How to Build a Personal Brand (Full Course)

Right now, you're on one of two paths.

Path one is the forgettable brand. You

post content randomly, hoping that

something's going to stick. People have

no idea who you are or what you do, so

they do not engage, and they definitely

don't buy. Now, path number two is the

intentional brand. This is where you own

what people associate with you, and your

content builds trust and moves people

toward a decision. If you're on path

number one right now, this course is

going to get you onto path number two

and save you years and hundreds of

thousands of dollars worth of mistakes.

And if you have identified that you're

on path number two, odds are you've

probably hit a ceiling that you have not

been able to break through. This course

is going to help you smash through that

ceiling and actually hit the scale that

you've been wanting. This course is not

just theory. It's built from real

execution and my 16 years of experience

in building brands online. So, here's

what we're going to cover. Section one

is branding. Section number two is going

to be content strategy. Section number

three is going to be building your team.

And finally, in section four, we're

going to talk about monetizing your

brand. So, the first section is

branding. And I think that we should

start off with some definitions here so

that we are on the same page and

everything that we discuss moving

forward is from the same understanding.

I define branding as a pairing of

things. I define good branding as an

intentional pairing of relevant things

done consistently and what you get from

that is the byproduct which is brand.

Brand is when the audience inherently

associates those things together. Let's

use the most classic example known to

man. Nike and Michael Jordan. Nike

entered the basketball market and they

wanted to have their audience or

customers associate them with athletic

greatness. specifically within the

basketball industry. So, what did they

do? They intentionally paired themselves

with greatness in basketball. Michael

Jordan. I I can't think of another name

that's more synonymous with victory,

with winning, with greatness. Or take

Gary Vaynerchuk in content. The man

literally wrote a book called Crush It.

I don't even remember when it came out.

I think 2009. And he was talking about

how people are going to make money

talking about the Smurfs on YouTube. The

man is synonymous with content and over

time his actions done repetitively have

led us to draw that association. He has

intentionally paired himself with

content among many other things. Or my

absolute favorite that I always have to

inject at any chance I get,

Harley-Davidson. Harley-Davidson for

many years in their marketing has

intentionally paired themselves with

freedom. And so what is the association

that the customer base draws upon when

they think of Harley-Davidson? Freedom.

The open road, tearing off their suit

and going out and hitting the road. And

so ultimately what we are trying to do

is think of what are the associations

that we want our audience to inherently

draw when they think of our name. And

the beauty of this is it actually makes

it operational for you. All you have to

do is deliberately and intentionally

pair yourself with the association that

you want your audience to make. It takes

all of the woo woo fluffy magic out of

what brand is and it makes it something

that you can actually do. Now,

real quick, my team and I put a lot of

effort into building out this course and

a lot of accompanying worksheets and

playbooks. So, please take advantage of

them. What you're going to notice is at

the bottom of the screen here, we're

going to have little icons that tell you

what sheet and how you can download it.

I would highly encourage you, please

download these sheets and follow along.

Now that we know what brand and branding

are, we need to define what your brand

is. Now, your brand actually exists

whether you define it or not. Your

audience might be defining it for you. I

would rather we be intentional and take

control. The first step in defining your

brand is defining your desired outcome.

I like to work from the end goal and

reverse engineer our way backwards. And

so here is how I actually reverse

engineer our desired outcome to today.

It is called the brand journey

framework. And it's just four simple

questions, but I can't tell you how many

people have told me how impactful this

was and gave them the exact road map of

how to go about building their brand. So

question number one, again, like I said,

we're starting from the end in mind and

working our way back. So what is our

desired outcome? What do we want to have

happen? Question number two is, what do

I have to be known for in order for that

to happen? Question number three is,

what do I have to do in order to be

known for that? Unfortunately, building

a brand isn't just about things that we

say, it's about our actions. And so if

we want to be known for something, in

order to be known for it, we got to do

the to be known for it. And then

finally, the last question takes us to

right now. What do I have to learn in

order to do that? So if I'm going to do

things in order to be known for

something to then get my desired

outcome, well, right now, I might not

know how to do those things. And so this

gives you day one exactly what to do.

You need to learn these specific items

and then you need to do those things and

then you will become known for those

things and then eventually the desired

outcome occurs. If you have clarity on

your outcome, this ensures that every

decision you make along the way lines up

with what you want to have happen. The

majority of people that are building

their brand online that are posting

content, I promise you

99.9% of them have no idea what they're

trying to accomplish with their content,

with their brand. And so what they're

doing is they're wandering aimlessly.

There's an amazing example that I I love

to share from Alice in Wonderland.

There's a moment where Alice comes to a

fork in the road. There's two different

directions she can go. And the cat,

Chester the cat, I believe is his name.

And he's sitting in the tree and she

says, "Which way should I go?" And he

goes, "Well, where are you trying to end

up?" And she says, "I don't know." And

the cat responds with something so

powerful. He says, "Well, then either

way, we'll take you there. If you do not

have a desired outcome that you are

making your decisions off of, you're

going to go somewhere, but it might not

be the place that you want to be. Now,

after you define your desired outcome, I

would argue probably the most important

part of defining your brand is defining

your associations or the associations

that you desire to have. Ask yourself,

what do I want to be associated with?

What do I want the audience to think of

when they hear my name? Here's an

example. Do you want your name to be

tied to business, trustworthiness, or

mental well-being? Everything you create

should reinforce those associations.

This is where intentionality in branding

starts. Everything you create should

reinforce those associations. This right

here is where intentionality in branding

starts. So, a very meta example here is

that I am creating this course and the

content that we're going to be putting

out to intentionally pair Rston, my

consulting firm, with value, with

scaling brands, with understanding

attention, with building brands that not

only scale, but last and build

trustworthiness within their community.

This is literally what I'm doing. I'm

putting together a massive course right

now that is going to outline all of this

and

consistently pair myself with those

attributes that I want you to draw upon

when you hear about Rston Consulting.

So, we're going to continue to create

content like this talking about scaling

your brand. We are intentionally pairing

ourselves with the relevant thing

scaling brands and we're going to do

that consistently through our content.

Now, we just went over what you want to

be associated with. I would argue this

next part is far more important and

something that 99.9% of people

completely ignore, which is what do you

not want to be associated with? A lot of

people make the mistake of assuming that

brand is only about what you want to

have happen. But a lot of what building

a brand and a successful brand is,

especially in today's saturated market

where there's so many people online

talking about the same subject matter as

you, you can stand out by what you

choose not to associate with. This is

ultimately how you protect your brand.

This is how you keep it from deliluding

and being misinterpreted. Think of how

many people you see online whose

reputation probably has nothing to do

with what they wanted or what their

desire was. often times that is a

byproduct of not being intentional with

what they are not going to associate

with. If you don't actively shape your

associations, your audience is going to

do it for you. Now, this next little

example and explanation here is going to

get a little technical. So, I'm actually

going to read off of the screen to the

right of the camera right now um so that

I don't mess this up because I think

it's really important and I want to make

sure that we go through this exactly how

I meant to. If we believe that branding

is a pairing of things and that good

branding is an intentional pairing of

relevant things done consistently and

that that then creates brand which is

when the audience inherently associates

those things together then we're on the

same page of what brand and branding is.

But what you'll notice is intentional is

not a good or bad statement. Intentional

doesn't mean right or good. Meaning, you

could be intentional with pairing your

brand, but with the wrong things done

consistently. Unfortunately, what this

ends up leading to is the audience

drawing the association between your

brand and those wrong things. Here's an

example that I have to give a qualifier

for. I have some pretty strong views and

opinions on some of the online creators

in the business education space. All

love and respect to everyone. Everyone

can do their own thing. This is Caleb

Rston's individual opinion. Strongly

believed, loosely held. There are some

very scammy, sketchy in

the online education space. They are

untrustworthy and they make content

trying to ladder up to selling some

course online. If you choose to

consistently appear in content with

them, whether it's them inviting you on

their podcast or you guys doing a collab

video together, if you do that

consistently, aka you intentionally pair

yourself with the scam artist online,

the untrustworthy character, the snake

oil salesman, guess what happens if you

do that consistently? Your audience will

start to inherently associate you with

that crowd. Is that good for trust? No,

not at all. In fact, this is some of the

biggest problems that you see with a lot

of creators in the business education

space right now. There are a lot of

individuals that actually have a lot of

value and a lot of good to add into the

world and education and able to

literally show people a whole new way to

approach their business, their career.

But the problem is is they go on all

these podcasts with these

individuals that I cannot trust. And by

doing that enough times, I no longer

feel that I can trust that individual.

So, as much as you want to pair yourself

with the right things,

please, please be diligent about what

you choose not to associate with. If you

get a bad feeling in your gut, if you

don't think that it's the right move,

it's not worth the exposure. I'm going

to open up the kimono here for a second.

I have people right now, not a lot

because I'm not that interesting, but I

have a couple of people that have been

asking me to come on to their podcast.

And so far, I've said yes to everyone,

but there are some individuals out there

that I know will probably eventually

reach out and ask me to come on the

show. Now, if they have that kind of a

brand, I will choose to not go on the

show, even if it's the biggest audience

that I could get in front of because

ultimately awareness is not worth the

trade. What are those people going to be

aware of? They're going to be aware of

you in light of that association. All

right, we've defined our brand. So now

we need to position it. Now your goal

isn't to just blend in. You actually

want to find what is missing in your

industry and own that gap. So it might

be the information that you have. It

might be the philosophy you have around

a certain subject matter like branding

for example. Or it might be your

personality and your unique take on the

same information. You might just be able

to reach a whole different audience that

wasn't able to connect with some of the

other creators in that space.

Ultimately, what you are looking for is

the gap of what is missing and then you

fill it. Now, how do you go about

finding out what is missing or how do

you own that gap? Well, ask yourself

these two questions. What are the people

that are currently creating content in

the space that I'm wanting to occupy?

What are they saying that I disagree

with? How can I take what has been

taught for years or shared for years and

bring a fresh perspective to the table?

Here's a really good example. If

everyone in your industry is focusing on

going viral and getting lots of views

and and always doing that, maybe leaning

into building a long-term trustbuilt

brand will stand out. That's what I'm

trying to do here, right? A lot of my

counterparts who I love and respect,

they emphasize virality and getting

views and there's a lot of benefit to

that. But where I'm coming in and kind

of filling the gap is there's not a lot

of people online talking, especially in

the form of free content like this in a

way that shares with you how to build a

brand that lasts. If you just emphasize

views, for example, the moment the

algorithm changes, nobody's going and

searching for your name. On the flip

side, if you build a brand that has

trustworthiness and deposits a lot of

goodwill into the marketplace, the

moment the algorithm changes, your

audience will be searching for you. And

so that is a prime example of me

contrasting myself with the others in

the industry. That's me noticing a gap

where nobody's talking about this or

very few, and me wanting to fill it, not

only with my unique perspectives and

philosophies, my experience doing this

for 16 years, but also maybe a unique

and quirky personality that some people

will really hate and then a tiny few of

you might actually resonate with. Now,

the other way to bring a fresh

perspective is to share your story. So,

what I would encourage you to look at is

what is different about your story than

everybody else's. Now the the obvious

answer is everybody's story is

different, right? But what is it that

makes you uniquely you? That you can

present all of your information, your

beliefs through that lens. Ultimately,

your story is your brand's secret

weapon. This is what makes you unique

and makes you stand out from everybody

else in the crowd. Nobody else has the

same come-up story or origin story that

you do. An exercise to help you do this

is actually to list out pivotal moments

in your story, in your life, challenges

you've overcome, turning points in your

career, that moment where you got laid

off at your job, and then all of a

sudden ended up finding the next gig,

and it's the greatest thing ever. And

any unique experiences that have shaped

your perspective. For me, working with

Gary Vaynerchuk completely changed my

perspective. I I had a completely

different understanding of what it meant

to create content online with your

audience in mind first rather than

making to make you look good. Share

that in your content. And

ultimately like stories resonate way

more with people than you saying typical

tropes and attributes like hardworking

or innovative or hustling. Nobody gives

a about that. They want to hear the

story behind the hard work. For example,

instead of me being like, I'm a hard

worker, I would tell the story of when I

was editing Gary Ve's trash talk series

and how I would come in on Sunday, and

start editing 12 to 14 hours a day,

Sunday through Thursday, and then I

would arrive in the office at 6:00 a.m.

on Thursday, and I would not leave the

office until 2:00 p.m. on Friday. I'm

not going to do the math for you right

now, but I believe that's about 32 hours

straight. the story and if I went more

into detail would be far more compelling

than me just telling you about working

hard or how I work hard. Another example

is instead of Jeff Bezos talking about

how resourceful he is, tell the story

about how he used a door as his

desk. Nothing will say resourceful more

than telling that story. Share your

stories. That is what your audience is

going to resonate with. Now, for those

of you who have made content online, the

thing that you're probably very aware of

is there's a lot of skepticism. There

are a lot of objections that the

audience has towards your content,

especially if you are in the education

space. Legitimately, the majority of

people watching your content are

thinking the entire time, why would I

trust this? Does this actually work?

Okay, cool. That worked for you, but

does it work for me? How would it work

in this scenario? Have you done this in

multiple different industries? They are

constantly thinking of their objections

to what you have to say. And often times

those objections and that skepticism

appears in the comments. Here's what I

would like you to do. Instead of

allowing that to take place in your

comments, start looking at your comment

section, getting a greater understanding

of the skepticism and objections that

commonly occur within your audience and

start addressing them in the content.

Just like a great VSSL overcomes

objections before a prospect hops on a

sales call, treat your content the same

way. Why would you not try to overcome

the objections that your audience is

going to have? If ultimately your goal

is to educate and change the actions of

your audience after they consume your

content, why would you make it harder

for them to do that? Let's make it

easier by overcoming any objection or

skepticism they're going to have about

what you're saying in the content

itself. If you address the skepticism

and the objections proactively in your

content, what you do is you build more

trust and credibility. When you answer

the questions before they're even asked,

you remove friction, and then it makes

it easier for your audience to actually

change their actions and be educated.

All right, the next one is don't be a

robot. This is something that a

lot of people making content online

really struggle with, and I completely

understand why. There's this weird

object that you're talking into called a

camera and a lens. And it's like this

very freaky ordeal, right? Even right

now, I am doing my best to be a human,

not a robot, right? And bring my

personality into this content rather

than just monotone giving the

information that I want to. And part of

being a human is sharing not only the

wins, but also the losses. Share the

failures that you've had along the way

and the lessons that you learned from

those failures. Think about it. The

friend that you have that's always

sharing how great everything is and how

they just keep winning eventually, one,

they just become kind of

annoying, right? But two, do you really

believe that? Do you really believe that

life is so perfect and that everything

is going exactly their way? No. Imagine

not knowing this individual. So from

afar, your audience is going to be even

more skeptical of you if all you're

doing is sharing all your W's. On the

flip side, if you are vulnerable and you

share your losses, what you will find is

a lot more people will trust you and

connect with you and relate with you. I

actually think that losses are more

relatable than wins. And we can learn a

lot more from losses than maybe we can

learn from wins. And ultimately, if you

share your losses and the lessons

learned from them, you help your

audience potentially, if they choose to

take action, avoid making those same

mistakes. A really good example of this

is someone that I worked for uh several

years ago. When I started with her, her

whole audience thought that she was a

robot and viewed her as not human. She

just came across as like an information,

you know, overload. and she was just

sharing her knowledge which was a lot

but it had no substance or personality

to it. And so when I started working

with her it was my number one goal to

show her human side to take it from just

information just d to like show

personality right and and this

individual she had an amazing

personality. She was hilarious so funny

quirky everything. But you would never

know that just watching the content. In

fact, a lot of people would meet her in

real life and be like, "You're so much

nicer and funnier and than I expected

you to be. I actually kind of expected

you to be a jerk." But like, in no way

was that the case, but you wouldn't know

it from the content she was making. And

so, I really encourage you to do your

best to bring your true self, bring your

whole self into your content. Seriously,

it will make you stand out. There's

nobody else that's actually like you. An

example for sharing your failures is in

my first YouTube video, I share a

failure. I share the story of how one of

my main clients cut my monthly

compensation in half and I had to go and

fire my friends that I had hired. That

was a real shot to my ego and isn't my

favorite thing to share necessarily, but

I think one there's a big lesson that I

shared that is accompanied with that

failure. But also, I think that you guys

watching it probably, if you did see

that video, felt a little bit closer to

me because I appeared more human. That

transparency ultimately builds trust way

faster than somebody who is just

constantly posturing and trying to show

you how great they are. This

next one is actually uh really tough for

a lot of people to do. And I completely

understand why. The point is to listen

to your audience. The hard part or the

difficulty in this is there's a lot of

people that make content that get a

decent amount of hate in their comments.

They get a lot of people that are just

frankly being And what

I would encourage you to do is do your

best to ignore those individuals. And

real quick, just like an anecdote on

this is if you ignore the praise, you

can ignore the hate. If you get really

high off of the praise when people

applaud you in the comments, you're

going to be very vulnerable to being

very depressed when you see the hateful

comments that are tearing you down. But

aside from the hateful comments, the

other comments that you have in your

posts are actually incredible insights

into how you should go about navigating

your brand and the content that you

create. Especially in the early days, I

would encourage you to look at the

individuals that know you, your friends,

co-workers, and any audience that you

may already have. What are they

associating you with? What do they

praise you for? What do they applaud you

for? What do they admire in you and what

keeps them wanting to either continue

hanging out with you, talking to you,

what keeps them coming back? What you

want to do is use this feedback to

refine your positioning and ultimately

know what you can double down on. A

really big example for me is, and this

will sound weird coming out of my mouth,

but please take this with like a humble

tone that I hope I have here. Something

very interesting that I've noticed is

when I hop on Zoom calls with potential

clients or with clients, like 90% of the

calls end with one or more of the

members on the other team mentioning how

much they love my energy and

personality. Again, it feels really

weird for me to say this, so please hear

it correctly, but I started noticing

that and I realized, man, to my point

earlier, I should really make sure that

I bring that same personality and energy

into the content that I make cuz it's

who I am. It's how I actually roll. Like

I I'll make a statement and then I do a

little side comment on. I do that with

all my friends or my family all the

time. I do it on client calls, on

discovery calls, anything. And so if

that is something that people are

resonating with and liking and giving me

real time feedback on that they like

that and enjoy it, why the would I

not involve that in my content? And so

this is using my audience and

technically I wouldn't even call them my

audience, but essentially they are. and

using their feedback to refine how I

present myself in the content, which

ultimately the way I'm going to present

myself is being fully me. Now, another

example is if your audience really

values your practical advice, your no

BS, nononsense, straight to the point

advice, I would really encourage you to

lean into it. If you start seeing a

trend emerging where people are, you

know, adding more filler fluff and, you

know, comfort creators, that's great,

but that's not you. Don't follow a trend

just because it's a trend. Stay true to

who you are and what your audience

appreciates most about what you are

putting out. Another example of

listening to your audience and actually

making a very good change is there was

another client that I had worked with uh

a while back and they fell into this

pattern of honestly getting way too

intense in their content and only

talking about really one subject matter.

They didn't really diversify and they

were just hammering one message over and

over and over that the audience wasn't

resonating with. It wasn't like, you

know, you have your haters that are that

are speaking out and stuff, but

ultimately you're telling your truth.

No, like the majority of the audience

was giving a lot of push back. And so

what this individual did is they

listened to the audience. And by

listening to the audience, they started

to add more context. They didn't change

their belief. They didn't change what

they were saying. They rounded out what

they were saying and gave more context

as to why they were pushing this message

so much. So again, listen to your

audience and let it shape how you

present your ideas, philosophies, and

beliefs. Don't have it change your

beliefs. Don't cater what you're saying

just to the audience. Nobody likes that.

That's what we call a politician. Nobody

wants that. And now the

longanticipated brand story framework.

Your brand story isn't just a before and

after transformation. It's a series of

intentional decisions that shape how

people see you. Now, I tend to believe

that most story frameworks are a little

too rigid to actually be practically

used, especially for many different use

cases. I think that what they end up

doing is they assume that every brand

has some dramatic aha moment, right?

Some big problem that they have to

solve. They assume that the founder

story is the most important one. They

assume that a brand's identity will

never evolve. But great brands aren't

built on a singular moment. They're

built on consistency, distinction, and

connecting with the right audience over

time. So here's a storytelling framework

that I believe works in all cases.

Forget the problem transformation

outcome framework. Okay, I believe that

that is too narrow. Instead, here is the

threepart brand story framework. Number

one is the catalyst. This is why your

brand exists. Every brand, I believe,

starts because something needed to

change. This isn't necessarily always a

struggle. It might be an opportunity or

a gap in the market. For example, and I

don't know this for sure, but I can make

some pretty good assumptions here. I

don't think Phil Knight started Nike

just to be rich. If he did, there's

plenty of other businesses he could have

started that had a higher likelihood of

success. I believe he saw that no other

companies were fulfilling the demand and

meeting the needs that the market had.

In order to determine what your catalyst

is, I would ask yourself these three

questions. What needs to change? What do

you see that others don't? What's that

opportunity that you see so clearly that

nobody else can see? And why do you feel

the need to act on it? If you answer

these three questions, this is your

catalyst for your brand. This is why

your brand exists. Number two is the

core truth. This is what makes you or

your company different than everybody

else in your space. A strong brand

stands out. It doesn't blend in.

Blending in ultimately leads to you

being forgotten. A lot of people

misunderstand this and there's a lot of

them online right now. It doesn't mean

that it's controversy for controversial

sake. That's where you just get the

annoyingly loud people on the internet

that nobody likes. That is not what I'm

saying here. What I am saying is it

means having a core conviction that is

different than everyone else in the

market and not only having that core

conviction but sharing it publicly with

the world. A great example of this is

actually an artist by the name of Russ.

Uh Russ has some very unique views on

how musicians should go about navigating

their career. He is very very strong

about how artists should remain

independent and own the rights to their

music. He believes that this allows them

to have creative control but to also

profit more off of their hard work. What

does he do with that? He shares those

beliefs in the form of his music. He

literally talks about it in his music,

but then also when he does interviews on

podcasts or various news networks, he

reinforces this and shares it heavily.

So to determine your core truth, ask

yourself these three questions. What do

I believe that others do not? What is it

about my personality that stands out?

And think about this. We we talked about

it earlier, but what do people

compliment you on that you can lean

into, that you can double down on? The

example I gave earlier was that people

on Zoom calls, client calls and stuff

like that would mention that they love

my energy and my personality. So what am

I doing in my content in building my

brand? Leaning into that and really

trying to highlight and bring my

somewhat quirky and weird personality

into the content. And number three, why

would the audience care about this? How

does this impact them? What value does

it bring for them? If you answer these

three questions, you'll have your core

truth. And number three, the proof. This

is how you reinforce your identity over

and over and over. I believe that your

brand is not what you say, it's what you

do and prove over and over again. Strong

brands don't just have one past success

story. They have an ongoing pattern of

credibility. Another Gary example is

that he doesn't just talk about volume

of content and the importance of it.

He's proved it for like 15 plus years.

And he reinforces the credibility of

this statement by talking about what

he's done not only for his personal

brand, but all the brands that Vayner

Media works with for the Super Bowl

campaigns, for example. The majority of

their Super Bowl campaigns are

determined off of high volume social

content that they do throughout the year

to test learnings, see what the audience

resonates with, and that's what they run

with on the Super Bowl. And he shares

those stories. So, he is reinforcing the

credibility over and over and over. So,

three questions to ask yourself are, how

does every piece of content I make

reinforce the associations I want people

to make with me? What case studies or

examples can I share that establish my

credibility? And number three, if

someone hears your name, what's the

first thing that they think of? So,

here's a fun example using myself, the

catalyst. I saw brands trying to scale

via just views and impressions, but

struggling to actually build trust with

their audience. It wasn't that the

problem was the content. The problem was

they were lacking clarity on the big

picture strategy and what they wanted to

have happen with their brand. The core

truth is that I believe that a strong

brand is built by the intentional

pairing of relevant things done

consistently, not just getting virality

and getting a ton of views and

impressions. And the proof is that I've

built many different brands that scale

businesses to millions and millions of

dollars in revenue. And I show you how

to do it completely for free via my

content. So you can build your brand

story in three very simple steps. It's

not rocket science. It's not the

complicated that a lot of my

counterparts make it to be so that they

can sell you some course. The

catalyst. What do you see that others do

not? The core truth. What do you believe

that others might not believe? And the

proof. How do you continually reinforce

that identity every single day? Not only

through what you're saying, but through

your actions. If you nail these, your

brand won't just have a story. Your

brand will have loyalty. All right. Now,

for something that a lot of people

struggle with, which is picking your

topic. Like, what are we going to talk

about here? And this is a question that

I get from many people. I've gotten this

question hundreds, if not thousands of

times over the last couple of years. And

there's a lot of different opinions

online about what or how you go about

picking your topics. I have kind of a

nuanced uh belief on this and view on it

and it's one that changes and evolves

over time. I encourage you to start

narrow. I personally believe that early

trust is built off of being great at one

specific thing and talking about that

same specific thing. We all have that

friend who is the best at everything.

And we know that they're not good at any

of it. By them talking all about how

great they are at all these different

subjects and all these different skills.

We pretty much assume that they're not

good at any of them. Contrary to that is

the friend who only talks about

woodworking and how they love carving

this beautiful chair or putting together

this amazing desk for their parents or

whatever. The person who is obsessed

around one thing and speaks about that

at nauseium is the individual who we

believe has credibility and is actually

good at what they're talking about. They

have expertise. A great example of this

is that when Gary started making content

online forever ago, I mean, he was super

early. I think 2006, 2007 on

YouTube, he was the wine guy. He made

content around wine. That's what he knew

super well. Now, at the time, he also

understood business and marketing, but

he didn't talk about that. He built his

base and credibility off of a subject

matter that he was worldclass at. Over

time, he began to expand that, right? He

began to speak to the different business

practices and marketing techniques that

he used to build his dad's wine and

liquor store. But in the beginning, all

of his content for the first several

years on YouTube was wine library TV

where he was tasting and giving reviews

on various wines. And then what you

started to see is he would start to pop

up at South by Southwest and start

talking more about marketing. And then

one day all of a sudden this amazing

speech gets dropped on YouTube

accompanied with a book called Crush It

where he informed everyone of his

beliefs on marketing and utilizing this

new crazy thing called social media. And

so what you see there is Gary started

very narrow and as his experience and

knowledge expanded, so did the subject

matter that he covered in his content.

Again, if you try to talk about

everything in the beginning, you will

dilute the power of what you're speaking

to. So what you're going to notice is

I'm not going to sit here talking about

business tactics. I'm not going to talk

about sales techniques. You're not going

to hear me referencing customer success

techniques and strategies cuz that's not

my wheelhouse. That's not my expertise.

My expertise is on scaling brands and

using organic content strategy to

accomplish that. And so that's what

you're going to hear me talk about. But

what may happen is over the next couple

of years as I gain more experience in

other areas, you might watch my brand

and my subject matter and topics evolve.

Now, the natural question that I imagine

is coming up for you right now is, well,

how do I know when it is the right time

to expand? I feel like maybe right now

I'm at that point. Or on the flip side,

I'm so far from ever expanding. Like, I

want to only talk about this subject

matter for the rest of my life. One, you

should actually know what you're talking

about before you talk about it. So, if

you haven't actually gotten to a point

of excellence and world class, then I

don't know that I would talk about this

new subject matter. I don't I don't

think I would bring it into the table

because what value are you going to be

providing the audience by sharing

something that you don't really know

much about? Now, another thing that you

can look at is once you're known for a

specific topic and you get consistent

engagement and positive feedback from

the audience on that, then you can

consider to start to expand. I would

encourage you to take on adjacent

topics, not something that is completely

different. For example, I'm not going to

be talking about brand strategy and

organic content strategy and then next

week start talking about breath work.

that would be completely offthe-wall and

make no sense, right? So, there would be

too much of a jump for my audience to

trust me on this new subject matter

because there's nothing about what I've

been talking about right now that would

give me credibility for this new subject

matter. to use Gary as the same example

when he was talking about wine and

building the brand and the company

online. By him doing that and gaining

success with the company, it gave him

credibility to speak into marketing and

to share those strategies because he had

demonstrated them in actual use. He put

those strategies that he shared with us

to practice to build his business and

that gave him credibility to jump into

the next section or the next topic in

his career. Another one is look at your

audience and what they're asking for. If

you start noticing that they're asking

for additional information on something

that you don't really cover that much,

but you've maybe hinted at or or has

been displayed in a minor way in your

content, well, maybe that is time for

you to start speaking to that subject

matter. For example, if all of you

watching this started asking me a ton

about my Harley-Davidson and all the

little uh intricacies of all the

upgrades that I've made and the

performance and the handling and how I

go on long road trips, I would gladly

answer those questions. Now, when

thinking about expanding, uh I would

encourage you to do it strategically.

So, let's walk through what that looks

like. A great example of a company that

went about expanding their product line

is Amazon. Amazon started by selling

books, right? And now they sell

obviously a lot more than just books. I

mean, if we look at what I'm wearing

right now, about 3/4 of everything I

have on was purchased off of Amazon. But

ultimately, even though Amazon has

expanded to all these various different

products, they haven't lost their core

identity with books. And I would argue

them acquiring Audible was actually a

big step in re-engaging that audience.

They now have what I probably believe is

the biggest audiobook platform out

there. And so they returned or

reinforced rather than returned, they

reinforced their roots by doing that. So

in expanding, never lose sight of your

core identity and where you started. For

another example, to keep running with

the Gary Vee example, that man continues

to this day to bring back Wine Library

TV on occasions. He still brings wine

into his content here and there. He pays

ode and homage to the OG Gary Vee.

Another great example, similar to Amazon

and Gary of returning to your roots is

Crayola. As of February 2025, when we're

filming this, Crayola announced that

they're bringing back eight discontinued

colors that they had uh taken off the

market. Some of them, you know, as most

recently as 2017, some of them go back

to like 1990. one, bringing it back is a

nostalgic play and that's obviously

going to resonate with a lot of the uh

audience, a lot of the parents honestly

that have kids now like we grew up I

grew up with Crayola and my generation

is of the age we're like we have kids

now and so uh there's definitely a good

play there. But I think what this shows

is a company and a brand can evolve and

and add new product lines, add new

things in and change over time. But I do

believe there is a lot of power in

always holding to your core, to your

root. And that doesn't necessarily mean

that every year, every day, every month,

you have to do that. But it is good and

I think it means a lot to the day one

and OG members or audience or customers

of yours for you to return to that. Uh,

another example actually that that I'll

generalize because a lot of creators do

this is if you're a creator or a

musician, the content or music you were

making day one in the early days, that's

what a lot of your day one fans fell in

love with. And like brands, a lot of

musicians and artists and creators

evolve and they evolve what they create,

right? We all know, I mean, I'm really

big into hardcore music as an example.

And I can't tell you actually a prime

example of this, just thought of right

now, is Knock Loose. In the hardcore

space, Knocked Loose started as a

hardcore band. They had that like grungy

local basement sound, but Knock Loose

has blown the up. And as they

continue to get bigger, they have haters

that call them sellouts and all this

stuff. Well, the cool thing that Knock

Loose does at their shows is they still

play their original tracks. They still

play the gospel and that

slaps every single time. And it allows

for us Day One fans to have that

nostalgic feeling and make sure that we

still feel attached to not only what the

band has evolved into, but where the

band came from. So, a takeaway here for

those of you that have a more

established brand is maybe consider

bringing back like a nostalgic play,

like return to your roots a little bit.

If you had a different content format

style that you used to do, or like the

musician example, if you had an earlier,

more raw sound, maybe consider releasing

a project that taps into that nostalgic

play. Nostalgia is a very big winner

amongst humans. A pro tip on this is to

expand in layers, not leaps. So don't do

anything massive. Every jump, every new

topic you add should really feel natural

to your audience. Again, like the

example I gave earlier, it shouldn't

feel like talking about brand and

organic content strategy and then going

to breath work. Like it should be if I

wanted to get to breath work, I should

probably inch my way over to that point

rather than having just a complete black

and white change. Now, based on the

niche you're in and your desired

associations, that's what's going to

inform the topics that you want to

explore and expand on. Now, a key

reminder in this, and this is where a

lot of you are potentially going to get

hung up, so this is why I'm saying this,

don't think of it as a rule when you're

picking these topics. These are

guidelines that you can follow that make

it easier for you to create content, but

don't make it an absolute rule. As much

as I was saying that it'd be weird for

me to make content around brand organic

content strategy and then immediately

jump to breath work. Sure, that might be

really abrupt and kind of like gnarly

for the audience, but ultimately our

goal is to do this for a long time. And

so if that is something that you do want

to talk about, it. Just jump and do

it. By no means are these rules to

follow. These are guidelines to help you

and make this easier for you. Not

something that you have to overthink

24/7. In fact, I'm going to double down

on this real quick because I think a lot

of people sit down with a brand

strategist or whatever and they build

out these content pillars and then they

always say, "Well, if it doesn't fall

within the content pillar, we can't talk

about it." But here's the thing. When

Trevor and I sat down and identified

what we were going to be talking about

in our content, we didn't necessarily

say Harley-Davidson's, but as you can

probably tell if you're at this point in

the video, I reference Harley a lot. and

I want to make content around my

Harleyies as well. Is it one of my

content pillars? No, it's not. But if I

want to make a video about my Harley,

I'm going to do it because I

enjoy it. And I think that what it does

do is it rounds out my brand and makes

me more interesting. I'm not just

somebody who cares about brand and

organic content. I also love my

motorcycle and love to travel on it. I

love to customize it. This is what will

make you interesting and will cause you

to actually stand out from your

competitors. So the key here is don't be

rigid. Stay flexible. So if you're

trying to figure this out, here's three

questions that might help you. First

question is, what am I genuinely

passionate about discussing? If you

can't tell by now, I'm very passionate

about brand strategy. It probably comes

through in my tone here. That's what you

want to talk about. You want to talk

about something that you're going to

want to talk about because when you do

that passion comes through and people

will connect with it and they will

probably feel like you are more

convicted about what you are saying and

believe you more and actually take

action on what you are saying rather

than just sitting and listening. Number

two is what will resonate with my

audience most right now. So for me, for

example, when I talk about brand

strategy, something that is definitely a

need in the audience that I have is

organic content strategy. I'm going to

talk far less over the next year about

my paid media strategy because that's

something that a lot of people that I

have spoken to over the last 5 years

need less help on. They have more

experience in that. On the contrary, a

lot of people look at organic content on

social as like this like blackbox

magical mysterious thing that they do

not understand. And so that's why a lot

of the content that we're going to put

out this year is going to be around

organic content strategy. And I would

argue number three is the most important

of the three questions. What will cause

my audience to change their actions the

most? Like I've said multiple times in

this video, what you don't want when

you're making educational content is for

people to just be passively consuming

and do nothing about it. You want them

to take action. So, what can I speak to

and how can I speak about it in a way

that makes it easy for my audience to

then listen and take action on what I am

saying. So to make sure that we're not

getting confused here, I just want to

real quick emphasize. I'm not saying

talk about one thing. I don't want you

to talk about just one thing. I want you

to emphasize your one thing. So if we're

looking at a pie, 80% of the pie should

be that one main thing you want to be

known for. But use the other 20% to

round yourself out, to round your

company out, and be more human.

This is how other people will relate to

you. Here's an example. Look at your

significant other or a friend of yours,

right? If you talk about one thing to

them all the time, 24/7, guess what?

They're probably going to hate

you. They're going to get bored of you.

And even more so, you are probably going

to hate you and get bored of yourself.

Sure, it's totally okay to spend 80% of

your time talking about that one thing.

80% of what I'm talking about here is

brand strategy and I'm going to continue

doing that. But the other 20 I am going

to utilize to round me out and make me

more human. I like to call this interest

stacking. Here's a really good example.

All of us probably at one point in our

life started at a normal job and day one

the only thing we have in common with

our co-workers is that we work for this

organization. But as you start to get

more comfortable, you probably tend to

reveal a few more things about yourself,

interests you have. Let's say, for

example, uh you reveal the fact that

you're a huge Kendrick Lamar fan, and

this is during the great Kendrick and

Drake beef. And somebody else on your

team, Sarah, also is like, I love

Kendrick as well. Suddenly, you go from

having one thing in common, we both work

for this company, to having two things

in common. We work for this company and

we both love Kendrick Lamar. What ends

up happening there is you become work

homies, work friends, right? It becomes

more than just co-workers. And as you

start to learn more things that you have

in common with each other, you may go

from being work friends to friends. Even

to the point where once you move on from

the organization, you're still friends.

I think of the same exact principle in

building your brand online. The more

interests and things that you find

interesting that you talk about in your

content, you give your audience more at

bats to connect with you because they're

like, I also like that thing. And how

unique that there's this intersection of

somebody who loves human optimization

and making their body healthier, but

they're also a complete computer science

nerd. That is a very interesting

intersection. So, what you want to do is

actually give your audience more at

bats. So again, spend 80% of your time

talking about the core subject, the core

topic. Ideally, this is something that

is in line with your offers that you

have and drives revenue and

profitability for yourself or your

company. And then the other 20% talk

about your interests. Give your audience

at bats to connect with you. An example

that I love to use for this, whether we

love him or we hate him, is Joe Rogan.

Joe Rogan does an incredible job about

talking about all the different

interests that he has, right? conspiracy

theories, politics, human

optimization, hunting, UFC, comedy. I

mean, the list goes on and on. And so,

if you're interested in one of those

things, you might be interested in his

podcast. If you're interested in two,

three, or four of those things, you're

probably a super fan. The only

way people would know that they are a

super fan or become a super fan though

is if he talks about those things. If he

just stuck to MMA and comedy, there'd be

far less at bats for his audience to

become

obsessed. All right, we are on to

content. So, we've covered branding and

what brand is and we've gone pretty

in-depth on that. And that is laying the

groundwork and giving us the direction

that we are now going to take with our

content. I like to think of it as we've

established our brand and now content is

what we will do to amplify the brand.

And one thing I want to give you as kind

of a qualifier or a statement upfront

that will influence everything that we

talk about from here on out is that I

like to build a content strategy in the

same way that a great personal trainer

designs a great training program for

their clients. A great example is right

now I am gonna start getting back into

lifting and if I were to go into the gym

and immediately start working on Ronnie

Coleman's training routine, well, I'd be

I would probably injure myself

and I definitely wouldn't stick with it.

And so, every good personal trainer

knows that the best fitness routine or

best training routine is one that you

are going to stick with for a long time.

We get the most results the longer we

stick with it. Content is the exact same

way. A lot of people make the mistake of

trying to do what Mr. Beast does or what

Gary Vee does or what all these

different creators online that you see

are doing. Some of them go really high

volume. Some of them go extremely high

production. That is a great goal to

aspire to, but do not start off that

way. You will burn out quick and

you won't stick with it. And so

everything that we design and we talk

about, I want you to take and determine

what do I feel like I can actually

consistently stick with so that I get

the results I'm looking for. So with

that in mind, we are now going to start

by choosing our content medium. This is

the type of content, the style of

content that you are going to emphasize.

Now, I want to be very clear before we

go into it. I think you should do all of

these, but what I want you to determine

is what is going to be your 80%. What

are you going to lean into the most?

Picking the right content medium is

about playing to your strengths while

ensuring long-term sustainability. You

want to be able to do this for a very

long time, like I said at the top. So,

we have four different mediums that

we're going to be discussing here. We

have written content, we have video

content, audio content, and

graphic/design content. And so, we're

going to start with written content

first. Now, written typically is best

for LinkedIn, uh, Twitter X, whatever

you want to call it, Facebook, email,

newsletters, ebooks, articles, those

kinds of things. Honestly, the the best

version of this is somebody who feels

they are capable of taking high value

information, maybe even really dense

information and concepts and being able

to articulate it in a written format

that is concise and high value per

sentence. When I'm thinking about video

content, I'm thinking about value per

second. I would like to think about

value per word or value per sentence.

When it's coming to written, it's

February 2025 when we're filming this.

Right now, LinkedIn is, in my opinion,

the hottest platform to be on. Whether

you are an entrepreneur, a creator, a

musician, an artist, whatever you are,

LinkedIn is actually the platform that

is super underrated because everyone

assumes it's just business people

talking about their careers, but it's

not. We're at the point now where the

homie is posting a photo of him

and his family in the minivan going on a

road trip and then the next post is some

career update. And so we're actually at

the point now where LinkedIn is no

longer just a resume and job status

update psych. It is a social media

platform, however you want to call it,

interest media, social media, whatever.

it is now getting to the point where it

has matured and so people are behaving

the way that they used to on Facebook

back in like 2013 2014 and the beauty of

it is right now if you comment on

somebody's post all of their connections

see it and so it's actually got true

virality and I'm emphasizing this right

now we'll touch on LinkedIn a lot more

later but written content is

murdering on LinkedIn if you understand

how to package and format your written

post if you get the hook Right? It's

incredible right now. And so, uh, if you

feel you have the skill set to do

written, well, this is a great moment in

time for you. Now, if you're wondering

if this is going to be a good medium for

you to pick, well, here's a couple of

questions that you can ask yourself. Do

you enjoy sitting down and writing or

even journaling? Are you already doing

this? Right? Like, do you have a habit

of every morning or every night before

you go to bed, you're already

journaling? Well, you might already have

maybe 70% of the skills required and

also you might have 100% of the interest

in the medium required to do it. A

really crucial question that I think a

lot of people don't ask themselves and

never evaluate the written content off

of is, can you write this down, this

concept, and have it make sense without

saying it out loud? Some of the worst

LinkedIn posts, you can tell they're bad

because the person who wrote it has to

explain what they're saying in the

written. If you have to explain it or

add commentary, it is not a good post

and you should throw it in the trash.

And then once you have a post written or

an article written, do you like the idea

of refining it, editing it, reviewing

it? I'll tell you, when I work on a

LinkedIn post, I probably do about 10

different versions minimum of it where I

reread it, write it. I mean, I just go

back and forth, back and forth on it.

And so I think something very similar to

what we'll talk about here in uh video

content as an editor, you have to be

comfortable watching the same moment

hundreds of times, right? Every editor

watching heard that big time. Well, it's

the same with editing written content.

And so you need to be comfortable with

doing that. That's how you can evaluate

whether or not written content is going

to be a good medium for you to

emphasize. The next one is video

content. Video content is the highest

leverage medium that you can engage in.

With video, you get the main video that

you filmed. Let's say it's a long form

like this. Well, we can also pull short

form clips from it. We can also extract

the audio and make that a podcast. We

can also take the transcript and then

take little quotes out of the transcript

that were punchy or piffy and put those

out on threads, Twitter, uh, Facebook

status update as an image with the copy

on it. There's a lot you can do. You can

then take the transcript and use it as

your starting point to write LinkedIn

posts if you want or articles or a

newsletter. So video is the highest

leverage because you put the effort of

filming this and then you're able to

redistribute or repurpose that content

for so many different mediums for so

many different platforms. But like I

said at the top, if you right now

watching this shudder at the idea of

being on camera and it sounds like

awful, well, I would encourage

you don't do it yet. Again, we want to

be doing this for a very, very long

time. And so, we want to create a system

that we enjoy and we look forward to,

not something that we dread and get

anxiety when we see it on the calendar.

Now, video content includes everything,

right? This is YouTube long form,

YouTube short form, Tik Tok, Instagram,

LinkedIn video tab, Facebook reels,

Spotify video. Now, like everything is

pretty much pushing video these days.

And so again, not only are you able to

repurpose it in so many ways, but you're

able to feed so many different platforms

the type of content or the medium of

content that they are asking for. Now,

if you're wondering who is video best

for, well, honestly, it's really if you

feel comfortable being in front of the

camera, if you feel like you have the

ability to articulate fairly clearly, I

mean, look at me. I'm not necessarily

the best on camera or anything, but like

that's what we're doing here. So, if you

feel that or you're not feeling like

you're an absolute natural at it, but

you're willing to improve and work on it

in real time in public like myself, then

okay, cool. I would highly encourage you

to take on video, you get so much more

out of it. One thing that I left out is

you can also extract stills from the

video. So, you can also use those for

social posts. I mean, the amount that

you can get for the amount you put in is

limitless. Couple of questions

that you can ask yourself when

evaluating if video is your medium are,

are you comfortable on camera or are you

at least willing to try and improve in

public over time? Can you handle uh

negative feedback from people calling

out your lack of abilities to articulate

or uh be entertaining on camera? If so,

do it. Do you get excited about

visuals and grabbing attention? Okay,

video is probably a good one for you. If

not, maybe it's down the road. And the

last question is, can you speak

concisely without rambling? Or again, if

you can't, but you're comfortable

learning on the job, learning in public,

then okay, cool. Let's tackle it. Let's

do it. The reason why we have this last

question is because one of the things

that I've noticed in a lot of talent

that I filmed with over the years is

that when you are extremely

knowledgeable on a subject matter,

something happens when you start talking

about it. I call it bunny brain. I get

it all the time. I start saying

something and then my brain fires off

this next idea and it's like this little

rabbit trail that I end up following and

it can cause you to ramble and it can

cause you to veer off topic. And if you

find yourself doing that, that is not

necessarily a reason to not do video

content. That just means you need to

have a better editor that can help make

sure that the content stays focused.

Now, the next one is audio content. And

this is mainly podcast. That's really

what I would want you to think about

when you're thinking about audio

content. And really, it's exactly the

same as video except for you remove the

discomfort of staring into this lens,

this eternal black abyss that you just

have no idea what the reaction is on the

other side. Because the majority of you

don't have an amazing cameraman behind

it like Trevor who is nodding and giving

me affirmation that what I'm saying is

good. So, it is freaky to sit in

front of a camera, stare into the lens,

and talk. It's a lot easier to just have

a mic in front of you and just riff. And

so I would recommend if the idea of

video is exciting and terrifying at the

same time, maybe consider for a period

of time starting with a podcast. And

what I have found is when people do

this, they very quickly realize, oh, I

might be able to do this video thing.

It's not that bad making content after

all. And so it allows you to see

yourself in a very similar scenario and

recognize that it's not that terrifying,

not that freaky, it's actually very high

reward. Maybe I could do the same thing

with video. So if video was something

that seemed interesting to you, but you

get a lot of anxiety and fear that pops

up in your mind and your body when you

think about it, then I would strongly

consider starting with a podcast. Three

questions to ask yourself here are, do

you feel confident speaking without a

visual element? If you decide to do a

podcast, that's amazing. What we are

missing is a sensory input. There is no

visuals for the viewer to be able to

help understand what you are saying. And

so, if you're explaining a really

in-depth complicated concept, you have

no visual aid to help illustrate what

you are saying. And so you have to use

your words to be able to articulate and

paint the picture for your audience.

This is more difficult. And so it's not

like podcasting is just easier than

video. I think a lot of people

actually underestimate what goes into a

top podcast. They think, well, I mean,

it doesn't require any visuals, so that

makes it a lot easier. But that means

that your descriptions and the way you

articulate your information has to be

even more clear. The next question is,

do you enjoy deeper conversations or

deeper dives into one specific subject?

I find that I prefer longer form

podcasts personally and I think that if

you look at the top charts, yes, there

are short episodes and and shows that

don't do like hour plus long podcasts,

but I would say the majority of the top

100 are a little bit longer than 20

minutes, for example. And so if you feel

comfortable being able to go deep on a

subject matter for that long, I think

this would be a great medium for you.

And the last one is, does your voice

have enough energy and clarity to keep

people engaged? A lot of people would

hear this and think, well, I don't have

that interesting sounding of a voice.

Well, I disagree. I think one

the cadence in which you speak. If

you've noticed sometimes when I talk I

talk really fast then I slow down. I

talk louder and then I bring it down.

I'm always trying to emphasize certain

things. And so when you go on a fast

pattern and then slow down, for example,

it allows the audience to understand

you're trying to emphasize something.

It's a pattern interrupt. So there's a

lot of different techniques. There's a

million creators on YouTube here that

can show you how to be more engaging

with how you communicate. But I actually

want to take a slightly different

approach to this. Throughout this

course, I've mentioned kind of my life

philosophy, which is taking whatever is

given to you and using it as your

advantage, even if it was viewed as a

disadvantage by most people. If you have

a monotone voice, I would actually lean

into that and I would make that your

bit. Again, what a lot of people would

view as a disadvantage or a weakness, I

think you can make that your thing.

Honestly, some of my favorite podcasts

and comedians are very monotone and

sarcastic, and I think that that makes

for a very interesting show. So, again,

whatever you see right now as the reason

why you shouldn't do it, I would argue

is probably the very reason why you

should do it. Now, the last medium is

visual/graphic content. What this looks

like is infographics, carousels, PDFs

that you upload to LinkedIn as a

carousel. That's kind of the hack there.

Or anything that is

designheavy. Now, a lot of people are

going to hear this and think, "Well,

that's just for designers. I'm not I'm

not a designer." Well, one, there's a

million tools out there that can

take a complete novice with design and

make them look like, you know, fairly

intermediate. There's Canva, there's

Figma, there's all these Adobe programs

with AI and how it's evolving right now.

I mean, we're almost at the point where

like, you know, my grandma could

design a really dope carousel for

Instagram. Like, it's not that

difficult. Okay, the real thing here is

it's not necessarily you designing it.

You might have a designer that you work

with. It doesn't always have to be you

implementing it, but I think a lot of

people that are going to resonate with

this are individuals who don't like

video content, but want to be able to

explain and articulate their thoughts

utilizing not just words, but visuals.

Something that's working really well

right now in February 2025 on Instagram

is carousels. Carousels are

murdering. And I think the simpler the

better. And this is where you compare a

visual and written word. So instead of

just having to explain things through a

blog post or a LinkedIn post, you have

two different ways to be able to explain

the concept. Three questions to ask

yourself uh if you're considering visual

or graphic content, are you good at or

curious about tools like I mentioned,

Canva, Adobe, Figma, any of those?

Number two, can you simplify complex

concepts into a visual? Tiny little side

note, an amazing example of this is an

Instagram account. I believe it's called

Visualize Value. This individual,

whoever they are, I'm I don't know them,

does an amazing job of taking pretty

highlevel complex concepts and making

them into unbelievably simple and very

easy to understand visuals. And I think

the audience really appreciates the way

that they are able to do that. And

third, uh, do you enjoy the process of

making content look great, looking

polished? This is not necessary. Uh, you

could literally draw on a

piece of paper, take a photo of it, and

upload it. That's actually, as a side

note, something that is currently

working really well online is drawing

something or creating something physical

in the real world, taking a photo of it,

and uploading it. You can do whatever

you want here. But if you do have a a

love for refining visuals, this might be

an interesting medium for you to

explore. All right, so we've chosen our

medium or mediums that we feel

comfortable creating in. Now, some of

you might choose all four of those.

That's what I'm doing. I highly

encourage it. If you feel like you have

either the team around you, bandwidth,

or skill set, or ideally all three, then

yeah, by all means, use all four of

them. I just wanted to give you the

opportunity to choose one of them if the

idea of doing all four feels

overwhelming in the beginning because

again, we're not trying to jump to

Ronnie Coleman's training routine. We're

not trying to jump to Mr. Beast's

content output, okay? We're trying to do

one thing at a time to start to gain

momentum and stick with this for a long

time. So, now that we've picked our

medium or mediums, it's time to choose

our platforms. What I recommend people

do is prioritize two to three platforms.

I don't want you trying to crush across

all the different platforms. I know a

lot of people out there talk about post

everywhere, post all the time, and

that's a strategy and that's fine. I

would actually discourage you from doing

that. I think that you gain a lot more

by picking, let's say, two platforms

that you're going to learn heavily and

really emphasize original content for

making content specific for that

platform. More on that in a little bit.

The reason why I say two or three rather

than one is you want to avoid single

channel, single platform risk. Here's a

prime example that we just recently went

through. Again, we're filming this in

February 2025. Just a month ago, we had

this wonderful 12-h hour period where

Tik Tok completely disappeared in the

US. Nobody could download it. They

couldn't access it or anything. Guess

what happened? Complete terror. Everyone

was freaking the out, or I should

say everyone whose business or income

was tied solely to Tik Tok. And more

than likely, they were the individuals

who found a lot of success on Tik Tok

and then never chose to build on other

platforms to diversify their reach. And

by doing that, they were unbelievably

vulnerable. Now, I'm not saying that I

think that the US government is going to

start like banning all of these apps. I

do not think that. But what I do know is

that algorithms change. The way that

platforms behave and serve your content

to your audience is always changing. I

mean, if you were to look at how many

tweaks Instagram makes to their

algorithm and the way that content is

served, it's insane. And the real real

is that it's changing all the time for

different people. You and I are getting

different updates at different times.

You have features available to you that

I do not have and vice versa. And so, I

really encourage you, don't try and post

on all the different platforms. What I

would encourage you to do though is make

sure that you aren't tied to one single

platform. Now, what I do like to do is

uh I'm a Lord of the Rings nerd, so I

like this analogy. I like the Eye of

Sauron approach. I do like to of my two

or three that I'm prioritizing, put more

emphasis or more priority and resources

towards one at a time, but I try to

rotate between, let's say I pick three,

I try to rotate between those three. And

so I think of the other two on

maintenance mode while I'm focused on

YouTube, let's say. And then maybe I get

YouTube into maintenance mode and I move

over to LinkedIn. Now, how am I going

about this? Because we're at a very wild

time in my life where I am starting to

create content. As you can tell right

now, this is the first time in my life

where I have started to make consistent

content for myself, not for the talent

I'm working with. And so if you were to

look at my social media profiles right

now, you would probably see that

YouTube, Tik Tok, X, Threads, all these

different platforms, I have less than

like 4,000 followers on all of them.

Most of them less than 2,000. And then

on Instagram, I have like 68,000

followers. And so if you were assuming

that I would start on Instagram, that's

a very fair assumption. But actually,

what I've done is I've picked four

platforms that I'm going to prioritize.

Now, I am recommending that you do two

or three. I've been in this game for 16

years. So, there's a little bit of a

discrepancy there. I want to make sure

that that's very clear. Do more of what

I say in this, not as much of what I do.

So, what I actually did is when we first

started making content, I started with

LinkedIn. And the reason why is because

I believed that the majority of my

potential clients were on LinkedIn more

than Instagram. I also felt more

comfortable with LinkedIn and Instagram.

And so, those were the two platforms I

started with. So, we started on

LinkedIn, made a couple posts, and then

we did a post on Instagram. And I would

encourage you to do the same. Start

where you feel comfortable. A lot of

people really push the whole get out of

your comfort zone. No, that

Not in the beginning. In the beginning,

you want to build the habit of doing it.

Like I remember when I was really into

powerlifting, a lot of times when my

buddies wanted to get into lifting and

were trying to figure out how, I would

tell them, go to the gym for 10

minutes 5 days a week. If you just build

the habit of driving to the gym, you're

going to do it. That's usually

the issue. And it's the same here. Build

the habit of making and posting your

content. Make it as easy as possible.

Now, what we are going to do is we're

starting to expand. So, like we're doing

right now, we're filming long form

YouTube content. And so, we're going to

expand from just LinkedIn and Instagram

to YouTube and a podcast. And the reason

why I want to do that is I believe that

short form content is amazing to drive

awareness. And I think it's super

powerful and very effective to get brand

recognition. I view long form as the

place where conversion actually happens.

This is where we're able to truly

demonstrate our excellence and

expertise. Okay? So, for you, if you're

watching this and you're considering uh

whether or not to do long form or short

form content, well, short form has a

lower barrier to entry. So, it allows

you to start to get the repetitions in

and like I said earlier, build that

habit. But eventually, I would encourage

you to implement one or two long form

styles. either YouTube long form video

or long form podcasts, ideally both like

I'm doing. And the reason why is because

the more time somebody spends with you,

one, the more they're going to see your

expertise and your knowledge, but two,

there is this whole sunk cost fallacy.

And the way it works is the more time

somebody spends with you, the more

willing they are to actually act on an

offer that you present them. For the

very few of you watching this that have

bought a Harley-Davidson or probably any

other vehicle, I just only buy Harley's.

Their finance team has this very

interesting tactic that they do. They

have you fill out all this paperwork and

then they literally, I guarantee they

get the information. They run your

credit. They get all that within

seconds and they make you sit there for

like 10 or 15 minutes just talking to

the sales associate. Then what they do

is they take you on a tour through the

whole dealership. And all they're trying

to do is get you to invest more time in

the dealership so that you feel like,

well, I don't want to waste my time now.

I might as well do this transaction.

There's obviously a lot more that goes

into it. But I view long form content

the same. The more time your audience

spends with you, the more likely they

are to transact or convert on your

offer. So what is the point here? Start

where you're comfortable. If you're

already active on LinkedIn, Instagram,

YouTube, Tik Tok, wherever, then I would

just use that to start. Again, we want

to build the muscle and the habit of

making and posting content. And I

emphasize posting because a lot of you

make and then it sits on your

photo album on your phone and you never

actually put it out. The next question

that I would ask yourself when trying to

figure out which platform do I feel most

comfortable on is where do you naturally

spend the most of your time? Like if you

spend a lot of time scrolling on Tik

Tok, you probably understand what

content does well on Tik Tok. And if you

go from just doom scrolling to literally

consuming the same but with a more

strategic mindset and thinking, okay,

why did I like watching this video? And

you start taking notes on that, you're

going to keep track of best practices

that then you can start to implement

into your own content. The third

question is where is your audience? Back

to the exercise we did the brand journey

framework, right? We created our desired

outcome and then we reverse engineered

from there to today. Well, based on what

our desired outcome

is, who are we needing to reach in order

for that to occur? And where do we

believe it's a hypothesis that they

exist or they live the most? For me,

we're building a consulting firm where

we work with entrepreneurs, creators,

entertainers to help build their brands.

And a lot of them happen to be on

LinkedIn very actively. And so that's

why we started with LinkedIn as our

platform of choice because it was a

hypothesis of mine that we had more

qualified potential leads existing on

LinkedIn than let's say Instagram for

example. And then the finally I would

ask yourself are they on Tik Tok for

quick engaging content or are they on

YouTube for more long- for deep dives

into one specific subject matter or are

they around on LinkedIn trying

to be one of those thought leaders right

now. Basically, you want to make an

educated guess on where you think your

audience is and then test it, monitor

it. Are you getting actual leads? Are

people reaching out to you inquiring

about what you do? If not, there's two

potential options. One, your content

sucks and nobody gives a Two,

maybe you picked the wrong platform.

Now, once we've determined what medium

we like, what platform we're going to

want to work on, okay, cool. We now have

a good understanding and baseline of

what we are skilled at. Once you realize

that, double the down on it. If you

decided you're going to do video and

written, but man, your video content is

just not performing and your written is

going really well, I would encourage you

not to eliminate video, but reduce the

amount of effort you put towards your

video content and increase the amount

for the written content. There are

special moments in time and when you are

popping on a platform, that is not the

time in my opinion to go about trying to

level up other skill sets. That is the

time where you double down and you pour

gas on the thing that you are

actually good at and can consistently

put out that your audience deems as high

quality and high value. Now, on the flip

side, if you're confident on video and

you feel like you're able to articulate

your thoughts, you're entertaining,

engaging, well, then double down on

either short form or long form video.

Again, it's whatever you feel you are

best at, you should be leaning into that

heavily. And like I said earlier, if you

prefer audio, start a podcast.

you'll eventually, I think, get to a

point where you feel comfortable doing

video and then you're doing a higher

leverage activity. The next thing is

look at your results and don't listen to

your ego. I'm just going to be

unbelievably vulnerable and transparent

here. I have been seeing the footage

from this course and I actually feel

like I look fat as this. I feel

like I've gained weight. I would

encourage you to push past some of that

ego some of those

insecurities. I understand why they're

there. I get it. Trust me. But if you

are gaining traction and getting

engagement in your content and people

are resonating with it, who gives a

how you think you look? More than

likely, people aren't even thinking

about that. Like the real real is I'm

sure none of you even thought of that.

Maybe you did, but probably didn't until

I just said it. And so now I just, you

know, brought that to your attention. If

I allowed my ego to dictate what we did,

we would probably not release any of the

content we've made so far. And so what I

would encourage you to do is look and

track your metrics. Look at the

engagement. Look at the results you're

getting. And stop listening to that

little demon on your shoulder that keeps

telling you how weird your voice sounds,

how fat you look, how tired you look,

how weird you sound, what whatever it

is, whatever that inner up voice

is, that is not what is propelling you

towards your goals. Another thing that I

would really encourage you to focus on

is that a small correct audience that is

engaged is so much more powerful than

having a massive audience of people that

have no idea what the you're doing

and could give a about it. For

example, if you were to look at my

Instagram page, I have 68,000 followers.

Nowadays, that's nothing. But

back when Instagram first started, that

was a lot. But those followers are not

engaged with me. I got them like 10

years ago off of my landscape

photography. And so a lot of you

watching this probably have 500 to a

thousand followers, but those followers

might actually be very engaged in your

subject matter and very interested in

the offer you have. Whereas if you look

at mine, all of them follow me or the

majority of them followed me for Pacific

Northwest landscape photography that I

was doing 10 years ago. And so now I'm

going to have to go through the process

of converting people to my new content

and I'm going to lose a shitload of

people. And so there's so many creators

online that have these massive I know

many people with millions of followers

that make very little off of their

social media content. I also know a lot

of people that have less than 10,000

followers that are making millions of

dollars a year off of their following.

Why? Because those 5,000 people that

follow them are their target audience,

their potential customers. So again,

don't look at your ego of the inflated

numbers, the the big follower count, so

that when your friends see it, they're

really impressed. No, who gives a

about that? You want to make sure that

you are growing and acquiring the

correct audience. So please do not be

discouraged if you don't have hundreds

of thousands or millions of followers.

There are plenty of people out there

with less than 10,000 that are making

more money than you could ever dream of.

Now another thing is you want to track

the performance on the platform. That is

an indicator that you are making content

that the platform prefers and so people

will see it and engage with it. And

ultimately this is probably especially

for the people early on in their

soloreneur or business days or a

creator. This is how people are aware of

your offer. Okay? So it's important for

you to play the game. But what I would

really encourage you to do is actually

pay more attention to conversions. So,

if you are a musician, are more people

streaming your music? If you have a

clothing brand, are more people buying

your hoodies? If you're a video editor,

are more people hiring you for various

gigs? If you're an investor, are more

companies coming to you for investment

opportunities rather than you having to

reach out to them? Because time and time

again, what I have seen people do and

it's a huge mistake is they build their

whole brand and content based on

performing well on Tik Tok, Instagram or

YouTube and they never build it based on

actually converting to sales or to

streams. This is a huge mistake because

unless I have this completely incorrect,

the majority of you probably watching

this aren't just trying to be famous for

famous sake. You're trying to drive

awareness that leads to a desired

outcome. And if you don't optimize

around the desired outcome, what you end

up doing is you're going to waste one,

two, maybe three years and lots of money

and time chasing some vanity metric that

doesn't actually improve your bottom

line. The key here is not to think of it

as one or the other. It's both. You need

to make sure that you are paying close

attention to how you're performing on

the platform so that they can see your

and become aware of what you have

to offer. But then also make sure you

are optimizing your content that leads

to action. I would rather have 30 40%

less likes and views and subscribers or

followers, but have that audience

convert at a higher percentage than have

millions of followers and have a very

low percentage of conversion. That's my

personal preference because again, we're

not making this content here for me to

become famous. That is in no way the

goal at all. I actually really hope that

doesn't ever happen. My goal is purely

to become known with my potential

customers. And that's it. I don't need

everybody to know who I am. And so, make

sure that you are mapping and building

out your strategy and optimizing your

content for the correct thing. All

right. Now, we're going to determine

your posting cadence. This is a big

debate, big question that a lot of

people have. I get it. Honestly, I

probably got this question at

least 300 times in the last year. No

joke. And it's a debate that occurs

heavily online and a lot of different

top creators that you should look up to

have differing opinions here. And so I'm

going to share with you my philosophy

here. Before we dive into the framework

for determining your posting cadence and

then another framework for how to

increase the volume and increase your

cadence, I want to give you my

overarching philosophy on quality versus

quantity. The great debate has existed

probably for the last eight years

online. And I think that a lot of people

that enter this debate don't actually

define what these two things mean and

what they are and what their purpose is.

So quantity is something that a lot of

people have overindexed on. I'll say,

okay, they believe that you post a high

volume of content in order to gain the

most impressions and show up everywhere,

having your face in front of people all

the time. And that's a beautiful

byproduct that occurs from posting a

high volume of content. But I actually

view volume of content as a tool in what

I call the accordion method. The way I

like to think of it is I don't know what

quality is and neither do you. We sit

around ideulating on a piece of content

and we'll say something like this is a

highquality piece and that ultimately is

a subjective opinion. That is you

subjectively saying this is high

quality. But we don't give a about

what you think. We care about what your

audience thinks. Your audience is who

determines what quality is, not you. And

we use volume to acquire that data

quicker. If you were to post 10 videos

over 30 days, okay, that's one video

every 3 days. Cool. If you were to take

the same amount of videos and post them

in a week, you're going to gain insights

faster. And what insights am I talking

about? What your audience is resonating

with. What are they liking more? What

are they commenting on more? what's

getting more views. Those are indicators

of your audience signaling to you, the

creator, hey, I call this higher quality

content. Quality does not have anything

to do with the fancy that we're

trying to do here, the lights, the

camera, right? Like the the set that

you're working on. No, that. That

has nothing to do with quality. Think

about this. Some of the most viral

videos, most viewed and engaged with

videos ever online are filmed at night

in the dark on a cell phone.

Like, they're grainy. You can barely

tell what's going on, right? Quality is

a subjective thing. And because it's

subjective, I would rather have the

audience determine what it is rather

than me pontificating on what I think

quality is. So again, you post high

quantity, high volume content to get the

learnings on what your audience says is

quality and then what I believe you do

is you compress the accordion and that's

when you start to put more effort per

piece of content. We're going to get

into that in a little bit here. I don't

want to spoil the mana right now, but

that's my overarching philosophy and

kind of the the shade the lens that you

can view the rest of this section

through. So now that we understand what

quality and quantity are, we are going

to determine our posting cadence. What I

would encourage you to do is first start

with the highest leverage platform.

Okay, what do I mean by the highest

leverage platform? Well, one, what are

you getting the most results from? Where

are you getting your leads? Where are

you getting the majority of your

engagement? Right? What is performing

well by the platform standards and by

conversion standards? And number two,

what platform allows you to create one

piece of content that then you're able

to repurpose into many different pieces

of content? Typically, what this looks

like is a long form piece of content,

aka this course, right? A YouTube video

is going to provide you so much ability

to be able to, like I said at the top,

clip moments, so you can get shorts, uh,

you're able to pull the transcript, get

quotes, use that transcript to then make

a LinkedIn post. You can extract the

audio for a podcast. You can then pull

stills from the video to use in social

posts. It's a very high leverage medium

and platform. Now, please again, I

really pushed this in the last section

and I'm going to just continue

reinforcing it. If you are tracking

conversions, which you should,

conversions offplatform, if you notice

that there's one or two platforms that

are leading to a lot more conversions

offplatform, please double, triple,

quadruple down on those platforms. On

one of the teams that I was running, we

learned when actually looking at the

data that YouTube was our number one

lead provider, Instagram was number two,

and LinkedIn was number three. But

here's the very interesting thing. That

was by absolute. But if you look at

percentage of audience that is actually

converting, LinkedIn was number one by a

mile, it was a way smaller

audience because it was a platform that

we took on and started really optimizing

for way later than YouTube and

Instagram. So what we realized is we

should allocate far more resources to

LinkedIn. If it has a higher percentage

of qualified leads coming from it, all

we have to do is increase the amount of

impressions we're getting and in theory

that will be the number one platform,

not just by percentage, but by absolute

leads. We discovered this at a time when

LinkedIn was just starting to emerge as

like the next big platform. And so we

actually as a team had kind of devalued

it. We viewed it as an afterthought. It

wasn't our number one priority. But the

moment that we looked at the data, bing

bing bing, track your data. The moment

we did that, we saw massive returns. All

of a sudden, LinkedIn became something

that we were putting. I mean, we were

spending probably 20 $30,000 a month

just on LinkedIn organic content alone.

The next one is actually going further

or deeper on what we started this

section off on, which is volume for

speed and learnings, not just reach. I

encourage you in the early days to

increase whatever volume you think you

need to do right now, increase it. Okay?

And the reason why I said it up top, but

I'm going to reinforce it and emphasize

it again. You want to know what your

audience deems as quality. And you want

to know that as soon as possible. And so

what I would encourage you to do is

increase the frequency in which you

post. A great example of this is a

previous team that I ran. We started our

YouTube efforts by posting three videos

a week. Then we increased it to five.

Now, were these highly optimized YouTube

videos? No. I wouldn't even call them

edited. They were just trimmed. There

was no editing being applied. And there

was definitely no graphics or any

intentionality to how we crafted the

intro, the packaging, nothing. What we

were doing though is not trying to

optimize because we weren't at that

phase yet. We were at the learning

acquisition phase. We were trying to

understand what is the audience

resonating with the most. What are the

questions they're asking? How are they

engaging and behaving with this content?

What this allows you to do is then

determine what they're with and

do more of that. And when I say do more

of that, I don't necessarily mean more

volume. I mean putting more effort per

piece. So let's say you were posting

five YouTube videos a week. That's a

lot. What if you took the effort that

you put and the time and resources you

put into five videos a week into one?

And that one video was based off of the

knowledge and insights that you now have

of what your audience has said to you is

quality. Sounds like you might be

getting some traction and actually start

growing and getting subscribers and

views. It's crazy and it actually

works. Quality is not your

personal preference. Quality is

determined by your audience. Plain and

simple. One of the biggest traps

I see a lot of you making is that you

are making the decision for your

audience. Maybe you have a piece of

content that you've been sitting on and

you think, "Ah, this isn't high quality

enough and you're just not posting it.

You're not putting it out there and

you're making the subjective decision

that this is not worth your audience's

time and they're not going to get value

out of it." But how do you know if you

don't put it out? Especially in the

beginning. I understand mature creators,

you get to a point when you are a

content creator where you do actually be

able like you know this is not going to

hit. Like we can't even post

this. Nobody's going to give a

about this. That does happen. But in the

early days, you don't have a

clue. You don't know anything about your

audience or what they want. You have

your perception of what you think they

want, but more than likely, it's not

that accurate. And so, I encourage you,

stop guessing. Stop making the decision

for them and allow them to tell you what

they want. And the last point in

determining your content cadence or your

upload cadence is avoid the perfect post

trap. I like to say that perfect is the

enemy of posted. If you're struggling to

post

daily, yes, me too. I agree with you.

Most people can't post daily. That is

kind of like an absurd level to just

immediately jump into. And so, I would

encourage you, visit the idea of posting

three times per week. Visit the

idea of posting once a week, once every

other week. Look at what we're doing.

We're probably going to be posting one

long form video on YouTube a month,

maybe every three weeks or so. But we're

putting more effort per

piece rather than high volume. Now,

Caleb, I thought you just said do high

volume in the beginning in order to

learn what the audience resonates with.

Well, I have a little bit of a leg up.

And I'll give you kind of like an

insight into that just so that you

understand that I'm not bullshitting

you. In the last year, I met with over

2,000 businesses and consistently ran

question and answer sessions with them.

I did a roundt session with literally

2,000 business owners. And I know what

the common questions were. I have a very

good pulse on what people are wanting to

hear from me based on what they would

ask me at these Q&As's. I also have been

in the industry for a very long time.

And so, not only do I know what people

are wanting, I also know what they need.

I know what the majority of the industry

is currently saying. Half of these

on YouTube are telling you a lot

of around how to grow your

brand or how to scale your organic

content. and I've seen it long enough

that now I'm at a point where I'm a

little bit fed up and that's why I'm

putting this content out for you. I

would encourage you unless you have

those insights, unless you've met with

2,000 different individuals that map

towards your ideal customer, then I

would probably start with high volume.

But again, if high volume means one post

every other week in the beginning

because that's all you can do, then do

that. whatever you can actually put out

consistently, please start with that.

Don't try and jump to the Ronnie Coleman

method and squat 800 lb when you've

never squatted 135. And the last point

to that is again, stop aiming for

perfection, speed wins. So, for example,

we're filming this course, right? And

we've invested a good amount of money

into this and a lot of effort and we

have been very intentional with all the

little elements, right? like uh the set,

the lighting, uh the framing, the way

that we're shooting this on three

different cameras, the audio, like all

this right? We're trying to be

very cognizant of all of it. But there's

been semis that go by. There's been

police officers that are, you know, woo

woo, the sirens going by. There's all

kinds of And it's not perfect. And

we could stop every single time and we

could potentially even decide this isn't

the right space. Uh maybe we should have

filmed in something that was more uh

audio friendly. But guess what? Perfect

is the enemy of Postit. And so we are

still going to capture this, put it

together, and we are going to post it.

And what have we been doing every night

after we finish filming? We've been

going home and figuring out what we

would do differently and how we're going

to improve on the next version of this.

So, what I would encourage you to do is

instead of letting all the different

problems or issues you see with the

content you're working on right now and

using that as a reason to not post,

that. Post it and take note of what

you're going to do on future pieces that

you make. So, we've determined our

posting cadence and we're at a point now

where we've been doing it

consistently. Congratulations. Good for

you. That's awesome. A lot of

people give up after like a week or two.

And so if you've made it even like 2 or

3 months of posting, you are in the top

1%. So congrats. You're awesome.

I'm proud of you. And I want you to do

more. And by more, I mean I want you to

increase your volume. And here's how

we're going to do it. One, you are going

to leverage a content pillar approach. I

want you to identify your pillar

content. Typically, this is more long

form content. Okay? So, think like a

YouTube video, long form, a deep dive uh

thread. Maybe it's a long form written

post on LinkedIn or it's a newsletter

that you send out to your email list.

Then what you're going to do is you're

going to do what I affectionately call

mining. You're going to go through your

long- form content and mine for the

gold. If it's a newsletter, what you're

looking for is bite-sized chunks that

are self-contained. So, this is a

paragraph that you have in your

newsletter that you could extract and

pull and it would make sense and be

valuable in and of itself without the

other context. You're also probably

going to find maybe a quote or two that

you could pull from that. Okay? And then

you could probably also do a version

where you take the entire newsletter and

you summarize it in call it five or six

sentences. So, a medium form post on

YouTube. If you have a long form YouTube

video, well, what you're going to have

is an editor or editors that go through

and they're mining for the gold. They're

going to find the moments and extract

them that they know are going to perform

well and resonate with your audience.

Typically, you're looking for a powerful

moment that maybe is a slightly

contrarian view or is a nuanced take on

an already discussed subject. For

example, my quality versus quantity

moment. I almost guarantee Trevor is

going to clip that moment and we'll post

it on Instagram, Tik Tok, YouTube short,

all that because that's going to be

a moment that will do well for our

audience. Now, this is nothing new. I

like to call it the waterfall

distribution model. But ultimately, I

got to pay homage to the actual man who

came up with this. This is the OG Gary

Vee. He came up with the content

framework and how he extracts thousands

of posts from one long form piece of

content. And he's been doing this since

I want to say like

2015, 2016, right? Like originally it

started with releasing Daily V and then

clipping moments from that and posting

them on Instagram before reals, Tik Tok,

any of that was a thing. And so here's

what I recommend you do. Take your high

value content. Let's use a YouTube video

for example. And what you're going to do

is you are going to break this down into

short form clips. You're going to

extract quotes that you can put out on

threads and X. You're gonna take the

transcript and find a moment that you

can rewrite into a LinkedIn post. You're

gonna then take that LinkedIn post and

post it on Facebook as well. Then one of

the shorts that you clipped from that

YouTube video that you post on

Instagram, use the LinkedIn post as your

caption for that post. Okay? Do you see

how literally in the moment right now,

I'm not looking at notes. I'm literally

coming up with this in the moment

because there is so much that you can

extract from a YouTube long form video.

I haven't even gotten to carousels yet.

Now, what I want you to do is take the

different sections from your YouTube

video and make two carousel slides per

section. Now, you got to simplify. You