Transcription
You don't just want followers. You want followers that would notice if you disappear, who would be pissed if you disappear tomorrow and would maybe even do anything you say. What this comes down to is building a cult-like personal brand.
I'm Ronnie. I've generated 10 million followers and 10 billion views for clients with content. So, there's six characteristics that all work together to build a cult-like personal brand.
The first one is dogma. Now, this is just a fancy Latin term that means your core belief or the thing that you would bet your reputation on. If you want to get clear on what your dogma is, what do you believe about the [music] world, the easiest thing you can do is go into Claude or whatever AI you prefer, and get it to run an interview with you and just use Whisper Flow, which is a dictation app or voice to text, but just sit down, lay back. I can't lay back because my mic is here, but like lay back and just talk to Claude and give it your life story from as early as you can remember. This is what happened. This is what I remember feeling. This was like an important relationship. This is how my dad made me feel. This is how my mom made me feel. And then I went through this transformation. I became a better person. And that's when I started in personal development. Blah blah blah. All the way up until this point. RIP for the people over 40 who have a lot of life experience to share. But after you give it all of this substance, ask Claude to then ask you questions, clarifying questions about what your beliefs from your experiences are. So these are going to be the beliefs that you continually hit in your content.
Now, if you're someone who is mainly trying to advertise for your business, you're trying to build a brand that is in some sort a client acquisition channel, you can still do this. This isn't just for people that want to, you know, get known and and become famous. [music] I think it's relevant to everyone who wants to build a personal brand, regardless of if you're advertising for your business, because there is never going to be a world where people don't do business with people they like. And so when you share these are my beliefs about the world, you are sharing what you're like so that people like you can connect with you. [music] And in that connection, that's where trust is built over time and then people like you as a byproduct of that. So sharing all of these things, even if they're core to your business or your beliefs about your industry, it's fine. It doesn't matter. But you want to make sure that you sprinkle in your dogma [music] so that people that look at the world the way you look at it, follow you and trust you as an authority figure.
I have an example for you. We grew a creator 2 million followers across all platforms strictly by getting him to talk about his beliefs about the world. They weren't like business strategic content even though he was a business coach and he helps people make money. He talked about his beliefs around parenting cuz he has [music] two kids about his beliefs around relationships and you know psychology and mindset and [music] money and his beliefs about the world. Like he was the most dogma focused personal brand I've ever seen on social media. [music] And he on the back end of that makes money for his business. Like a lot of people talk about, oh, you need to, you know, give value, like share your competence so that people can see what you're good at and then they'll become customers one day. And I'm all for that, but that's not the only way to get customers. I [music] think again, we're trying to scale your reputation. Personal branding is just associations. And you want to make sure that people have a good experience with you so they associate you with that good thing. So that then in the future after they already have this pre-built preconception of who you are when you come out with media down the line that's like oh this is how you achieve Xin [music] this is how you overcome this hurdle this is how you do XYZ people now already have a bias towards liking you so that when you give them that value they will take you seriously with just dogma you will be a personality online it always matters but it's not all that matters which brings me to principle number two credibility.
Okay, so credibility is third party demonstrated proof that [music] you are who you say you are and you've helped the people that you claim to be an expert in helping. This could be, you know, transformations. This could be client proof. This could be before and afters. This could be testimonials. There's a bunch of different ways to show credibility in order for people to see you as an authority that will influence people. They need to have trust that you have done something that they admire. So, like I have a bunch of friends from years ago. I like them and I trust them. I might trust them with my life, but would I trust them to give me business advice or would I trust them to give me content advice or fitness advice? No. Because liking someone is not enough for you to take them seriously and to get influenced by them. Which is why you need credibility. You need to prove to people that you have helped people like them in order for them to take you seriously and trust that if they work with you or they get influenced by you, they'll get an outcome that they want.
I have a perfect example here. So, we were working with a fitness coach and this individual is so wrong about everything that they say. But it doesn't matter that they're wrong or that the, you know, science-based lifters can critique everything they say and tell them that it's not true because this individual gets the most ridiculous client transformations I've ever seen in my life. So, it doesn't matter that the science bros disagree with him because he has credibility. People know that, oh, this guy's looks like me and he got shredded. So, if I work with this guy, I might look like this and then I might get this outcome. You could be wrong. You could be completely walking off a cliff with the education. You could be completely wrong about all of the education that you give. It doesn't fully matter. You can still get great results on social media and build a personal brand where people take you seriously and they see you as an authority if you just have mountains and mountains of proof that you have helped people like them. That's the power of credibility, which brings us to principle number three, personality.
I define personality as the traits, the isms, the behaviors that you do that all pair [music] you into one person. When I talk, sometimes I look up and then in between saying words, I laugh. And then I have this specific joke that all the people closest to me like, you know, understand. It's like an inside joke. It's how funny are you? How dry are you? Do you talk loud? Do you talk quiet? It's it's all of the unique ways that you show up and communicate that make you you. The reason why personality matters is because I think most people approach creating content just like that. They try to create content rather than just be who they are and then have it recorded. So I think if you're trying to show your personality on social media, I think you should try and avoid as much content that enables you to not be the person that you truly are at your core. I think you should instead try to create content that gets the best moments of yourself out. So what we do with the creators that we work with is we get them in a container where we get to talk with them. Like a member of our team, a director will interact with them, have conversations with them, and try and pull at nuggets and then like make them laugh, make them joke, like just get their personality out so that we can capture that on camera because that content, it feels good for the creator, but it also is a pattern interrupt on social media because a lot of people create a persona on social media that is nothing like who they are at their core.
I was working with a creator and he had what I called a big boy voice. It was like the inner joke. It was funny on social media. He was unlike the person that I interacted with. I really liked the person I interacted with. He was one of the coolest people I'd met and I liked how he made me feel. But when I watched his content, I was like, "Brother, I don't like you. Maybe this is why you're not growing." And so I told him like, "Stop creating content with your big boy voice. Just talk to the camera and talk to me while we're recording as you would talk to me as your friend." I think that is going to help you create so much better content. Maybe like, yes, it could help you get views. Could help you [music] build an audience, but it also feels better. I know countless creators personally that built a personal brand being someone that they aren't and then they built this audience and everyone knows them for being this person and then they were like, I feel trapped in this identity that I created that isn't me. So, don't do that. I'm going to stop you before you're there. Like, build a personal brand, scale your reputation, your actual reputation, not the the fake version of you that you're trying to be perceived as. And you do that by sharing your unique personality. Our uniqueness as humans has been beaten out of us since we were kids. Like sit down, look up, do your homework, fit in with the cool kids, like do all of these things to be socially acceptable. But that beats our differentiation, our uniqueness out of us. I can't count on two hands the amount of times that I was made to feel inferior for being just who I am, just making the jokes that I make, just like saying the things I wanted to say. And I know that I'm not the only person who's felt that way. We feel like we need to fit in. [music] But on social media, you will grow for not fitting in. When everyone is zigging, you need to zag. And the easiest way to zag is to be yourself because no one else is like you.
Which leads me perfectly to principle number four, counterpositioning. Counterpositioning utilizes the law of contrast. So, if I put a sheet of white paper in front of you and I put a little red circle in the center of that white piece of paper, your eye is going to be drawn to the red circle on the white piece of paper because [music] the red circle is contrastic and different to what is on the rest of the sheet of paper. If I line up 10 men on a wall and then I put one woman in the center, your eye is going to be drawn to that woman in the center because she is different than everyone else. [music] So when I'm talking about counterpositioning in order to build a cult-like audience, you are standing for something which means [music] that there are going to be people that stand against it. So I believe in choosing the things you will stand for, but I also believe in choosing the things that you will stand against and that is counterpositioning. It's you are positioning yourself counter to what other people are doing.
How do you do this? I see this as a multi-dimensional game that you play where you don't pit yourself into one lane. I think a lot of creators, they're like, "Oh, I'm, you know, a fitness coach or I'm a business coach or I do sales or, you know, I do gardening." [music] And then they only ever talk about that. And I'm I'm not opposed to only creating content about the things that you're skilled at. But I also think that you should play a multi-dimensional game where you become a multi-dimensional character that has beliefs and opinions on things not just in your industry, but outside of your industry. I think the number one trait of a successful creator is multi-dimensionalism. That's not even a [ __ ] word, is it? They have opinions on anything and everything. They have opinions on life. They have opinions on relationships and business and politics and religion, everything. And that doesn't mean that they need to create content on everything. It's just that they have beliefs about the way the world should work because the they probably have created their world to work for them. And so when I mentioned playing like a multi-dimensional game, a lot of people just stick to their [music] industry and then they ask themselves, "What do I believe that is different from everyone else in my industry, but I think you can play a game where you pick all of the things that you have your strongest beliefs on and then you look at what do I believe that is different from everyone else in this field and then go down what do I believe that is different from everyone else in this field?" And then you keep working down your list of beliefs about the world. And then all of a sudden you become a unique person [music] that is counterpositioned from multiple angles rather than just counterpositioning in sales if you're a sales expert or just counterpositioning in business if you're a business expert or whatever your industry is. And so as I build my personal brand, I will yes counterposition myself in content, but I will also counterposition myself in philosophy and I will also counterposition myself in fitness and all of the things that I believe about the world. That is how I'm going to play a multi-dimensional counterpositioning game.
Principle number five is to have a current goal. We had a creator that was sitting at 400,000 followers on Instagram and they were trying to get to a million. And so we created two types of content. One of those pieces of content was a form of demonstrative content. So they were demonstrating how to do something so that people could watch, not just listen. Um so that was one type of content. But the other type of content which made her audience bought in for her was a daily challenge video. So she had a goal and she told her audience publicly about it and then she documented every day day one of X, day two of X, all the way up until she achieved her goal. A leader is someone who leads someone somewhere. So they have directional accuracy. They're they know where they're going because they've likely done it in the past or they have some level of competence in getting there. So if you want people to follow you, you need to be a leader worth following. And that's why I think having a current goal and documenting it on social media is one of the best things that you can do, not only for your audience, but also for your business. Because you can show people in real time and call your shot, I'm going to hit this goal in this much time. Or you don't even have to give a timeline. You can just be like, I'm going to hit this goal and then share with people what you're doing to achieve it. If you're in fitness, document a cut. I'm going to get to this much weight and I'm going to document what I'm doing every day to get there. If you're trying to build a $10 million business, document what you're doing every single day to get to that $10 million business. Sharing that you as an authority figure are working towards a goal inspires an audience to also pick a goal and work towards it and then learn from what you're documenting.
When you step into the limelight and you start creating content, you self-pedestalize yourself in some way, either consciously or subconsciously. Since creating content myself, I've realized I lost a level of humility that I was still on the comeup, that I was still learning. And it's not that I w wasn't going and still learning about my craft and becoming better at content so that I can teach people, but because I started to get followers and I started to get views and people started to DM me and be like, "Oh, this is cool stuff." I started to think of myself more as a teacher. And when you're focused on being a teacher, you're less focused on being a student. So, what setting a goal and achieving it publicly does is it puts you back into the position of a student where you're showing people how you cut your teeth in the first place. You are demonstrating that you have the skills and the capability to get an outcome for yourself and then in doing so you will achieve credibility like we talked about in point number two. What I want to try and help you avoid is the belief that you know everything. The issue with becoming an authority on social media is that you start to believe that you start to compete with people in your industry. [music] You start to think that you have all the answers even though you don't. Which is why it's important to keep learning. And that's why documenting a goal and sharing what you're learning as you achieve that goal [music] is so so important if you want to become a leader worth following. An example of this, my buddy Sam Gadet, who is the head of media for Dan Martell, he is documenting his challenge of getting to 100K followers with just his iPhone. So the actionable thing you can do is pick a goal that excites you relative to your industry, relative to your niche, and [music] then talk about it publicly. I'm going to achieve this goal. This is what I'm going to do to work towards it, and I'm going to document what I'm doing every single day.
Which brings us to trait number six, [music] outside interests. Your outside interests are the things that interest you outside of your niche, outside of the thing that people know you for. This is relevant to people that have authority and have established credibility with their audience. When someone's good at something, there's this concept called credibility porn, which is the concept where when someone is good at one thing, you become interested in all of the other things that they do because you know that they're good at that one thing. This is why celebrities and movie actors get asked their opinions on politics. >> Look at Gaga. She's the creative director of Polaroid. What the [ __ ] does she know about cameras? >> Oh, what does a day in your life look like? What do you eat? Uh what supplements do you take? What do you believe about uh Trump? What do you believe about XYZ? What do you believe about religion? People are just interested in these things. Which is why if you want to become a cult leader, demonstrate all of the five principles I mentioned up until this point. And then start to demonstrate to your audience your outside interests as well. This is the stuff that demonstrates to your audience that you're a person just like them. You breathe the same air. You're made of the same flesh. You are sharing what you are like so that people like you can connect with you. And that's where trust is built.
A nugget about all of these principles is that you can mold multiple principles into one video. So you don't have to make one single video about your outside interests. You can make a video on a subject matter in your industry and then you can weave in how that's related to something you're interested in outside of your industry. And then you can also weave in how you're credible because you helped this one person do this one thing. And then you can also weave in what you believe about the world because of that. And so you share your dogma. So these six principles are more of a bird's eye view at how you're going to build a cult-like personal brand. And the way you implement them comes down to your creativity. Watch this video next to learn how to create vower content for any.