Building a personal brand online

This video is actually behind the scenes of me and Pat kind of going over in depth and in detail all the reasons why I started a personal brand, all the pros and cons, and all the sort of crap that comes with having an online profile. So, yeah, this is a behind the scenes. Go check it out. I didn't have the end in mind, but I knew that I needed to be associated with being good at sales. And like, I didn't know, like YouTube on that was not on my radar. Like, that all seemed like a very difficult thing. Instagram was like. My Instagram was like just me taking photos of my kids, you know, getting massive at the gym. Like, that's about it. So, like, it, you know, hadn't really had any come to me. But like on Facebook, I could upload a video, you know, of me teaching a concept or talking about something that I'd experienced in sales and it would resonate with the people who are on that list because that list was being cultivated sort of organically, to be honest, because I was getting shouted out here and there. So everyone was just friends requesting me, right? So I was able to then like really speak. And like the feedback that I got was so quick. You know, a thousand people would watch a video and then all these people would comment and then like, I'd start to go, oh, okay. And then I'd start to do it really, really consistently because I noticed that if I did it more consistently, everything went better. And so I got really quick feedback. It was effective. No one else was doing it because I think they just couldn't be bothered. Everyone was doing like long form posting, which was basically just to kind of get people to read something, which was sort of fluff. Like, it's sales copy. It's not information, it's tangible. It's not anything really of substance. In my opinion. It's just a call to action, whereas I never did a call to action because I had nothing to sell them. I was just the sales guy. So the only thing I could sell them was me doing their sales, which is selling their stuff and making them money. The point of developing the audience within Facebook is because I needed to be considered good at sales. I knew that if I wanted to get accounts, because the difficult thing about being a closer is that it's really hard to find accounts, even if you're really good, because, like, the great accounts are usually staffed very quickly. And like, if, if they're bringing in more people, like they over hire so they can over fire, right? Which is fair because it's hard to find good people, but it's hard to find consistency of high quality accounts. And then like you kind of find yourself pitching and it's very hard to prove that you're better, you know. So I was like, I need people coming to me because this seems like the only way that I'm going to be able to consistently be on accounts. And you know, the strategy at the point for a lot of people is wear a suit. DM every coach and consultant on the planet telling them how good at sales you are. And I was like, that just doesn't seem like it's going to work. So I figured if I just pumped out content on like what I was seeing, the results I was getting, why I thought I was getting those results, and how I didn't really accept standards that the industry was telling me was Standard, you know, 10% close rates are good. And it's like, I don't think they are. And because I had so much more sales experience than 95% of the people who are in the industry, because most of them come in, right, and they're, they're a closer for like three or four months or a year. And they go out and start their own business and teach people how to sell or they go start their own coaching business or whatever it is. I had 10 years, 10 years full time selling, like, so when it came to like knowledge of sales, I didn't even realize, but I was miles ahead of most people. Just because like they're all kids, they're all 25 years old, they started selling at 23, they sold one product and they call themselves gurus. It's like, well, I've sold 20 things over the course of 10 years and now it's like 15 years. And so like, I have like, I can input a lot of information. So the way in which I do things is bred from like doing it a lot. Not just what I learned from this guy who learned from this guy who learned from this guy. So like, there was a point of difference there that I think people resonated with and like my truth meter was just like, I don't give a fuck what anyone thinks. I'll just say what I think and if it's controversial, yay. If it's not, it's good information anyway. I didn't know if it would work. I didn't know what the end was, but like, I knew that if I did it, it would probably be beneficial. Right? Like, so I didn't really have an end game. I didn't have A goal in mind for it. But I knew that it. I knew that it would benefit me because I would be perceived as good at sales. When I started to tweak that I should do it more was when other people started to do it as well. And I was like, oh, they're doing very similar to me, but they're about a year behind. Took about a year. And in that year, like, I gained, like, a ton of market share. If it were like, let's say, like, in the coaching consulting space, and I'm not like, one of the. I wouldn't consider myself one of the big dudes in the space, like, at all. I've only been in the space for like, two and a half years. But, like, let's say there were 20 people ahead of me or 40 people ahead of me. I caught up 70%, right? So I went from being absolutely nobody to having people talk about me in reference to being good at sales. Like, oh, that dude knows what he's doing, that sales sniper guy. Yeah, that guy knows what he's doing, right? So, like, I just overtook a bunch of people and then, like, I overtook people who I thought were, like, up here, but I was able to overtake them because, like, I was just more present and I was kind of everywhere. And then we started the podcast, right? And then, like, that allowed me to talk in long form in about very specific subjects. And it's like the podcast never got huge views or listenership, but it was decent. But it was like, everyone who listened to that was like, oh, that guy's good at sales, you know? And so it just started compounding. And then when people started trying to do what I was doing in terms of, like, the daily videos and the video content and podcasts, right? Like, not that I was a pioneer podcast, but, like, in sales, no one did it, you know, at least not seriously. And then YouTube channel, I just tried to stay like one or two steps ahead of everybody. Which is the reason why I got the office. Like, I got this office because I wanted to create a dope place to shoot videos in super high fidelity and high quality. Because it's like, well, mate, good luck. Like, I'll shoot this bitch with nine cameras, you know what I mean? Like, I'll shoot it in 8K with a 360 cam on a one wheel with a drone above me. Like, just good luck keeping up, you know? And that, to me was fun because I saw, like, the biggest point of difference that I would do is like, I'll never stop doing it, even if nobody watches. Because, like, the dude who does watch will buy something or recommend me to something. Like, we just got a referral the other day. The dude has IPO'd 60 businesses and wants me to help him start 150k coaching program. And the dude has, like, 3 million bucks to put behind it, just to start it. And that's a referral from some dude who listened to a podcast. It's like, fuck, man. Like, the amount of money we'll make from that just by itself will pay for all this camera, all the people, all the production for three years, you know, so, you know, people. I think probably your next question, why do people do content? Like, what's the point of content? The point of content is different for everybody. But, like, for me, it's just brand. Like, I know that. And I was talking to Ken Okasaki about this, one of our clients at OZ Media, and he does, like, content repurposing for a job, right? That's what he does. And he was asking me because one of, like, the things, like, his frustration in life is, like, he has these business owners that come to him for content repurposing, and they send him one video every three weeks and expect him to make fucking miracles out of it, you know? And it's like, they're looking for an immediate return. Like, I put out a video, I make 10,000 bucks. It's like, bro, it's not gonna work like that. You gotta kind of, like, you know, you gotta play the long game. And, like, I love when I see my competitors slow down their YouTube posting schedule, because YouTube is the first one that will go. Cause it's the hardest mistress to crack, you know? Like, they'll go from posting twice a week to once a week, to once every two weeks to once a month, and it just goes away. And then every now and then, they'll throw up a YouTube video, right? It's because, like, they're not getting the views or they're not getting the. They're doing a call to action to download a PDF, and they're not getting enough people commenting or whatever it may be. It's like, bro, it's not the point of it. The point of it is, like, get your message out there and, like, use the metrics that you get as feedback to see what's working and what's not. But, like, if it. Like, who cares if it goes viral? Like, if that. That one dude who paid us $35,000 yesterday just to look at the possibility, right, of starting that program for him, 35 grand for the audit, right? Offer referral from a dude who listened to a podcast. Then he listened to a bunch of podcasts, watch some YouTube videos, went on to our website and inquired and Sean sold him. Like, that's the power of content. So some of the pitfalls of being the face of a personal brand, you know you have trolls online, obviously. I think, like, to me, like, probably because I like insults, I think insults are a fun game. I'm very hard to actually offend. Like, it would be, it would be impossible for someone who I don't respect to offend me. Physically impossible. You could say anything you want. I'd be like, lol, that's amazing. Send the meme of Skeletor jokes on you. I'm into this shit, right? So like, that doesn't affect me negatively at all, at all. I think it's funny. Sometimes I think it's ridiculous because, like, we've had people who are like men's support group owners who comment on my stuff and sometimes I'm petty and I go through, find a little bit more about him if I'm on the toilet or whatever. And I got time and this guy runs a men's support group, Men helping men. So I joined the group, screenshotted it, posted it up and said, I'm being online bullied. That's why I need to join this group. Then he kicked me out, obviously, because he couldn't handle the irony. So like, you deal with stuff like that. That's not really a big deal in my opinion because like, it's just more silly like if you have the time or you can be bothered commenting negatively on someone's ad. I have no time for you as a human. I think you're fucking scumbag or just like useless. So it's not really going to affect me. But what is like affecting is like your ability to, like, your ability to. You can't just say what you want, you know, and you have to, you have to temper the things that you do and say publicly and, you know, and in front of a camera on lives, like, lives are a big one. Like, you gotta be real careful what you say on lives because shit can just be taken out of context all the times. And you know, you don't, you don't, you don't want to, you don't want to. It's not that like you don't want to get in trouble because like, whatever. But what you don't want to do is put the brand into like disrepute and then have that end up, like, financially affecting other people. So the key is walking the fine line of, like, you never want to be afraid of the phone ringing. So the meaning behind that is, like, you know, if the phone rings, like, you should have enough integrity in everything you say and do in order to be like, yeah, dude, what's up? Like, and not worry about it because you're not doing wrong by anybody, you know? And, like, there's. The fine line is sort of like, what hills are you willing to die on and what consequence does that have? So I've had clients in the past which are great people, but they've taken super harsh political stances against things that are happening. And you kind of have to respect that because you have a platform and you can use it and more power to you. However, there are financial implications to other people. And so that's the way up that you've got to do it. It's not like, the implications to me. If I make a decision for me and that ends up sinking me personally, then, like, I'm fine with it. I'll live to fight another day or whatever, right? But if I make decisions that affect other people who don't have any control over that decision, like, if I just decide to go political, rant on Facebook and say something super left or super right, right, I will alienate 50% of all the people who. Who follow me. And so, like, that will have significant financial implications for a lot of other people. So it's not something I can do, like, under almost any circumstance, there is definitely a hill in which I would be willing to die on. I don't know what that is, but there would be one. But, like, it is. It is a consideration. Like, you just have to kind of scroll past, you know, you see something ridiculous, People saying ridiculous things, whatever it may be. And even things, like, in sales that I think are ridiculous, you know, that I am an authority on, that I could talk about. But I go, peace be with you, son. You know, like, I don't need to enter this debate, right? Because, like, what am I gonna do here? You know, I don't even provide advice, like, online. You know what I mean? Because, like, I don't have enough space or time to give a nuanced enough answer. Because, like, especially with sales, like, I'd like. I'm very detail oriented. Like, it's the only area of my life where I'm detail oriented. And there's so much, like, complexity with human interaction that, like, when people ask questions like, what's the best way to make sure people don't show up or people show up. And then all these people provide these answers. And I'm thinking none of these answers are comprehensive enough to give any sort of productive feedback. They're just bloviating to be heard. It's not providing any value. So. So if I can't actually provide the value, I think I just scroll on and if people disagree with me, I go, okay, that's it. Every now and then post up something. Some of the other day, this one got me. They said it was something to do with sales reps doing follow ups and referrals and outbound. And I was like, yeah, I agree with this statement. I just liked it. And someone was like, well, I know I don't do any follow ups. I just went, you don't do follow ups? Like at all? 00. You don't follow up with prospects? Nope. I was like, huh? And then he went on this whole thing explaining why he shouldn't have to. I went, huh, okay. Like I, I couldn't disagree with that statement more. That seems crazy to me. That's like saying, no, no, no, I don't, I don't drink water. Like that's just, you know what I mean? Like, no, no, I don't do that. I was like, but like, what do you do then? Like, what's your job? Your job is just. You want to do it? No, fuck you. You want to do it? No, fuck you. Do you know what I mean? Like, that seems so crazy. What if that person needs like a week to liquidate funds? Nah, fuck them. Bad mindset. Like, I was like, what's happening? And even that was like, okay, because why, why, why enter into more of that conversation? I just don't. Okay, you know, what's that? What's that? You know, like, don't ever argue with a fool. Like, you know, it's just what's the point? And like, listen, that guy had points and he had his thing. And I was like, all right, that's you. Do you brother, you know, like. Cause you could pull the big dick. Like, well, how much money do you make? Like, I bet you made ten grand a month more if you followed up with the prospects. Like this seems silly, but anyway, good on him. Hope he makes a ton of money. So one of the things about running a personal brand is that you can't be everything to everyone and trying is kind of ridiculous, you know? So like every personality type, every person is going to have, I don't know, there's going to be people who are naturally drawn and people who are naturally, like, repelled, you know, Like, I'm sure people who are not good at sales and think they are don't like me. I could probably name a few of them. Right, right. And so like, my personality in particular, like, I'm like, I think Spencer Burnett summed me up perfectly, which was a moderately charismatic asshole. Right. I think that's like, that's pretty good. That's pretty close, like perception of me on the outgoing. I think I'm also pretty generous and nice. Like, I think I like to treat people well, you know, especially the people beneath me. You know what I'm talking about? Like, you have to have a stance for and against something. Like for me, the big stance that I took, which. A big stance which is like, it's not. But you know, in sales was like, there's a metric called offers made. And I took a this is fucking ridiculous stance. I was like, the fact that this is a thing is just. And I think what I said is anyone who uses the metric offers made is a bloviating fucking self aggrandizing dickhead who doesn't want to admit they're bad at sales. I think that's what I said. Something along those lines. It was not subtle, right? Because I was on a rant, I was on a Facebook live. I was like, this is fucking ridiculous. And it's because I've been dealing with reps who had been sent to me who were told, these are the greatest reps on the planet. These guys have 70% close rates. And I'm like, oh, fuck, I have a 70% close rate. They must be good. And then it's like they come in and they're like, oh, offers made. I was like, what does that mean? I didn't know what it meant. They explained to me, it's like, oh, well, you know. You know, some people get to the end of the call, they're just not right. And I was like, you mean that they give you an objection? They were like, no, they're just not right. I was like, what does that mean? So it's like, oh, so you don't count those people? No, I was like, I don't understand. So anyway, like we went on and like I was having to train these people and deal with these people. And then like they were still passing me these bullshit numbers that fucking killed it. 50%. I was like, no, you haven't, because you've taken all these calls, these people have showed up and you've only closed these sales. They get Your offers made. And I go, no, that doesn't exist anymore. And they all quit. The moment I said that metric didn't exist. Now, mind you, same leads, they would have kept making money. The moment I said, you cannot use that metric, I will not accept it. They all quit. Because, like, the. The thought of facing the reality of the actual skill set that they had compared to other people was, like, I guess beyond them, right? Because they would rather have an awesome ego than just admit that they need to get better at something, you know? So, like, I was really frustrated at that point. So, like, I just went on a fucking rant. And, like, that was a hard line that I took, which was completely antithetical to the rest of the sales industry in coaching consulting. So it was like, everyone in coaching and consulting use this metric, and now I can fairly safely say no one uses it because, like, I made it a little mission to make sure that everyone made a joke of that metric. So it's like, you know, but that, like, again, that taking a side, taking a stance, like, I was passionate about it. It was the hill I was willing to die on at the time, right? And that meant, like, I was going to piss off certain people, right? So I was gonna repel certain people, but those people were never gonna do anything with me anyway. So, like. But the people that I attracted were, like, you know what, Mike? You're right. I hadn't thought of it that way. And then those people were like, let me hear what that guy has to say. And that rant is how I got, like, three of my sales that are with me for the whole time, and they've made me and themselves more money than I care to talk about. So I think, like, no personal brands, they're. They're a big commitment because, like, all of a sudden, you're responsible for other people, you know, I think so you have to before you, like, undertake, you know. And, like, the brand that I have is relatively small, so I can only imagine you get to, like, a car down level, like, the responsibility of having, like, your face as the face of such a large brand, knowing that, like, yes, he can say things, but, like, there's certain things he cannot say, you know? So, like, having that responsibility, I think is something that needs to be considered before you do it. And you need to have, like, you probably need to have some sort of outcome. Like, the only outcome I had was just be known as good at sales. And it can be as simple as that. If you're a marketer, just be known for being good at marketing. If you're like a sales guy. Sales. If you're a fitness coach, just help people with fitness. Like, if you're posting up a thing every day going like, hey, here's a tip for fitness and 10 people watch it, it's fine. That's 10 people more than zero. So, like, it's still beneficial. So, like, you know, just make sure that what you're doing is. You make sure that what you're doing is, like, true and correct and you know what you think is best practice. And then from there, just be consistent with it because, like, it's going to take a while to build, you know, like, the numbers that we get now, I'm sure will be pathetic to the numbers we get in five years. Because, like, it's not going to stop. We're just going to keep doing it, you know, so we'll just get better and better and better. So, you know, that's a personal brand, and if you like this kind of content, we, we have some more for you here.