I jokingly say I'm an accidentalmarketer.
I don't have an MBA in this oranything like that.
I went to film school andbasically figured out what do I
do with this degree?
How do I make money with this?
To make a film is a long timeand a lot of money and a lot of
resources.
So I had to figure out what todo in between because they don't
(01:28):
tell you what to do in between.
They just say, good luck.
And so I picked up this socialmedia thing over a decade ago,
but just before it was cool andhip and a job.
And basically learned that myskill set in storytelling and
directing really came into playworking with entrepreneurs and
helping bring their story,helping build their personal
(01:50):
brands, and really help them getout there.
Because I work with them, likeyou could say, as a coach, but
as a director.
Most people think about it likein the sense of going to the
gym, but it really is just thatpersonal trainer, that
accountability, because morethan ever, as we're going to
dive into how important it is tobuild a personal brand.
SPEAKER_00 (02:13):
Right.
Yeah.
So for our podcast chat, when wewere talking, the one thing I
kept writing down and kepthearing was who you are is what
you post.
And I went, oh, that's sointeresting.
So let's just start there.
When you say who you are is whatyou post, what does that really
mean?
SPEAKER_01 (02:30):
So I always like to give the example because I work
with a lot of you could sayfirst-time content CEOs, CEOs
that are posting for the firsttime, or just saying, okay,
great, I'm gonna actually dothis.
And you look at sometimes attheir profiles and you'll see a
spattering of different things,photos of their kids, photos of
their animals, their meals,their like it's just kind of,
(02:53):
oh, let me just post, right?
What are you then?
You're you're like, or if youpost just about your kids,
you're coming off as a parent,which is there's nothing.
Again, I'm not saying right orwrong.
I'm talking about using socialmedia as a vehicle to grow your
business.
That's what this whole whatwe're talking about.
So if you look at it through theframe of that, if you want to
(03:13):
just post about your family,that's great.
If you but you won't be known asthe entrepreneur, the CEO, the
whatever other branding youwant.
And like this was something, itwas a hard lesson I learned very
early on, where I call PRperceived reality, not public
(03:33):
relations.
Because, and that's where againa the early journey, and I'll
tell you the story about it'slike how I came up around with
this idea of you are what youpost.
And I was right after, rightoutside of film school, I was
working with some nonprofits.
It was a great deal.
I didn't get paid, but I got totravel.
(03:55):
It was great for the firstcouple months, and then I
realized that I have to eat.
I got food paid for when I wastraveling, but when I was back
home, I didn't get any food.
So basically, I'd go out likeone of the trips I had was to
Japan.
I was out there for a week.
I six days I was workingdirectly with the executive
(04:17):
director of this, filming her,getting all the behind the
scenes, getting all the content.
And then I had one day in Japanto go have fun and to go to for
me, it was street photography.
That's still a huge passion ofmine.
And I had a day where I got tolike shoot all this amazing
photography.
And this is again, while youwere still like this was over a
decade ago when you would postin real time.
(04:37):
People weren't like, oh, let mebat shoot stuff.
Like where it's common practicenow.
You would, this was like, okay,great.
I had one day in Japan andessentially where I was free,
and I got, let's say, about 60great photos.
So then I got back home to LosAngeles and I started just
trickling them out over the nexttwo, three weeks.
(04:58):
And I remember waking up one oneSunday morning, scrolling
through Facebook.
This was when Facebook was stillcool with the youth, and seeing
a bunch of photos of a friend'sparty.
And I texted him, being like,What the heck?
Where was my invite?
He's like, bro, you're in Japan.
I just saw your Instagram.
I was like, no, I'm in LA.
I'm trying to setting up my cap.
(05:19):
Oh, and that's when I realizedyou are what you post.
And the same thing was true,even just this last 4th of July.
I posted some old photos of whenI was in Florida for a 4th of
July, having taken some photosthere.
And I posted it this year.
Five years later, people werelike, hit me up.
Oh my God, are you in Floridaright now?
Let's say that, let's kickcoffee.
Let's I'm like, nope, I'm in LA.
(05:40):
So it is still rings true thatyou are what you post.
You have to be so conscious ofit.
And that's where it's like, whatdo you want to be known for?
What do you want to be known as?
Like all these little questionsthat you can self-check, looking
at what would somebody perceiveme as if they looked at my
Instagram, they looked at myFacebook, they looked at my
(06:02):
LinkedIn.
SPEAKER_00 (06:02):
Okay, so now I'm gonna I'm gonna poke that bear a
little bit because if you listento the marketing people or read
the books or do the things, andthey'll say your bio over here
needs to look a certain way, oryour bio over here is a
different way, or that thatdoesn't belong on LinkedIn, or
that doesn't belong on Facebook.
(06:22):
And you get this siloing ofsocial media.
And there are a ton of peoplewho are excellent business
owners who are like, I don'twant to stand out.
I'm behind the scenes, I'mmaking the decisions, I'm
dodging the arrows and keepingthe armor the armor on and
keeping things rolling.
Why would they need to knowanything about me?
It's my business.
(06:43):
So I know that's gonna poke thebear a little, and we've had
that conversation.
So let's bring it forward.
What are we doing?
Because you are flying in theface of what just about every
marketing suggestion has beenover, I would say, the last
eight years.
SPEAKER_01 (06:57):
I think there's two things we're addressing here,
which is one, let's just talkabout do you have a personal
brand or not?
Let's just talk about that.
And that really is a personalchoice.
Like it I was literally justtalking to an entrepreneur
yesterday, literally whiledriving.
And I was like, hey, let's, youknow, I would love to do a
(07:17):
podcast episode with you.
I'm starting my own podcast, andhe's a great entrepreneur.
He's like, I really don't care.
Like, I really just I don't wantto be in front of the camera.
It just it's time away frombuilding the business.
And that makes sense.
SPEAKER_00 (07:34):
Okay.
SPEAKER_01 (07:35):
That totally makes sense.
And like I know anotherentrepreneur who is now a
billionaire and like justdoesn't care because he's just
putting his head down.
But like for what he's doing,like he made his money.
This other entrepreneur that I'mthe second entrepreneur that I'm
now referring to made his moneybuying Jiffy Loops and wrapping
them all up, basically creatingJiffy Loop franchises.
(07:58):
And he doesn't need to build apersonal brand to do that.
Like, you don't need to.
Now, if you want it it dependson what you're wanting to do.
You look at a guy like SteveJobs, this was again pre-social
media, but the man had apersonal brand, right?
He was in front of thosekeynotes.
People knew the name Steve Jobs.
(08:20):
And I'm gonna take politicsaside, I think one of the
greatest personal brands outthere, just in terms of a
marketing standpoint, is ElonMusk.
You look at, regardless ofpolitics, we're not, we're
talking about marketing here.
SPEAKER_00 (08:31):
Right.
Yeah, is what whatever he standsfor, but he's never behind it.
SPEAKER_01 (08:36):
And he and he stands for something.
And he stands for something,yeah, he's vocal.
And again, there's uh anotherguy and a colleague of mine
that's massive in fitness,millions of followers, millions
and followers, makes gobs ofmoney.
And we've talked about contentwhere he's got a couple rules:
no religion, no politics, right,only fitness.
(08:56):
Those are the rules for social.
If you want, like we do not postabout anything like that, and he
sticks to those rules.
So then he's known just byfitness.
Now, he lives and dies by hispersonal brand.
Like he needs to, that's howhe's grown his entire business
as a fitness guy.
But you look at Elon Musk,that's how Tesla's valuation is
lives and dies by his personalbrand.
(09:18):
Yeah, so there's a lot ofpeople.
But he's also been able to buildTesla to the speed it has
because of his personal brand.
And it is a conscious choice.
A great example that I like touse is the difference between
Gary Vanderchuk and GrantCardone, right?
Both relatively in the samespace, you could say the
marketing, the kind of coaching,not coaching, the the thought
(09:41):
leader space of entrepreneur andmarketing.
Grant shows his kids and showshis family, shows his wife, and
shows that side of his life inaddition to business, et cetera.
Gary V doesn't show his kids,does not show his wife, does not
show any personal life, justshows the business, just shows
the hustle, just shows all thework.
(10:01):
So my point in saying that isthat there's no hard fast rule.
It's what do you want to show?
What do you want to be known as?
Do you want to also be known asa dad and like how I raise kids?
Because Grant is trying to alsoshow this is how you raise kids.
Here's I'm and helping build hisdaughter's personal brands so
(10:22):
that they can become their ownthought leaders.
Where Gary is, hey, we just talkabout business here.
We're just talking aboutmarketing.
We're just showing all of theseelements.
So that's where I always go backto.
It's it's just whatever you wantto show.
If you want to talk about this,you can.
If you don't want to talk aboutthis, you don't have to.
So that's kind of that firsttopic on building a personal
brand or not.
SPEAKER_00 (10:41):
Yeah.
So before we go to the secondtopic, because we just brought
up something really quiteincredible and amazing.
Anyone who has followed GaryVayner talking about Gary V for
any length of time would knowthat he started, I think, in his
dad's liquor store and was doingwine review videos.
And you can still find thesewine review videos from 15
(11:04):
years?
SPEAKER_01 (11:05):
Yeah, something like that.
Yeah.
Like over a thousand videos.
Thousand videos.
SPEAKER_00 (11:09):
So can we talk about the fact that it's evolved,
although the message is probablypretty consistent?
And I think that might besomething we need to talk about
is your personal brand couldevolve with you, but it doesn't
change who you are.
So authenticity from the start.
SPEAKER_01 (11:25):
Dairy and Grant are both great examples.
SPEAKER_00 (11:27):
Yeah.
SPEAKER_01 (11:28):
I'm a fan of Grant Cardown, so I'm just gonna use
him as an example.
SPEAKER_00 (11:31):
Didn't he do wine videos?
SPEAKER_01 (11:33):
No, but he started like if you think of it like
personal brand, like this isagain who are you?
What do you talk about?
He started off as a carsalesman.
SPEAKER_00 (11:41):
Okay, I didn't know that.
SPEAKER_01 (11:42):
And then he came up and became a oh, I can I'm
crushing at car sales, I canteach people how to sell cars.
Brand evolved.
Then he went, I can I'm crushingat teaching people how to sell
cars, I can teach people how tojust sell.
It doesn't have to be just cars,it can be just this or that or
whatever business I can teach, Ican help improve your sales.
(12:04):
So then, oh, people are selling,and he and again, this is all
with his own personaldevelopment.
And the same thing with Gary.
Started, I want, I need I'mworking for my dad behind the
counter.
I'm the cashier.
To then, okay, I need to helpgrow my dad's business.
Let me help I there's this thingcalled the internet and YouTube.
Maybe that'll help.
Let me try it.
(12:24):
Excuse me.
And then, oh, I built an entireodd, I think he like over 10 and
a half X to his dad's business.
Maybe like 13x his dad'sbusiness in eight years by doing
these videos.
Oh, okay, we have somethinghere.
I can help other brands now dothis.
Starts Vanner Media.
(12:46):
Oh, I can help otherentrepreneurs do this.
I can help invest in businessesnow that I've making money.
I'm investing in business.
Like he's now an investor.
Your brand grows with you.
And one of the things I alwaystalk about, especially to like
younger entrepreneurs who aregetting into the space or
getting into what do I talkabout?
It's like you got to slaydragons.
Because it goes back to, again,I go back to storytelling.
(13:08):
You're you're the protagonist,you're the Luke Skywalker,
you're the Frodo Baggins, you'rethe Harry Potter.
If Harry Potter, the reason whywe like Harry Potter versus XYZ
background character is becausehe's the one to defeat he who
shall not be named.
But that's why we like Harry'sstory, is because he's the one
(13:30):
having to defeat the dragons.
And so you have to go look atwhat are the dragons you've had
to defeat.
SPEAKER_00 (13:36):
That's very interesting when you point that
out because in real time, all ofthese other characters were also
there in the frame, right?
So Harry was at Hogwarts, and Idon't remember the whole story.
I didn't even finish all thebooks, but my kids have all the
movies, right?
I'm aging myself.
But all those other characterswere around there in real time,
but we do remember Harry.
So I think there's somethingmaybe to your point that even if
(13:59):
maybe you do decide that youwant to build a personal brand
as the entrepreneur, it doesn'tmean that the business
necessarily has to go by thewayside.
Everybody remembers Hogwarts,but to your point, they really
know Harry's story.
SPEAKER_01 (14:13):
Yeah.
And I look at building apersonal brand as it does, it
allows you to then evolve andyour audience will then continue
to buy from you as long as youkeep providing them the correct
value and you don't takeadvantage of your audience.
You look at Elon Musk again togo back to somebody like Elon
Musk, go, okay, great.
Oh, I'll buy a Tesla from you,I'll buy Starlink from you, I'll
(14:37):
look at just the next things hedoes.
Great.
It doesn't matter what he'sbuying.
I'm trying to think of blankingon every entrepreneur now, but
Grant Cardone is another greatone.
Like whether you again like him,don't like him.
Oh, I'm gonna buy the next thinghe puts out because he's helped
you.
And so as long as you keephelping people, they'll keep
exchanging with you.
SPEAKER_00 (14:57):
So this is the next part, and I think this is the
one that probably stops peoplefrom doing a personal brand more
than anything else.
And this is the idea that youhave to be comfortable
understanding you're not foreveryone.
SPEAKER_01 (15:08):
Yeah, just the same way your business is not for
everyone.
You don't serve everyone, eventhough you're like, oh, we serve
everyone.
No, you don't.
Even like Disneyland, right?
Let's just say Disneyland.
Oh, it serves everyone.
There's a price point to get inthere.
It's$150 a ticket.
Wow.
Low, low-income individuals areeither saving up for a year or
(15:30):
years to go to Disneyland.
It's it's not for everyone.
Also, like the same way afootball game is not for
everyone.
Like it has a broad mass appeal,but it's not for everyone.
So your personal brand is notfor everyone, but just speak to
(15:50):
who you need to speak to.
Like I so again, my backgroundis as a filmmaker and as an
artist.
And one of the things that'stalked about, especially in the
artist space, is a thousand truefans.
All you need is a thousand truefans who are willing to pay you
a hundred dollars a year, andyou're making a hundred thousand
dollars a year.
Like that's all you need is athousand one really good, like a
thousand true fans.
(16:11):
That's all you really need tolike to survive as an artist.
Okay, maybe you get it's twothousand true fans and you're
they're paying you fifty dollarsa year.
SPEAKER_00 (16:19):
But it's such a reframe from the idea of I don't
know what to post because Idon't want to offend anyone or
have somebody misperceive mybrand or something like that, or
I don't want my business to be,I don't want to offend anyone,
or I don't want to turn anybodyaway from potentially being a
customer.
(16:40):
And it this is such a realreframe that, hey, you have to
be comfortable understandingthat you're not for everyone.
And the idea of legitimately athousand true fans, I I don't
think I've heard that before.
And it makes so much sense inthe art space, but it makes
sense in the business space.
SPEAKER_01 (16:56):
You don't You look at your customers and there
there's great million dollarmath.
Grant Cardone talks about it,but like a lot of this is not a
Grant Cardonism.
It's a it's basic economics.
Yeah.
You look at okay, great.
I sell a product for$20.
If I wanted to make$100,000 ayear, how many would I need to
(17:16):
sell?
Okay.
Can I sell that on if I sell it?
Can I create a business whereit's a subscription,$20 a month?
Like, for example, thatgentleman who does fitness,
well, that colleague of mine, hehas a fitness app.
It's$50 a month.
He has a lot of people payinghim$50 a month.
(17:39):
A lot of people.
So like he is definitely amillionaire.
SPEAKER_00 (17:46):
But to your point, people know what they're going
to get because he is very narrowin the lane of what he does and
finding.
I talk yeah, and in authentic ofwhat he for what he does.
Yeah.
SPEAKER_01 (17:57):
And I think the simple the easiest way to do
like your look at your brand islook at what do you want to talk
about and what do you not wantto talk about.
Just write them down.
Just and it's really clear.
Okay, great.
If your business is, I'm gonnapick a rent, power washing.
Great.
I talk about power washing, Idon't talk about everything
(18:17):
else.
Okay, or power washing.
I want to talk about powerwashing, but I also love
football.
So I'm gonna talk about powerwashing and I'm gonna talk about
football.
And when I do power washing, I'mgonna make the logos of all the
NFL teams as a fun littleshtick.
So great.
You see how that becomes alittle bit more of the brand.
(18:39):
And yeah, you could put it underthe company, but it also why not
just put it under your name andyou become the guy who power
washes the logos into people'sdriveways because then you get
hardcore NFL fans who will payextra for custom designs.
So their driveways are notspotless clean, but they have
cool, amazing designs in theirdriveways to support their team.
SPEAKER_00 (19:01):
That's cool.
SPEAKER_01 (19:03):
Like you now can start charging a premium for
that.
Not oh, it's a hundred dollarsto power wash, but now it's
three hundred dollars if youwant your team's logo in it.
unknown (19:13):
Yeah.
SPEAKER_01 (19:13):
Right.
No, this is and that coming up.
That's this is me coming off thespot.
But put the things you liketogether in a bucket, put the
things that like, okay, like forme, I don't talk about politics.
And that's why, as you notice,when I mentioned Elon Musk, I
was like, this is not political.
SPEAKER_00 (19:28):
Yeah, I don't talk about yeah.
We also we have some very hardand fast rules about those
things, not because maybe wedon't have an opinion, but the
opinion is not our personality.
It's irrelevant for brand.
Yeah, it's irrelevant for a lotof things, it's kind of
collateral.
I would have a very hard time, Ithink, finding anybody who
(19:48):
doesn't have opinions on things,but those opinions it it doesn't
necessarily affect yourday-to-day and things they're
they're collateral, and it couldbe opinions on anything.
SPEAKER_01 (20:00):
And I know guys who love just debating politics,
they just they like enjoy it.
So do they post about it a lot?
I'm like, okay.
And look, and that's my point isit's to each's own.
And the whole point of buildinga personal brain is to build
that tribe, is to build thatcommunity, is to build the
people who are with you.
unknown (20:20):
Okay.
SPEAKER_00 (20:21):
So to the second part of the question, the
second, the conventional wisdom.
And I'm going to say it'sconventional wisdom because it
is very siloed.
You can find people who trulyare experts in Instagram or
LinkedIn, or they're experts inthe algorithms and the Facebook
and all the things.
(20:42):
And I don't diminish that in anyway.
I think it takes a lot of skilland talent to be able to get
those algorithms to behave.
My point is, is if you are abusiness owner and you don't
have, let's say, an in-housemarketing expert on LinkedIn or
something, then you what do you,what's the next thing you do?
Is you either find a coach towork with for a few months or
(21:05):
someone for a season, or youread marketing for dummies or
social media for dummies, or youpick up the book, or you go and
you have a newsletter that comesto you.
Almost any, any of thee-commerce sites and a lot of
like POS systems like Square andsome of those, they have
newsletters that they'll send toyou about what's working and the
marketing and things like that.
(21:26):
And if you take thatconventional wisdom, they're
gonna tell you the bio for thisone looks this way, and this
looks this way.
And the format of your content,right?
So whether it's horizontal orvertical or or this or that, or
I think even Canvas and emails,I think they're all relevant and
amazing.
But listening to you here,you're like, look, you're
(21:46):
looking for a thousand ravingfans.
You're not necessarily lookingto put yourself on every single
platform.
Maybe that's not relevant, or ifit is, or how can you mix that
authenticity with the rules?
Of the individual platformspeople are using.
SPEAKER_01 (22:04):
So I have a really simple framework that I've
learned that makes this reallyeasy for especially for the
complicated.
What are we doing?
How are we doing to get you outof the thinking?
First is you just got to makeany content.
What content do you enjoymaking?
Do you like making videos byyourself?
Do you like doing, would youlike to do a podcast?
Would you like to write?
(22:24):
Do you do you like to justspeak?
And so you want to just do anaudio part.
Like it doesn't matter.
What are you willing to do thatyou're going to continue doing?
So that's the first thing.
Or is there a platform that youlike consuming content on?
Like, for example, like I youlove watching long-form YouTube
videos.
So you understand, you have morereality and affinity for that
(22:47):
platform.
SPEAKER_00 (22:48):
Now I need to stop you for a second.
SPEAKER_01 (22:50):
Sure.
SPEAKER_00 (22:50):
How many entrepreneurs have you asked the
question, how do you like tomake content, or how do you like
to educate or share or whatever?
How many of them can actuallyanswer the question?
I don't know that I have seentoo many people actually ask the
question, how do you like tomake content?
How do you like to consumecontent?
I think most of the time it'sokay, we're gonna post three
(23:12):
days a week on Facebook becauseour people are on Facebook, and
twice a week on Instagram, andthen two articles a month on
LinkedIn, and they don'tconsider the creator.
How many people can actuallyarticulate when I think about
it, this is what I like?
I'm like you though.
I'm a documentary, like I Iconsume those long
documentaries, those are mythings.
SPEAKER_01 (23:34):
So what and it makes sense.
You have a long form videopodcast.
SPEAKER_00 (23:38):
Right.
So how many people can justanswer that question though?
SPEAKER_01 (23:41):
Or how many people I had all my clients to first
answer it?
It's the first thing I ask.
SPEAKER_00 (23:45):
Okay, hi.
This is a business masterypodcast.
Has anybody ever asked you thequestion?
And actually, I do want to knowdown in the comments if you're
watching this, because I don'tknow that question's maybe asked
when it should absolutely be thefirst one.
SPEAKER_01 (24:00):
Yeah.
And so what content do you liketo consume on what platform?
And if you mean that if they'retalking to me, they're looking
at starting to create content.
And so it's like, do you have apreference on because at the end
of the day, it's always comparesocial media to the gym and
working out.
My wife, for example, refuses tolift weights, refuses.
(24:22):
Her background is as a dancer.
She's like, I don't want to bebulky, I don't want, but she'd
happily go to do aerial.
She loves like aerial silk, thewhole circus sole type workout.
She loves that.
She'd go every morning if shecould.
So you have to pull her awayfrom that type of workout.
You'd have to literally drag herby her toes to get her into a
(24:47):
gym.
Why would I do the same thingwith if somebody's, I really do
not want to be on camera.
Don't put them on camera.
SPEAKER_00 (24:54):
Don't a permission slip you are giving right now to
everybody who is hearing thisfor the first time and going,
but this is what we were toldthat we had to do.
SPEAKER_01 (25:03):
Now, look, there are things that are gonna be more
successful than up, but I'mtalking about like this, like
I'm all about gradients andbuilding it up over time.
Yeah.
You'll see that with thisframework.
Is so the first thing is great,let's just start.
What do you want to do?
The same way, like again,working out.
Just do any workout.
Go on a walk, go on a run, dosomething, move the body,
(25:26):
stretch for 10 minutes.
So then it's okay, great.
Now build that content a littlebit more often.
So great.
Let's say you're gonna makevideos, short form vertical
videos, because you like TikTok.
So great, you're doing you did aTikTok.
Great.
Can we shoot and put out three aweek?
(25:49):
Can we put out one a day?
That's a one-minute video.
Pick up your phone and go, hey,so this is what I think, blah,
blah, blah, blah, blah, blah,blah.
You should blah, blah, blah,blah, blah.
Great.
Post.
Good.
Consistent, the whole game ofsocial media is consistency over
long term.
I look at, especially I explainit to entrepreneurs because they
(26:12):
understand it, which is it'svery much like compound
interest, building your personalbrand.
It's you're not gonna seeanything in the beginning.
You're not gonna, you're gonnasee absolutely zero in the
beginning.
But over time, and again, justlike compound interest, you keep
depositing every day socialmedia content.
Five years you look up and yougo, holy, I don't know if I'm
(26:34):
allowed to curse.
Holy bleeping, bleep bleep,bleep bleep, bleep.
Wow.
SPEAKER_00 (26:38):
You know those words on this podcast.
SPEAKER_01 (26:40):
So it's the same thing.
Really?
For example, my brother is asinger-songwriter, and he's been
hot, he's been working his buttoff on social media, trying to
make anything pop, getting 200views, 300 views.
It was demoralizing.
And he'd been doing it for awhile.
And just literally yesterday,within less than 24 hours, he
(27:01):
had a video that's last night welooked at it, which was 2.2
million views.
Because he kept going to myshadow band, and my this, my
that, I don't know.
And he just kept going, keptposting.
2.2 million views.
And I'm probably, if we look atit this morning, it's probably
over three million views.
So you just have to keep post.
So that's where the consistencygoes in.
(27:22):
Then the next level up abovethat is just post that same
content on more platforms.
Don't overthink it.
Don't again, if you're makingvideos for TikTok, just post the
same video for on Instagram,YouTube, Facebook.
Right?
You're you've now for X'd theamount of content you're putting
(27:42):
out.
So just by posting it on moreplatforms.
SPEAKER_00 (27:48):
Without having to chop it up and change the views
and read.
Same thing.
SPEAKER_01 (27:52):
Just post the same.
If you're doing a long-formYouTube video, post it on
Rumble, post it on Facebook,post it on X.
For example, I have a clientthat I shoot a digital show
with.
He's an entrepreneur.
He we basically create like anelevated podcast, which I call a
digital show.
He interviews people while hegolfs.
He's a commercial real estatebroker and he loves to golf.
(28:13):
So we created this show where hebasically, it's like comedians
and cars getting coffee, butlike business real estate mixed
with golf.
SPEAKER_00 (28:22):
I love it.
Yeah.
SPEAKER_01 (28:23):
He posted his first episode on X and got over a
hundred thousand views.
This is a 20-minute video thatgot over a hundred thousand
views on X.
Wanna know how many followers hehas?
600.
Wow.
Again, he's posting it onYouTube.
He's posting it on Facebook,he's posting it on LinkedIn.
But again, he's you don't knowwhere it's gonna pop off.
(28:45):
You don't know what video isgonna pop off where.
So if there is a medium torecommend, I recommend video
content.
That's where most people areconsuming the type of content.
So try to make video content.
And then again, so that nextphase is just post it more on
more platforms.
After you are posting morecontent, right?
(29:08):
You're doing a video a day typeof thing on five platforms, and
you're being consistently doingthat.
And I'm talking about months,yeah.
And you're growing, you'regetting viral videos, you're
getting reach, you're gettingyou're growing your business.
Because we're doing this not todo, we're not doing this for
fun.
We're doing this to grow ourbusiness.
(29:29):
This is work, this is business,this is marketing, this is
promotion.
So if it's not growing ourbusiness, why are we doing this?
If that's and then you can startspecializing.
Oh, okay, great.
Now I've built a business.
This is making money.
We're actually growing, we'regetting leads.
We're selling more.
(29:49):
Good.
Now I can hire someone to go,great, I'm gonna hire a graphic
designer to make cool Instagramcontent to better make my
YouTube thumbnails.
Now they're gonna make contentspecifically more for Instagram,
specifically more for LinkedIn.
Now I'm gonna go, great, let'smake longer form YouTube videos,
and we're gonna make an edit forLinkedIn and make an edit for
(30:11):
YouTube.
Great.
Like only at that point.
Because you're putting 17 cartsin front of the horse by doing
it the other way.
unknown (30:23):
Okay.
SPEAKER_01 (30:24):
Really good at a platform and just keep expanding
slowly.
SPEAKER_00 (30:28):
This is such a good segue to the other topic you and
I talked about before recording.
And if you have authenticallybuilt months and months of daily
or weekly content, whether it'svideo, writing to your point,
all the things, that also willhelp with the thing we were
talking about when I said I washaving a conversation with
someone, and their 10-year-oldassumes that everything they see
(30:51):
on YouTube is AI.
SPEAKER_01 (30:52):
Yeah.
And that's where like reallybuilding that personal brand is
so important, especially nowwith the rise of AI influencers.
I'll give you a really scarystory on the flip side of this.
This is when you've become sobig that, and it's wild.
So a friend of mine, his fatheris a very big influencer in in
(31:14):
the health space.
And his father passed away anumber of years ago.
And he's one of the, but he'sone of the biggest names in in
the health space.
And this year, and then his sonruns a very large marketing
company and is very bullish onAI.
Very bullish on AI.
And he was just telling me atdinner a couple of weeks ago,
(31:37):
people are making AI videos ofhis father saying other things.
So, yes, it can happen, butthat's where, and it's a little
hard because this gentleman haspassed away.
So we can't be like, that's nottrue.
That's not me.
And he's not, he himself isputting out videos.
(31:58):
The best way, but what's greatabout it is that there's an army
of fans going, This is AI.
His video is false, and going,his real channel is here.
And if you build a library ofthe of you, people will know you
and what you stand for.
SPEAKER_00 (32:16):
Yeah, I think that's the whole point here is even
more than five years ago, juststarting and just building the
videos, and do they look wellproduced?
No.
Don't you love my studio and mycamera and all the no, because
the truth is we're just tryingto get it out there, right?
So now more than ever, I thinkbeyond the idea of meeting a
(32:37):
personal brand or choosing notto have one, but I think
everybody who is listening inhere is a business owner that
probably has a need for one ifthey don't already have one.
But to your point, the platformdoesn't matter because you can
always adapt to it once you havea thousand raving fans, I guess
we'll call it.
SPEAKER_01 (32:56):
Yeah.
SPEAKER_00 (32:57):
But I think the critical turn in this
conversation is if you don'ttake the lead on this and do it
when it's amateur, when it'sugly, when it's just you talking
in the camera, when it's youjust having a good idea, if it's
you just putting things outthere, there is a real danger
that when you do itprofessionally and pretty and
(33:19):
you hire all the right peoplethat they won't know it's you.
SPEAKER_01 (33:21):
Yeah, or just all right, you've waited five years
to do it.
That's waiting five years to goto the gym.
Yeah.
That's why I like I alwayscompare it to social to social
media to the gym.
Like, when's the best time towork out or and compound
interest?
When's the best time to invest?
SPEAKER_00 (33:37):
Yeah.
20 years ago.
SPEAKER_01 (33:39):
20 years ago.
So when should I start buildingmy personal brand?
SPEAKER_00 (33:43):
Yeah.
SPEAKER_01 (33:43):
20 years ago.
20 years ago.
SPEAKER_00 (33:45):
Second best time?
SPEAKER_01 (33:47):
Today.
Yeah.
So it's the same thing.
And yeah, there's a great quote.
I forget who said it, but Ithink I heard it from Glenn
Powell.
As silly as that is, iseverything you want is on the
other side of cringe.
SPEAKER_00 (34:00):
Oh, I like that.
I like that a lot.
So we're all gonna be cringy.
We're just gonna go and do it toyour.
SPEAKER_01 (34:06):
But you're cringe, but the cringe is in you.
Others are not gonna look at itcringe.
And the people that are aboveyou, are the people who've done
it, and the people, you know,they're never gonna go, oh,
you're cringy.
They're like gonna go, I wasthere.
I understand.
It's the people who are notdoing it, the people who wish
they were doing it, are gonna bethe ones judging you.
(34:28):
Not the people who are on thejourney, not the people who are
ahead of you.
And it it takes a lot of courageto do it.
It takes courage, but it takescourage to go to the gym and
lose the weight.
It takes courage to go, I'mgonna take this 10% out of my
paycheck, put it in the SP 500,put it into this XYZ stock and
(34:51):
hope it'll grow.
It takes courage.
It's not, oh, okay, whatever.
Like I run through it my on myown personal brand constantly.
And I do this for a living.
SPEAKER_00 (35:04):
Yeah.
SPEAKER_01 (35:05):
Like we all do it.
Like, we that's why personaltrainers exist.
That's why financial brokersexist, is to help give you the
confidence.
SPEAKER_00 (35:16):
Yeah, absolutely.
It's very eye-opening when youput it in the real perspective
that believe it or not, thereare Apple haters, right?
So even though Steve Johns hadhis own, I know how I, yeah,
they're the two to three percentof those Apple innovators that
will camp out tents for threedays if Apple were to re-release
(35:40):
a string on a stick and theywould still buy it, then those
people really do exist.
And there's no judgment insaying that that's just an
objective sort of fact in themarketplace.
So the reframe of look, you'relooking for a thousand people,
the globe has what, eightbillion, seven billion, seven
point five, whatever it is.
That is a real prospectivereframe that I think isn't isn't
(36:03):
really marketed very well outthere in the world.
It's all about 12 millionfollowers, not those loyal
thousand or fifteen hundred thatreally what you have to say.
SPEAKER_01 (36:14):
The best post that I constantly see people reposting
versions of this, which is it'sso beautiful, which is close
your eyes and pick sure a roomof 20 people.
That's a solid dinner party.
Imagine being at a dinner tablewith 20 people.
I know for me, my family is ninedeep when we get a reservation
(36:36):
right now.
And we there's no grandkids yet.
That's just siblings and theirspouses.
Nine deep.
We're gonna have and if I go outwith friends, we're talking, we
get one other family with us,we're 15 deep.
Right?
Imagine a table of your 20,that's 20 people.
That's 20 views right there onyour video.
(37:00):
Now, think of a stage of ahundred people.
You're speaking on stage infront on a small hall with like
a hundred.
That's a hundred views.
Think of a stadium of fivethousand people.
That's five thousand views.
If you look at the big uhbasketball arenas, there are
like twenty thousand people.
(37:21):
The biggest soccer stadiums andfootball stadiums are like fifty
to eighty thousand people.
It's fifty thousand views, ahundred thousand views right
there.
And so people get so oh needs tohit a million, it needs to hit a
million.
No, what you need to do is justconsistently keep posting, and
if each video gets one newperson to go, huh?
(37:43):
Who's this guy?
Who's this gal?
I want to see another one oftheir videos.
There's a great additionally interms of just thinking of
longevity of time, is AlexRamosy did a video about when he
was sitting at a conference atone of his meetups at
acquisition.
And it's like, how many of youguys have heard about me in the
(38:03):
last month?
One person and paid then$5,000to show up at Vegas.
One person raised their hand.
One or two people raised theirhand.
It's like, what about the lastsix months?
A couple more raised their hand.
He said, Over two years have youbeen following my content?
Pretty much everybody raisedtheir hand then.
It was like, look, yourcustomers, it's not that they
don't want to buy from you, it'sthat they just need more time.
SPEAKER_00 (38:25):
Yeah.
SPEAKER_01 (38:26):
So that's where, again, when's the best time to
start doing this?
20 years ago.
When's the next best time?
Right now.
Because what you're doing isyou're investing now so that in
two to three years, they'regiving you all their money and
they're sold.
SPEAKER_00 (38:41):
Yeah.
SPEAKER_01 (38:41):
And that's where you hear the same thing about an
email list.
Just keep messaging your emaillist, keep messaging your email
list, people being on people'semail lists for 10 years and
then being like, great, here's$45,000.
Because they just wanted thathigh-ticket thing from you.
If they didn't want a low ticketthing from you, they don't need
another$27 course.
What they want is a$50,000mastermind from you.
SPEAKER_00 (39:01):
And it just takes a while.
SPEAKER_01 (39:03):
Sure.
But it if you don't offer that,like, but you don't know.
Or you have this mailing list,and if you've never offered them
anything, and then you themoment you do say, hey, here's
this hundred dollar gizmo, boom,it's sold out in minutes.
So it doesn't matter.
Mailing list, that's again copy.
Videos, it doesn't matter.
You just gotta do it is at theend of the day, and do it
(39:25):
consistently, even when you'renot seeing anything.
Because again, take my brother'sexample.
He was doing it for two, threeyears on and off.
And in the last year, he said,okay, going hard, doing three
videos a day on four platforms,and then had a hundred thousand
viewed video, and then now avideo at over two and a half
million.
SPEAKER_00 (39:44):
That's amazing.
Okay.
So where can people find you andget you to help them tell their
stories and maybe help you helpthem define a personal brand?
Because I think everybodylistening in here at least has a
new or different perspective onthis than we did 40 minutes ago.
So where can they find you?
SPEAKER_01 (40:04):
Where can they LinkedIn is great?
LinkedIn is a fantastic resourceuh and a way of connecting with
me.
Feel free to DM me there.
Additionally, if you just searchmy name, Jake Isham, on Google,
you'll see probably 18 differentversions of my social media.
Unfortunately, they are all me.
You'll see my photography,you'll see my filmmaking, you'll
(40:25):
see the marketing brandingsides.
I'm on every single platform.
And unfortunately, I havemultiple pages because each of
them have their own audience.
So feel free to follow any ofthem, message me on any of them.
Definitely happy to help.
SPEAKER_00 (40:39):
All right.
So we're gonna put those downinside the show notes, and we'll
take the top five Google resultsand we'll put those down in the
show notes as well.
So if you happen to find thispodcast on the day that it
launches, you can reach outthen.
And obviously, if you find usthree years from now, you'll
still be able to find Jaybecause he's consistently gonna
do this forever.
(41:00):
So thank you so much for thisconversation.
This is so important.
And I do want to honor somethingyou said, and that is so many
times now in marketing, and Idon't think it was ever a
nefarious thing, but we've madenumbers disconnect from the
bodies that are actually thosenumbers.
So instead of counting heads, westarted counting numbers.
(41:20):
So to your point, a footballstadium full of fans, those are
real humans and those are bodiesand seats.
And thank you for thatperspective.
I think it's really gotten lost.
SPEAKER_01 (41:32):
Yeah, it's and just do the math.
I because I work with a lot ofB2B entrepreneurs and I go, you
couldn't handle 10 new clientsif they walked in your door
today.
If they called your sales team,you couldn't handle onboarding
10 new clients.
So shut up.
Stop it stressing.
Just make content because therewill be a point where you will
(41:55):
have 10 new clients that youonboard because a video will go
viral and they will go, holycrap, you were at what I have
been looking for.
And you will be then stressedout and want to stop all your
social media because of it.
So let's get that problem.
SPEAKER_00 (42:09):
Yeah.
SPEAKER_01 (42:10):
But you only have that problem by doing it.
SPEAKER_00 (42:13):
Amazing.
Thank you so much for joining mehere today and for this very
important conversation.
SPEAKER_01 (42:19):
Yeah, thank you for having me.
Amazing questions.
Thank you.
SPEAKER_00 (42:22):
Thank you.
All right, we'll talk to you allnext time on the next episode.
But before we sign off, becauseI keep getting reminded, if this
is valuable to you, pleasesubscribe, share, add us to your
playlist, and see you again nextweek.
Thanks so much.
Take care.
Thank you so much for listeningto this episode of the Business
(42:45):
Mastery Podcast.
If you want to learn more aboutme, you can go to
donkennedy.com.
And you can now check us out onYouTube as well as, of course,
any of your favorite platformsthat host podcasts.
Take care.
Popular Podcasts
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.
The Clifford Show
The Clifford Show with Clifford Taylor IV blends humor, culture, and behind-the-scenes sports talk with real conversations featuring athletes, creators, and personalities—spotlighting the grind, the growth, and the opportunities shaping the next generation of sports and culture.