Latest / Success Story with Scott Clary / Lessons - You’re Building Your Personal Brand Wrong | Jay Jay - CEO of Ace of Spades PR Agency

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Lessons - You’re Building Your Personal Brand Wrong | Jay Jay - CEO of Ace of Spades PR Agency · Success Story with Scott Clary

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  In this lessons episode, we delve into the world of personal branding.
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  You will learn how building a strong personal brand can differentiate individuals from competitors,
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  attract clients, and enhance credibility. You will also gain valuable insights into the importance
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  of personal branding and how it can also open doors to new opportunities and collaborations.
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  Let's talk about personal brand. Why is it important? Why should an entrepreneur starting
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  a company care about PR for themselves versus their business? And walk me through that and what
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  you've experienced. Okay, cool. Let me ask you a question. Nate, what do you think of why does
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  Gordon Ramsay and Jamie Oliver make so much money as a chef, but the guy at the local steakhouse
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  awesome guy is making 80 grand a year when Gordon and Jamie are making 80 million a year. Why?
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  It's them. It's them. The celebrity brand factor. It's they've been put a lot of marketing,
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  a lot of promotion into and they're built up. Now are they the best chefs? No. Are they a great chef?
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  Absolutely. Are they the best looking guys? No, Gordon Ramsay has definitely got a face for
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  the kitchen. You know, he even says that. Are they? Are they the best spoken? No. It's because they
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  it's to get out or team is to get out. Hey, how do we market this person? How do we take Gordon? How
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  do we take Jamie Oliver? Right? And amplify their message, amplify them as the celebrity or the
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  leading expert in their space. And guess what? They get all the choices. Gordon Ramsay has
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  restaurants around the world, right? Because he's that fate. He's the guy. He's got influence.
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  And I think if people can understand it's okay to get some celebrity aspects to your brand without
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  having to be the JJ or the Gordon Ramsay. You don't have to go to that level, right? But you can
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  do it in your own space to at least be seen with more star power so that you get chosen over the next
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  coach over the next podcaster over the next guy selling real estate. Dude, I'm in Miami. There's,
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  you know, many realtors are in everyone's a real unlimited unlimited realtor is everybody.
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  The population of my amulet that is the amount of real estate deal. Yeah. But the point is why
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  these people getting chosen and not and I think everybody listing one because one thing I had to do
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  was be okay with you're going to take your ego out of it and realize it's not the best. It's not the
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  best website, the product, men, it's sometimes just the person's constantly be seen. They're
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  just promoting, you know? Yeah. And it's the human put the bonnet, right? Absolutely. Yeah, they
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  connect. Yeah. Well, you know, the thing that I do with the people I work with is listen, we can
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  get their attention, right? But how do we make them? How do we keep their attention? And how do we
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  make them keep coming back? It's like we don't want to give you the new plastic surgery look on your
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  face with no personality because you ain't picking up anyone at the bar, right? You look good. Yeah.
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  But where's the soul? Where's your personality? So back to your question. Yeah, it's really important
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  that hairstyle branding as people are really like gravitating towards people who can they can connect
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  twists. And they want to know more than you're a great good looking person with a great product.
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  What is he done his personal life? Is he married? Is he a kid? How can I connect with this guy?
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  Oh, he has a heart. Now I want to invest with you. No, I like him. And he's, and I know I can go on
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  about this for ages, Scott, but an anyone listening, ask yourself this. When you make a decision on
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  something you've bought in the past, maybe an online course or first you work with, ask him, ask
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  yourself, why did you make the decision? And a betcha you didn't go. Well, it was a really cool
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  product. You're probably like, ah, I like the post that he said, wow, he's a family man. I'm a
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  family man. You know, or he went to, you know, he went to the Maldives and I, you know, it could be
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  something small, but it post on brand has a really great way to connect with people. And that's
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  what we want to be a part of. We want to be, we want to be connected. And, and just to take it
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  a step further, if you are classically sales trained, you will know that people buy with emotion
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  and justify with logic. Right. And how do you buy with that? How do you buy? How do you build that
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  emotion? It's with trust. That's where the, the face and the person and the founder and we're
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  talking about real estate and we're talking about people that sell a variety of services online.
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  But even you hear, you know, you look at Elon Musk, you look at, you know, Richard Branson,
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  you look at Gary Vaynerchuk, you look at the people that are enormous business names. But they're,
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  you know, you look at their followings even, you know, you can say, well, Tesla is recognizable.
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  But Elon Musk is the person people listening to. If Elon Musk didn't exist, you think people would
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  care. You think, you think Tesla's stock price would be so volatile if they just followed the
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  Tesla Twitter account and Elon never said anything? No, because it's, it's a person that you're now
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  aligned with. Yeah. Yeah. But, but I think Scott is well suited to bring it back, though,
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  for people to understand is, and this comes up a lot with you clients. They go, well, I'm not,
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  I don't want to be Richard. I don't want to be one. I don't want to. And I get it. I listen,
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  I totally understand. But what you need to do is be okay of understanding how you make decisions.
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  So make it relatable to the person. Oh, I made that because of this. Great. How do we use that same
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  technique, same principles and incorporate that into you as a coach? You, it was a realist. So
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  smaller level, smaller level. Hey, bring us to the go up. Go up a couple of notches, man. Get
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  into the press. Get, get some authority about you. Get some more testimonials, social, like
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  third-party validation, maybe get a Forbes, right? Like if you were to make a decision for a house
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  Scott and there were two real letters on the table, one guy was in Forbes and one guy was a,
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  goes look the same, both cool, both well put together, you're probably choosing the, you're more
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  likely to choose, they're listened to the guy in Forbes because our Forbes is, well, Forbes,
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  he must be someone. So you have the right ability. He has credibility. Yeah. Yeah. Yeah.
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  So what's this, so let's, let's talk about the strategy to get that story told, right?
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  When you're, when you're building, so I guess it would start from your story as an individual
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  because that's what's going to drive everything, right? That's going to drive the socials,
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  going to drive the, the BR. What, what is that story? I call it, what's your, we play this game,
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  I play games with my clients over time. When they come, if you ever come to my office,
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  Scott, on, on we do this game, we print out a big photo of your face when you come to the office.
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  Um, because I used to be at a detainer, right? So I'm very in the, yeah, when I coach, when I
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  coach and teach, so if anyone, if you ever work with me, anyone, I'm going to take a big
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  photo of your face, like print it and put it on the wall. You come in, you're going to see it,
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  like, okay, great. Who is this guy? First thing we need to do is break down, like who you are,
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  what you do, but what's your vote? Right? So why, if I was the owner, if I was Oprah,
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  we played, I'll ask you, just Scott, if I was Oprah for Ellen, and I'm like, no,
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  actually, let me change it up to you. If I was Richard Branson, and I said, listen, Scott,
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  I left 30 seconds, I've got a checkbook ready to write, but you've got to woo me, you've got to
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  pitch me, you got to, what's your, what's yourself? That's going to be your whole, but what's the
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  full? That's a good one. What's your personal elevator pitch? Yeah, exactly, but a lot of people
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  don't understand that they're not just a business coach, they're not just a real or tough,
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  like, what is the point of difference that makes you different for the media outlets to choose you
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  over everybody else? And this is where, you know, my expertise comes in, but like, that's wanting
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  it's really important. You have to think of like, well, okay, you know that you're amazing,
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  your clients know that you're amazing, but the world doesn't. And they just think you're another
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  coach, they just think you're another guy or another girl. So the first thing we try and do is like,
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  really quickly, how do we find that fault for you? Right? Like, how do we like,
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  why my reforms choose you? Why do they get into what, what's your need here? You know,
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  and take some time. So the first thing would be like, figuring out that unique point of difference,
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  just something so that if there are 10 business coaches in front for false choose, they're merely
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  going like that without, without even knowing your credentials, like that that pitch, oh, that's
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  interesting. So for me, when I was a magician, I'm not a magician. I thought I was cool enough
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  being a magician. No, how the man from down under steals watches from around the world. That's
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  like one little week, right? Or the 57 million dude man steals, you know, when I was doing stuff
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  more for women, like steals your heart and steals your watch. Oh, okay, I'll click on that.
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  So yeah, yeah, coming up with the foot is is is a good start of move for people just like,
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  okay, what do I, how can I be a bit different here? You know, I was doing a problem right here,
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  thrust doctor. And then as you, as you build out that hook,
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  can you give me an example of, can you give me an, so can you give me an example of
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  why Forbes would run a story based on a, on a hook? Is that what they'd look for first? Is that
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  the main thing that drives their first decision? Like, what's the, what's the content? What's the
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  what's the meat? Because everybody, you know, a real estate agent does so many things. They sell
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  homes. What a, they, they show homes, they list on, they sell homes, they'll do the same thing.
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  Right. So what's the, what do you, what do you actually, what's the content? Right, right.
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  So okay, so now we don't just want to be impressed with the story. We want to be led with education
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  and shows that wow, like this person really knows. So Forbes, especially you remember, the publication
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  is business. Forbes isn't a Ted. It isn't like the fifth, 17 minutes of like your unique spin
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  on the world. Forbes is like, business, it's education. So to get into Forbes, they are looking for
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  a unique spin on how maybe you sell homes. Right. And it could be something simple. How
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  Gillian Garcia, right, closes every deal in my army by the one postcard she sends out. Okay.
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  And here are three tips on how you can engage with your people more. That's like an example, right?
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  Yeah. I know it's a lot for people to take on right now, but like every new media outlet,
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  they're always looking for an angle, but they're looking for something that they can, you know,
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  think about what are they once got? They want attention. They struggle with the same thing we need.
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  So the way to, to way to get everyone some moves is like, what do you do? What's something,
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  what's what, why, what makes you a little bit different, right? And then how do you also put
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  that out to the market? And you do that through your personal brand too. Like you're through your
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  social media as well, because that's free. And then all these, all these efforts, they start to
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  compound. But even if you're just getting into the game, obviously, you know, you can, you can,
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  you can leverage a PR agency, but let's assume even a PR agency isn't where you're at right now.
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  It may be expensive and you're just trying to, yeah, don'ts, right? I tell people, listen,
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  you don't need me, right? I said, how do you build those relationships? How the hell do I,
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  I don't know for it? So what am I going to do? You know, go to their contact. That's like,
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  right. That's not something that's doable for many. Okay. He's a, he's a great move, right?
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  I'm, I'm all that moves, right? I want you to go. Yeah. The places where you go every single day,
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  usually that could be a coffee shop, maybe a lunch place, maybe anywhere you interact with someone
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  else that has no emotion, your value on you. Talk your phone out and ask them, hey, Scott,
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  I want to be honest with you. What's up, man? Need your blah, blah. What, looking at my work,
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  what does it look like I do? And ask them this question. And if it's not super clear,
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  that's your first problem. If your messaging is in clear, what do you think the world is knowing
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  about you? And I used to do that all the time when I ran around the world. I was traveling on,
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  hey, what, what do I look like I do? And when there was a, when there wasn't a clear point of like,
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  oh, you do this, they don't have to say you exactly do this, but like you will pluck this, this,
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  then I have to fix it. And as you know, Scott and sale of confused miners in a sold line, right?
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  It's the same thing with life. If they're looking and you're like, well, I, I think he, that's a
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  problem. And the way to fix that is get really pinpoint clear. I'm like, exactly what you do.
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  And exactly how you do it and if you help and that will help you. And that's free. It doesn't
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  cost you anything. Thanks for tuning in. If you found this valuable, don't forget to hit that
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  subscribe button so you never miss an episode. And if you want to dive deeper into this conversation,
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  check out the links in the description to watch the full episode. See you in the next one.