Transcription
Building a cult following comes down to four skills, and they're the same skills that are behind every marketing campaign, every political movement, and every religion. And luckily for us, they're the same things that build a super strong, magnetic personal brand.
And if you're new here, I'm Kel. I help founders and business owners create strong personal brands that convert attention to cash. And last month, I was at Nike headquarters. I received an invitation from them to talk about brand positioning, a lot of the same topics that we're going to cover today. I've consulted for my clients who have made over a million dollars in revenue using these same topics. So, if you want to work with me one-on-one, go ahead and check out the link in the bio to apply for the consulting application, and let's get into the video today.
The formula we're going to discuss is called PACC. This is the root of all human behavior. Every human is wired relatively the same way. We all act on the same emotions, on the same needs. You can look at Maslow's hierarchy of needs. We're all going to be dependent on sex, money, food, survival, fitting into the group, etc. The list goes on. But it doesn't matter how advanced you think you are, you're still a victim of those triggers.
For an example, think about why religion is so effective. It's because they've conditioned you to believe that, "Hey, if you do not believe exactly what we say and exactly what's in this book or exactly what the pastor says, that there will be grave consequences from you directly from God, not just now, but all of years to come into infinity." That is very strong message and programming, which is going to affect how you move and it's going to affect what you believe because there's a fear element in there.
And it's the same thing for politics. Why do you think it's so effective? It's because they play on emotions, and one sentence can have you spiraling. For example, if I say, "I think Donald Trump is the greatest president of all time. He does no wrong." You're going to form an opinion on the spot like this. You're either going to hate what I just said, and you're going to think about all the arguments about why I'm wrong, or you're going to agree with what I'm saying. Either way, it triggered an emotion. And once you're in an emotional state, you're no longer thinking logically or analytically, then I have you.
And when you look at things through this psychological lens, you realize that politics, religion, your favorite sports team, all are effective and all stay at the forefront of people's minds because they continue to trigger these certain emotional states. It doesn't matter if they're the best, it doesn't matter if they're right, it doesn't matter if they over-promise and under-deliver. None of it matters because as long as they have you in this emotional circuit that keeps going on and on and on like a loop, they can tell you whatever and people are going to line up to do whatever they are asked of. So, you need to figure out how to play on those same psychological triggers and put them in your content. Be able to divide people. You have to be able to take a stance. Now, granted, the stakes aren't going to be as high as the things I mentioned, but be able to do this on a local level and watch how your content continues to grow.
Next, we have A for articulation. Articulation is not just communication. It's about being able to break down complex and unique perspectives into a shareable format. At the core of most messages is a great story. I look at articulation as storytelling because even if you got the same information as somebody else, the way you articulate and express those ideas is going to be what separates you from the million of other people saying the same thing.
For example, let's say that there's two different people. They're both told the exact same data that the average life expectancy in the United States is 79. So, the communicator opens up the camera and simply tells their audience the average life expectancy is 79. Just flat, simple, same information just rehearsed. But someone who can articulate very well is going to be able to add in extra context to be able to trigger those psychological and emotional states that we talked about before. That's the difference.
So, instead of saying that the average US life expectancy is 79 like the communicator did, they might say instead, "Look, I'm I'm to tell you, but being middle-aged is actually your upper 30s. It's not your 50s. We all think we're going to live to 100, but according to this new CDC study, the average life expectancy is 79. So, if you're past the age of 39, you're already looking at possibly more years being behind you than in front of you. This is exactly why you need this product. This is exactly why you need this framework to expand your life expectancy and to help you be around for your grandkids when they grow up."
Now, you see the difference, right? The person who communicated just told you the data. You probably didn't even get to hear what they had to say cuz you already skipped past it. But, when the person started articulating the data and adding in the extra context and pulling on these psychological and emotional triggers, if you're in your upper 30s, you probably stopped and watched that because you're like, "Wow, I don't want to die. What do you mean I have more years behind me than I have in front of me?" It triggers so many different things. "Oh, I want to be around with my grandkids. I want to be able to play with them. I want to be able to see them graduate and go to prom." It has you rehearsing scenarios in your mind that you might not even need or might not even be applicable to you, but you're going to stop and you're going to listen to what this person has to say because they frame themselves as not only the person who's telling you the data, but that they have the solution for your problem. That's the difference.
Next step, we have the first C, which stands for confidence. At the end of the day, it does not matter what you're saying. If you don't look and sound like you believe in it 100%, then nobody's going to follow you. And look, this isn't something that can be faked. Unlike a lot of people who will just tell you, "Oh, well, just act like it and then it'll happen." If you lack confidence, it will always be exposed at a certain point in time, and it can be very ugly when people finally see that you're not who you say you are. Don't kill all your credibility like that. Instead, actually take the time, even if it's a slower route, to gain confidence. And the best way to do that by far is having real experiences that you've gone through and made it out on the other side. Those scars are the best way to be confident. I think anybody will tell you that.
And the reason confidence is so powerful is because truthfully, a lot of people don't actually have confidence in a lot of elements of their life. And we see this even right now in America. Think about the White House. Think about the promises that have been made by specific people in there. It doesn't matter what they say anymore. It doesn't matter that none of these things have come true. Doesn't matter that gas is $7 a gallon right now. They will sit there, look you in your eyes, and tell you that this is for the greater good. You just don't understand what we're doing. And half of the country will fully believe and agree with that person even if they can't afford gas. That is confidence, and that confidence can quickly grow to delusion. But either way, negative connotation or not, those are the same traits that make somebody a great leader. And the fact that they have a lot of people ready to be dialed in for them and to do whatever they say. So, always make sure that you have what we're going to talk about next, which is, you know, real community based on competence. But either way, confidence is huge. There's a lot of people who've gotten way farther with confidence and less competence than there have been who are really qualified. They just never had the guts to actually bring it to camera or say it in a way that commanded authority. You have to have both. People want to be led by people that they deem as more trustworthy, that they deem that have more potential, that they deem have more results. So, be that person.
And for the last C in PAC is community. This is the proof of your value and intention. Look, it doesn't matter if you think you're the best or even if you are the most competent. If there's nobody around you to listen to what you have to say and you have no community, then you are simply not providing as much value as you think you are. We are hierarchical beings, and people only want to follow people that they deem as better than themselves, that are more enlightened than themselves. That's just the truth. So, if you're not that person, cool. Well, they're just going to follow somebody else.
And remember, a tight-knit community that pays you with their attention and pays you monetarily over time is a reward for being able to use psychology effectively, be able to articulate your thoughts and perspectives in a unique fashion, and having confidence. So, remember these four things, PACC, whenever a content creator coach has some quick hack for you to beat the algorithm. The only hacks are psychological, and you'll see that all strong personal brands, whether they're online or offline, are built on these four things. Use these, change your content, change your life. Trust me.
Thank you for watching this video, and if this content landed with you, we have a lot more coming here on YouTube, IG, and TikTok. We're going on a full frontal attack, just giving out a bunch of free game. If you want help implementing this, along with the other things I talk about, one-on-one working with me directly, then go ahead and fill out that consulting application down in the description, and me and my team will get back to you if we deem that you're a good fit. Thank you. Peace.