Latest / Success Story with Scott Clary / Lessons - How to Build Your Personal Brand From Zero | Jay Jay - Ace of Spades Agency Founder

Transcript

Lessons - How to Build Your Personal Brand From Zero | Jay Jay - Ace of Spades Agency Founder · Success Story with Scott Clary

• 0:00
  In this lessons episode, uncover why building a strong personal brand can elevate an entrepreneur
• 0:05
  beyond the quality of their product. Explore how credibility, visibility, and emotional connection
• 0:10
  create trust and loyalty, learn how to craft a distinct story and hook that stand out in crowded
• 0:14
  markets and understand why people invest in personalities before businesses.
• 0:18
  People will pay a lot if they, if you can deliver excellence, if you can deliver the best possible
• 0:31
  product, people will pay. But now they have that option. And you mentioned something else,
• 0:35
  you're selective about who you work with. And I want to dive into why you work with personal
• 0:41
  brands. Because that's a whole other concept that people really haven't bought into yet.
• 0:45
  The personal brand, the celebrity CEO. So let's talk about that. Let's talk about
• 0:50
  personal brand. Why is it important? Why should an entrepreneur starting a company care about
• 0:55
  PR for themselves versus their business? And walk me through that and what you've experienced.
• 1:01
  Okay, cool. Let me ask you a question. Nate, what do you think of why does Gordon Ramsay and Jamie
• 1:07
  Oliver make so much money as a chef? But the guy at the local steakhouse, awesome guy, is making
• 1:15
  80 grand a year when Gordon and Jamie are making 80 million a year. Why?
• 1:21
  Certainly, it's them. It's the celebrity brand factor. It's they've been put a lot of marketing,
• 1:27
  a lot of promotion into and they're built up. Now, are they the best chef? No. Are they a great
• 1:33
  chef? Absolutely. Are they the best looking guys? No, Gordon Ramsay has definitely got a face for
• 1:38
  the kitchen. You know, he even says that. Are they, are they the best spoken? No. It's because
• 1:44
  they've figured out or a team is figuring out, hey, how do we market this person? How do we take
• 1:50
  Gordon? How do we take Jamie Oliver, right? And amplify their message, amplify them as the celebrity
• 1:56
  or the leading expert in their space? And guess what? They get all the choices. Gordon Ramsay has
• 2:01
  restaurants around the world, right? Because he's that fate. He's the guy. He's got influence.
• 2:07
  And I think if people can understand it's okay to get some celebrity aspects to your brand without
• 2:14
  having to be the J.J. or the Gordon Ramsay. You don't have to go to that level, right? But you can
• 2:19
  do it in your own space to at least be seen with more star power so that you get chosen over the
• 2:26
  next coach, over the next podcaster, over the next guy selling real estate. Dude, I'm in Miami. There's
• 2:34
  you know, many realtors are in everyone's real. Unlimited. Unlimited realtors. Everybody,
• 2:39
  the population of Miami. That's the amount of real estate. But the point is why these people
• 2:45
  getting chosen are not. And I think everybody listening one because one thing I had to do was be okay
• 2:50
  with you go to take a rigo out of it and realize it's not the best. It's not the best website,
• 2:54
  the product, man, it's sometimes it's the first thing that's constantly be seen. The values
• 2:59
  promoting, you know. And it's the human component, right? Absolutely. Yeah, they connect. Yeah, well,
• 3:05
  you know, the big thing that I do with the people I work with is listen, we can get their attention,
• 3:11
  right? But how do we make them? How do we keep their attention? And how do we make them keep coming
• 3:16
  back? It's like we don't want to give you the new plastic surgery look on your face with no
• 3:22
  personality because you weren't picking up anyone at the bar, right? You look good. Yeah. But where's
• 3:27
  the soul? Where's your personality? So back to your question. Yeah, it's really important that
• 3:32
  personal branding is people are really like gravitating towards people who they can connect with.
• 3:38
  And they want to know more than you're a great good looking person with a great product. What is
• 3:44
  you done in personal life? Is your marriage? Is your kids? How can I connect with this guy? Oh,
• 3:48
  he has a heart. Now I want to invest with you. Yeah, I like him. And I know I can go on about
• 3:54
  this for ages, Scott, but anyone listening, ask yourself this. When you make a decision on
• 3:58
  something you've bought in the past, maybe on my course or a person you work with, ask yourself,
• 4:03
  why did you make the decision? And a betcha you didn't go, well, it was a really cool product.
• 4:08
  You're probably like, ah, I like the post that he said, well, he's a family man. I'm a family man.
• 4:12
  You know, or he went to, you know, he went to the Maldives and I, you know, it could be something
• 4:17
  small, but it personal brand has a really great way to connect with people and that's what we
• 4:22
  want to be a product. We want to be, we want to be connected. And just to take it a step further,
• 4:28
  if you are classically sales trained, you will know the people buy with emotion and justify
• 4:34
  with logic. Right. And how do you buy with that? How do you buy it? How do you build that emotion?
• 4:38
  It's with trust. That's where the face and the person and the founder and we're talking about real
• 4:42
  estate and we're talking about people that sell a variety of services online, but even you know,
• 4:47
  you look at Elon Musk, you look at, you know, Richard Branson, you look at Gary Vaynerchuk,
• 4:53
  you look at the people that are enormous business names, but they're, you know, you look at
• 4:58
  their following even. You know, you can say, well, Tesla is recognizable, but Elon Musk is the
• 5:05
  person people listening to. If Elon Musk didn't exist, you think people would care? You think,
• 5:10
  you think Tesla's stock price would be so volatile if they just followed the Tesla Twitter account
• 5:15
  and Elon never said anything? No, because it's a person that you're now aligned with. Yeah.
• 5:22
  But I think Scott is also to bring it back though, for people to understand is and this comes
• 5:28
  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
• 5:33
  Elon. I don't want to get it. And I get it. I listen, I totally understand, but what you need to
• 5:38
  do is be okay of understanding how you make decisions. So make it relatable to the person,
• 5:43
  go, oh, I made that because of this. Greg, how do we use that same technique, same principles,
• 5:48
  and incorporate that into you as a coach? You are just a really small, smaller level, smaller level.
• 5:54
  Hey, just go up a couple of notches, man. Get into the press, get some authority about you,
• 6:00
  get some more testimonials, social, like third party validation, maybe get a Forbes, right? Like,
• 6:05
  if you had to make a decision for a house, Scott, and there were two real letters on the table,
• 6:08
  one guy was in Forbes and one guy wasn't. Both looked the same, both cool, both, like, well,
• 6:13
  put together. You're probably choosing the, you're more likely to choose to listen to the guy in
• 6:18
  Forbes because our Forbes is, well, Forbes, you must be someone. Yeah, it's credibility. He's
• 6:24
  credibility. Yeah. Yeah. So what's this, so let's, let's talk about the strategy to get that story
• 6:31
  told, right? When you're, when you're, so I guess it would start from your story as an individual
• 6:38
  because that's what's going to drive everything, right? That's going to drive the socials,
• 6:41
  going to drive the, the BR. What's your, what's your hook? We play this game, I play games with my
• 6:46
  clients all the time. When they come, if you have come to my office, Scott, on, we do this game,
• 6:50
  we print out a big photo of your face when you come in the office. Because it used to be an
• 6:55
  entertainer, right? So I'm very immersed in when I coach, when I coach and teach. So if anyone,
• 6:59
  if you ever work with me, anyone, I'm going to take a big photo of your face, like print it,
• 7:03
  and put it on the wall. You come in, you're going to see it like, okay, great. Who is this, Scott?
• 7:09
  First thing we need to do is break down like who you are, what you do, but what's your hook?
• 7:13
  Right? So why, if I was the owner, if I was Oprah, we played, I'll ask you just Scott,
• 7:18
  if I was Oprah, for Ellen, and I'm like, no, actually, let me change it up for you.
• 7:24
  If I was Richard Branson, and I said, listen, Scott, I have 30 seconds, I've got a checkbook
• 7:32
  ready to write, but you got to woo me, you got to pitch me, you got to watch yourself.
• 7:37
  That's going to be your hook. What's the hook? That's a good one. What's your personal elevator pitch?
• 7:42
  Yeah, exactly, but a lot of people don't understand that they're not just a business coach, they're
• 7:47
  not just a realtor. What is the point of difference that makes you different for the meteorites
• 7:54
  to choose you over everybody else? And this is where my expertise comes in, but that's one thing
• 8:00
  that's really important. You have to think of like, well, okay, you know that you're amazing.
• 8:06
  Your clients know that you're amazing, but the world doesn't, and they just think you're another
• 8:11
  coach. They just think you're another guy, another girl. So the first thing we try and do is like,
• 8:17
  really quickly, how do we find that hook for you? Right? Like, how do we like, why would Forbes
• 8:23
  choose you? What are they going to do? What's your move here? You know, and take some time.
• 8:29
  So the first thing would be like figuring out that unique point of difference, just something
• 8:35
  so that if there are 10 business coaches in front for Forbes to choose, they're immediately going
• 8:39
  like that without even knowing your credentials, like that pitch. Oh, that's interesting.
• 8:46
  So for me, when I was in a magician, I thought I was cool enough being a magician. No.
• 8:52
  The man from down under steals watches from around the world. That's like one little group, right?
• 8:58
  Or the 57 million viewed man steals, you know, when I was doing stuff more for women, like steals
• 9:04
  your heart and steals your watch. Oh, okay, I'll click on that. So yeah, coming up with the hook
• 9:10
  is a good starter move for people just like, okay, how can I be a bit different here?