Lessons - How to Build Your Personal Brand From Zero | Jay Jay - Ace of Spades Agency Founder

In this lessons episode, uncover why building a strong personal brand can elevate an entrepreneur beyond the quality of their product. Explore how credibility, visibility, and emotional connection create trust and loyalty, learn how to craft a distinct story and hook that stand out in crowded markets and understand why people invest in personalities before businesses. People will pay a lot if they, if you can deliver excellence, if you can deliver the best possible product, people will pay. But now they have that option. And you mentioned something else, you're selective about who you work with. And I want to dive into why you work with personal brands. Because that's a whole other concept that people really haven't bought into yet. The personal brand, the celebrity CEO. So let's talk about that. Let's talk about personal brand. Why is it important? Why should an entrepreneur starting a company care about PR for themselves versus their business? And walk me through that and what you've experienced. Okay, cool. Let me ask you a question. Nate, what do you think of why does Gordon Ramsay and Jamie Oliver make so much money as a chef? But the guy at the local steakhouse, awesome guy, is making 80 grand a year when Gordon and Jamie are making 80 million a year. Why? Certainly, it's them. It's the celebrity brand factor. It's they've been put a lot of marketing, a lot of promotion into and they're built up. Now, are they the best chef? No. Are they a great chef? Absolutely. Are they the best looking guys? No, Gordon Ramsay has definitely got a face for the kitchen. You know, he even says that. Are they, are they the best spoken? No. It's because they've figured out or a team is figuring out, hey, how do we market this person? How do we take Gordon? How do we take Jamie Oliver, right? And amplify their message, amplify them as the celebrity or the leading expert in their space? And guess what? They get all the choices. Gordon Ramsay has restaurants around the world, right? Because he's that fate. He's the guy. He's got influence. And I think if people can understand it's okay to get some celebrity aspects to your brand without having to be the J.J. or the Gordon Ramsay. You don't have to go to that level, right? But you can do it in your own space to at least be seen with more star power so that you get chosen over the next coach, over the next podcaster, over the next guy selling real estate. Dude, I'm in Miami. There's you know, many realtors are in everyone's real. Unlimited. Unlimited realtors. Everybody, the population of Miami. That's the amount of real estate. But the point is why these people getting chosen are not. And I think everybody listening one because one thing I had to do was be okay with you go to take a rigo out of it and realize it's not the best. It's not the best website, the product, man, it's sometimes it's the first thing that's constantly be seen. The values promoting, you know. And it's the human component, right? Absolutely. Yeah, they connect. Yeah, well, you know, the big thing that I do with the people I work with is listen, we can get their attention, right? But how do we make them? How do we keep their attention? And how do we make them keep coming back? It's like we don't want to give you the new plastic surgery look on your face with no personality because you weren't picking up anyone at the bar, right? You look good. Yeah. But where's the soul? Where's your personality? So back to your question. Yeah, it's really important that personal branding is people are really like gravitating towards people who they can connect with. And they want to know more than you're a great good looking person with a great product. What is you done in personal life? Is your marriage? Is your kids? How can I connect with this guy? Oh, he has a heart. Now I want to invest with you. Yeah, I like him. And I know I can go on about this for ages, Scott, but anyone listening, ask yourself this. When you make a decision on something you've bought in the past, maybe on my course or a person you work with, ask yourself, why did you make the decision? And a betcha you didn't go, well, it was a really cool product. You're probably like, ah, I like the post that he said, well, he's a family man. I'm a family man. You know, or he went to, you know, he went to the Maldives and I, you know, it could be something small, but it personal brand has a really great way to connect with people and that's what we want to be a product. We want to be, we want to be connected. And just to take it a step further, if you are classically sales trained, you will know the people buy with emotion and justify with logic. Right. And how do you buy with that? How do you buy it? How do you build that emotion? It's with trust. That's where the face and the person and the founder and we're talking about real estate and we're talking about people that sell a variety of services online, but even you know, you look at Elon Musk, you look at, you know, Richard Branson, you look at Gary Vaynerchuk, you look at the people that are enormous business names, but they're, you know, you look at their following even. You know, you can say, well, Tesla is recognizable, but Elon Musk is the person people listening to. If Elon Musk didn't exist, you think people would care? You think, you think Tesla's stock price would be so volatile if they just followed the Tesla Twitter account and Elon never said anything? No, because it's a person that you're now aligned with. Yeah. But I think Scott is also to bring it back though, for people to understand is and this comes up a lot with new clients. They go, well, I'm not, I don't want to be Richard. I don't want to be Elon. I don't want to get it. And I get it. I listen, I totally understand, but what you need to do is be okay of understanding how you make decisions. So make it relatable to the person, go, oh, I made that because of this. Greg, how do we use that same technique, same principles, and incorporate that into you as a coach? You are just a really small, smaller level, smaller level. Hey, just go up a couple of notches, man. Get into the press, get some authority about you, get some more testimonials, social, like third party validation, maybe get a Forbes, right? Like, if you had to make a decision for a house, Scott, and there were two real letters on the table, one guy was in Forbes and one guy wasn't. Both looked the same, both cool, both, like, well, put together. You're probably choosing the, you're more likely to choose to listen to the guy in Forbes because our Forbes is, well, Forbes, you must be someone. Yeah, it's credibility. He's credibility. Yeah. Yeah. So what's this, so let's, let's talk about the strategy to get that story told, right? When you're, when you're, so I guess it would start from your story as an individual because that's what's going to drive everything, right? That's going to drive the socials, going to drive the, the BR. What's your, what's your hook? We play this game, I play games with my clients all the time. When they come, if you have come to my office, Scott, on, we do this game, we print out a big photo of your face when you come in the office. Because it used to be an entertainer, right? So I'm very immersed in when I coach, when I coach and teach. So if anyone, if you ever work with me, anyone, I'm going to take a big photo of your face, like print it, and put it on the wall. You come in, you're going to see it like, okay, great. Who is this, Scott? First thing we need to do is break down like who you are, what you do, but what's your hook? Right? So why, if I was the owner, if I was Oprah, we played, I'll ask you just Scott, if I was Oprah, for Ellen, and I'm like, no, actually, let me change it up for you. If I was Richard Branson, and I said, listen, Scott, I have 30 seconds, I've got a checkbook ready to write, but you got to woo me, you got to pitch me, you got to watch yourself. That's going to be your hook. What's the hook? That's a good one. What's your personal elevator pitch? Yeah, exactly, but a lot of people don't understand that they're not just a business coach, they're not just a realtor. What is the point of difference that makes you different for the meteorites to choose you over everybody else? And this is where my expertise comes in, but that's one thing that's really important. You have to think of like, well, okay, you know that you're amazing. Your clients know that you're amazing, but the world doesn't, and they just think you're another coach. They just think you're another guy, another girl. So the first thing we try and do is like, really quickly, how do we find that hook for you? Right? Like, how do we like, why would Forbes choose you? What are they going to do? What's your move here? You know, and take some time. So the first thing would be like figuring out that unique point of difference, just something so that if there are 10 business coaches in front for Forbes to choose, they're immediately going like that without even knowing your credentials, like that pitch. Oh, that's interesting. So for me, when I was in a magician, I thought I was cool enough being a magician. No. The man from down under steals watches from around the world. That's like one little group, right? Or the 57 million viewed man steals, you know, when I was doing stuff more for women, like steals your heart and steals your watch. Oh, okay, I'll click on that. So yeah, coming up with the hook is a good starter move for people just like, okay, how can I be a bit different here?