Transcription
Ladies and gentlemen, welcome once again to my YouTube channel. If you are here, you are asking me, even in a totally indirect way, Pedro, how can I build an audience right now? What is the best way to build an audience? And what I am going to do is turn the question around. And I ask you back, what do you want an audience for? A legitimate question, right? Because I say, having an audience is very simple. It is very simple. There are meme accounts that have, I don't know, 500,000 followers and that they sell to you for, I don't know, $800. You buy a meme account with, I don't know, I've never bought one, I don't know the prices for 100,000, 200,000, 300,000, 500,000 followers. Come on, take $800. You already have an audience. What? Didn't you want an audience? What do you want the audience for? Ah, no, Pedro, it's that I want an audience to make money. And I say, wait, wait a moment, because then you don't want an audience, you want a business. What happens is that you want a business leveraged on one of the most powerful levers, forgive the redundancy, that exists, which is the audience. So, well, we already have the first conclusion from which we can start building. We don't want an audience, we don't want an audience. I'll cross it out first and I'll write it on top. Audience, we don't want an audience. No, but we do want a business that is leveraged on an audience. This is different. This is different. And here I can help you. Well. How to build a business leveraged on an audience at the current moment? Well, simple. First, community, second, product. Okay? How do we want community? We want it, we want a community in a because here we have two options. We can go in a generalist way, a general community or a niche community, and the correct decision is to go for a niche, but not just any niche. The niche must be profitable and easily monetizable. That is, we must be able to choose the correct niche. And I want you to understand this. Let's make a metaphor, okay? I am now standing on Dominican soil, I am in Punta Cana at this moment. So, the development of Punta Cana serves me, right? Let's say this is a coast here, okay? The coast. And then big hotels are being established here, right? All-inclusive where the typical tourist with the baby rum bracelet and buffet and buffet and buffet comes, and another resort is established, 5,000 rooms, all-inclusive. All-inclusive. Well. In the 60s, okay? In the 60s, it made sense to set up an all-inclusive. Everything was yet to be done. Anything works for me, I cast a net and the tourist who wants to come to this paradisiacal and wonderful place will find almost whatever they are looking for here. Okay. And now you tell me, "But Pedro, I'll buy that for you in the 60s." It was fine, okay? But we are in 2025. What do we do now, Pedro? And I would say, "Well, I wouldn't set up a hotel now, honestly, but if I were forced, if they told me, Pedro, either you set up a great business or your whole family." I say, "Okay, let's set up a hotel." Well, what would I do? Would I compete with the all-inclusives? No, no. I would open an experiential hotel focused on digital detox, where electronic devices are prohibited. I would open a hotel only for golfers. I would open a yoga experience hotel in a sustainable natural environment. I would open a hotel, in fact, I would open this one. This is the best business of all those I have mentioned. I would open an LGTBI couple exchange hotel for swingers. A sure bet. And and and what am I targeting? Am I going for the generalist, right? Am I going for a niche, I am specializing in a niche, I design an offer, a spectacular experience for that type of person, and I can charge a much higher ticket. And besides, I know who I'm talking to, I know how I have to design my message, because when you talk to everyone, how do you design a message? How do you define your tone? How do you know exactly where to find your audience? that you are continuously casting a net into the sea to see what you find and competing with the already established who are very large. It's not the same to compete with a boutique hotel that becomes popular on Instagram, as to compete directly with chains like Marriott, like Meliá, they are very large, it's not easy, it's complicated, right? And we can see this in many other ways. To say, would it occur to you today to open an online marketplace, e-commerce version, obviously generalist, that is, the equivalent of launching yourself to compete against Amazon? I don't think so. Any of us, if we had to open an e-commerce, would go for a niche. Well, the same happens with personal brands, generalists, and I can be almost half generalist. We arrived a long time ago and created an audience. We arrived when all this was virgin beach. We arrived before those who are arriving now and had the opportunity to create an all-inclusive that generates a lot of money and covers a lot and is capable of monetizing, but right now the opportunity is in creating the boutique hotel and the version, the version, let's say, equivalent in the world of social media to creating that niche boutique hotel, that swingers couple exchange hotel. The version is to focus on a monetizable niche. That is, if you want to be the all-inclusive, you will be the generalist. Perfect. Generalist. And if you want to be the boutique hotel, you will be the niche one. Well. Let's take it to a personal brand. Generalist would be an Instagram and YouTube profile, for example, that talks about something as general as health. And within this, it talks about nutrition, it talks about sleep, it talks about exercise, and within nutrition, it talks about fasting and this and that, and it gets lost, okay? When it's a profile that arrived early and covers the field of health and is the reference in everything related to health, then very good. Very good. Just as Ormosi is a reference in everything related to business, and my personal brand is also positioned as a Spanish-speaking reference in business in general, in investment in startups, in other types of investment, in entrepreneurship, in marketing. Well, we positioned ourselves before, but right now, if my younger brother wanted to start a personal brand and told me, "Pedrito, they call me Pedrito at home, I'm going to start a personal brand in health." And I would say, "But my little brother, you make much more money if you go for a very specific niche, and you tell me you're going to specialize in training pregnant women." Of course. And a personal trainer who builds a personal brand in this niche and suddenly is talking to pregnant women, telling them the routine, how they should do the routine, even the diet depending on the week of pregnancy they are in as it progresses. It's an example I'm making up, but I'm sure it exists, and if not, look for it right now. Go on Instagram, ask in the chat who is the reference figure in the United States for training pregnant women. I'm sure there's a woman who won't have, she probably won't have 5 million followers, but she might have 200,000, and I can assure you that those 200,000 make an impressive amount of money. Why? Because they are 200,000 people who share the same pain, who share the same need, and that person who is working in that niche is perfectly capable and knows exactly who she needs to talk to, where she spends time, where, well, how she needs to address them. Well, from this, I think it's clear that building a business, I'm going back to the beginning of the video, leveraged on an audience today makes much more sense in a niche than in a generalist way. It can work out for you by going, well, in the generalist field it can work out for you. It is much more complicated and proportionally less monetizable. Well, and now in this part, I want you to understand in this part of the video what having a personal brand truly means. I feel obligated to do this, basically because the concept of personal brand has been prostituted, that is, it's lying in a corner charging €20 for it, the concept of personal brand. And let's be clear, you will understand it, a brand of all life, let's forget personal brand, a brand, Coca-Cola, Apple, Nike, it doesn't matter, Aston Martin, any brand. Well, it takes into account positioning in the minds of its customers and works to build this positioning. It takes into account its branding, how we are going to present ourselves to the world, how we want to be perceived, it takes into account the delivery, right? How and in what format we are going to deliver our product or service to our customer. It takes into account the consumer experience, how they will feel, how they will experience the exchange with us, our customer, and many more things, many more things. Well, but suddenly on social media they talk about personal brand, that is, within this of brand, they put personal below, right? Personal, just one little word, and we have personal brand. And I'm getting rid of this. Take all of this. Personal brand, what are we talking about? You have to put a hook at the beginning of each video. In the first two, three seconds, you have to capture the user's attention. Then it's advisable to post on Monday between 5 PM and 8 PM. Use these hashtags. This is what personal brand turns into. I say, "Wow, like the meme, right? Wow, such math." Exactly the same. So, personal brand is still a brand. Why do you discard everything related to a brand and focus on content? All that they sell you shouldn't be sold to you as personal brand, it should be sold to you as content. Well, because yes, content helps you build the audience we talked about at the beginning. By doing this, you can build a damn good meme account, have 200,000 followers on your meme account. You already have an audience. Congratulations. And now, what? Where is the money? Well, let's see where the money comes from. Perfect, personal brand. We've already seen what a personal brand is not. Now let's see what a personal brand is. Well, personal brand is built on real authority and relevance. People won't buy from the one with the most followers, they will buy from the person with the most authority. And people are not stupid. Before, well, all my life, something that has seemed ridiculous to me is that they put a guy in a lab coat selling you toothpaste as if he were a doctor. Hey, I know he's an actor, not a doctor. You're trying to sell me that. That's a desperate attempt to build authority. They say dentists. A dentist, not a doctor. Well. So, personal brand is built on authority and relevance. Well, personal brand positions you, you position yourself, and if we take your positioning, good positioning, and your authority and relevance, we mix it and shake it a little, what comes out? A reputation. And what does it mean to have a good reputation within a niche? Free advertising. Why? Because they talk about us. Because they recommend us, right? That is, I have just arrived here in the Dominican Republic, tomorrow I injure my knee playing tennis, and I will ask someone from the area, "Hey, recommend me a doctor." Who will they recommend to me? The doctor with the best reputation. That doctor has just gained a client, which is me, without doing anything, due to reputation. So, what happens when you have a personal brand? That is, when you are a relevant person with enough authority in a niche who has also made an effort through content, exposure, going on podcasts, whatever it is, to position yourself in the first place in the minds of your consumers. So that when someone talks about a particular topic where you are positioned in their mind in the number one spot, your name comes up first in the conversation, and that conversation will revolve around your reputation, and your reputation is what makes your conversion mechanism. This is how personal brand works. You position yourself, and okay, we've just reached a client. But imagine that instead of a conversation, this is a meeting in a town hall where they are saying, "Damn, we want to hold conferences here and we could use a speaker who talks about artificial intelligence." The person who clicks and is positioned in AI automation will get the money they are going to pay to give this conference. And then that person, if they are a bit intelligent, and this is part of the personal brand strategy, okay? You will see that event, that conference, and use it on your LinkedIn and social media. Why? Why would you show the world that you are the right person to get on a stage? To give lessons in front of other mortals. Why would you do that? Of course, to build more authority, and for that authority, relevance, and positioning to continue feeding this wheel that keeps turning intangibly, subjectively, and automatically. So, if we summarize, having a real personal brand, and not what everyone else is talking about, means having, I like to see it this way, let's think of it as real estate, okay? This is the digital part, the digital world is a plot of land. All of this is land. Land to conquer. Right now, if I start dropping niches here, probably many would say, "Hey, I don't know who the reference is in that niche, in that plot." Exactly, that's a niche opportunity to create a personal brand in that niche. But you'll say, "Okay, this is suddenly the health region." Health. Well, there will be creators positioned generally in health, but it's not clear where their plot is, but there will be another who dominates the back pain plot, okay? And everyone who has that specific problem, that specific pain of back pain, will sooner or later end up in this plot, and their reputation, their authority, and their relevance will mean that people who arrive at this plot become clients, and maybe you'll find a profile with 30,000 followers, but who is making a fortune because they have a super intelligent and super interesting product ladder where they have a very, very cheap low-ticket product, which is simply to break the limiting belief of "I don't know if I should pay this guy or not," but since it's $4.99, I'll pay it, I'll enter. They can have much more expensive one-on-one sessions, they can have their own training academy, they can have an e-commerce with a lot of products that help with back pain, and they are showing them to these 30,000 people who have precisely that pain. This is something that can be expanded infinitely, so health, okay? Stop snoring, stop smoking, back pain, knee pain. I don't know, there are so many things within health that it's incredible. Sunlight exposure, certain diet, specialist in natural supplementation, specialist in veganism applied to the firmament. I don't know. There are many niches, many niches. And this is health, but then we have business. What happens? In business, I am the eagle that flies over everything, but the intelligent thing is not to position myself as I am positioned. I am the all-inclusive. I am a bit of me, I fly over everything, and my position is great, but my position today is very difficult to acquire. However, the position of AI automation in N8N is good, the small field of VIP coding can be good. Business franchises can be good, hotel management can be a good niche, and I'm doing a very, very quick brainstorming, very quick, but I want you to understand this. And then within personal brand, there is a whole world that I wouldn't have time to explain here, okay? It's a world on which I base my methodology. In the end, what I have used across all my businesses is a method called core, okay? And core, I mean the acronyms. Core, I mean community, okay? Community is important. It is important, that is, you have to form that community, which is not an audience, it's different. Offer, you have to know what you offer. Reputation, and ecosystem, the systems, ecosystems, the word itself, the different systems you have to create for things to work a little, not automatically, but for them to work smoothly and work well. I have spent a lot of time banging my head against the wall, doing A/B testing and trial and error to finally arrive at what works for me. If you are interested in this whole world of personal brand, I will leave you here, my team will take care of leaving you a video here where you will delve even deeper into this topic of personal brand so as not to make a two or three-hour video now. So go watch that video, I will also leave the link in the description, and there you will be able to delve much deeper. With what I want to close the video is by making you understand the importance it has today, but above all the importance it will have personal brand from now on. Okay, we are going to see a flood of the market with artificial intelligence replacing all types of jobs, all types of functions, but the human and real connection that I can have with you or with many of you right now, this is something that cannot be replaced by AI. It's not a matter of, look what I'm telling you, and I'm going to end the video with a reflection. I think human error will acquire value in the coming times with the arrival of AI. That is, humans like to empathize with the journey, with the progression, with the effort of other human beings. And the perfect example would be if I ask you, well, imagine you have a problem with your partner, okay? You arrive, you explain the whole situation in detail to ChatGPT and it tells you, "Tell me what to do step by step." You do it step by step, and then you solve the situation, you ask your partner, "Hey, were you happy? Is everything okay?" "Yes, yes, I was very happy." It told me everything. "ChatGPT, she gets angry with you again." Why? Because we are not looking for the final result from other human beings, we are looking to learn together, to fall and get up together, the process, the learning along the way. And a personal brand is perfectly based on that. In fact, a belief that many have is that or when I ask, right? Sometimes when they come to talk to me at events and such, I tell them, "Hey, but why haven't you considered creating a personal brand to boost your business and leverage it on your audience?" And they tell me, "I still don't feel like I'm at the top, at level 100." Okay, they tell me, "No, I feel like I'm at level 25, I'm not yet at 100, I'm not yet someone to speak and do personal branding." And I say, "Damn, but don't you realize, aren't you realizing that, for example, let's put it into making a cheesecake, okay? There are people who will have Michelin-starred chefs, or pastry chefs who make the perfect cheesecake, right? But then there's the person, man, woman, whatever, who makes a cheesecake that turns out well. It's a cheesecake that's worthy of taking to a birthday party with pride, right? I say, "You don't need to be the Michelin-starred pastry chef with all the awards in the world to teach someone who has no idea, who is still down here, to teach them how to make a cheesecake." And they are interested in starting to move up little by little. And the curious and beautiful thing about personal brand is that while you help other people reach your point, as your world and your life will start to revolve around what you are passionate about and you will be all day, that is, you will dedicate yourself to it, you will evolve, and when that person has managed to reach level 25 where you were, you will probably already be at 60 or a higher level because you will grow, a community makes you grow, it makes you responsible. It's very interesting. I've said it and I won't bore you any longer. Those who are interested in all this topic of personal brand, there is a video on this channel that I recommend, and we will leave it here again. I hope you have enjoyed the video and until next time. Yeah.