Transcription
Yo, what's up? My name is Kell and welcome to this free course about how [clears throat] to build a profitable and magnetic personal brand. This is everything that they should be teaching in universities, but it's all good and I won't charge you $10,000 for it. It's absolutely free.
But small disclaimer though, this video is not for pure beginners. It's a little bit more higher level than that. And it's also not for people who just want to go viral and be influencers. There's plenty of content and plenty of gurus out there teaching that type of stuff. How to get views, how to land brand deals, etc. That's not what this is about.
I'm not here to sell you a dream to be the next influence or a star. I'm here to inform you about this golden opportunity that's in front of all of us. And you don't need to want clout or a million followers to capitalize on this. This is specifically for those who see the value of a personal brand and want to build a niche audience, impact people's lives in a positive way, and of course, actually convert attention from their audience into cash.
All right. So, before we get into any of this, we have to define what a personal brand even is. If we don't have clarity of what we're after, it's going to be tough for us to achieve that goal. A personal brand is not the same thing as being an influencer or a content creator. These are all three distinct things and they have different meanings.
Let's first start off with the most popular, which would be influencers. I'm not here to give you a dictionary definition, but essentially influencers are people with huge followings known for renting out their audience to brands in exchange for money. These are the typical brand deals.
Next up, we have content creators. There's not really a singular role that a content creator fills, but it's a variety of things. Typically, they're making user generated content for companies or brands, basically like contract work, or they're affiliates, Tik Tok shop people, etc.
But a personal brand is very different than both of those because a strong personal brand owns an offer. So, they are a business and they get paid directly by their audience. None of the other two are able to do that.
So, now that we're clear on what a personal brand is, why should you watch this video for me specifically? Why am I valid enough to deliver this information? Well, for one, over the past year, I've generated over seven figures of revenue between myself and my clients with personal branding. In fact, my very first client, Aston, went from an unknown college kid to running one of the fastest growing streetear brands in the world, UNDS, all through the power of the personal branding system that I've implemented in his brand.
But let's rewind it back because before I was even in the personal branding space myself or as a consultant generating large revenue numbers, I was a bored high school kid in the back of the classroom scrolling YouTube in 2017 and seeing people change their lives from vlogs and a bunch of other videos. And that's why it's so crazy to reflect back on that is because that was the very beginning of the creator economy as we know it. And since then, between long form and short form videos, we've seen millions of people change their lives.
So yes, when I call this era the new digital gold rush, I mean it because I have my own clothing brand that generates me six figures a year. I paused and shifted my focus to this space. That's how much I believe in the ceiling of personal branding. I'm betting my entire livelihood on it.
And you might be wondering in your head, well, what makes now the best time to get into personal branding? And the answer is very simple. For the first time in world history, distribution is free. See, up until 5 to 10 years ago, everything was gatekept by institutions. You needed permission for everything. Let's say you were a musician putting out music. You couldn't just upload a song that you made to the internet and change your life overnight by going viral. No, you had to work with a record label. Why? Because they had to play it on the radio. That's the only way people were listening to music on the radio or through CDs. But now you could upload the next hit song from your bedroom and it goes crazy and everything changes.
And it's the same thing for the marketing industry as well. It used to just be, hey, we're going to have a huge marketing budget with a lot of the top names in marketing and we're going to blast a celebrity's face all over the place and that's how we're going to get sales. But now, funny enough, all those corporations who try to do that will get out earned by somebody with a cracked iPhone making content from their house. This has never been seen before.
And I want you to understand what's really on the line here because it's a lot bigger than content. The entire world has changed. There's only one currency now that matters and it's not dollars. It's not yen. It's not euros. It's attention. And this matters for everybody because if you're an institution or a business, then you are now a media company. Because if you can't get attention, it doesn't matter what your product, service, political campaign is, it doesn't matter.
And if you're an individual, attention is so important because if you get the right attention, your life now turns from outbound to inbound. Outbound was you chasing everything. You have to apply to everything. You have to chase down opportunities. Inbound when your personal brand is on point now brings all those opportunities, people, networking, connections, money, all to you. And that's a completely different game.
And just to be clear, the stuff that I'm saying right now isn't just for beginners and dreamers. It's for people who are already established. In fact, I don't work with beginners. All of my clients are business owners, highle creators that can't monetize, or corporate professionals. So, if you're in one of those three categories and you already know you want to get started on this, go ahead and fill out the application below. One of my team members will get back to you shortly.
But now without further ado, let's break down the strategy of how you're going to build a profitable and magnetic personal brand. Let's get to it.
Building a successful personal brand really comes down to the same three principles. Your content, your offer, and your positioning. If nobody knows who you are, then you have a content problem. Anybody that can't get visibility or attention in this day and age, you're on a one-way ticket to being out of business.
If nobody is clear or convinced on what you're selling, then you have an offer problem. And everybody likes to think that an offer problem is a sales problem, but they're not the same things. Like I tell my clients all the time, if you have to be a used car salesman to get somebody to buy your product or service, then something's broken in your offer system underneath.
But let's say you have a qualified audience and a good offer, but it's still not converting. Well, then you have a positioning problem. Positioning is the most overlooked component when it comes to building a personal brand. It's the exact reason why two people with similar accounts, like surface level, looks the same, similar followers, engagement, similar offer, one person is barely scraping by, the other person is just doing backstrokes in money. It all comes down to how they're positioned with their audience. And we're going to dive into all three of these.
Starting off with content. Whenever I talk to people or prospective clients about content issues, it always boils down to one of two things. Number one is that you can't get any attention at all. Or number two, the more underrated one, is that you're getting attention. You're getting followers and views, but they're not the right people. And I get it. This can be very tiring, very frustrating. You're tired of the tactics. You're tired of people just telling you to post more and use hashtags and follow this different trend. None of that is really the core reason.
So, let's dive into it. The number one thing that your content should be based on is psychology. And to be honest, psychology might be the only useful skill that school taught outside of like communication and language. Because trying to connect with an audience, whether it's in real life or online, without psychology, is literally impossible. And here's why it works. As humans, we're all wired about 99% the same way. When you understand your audience like the back of your own hand, you understand their pain points, their fears, their dreams, their desires, what they like, what they don't like, and then your content just starts hitting. And over time, you just go from another content creator to them to the person that was handpicked to solve their problem. Okay?
Once you understand psychology and who you're talking to, the next question is what are you going to talk to them about? These are the brand pillars. Brand pillars are essentially three to five pillars or components that all of your content is based around. Every single piece of content should relate to one of them or it should scratch off more than one in a single video or photo.
Now, I know there's somebody watching this video like, "Well, if I don't have an audience, how do I know what people want to see?" But you're backwards. You're dead wrong. It's not about what people want to see. This is the work before the audience comes. You have to know who you are first. What do you want to post? What do you want to bring online? That's something that only you can answer. And that's exactly why people following trends and just hopping on all these different cheap hacks always fall short because you cannot replace authentically being you. They should be centered around your industry, your process, your lifestyle, your perspective. You're not manufacturing anything. It's already there. That's exactly what works from day one, even when you have zero followers or if you have 100,000 followers. On my personal account, my pillars were being a brand owner, fitness, lifestyle, and motivation, mindset stuff.
But don't worry, we're not done. So, how are you going to turn these pillars into specific ideas? Because I get it. Hey, let's say you're into motivation or mindset stuff. What does that actually mean? Like, you can't really sit here and just post like mindset. So, here's exactly how you turn a pillar into a bunch of content ideas. Underneath each pillar, we want to pull out all the different emotional angles. That's the fears around it, the desires around it, what winning looks like, things that you believe are wrong or that you do differently than most people in that industry or in that pillar, common questions that you've had or other people have, etc. And every single one of those is now a piece of content. And that's how you never run out of content ideas either, because all these pillars are foundational in your life. that essentially gives you unlimited ideas to talk about.
All right, once you execute on that, you now have attention coming in, but that doesn't mean you won because all attention is not created equal. There's really only two buckets of attention. Qualified attention and unqualified attention. And we only want qualified attention as much as possible because if you're for everybody, you're really for nobody. Let me show you the math on this and why it's so powerful. I promise you, you don't need a million followers. You just need anywhere between a,000, 10,000, maybe 20,000 of just real solid people. And to prove this, let's do some real quick math here. Let's say you're selling products, whether it's physical products or digital products or whatever. Let's say you have a,000 people that are ready to buy. You have an average order value of $200. Well, congrats. That's $200,000 in a single month.
And that's exactly why I tell so many people, you cannot fall into the hype of just views and followers. 50,000 views on a trendy video that has nothing to do with your brand pillars does literally nothing for you. Like, you think it will, but it's really just dopamine. You're not going to make money from that. And even worse, you're adding active followers who don't even know you or care about what you really stand for. Compare that to a video that only gets a,000 views. But those a thousand people are all people within your niche, within your industry that relate to one of your pillars. Those people are infinitely more valuable because there is a percentage of them that will actually buy something from you if they are converted through your funnel.
And this is exactly why all the usual advice about content fails. You don't need to necessarily just post more. You don't need to go viral. You don't need to focus on views and just gaining vanity metrics. Same exact thing with people who tell you to just copy your competitors or copy people within your niche. None of this advice is terrible just on the surface level. But when it's not backed by psychology, it's not backed on your own brand being built off real pillars. When it's not backed on qualified attention, then all this stuff is just cheap tactics. It's like you got sliced open. You're just going to put a band-aid over it. That's not how that works. Great content will only get you the end result you want when you know exactly who you are and you're crystal clear on exactly who you're posting for. Those are the only two things that really matter.
Next, let's talk about making money. Let's talk about offers. Starting off very simple with the definition, what is an offer? An offer is essentially any product or service that you sell to your audience. And if you're watching this section, you probably have two issues regarding your offer. Either one, you don't have one, so you're not making any money from it. Or two, you have an offer, but it's pretty weak and it's not converting to the level that you know it should be. Either way, we're going to help you.
But first things first, we have to set up some expectations. Just because you have an audience doesn't mean that you can just upload a link of any product or service you put together and the ATM is just going to start printing money. you're going to go retire in Fiji. It doesn't work like that. There's a science to it. And I have firsthand experience. I'm a personal brand consultant. I speak to so many people on a daily basis. A lot of them are huge creators that you guys would know on here from YouTube, from Tik Tok, from Instagram that still aren't making the money they want and they don't know what they should sell to their audience. They're just as confused as the business coach starting up with a 100 followers. So, two different people from two different areas of the spectrum all have the same issue.
I like to break big topics down into more bite-sized pieces. It helps me think better. So, let's start first with what actually makes a good offer. Four things. A great offer is aligned with your audience. It solves a real problem. It's congruent with your brand identity and is transformative. And this is exactly why everything in this video has to work together. Like I said before, an offer aligned with your audience is tied directly to your brand identity and your pillars. And an offer that solves a problem comes down to actually knowing your audience's goals. It's all connected. So, if your offer isn't converting, check back to those four components and see where the gap is.
But, Kell, how do I know what will sell best if I haven't sold anything yet? Honestly, you won't know for sure. But I always like to make decisions based off the data. More specifically, the data that your audience is already giving you. Number one, when you talk to your audience, whether it's in the comments or the DMs, what are they constantly bringing up in terms of problems that they have or what they're looking for help on that they think you can solve? Or number two, what do people in your audience constantly praise you for? What are they always giving you your flowers for? Start with one of those two and it becomes more clear.
But this is also the part I have to be honest about. Your offer is super specific to you. It's based on who you are, what you've been posting, and your audience. So, the standard advice I just gave is a great place to start. You should definitely run through it. But if you're a business owner with a plateauing offer or you're a super highle creator, you just don't know where to start, go ahead and fill out the form below. Me and my consulting team will look at it personally and get back to you if you're in a line fit because once again, you do need a custom solution to reach a certain level of revenue. Either way, let's continue.
Now, this next section is arguably the most important one. This is about positioning. Now, if you're still here, congrats because everybody that was just looking to go viral or cheap tactics already left. But this is really what separates the people who dominate online and everybody else just scraping by. Have you ever wondered what separates certain brands from selling the same exact product as another brand, but they're able to sell it for 5x, 10x, 20x the price? The answer comes down to positioning. And it's the exact same thing for your personal brand. You can have a community. You can have an offer. You can make good content. But if you're positioned in the mind of your audience as just another option, you will forever remain another option. And other options don't get paid. Only the main one does.
For the third time, I'm listening to the audio book 0ero to1 by Peter Teal. Now look, love them or hate them, we're not going to talk morals here, but he did have a very good quote that's related to this. He said explicitly, "Competition is for losers." And granted, quotes like that you can't take at face value, but there is good context in there. The point is this. Anything you do, there's going to be competition in. Especially online personal brand content, there's somebody else already doing what you want to do probably to a certain extent. But the point is to be so good, so differentiated, so unique that nothing else matters. You simply become a category of one.
So what does the word positioning actually mean and why am I kind of gassing it up? Simply put, positioning is really just a connective tissue between your audience and your offer. Metaphorically, it's a space that you occupy in your audience's head. When people hear or think a certain thing, do they think of you? This is what separates the one from the many.
A great example of this would be Alex Herozi. In case you're living under a rock, Alex Herozi is one of the biggest business creators online. He's basically the final boss for business bros and the guys who want to have billion-dollar exits. But it's interesting because he doesn't look like it. Like he literally drops all of his business advice, not from a suit, but from either a lumberjack type flannel or a tight tank top. And he has become a media company. But outside of all the free content that he gives you, what is he really underneath? He is simply another private equity company. He produces massive amounts of media for free to help the average person out. And the real engine is the private equity company, which is Acquisition.com. For context, this guy's third book launch did $100 million in a weekend. I know, talk about a locked in community, right? Like that's crazy. Nine figures from a book launch. Like that's insane. But that's what makes him the perfect example for being a category of one. Between the Jim Bro type appearance, the notable taglines and book titles 100 million, and his unique experiences, there is simply nobody else that you can replace him with in the business world.
And once again, here's your reminder that I'm not here to sell dreams. There is no shortcut to becoming a category of one besides a massive amount of output of quality authentic content. And this is really where authenticity comes into play. Authenticity is not bringing everything you are online and crying and being overly vulnerable and emotional. No. Instead, authenticity is simply what other people can't copy. That's your only shot at ever being a category of one. your background, your story, your taste, your specific experiences, your losses, your wins, and most importantly, the way that you think. When you study long lasting businesses and heritage brands, you cannot unsee this. They're all in super competitive markets, but the reason that they've been able to stay on top is simply because they are offering you a different perspective.
Okay, so we left off with authenticity and what you should do to become a category of one, but let's talk about also what you shouldn't do to be a category of one. And we're going to start off with providing value. Yes, I know I'm going against the grain here, but hear me out. The reason why providing value is a trap is because people look at value as two different things and they're both wrong. One is overexlaining stuff, or two is trying to educate your audience. Neither of these actually work for positioning.
Let's start with overexplaining and why that falls short. Buyers don't want to be informed. Buyers want to be led. Don't believe me? Zoom out. Look at all the legacy brands. Let's look at Apple. Do you buy the newest iPhone because you know all the 100 new specs that Apple added? Of course not. You buy it because it's the go-to option and everybody has one. Do you buy garments from Hermes or Laurel Piana because you understand the exact manufacturing process that took your piece from a raw good to hanging up in the store? No. And you probably don't care. What are people buying when they go to luxury stores? They're buying the identity of wearing that item. Because trust me, there is a certain identity when you're wearing a five figure cashmere zip-up. That does mean something to people.
And it's only right we touch on educational content because this is the trap between AI, the internet, and your competitors. Information is free. Showcasing your expertise and competence is needed at certain points sprinkled in, but it is not the main focal point that your personal brand can live on. And I can tell you this from firsthand experience. I ran up my Kell Capital Tik Tok to over 20,000 followers in 45 days. And all I did on there was drop game. Like what I'm doing right now, I dropped game. Some of the videos were five minutes long of just straight sauce about how to build your personal brand, tactics, education, all of that. And although the videos were very wellreceived and I had a lot of people showing love, comments, DMs, I'm talking about thousands of people. Do you know how many of my high ticket clients came from them? Zero. Zero.
Now, when I asked my high ticket clients if they've seen my Instagram that right now has 1500 followers, do you know what they said? All of them said that they interacted with the Instagram or they saw the YouTube. Now, yes, what does this prove? that all distribution channels are not created equal. Yes, we know Tik Tok is a pretty bad distribution channel for a high ticket service. But that's not the point. The point is is that on the one platform that I spent overeducating people, it came with zero buyers. But on my Instagram where I said less and more so spoke to my credibility, authority, actual results, that was a platform that people saw and decided to actually pay me. Do you understand the difference now?
And here, I'll let you in on a little secret, too, that a lot of people don't have the courage to explain, but I will. Here's the arguably worst part. I didn't get paid. The knowledge was so good that I convinced the audience that they could do it themselves from a two-minute video. Oh, I just need to utilize what this guy said in this two-minute video. I'mma bookmark it, then I'm going to try to use it. Is that really going to get them the same results that I'm able to get with my clients? Of course not. Because why? the money and actual value is more so in the implementation than in just the knowledge. So you being just the knowledge guy and convincing people that all that matters is the actual tactic and that you don't matter, why would you ever get paid? You won't.
So how would I describe the distinction between sprinkling in competence and overeducating? It's about showing your thought process, your perspective, and how your mind works, but it's not about handing people the answers. Two very, very different things.
Next, let's talk about filtering. Malcolm X has a great quote for this. If you stand for nothing, you will fall for anything. And it's the exact same thing for your personal brand. Being neutral and agreeable might work at Thanksgiving dinner with relatives, but it's the worst possible thing you could do for your personal brand online. Listen, nobody online wants to watch somebody's content that never makes a point, never stands for any values, never draws a line in the sand. You have to be opinionated. You have to be able to stand up for your ideologies because that's the only way you're going to attract like-minded community members. And here's the litmus test to see if you're actually filtering and making a stand. If nobody hates your content, then your content is too safe. That's the truth.
Zoom out. Look at the world stage. Look at political campaigns. Look at religions. They all follow the same thing. It's either you believe in what we believe in our mission or there's a huge consequence waiting for you. Once you see it, you can't unsee it. You think that's random. It's not. That's highly intentional. It's making you pick a side because when people have to pick a side that makes them invested in that side because they want to be proven right. Remember, if you don't have an enemy, and the enemy doesn't have to be another person, but just something that you stand against. Hey, if everybody's going right, I'm going left. If you don't have an enemy within your personal brand's content, it will surely fall short and you will never reach the potential you're supposed to reach.
And what's the best way to draw the line in the sand? It's not bravado controversy. It's actually contrast. Yeah, I know. We're going layer for layer with this stuff. Like I said before, contrast can best be described by going left when everybody else is going right. You just need to make sure that this contrarian opinion is actually coming from a real place and it's not something that's fabricated. And this is exactly where business owners and professionals coming online to the personal brand space really start to shine because they have real world experience, real expertise, real losses, real wins, real lessons that they can share that probably won't be the same as all the other business accounts that are just, you know, basically saying the same thing to each other using Claude and Chat GBT to ideulate all their stuff. No, this person with real losses in 30 years in the game or 10 years in the game or they've made millions of dollars, they're going to have unique perspectives. Trust me.
I mean, I'm doing this right now as we speak. There's so many content gurus and coaches that I've called out multiple times throughout this video. That's me having a contrasting opinion. That's me drawing a line in the sand that's making you pick a side. You're either going to understand what I'm saying and see the potential of your personal brand, building a niche, loyal, locked in community, focusing on, you know, providing value the right way, etc. Or you're going to focus on just trying to go viral, get views, be an influencer, etc. I'm drawing a line in the sand. I'm not saying, you know, there's anything wrong with these guys. I'm just saying like that's not how I do business. So, I'm giving you a real life example of positioning and actually having contrarian thoughts.
But remember, it's important. The reason I can say this is because I actually have real results to back it up. Seven figures of revenue generated with personal branding. I've only been in the consulting space for less than a year. Also, my personal account long before I was a consultant. Even right now, I'm still building that. I actually have lived the influencer lifestyle. I've had highly lucrative brand deals getting paid $7,000 $8,000 for a 30 secondond video. But still, it wasn't better than what I'm doing now as a business owner because I control my time. I control my money. I control the opportunities. I'm not sitting here waiting for another brand to recognize my value. So once again, remember that you have to have real expertise and real results to back up whatever you're saying.
So that pretty much wraps up the core elements of positioning. Honestly, I could talk about positioning all day. In fact, that's what most of my clients actually pay me for because they know content is good. They know what an offer is. They've made money elsewhere. They don't know how to position themselves correctly. And that goes to show just how important positioning is. So feel free to rewind that last section because that is where the gold is at.
And to sum all that up, remember this. The category of one isn't just a title that you claim. It's what happens when you stack all this stuff together and do it for months and years on end. You build on what's actually true about you. You lead instead of teach and you actually stand for something. You carve your own lane through contrast. Do that consistently and something wild happens. You stop competing. That is the game.
So, look, I don't know how long this video is by now, but I just threw a ton at you. Content, offer, positioning, but listen to this. These aren't separate strategies to pick from. These aren't just different things that you try out on different days. You need all of them together working cohesively to see the results that you want to see. You cannot skip a step. Think about how these actually feed each other. Your positioning decides who you attract and what you're able to charge. Your content is how that positioning actually gets out into the world and pulls people in. And your offer is what turns all that attention into money. So if your positioning is off, your best content attracts the wrong people. If your offer is weak, perfect content just sends people to a dead end. And if your content is invisible, it doesn't matter how dialed your offer and positioning are because nobody's there to see it.
So I know that was a lot. And as this video winds down, I can comfortably say if you're still watching at this point, you will be farther than 99% of people if you execute this. But once again, knowing all the information in the world, even this video, is not the same as really being able to implement it. Because everything seems simple in theory, but when it comes to implementing it to your specific offer, your specific situation, your specific audience, that's a whole different game.
Because remember, hey, personal branding is a great opportunity. But like any golden window, it doesn't last forever. And every day that goes by where you're not in the position to be in front of your community, to be making money, to have opportunities, you're just passing that right off to your competitors. So once again, last call. If you're a business owner, if you're a highle creator or a corporate professional who doesn't want to keep wasting time and trying to see what worked and you just want somebody like myself to come in, assess your situation, and get you results within a 90-day period. Go ahead and fill out the consultation below. Me and my team will review each one personally and we'll reach out if there's an aligned fit there. Appreciate you guys watching this video, Kel Capital on here, of course, Tik Tok, Instagram, everything. It's midnight now. This was a crazy video. I hope you enjoy it.