Webinar

The Second Act: Recap + Worksheet

Picture of Sarah Smith

Sarah Smith

Principal Strategist, Managing Partner, Speakerbox Media

Action Items

 

Summary

In today’s trust-driven economy, 82% of people report increased trust in companies whose senior executives maintain active social media profiles. This emphasizes the vital role of personal branding in building credibility and business opportunities. Uber’s journey was explored as a case study, showcasing how businesses can identify audience needs, deliver unique services, and stand out from competitors. The importance of a strong, relatable executive presence is critical for fostering trust among both customers and stakeholders. Companies with visible leadership gain a competitive edge, making social engagement a key factor in long-term success.

Introduction and Engagement

Sarah Smith, co-founder of Speakerbox Media, opened with her personal branding journey, sharing insights from her background in B2B content strategy and production. She encouraged interaction through the chat and polling questions to align the session with participants’ needs, fostering an engaging and supportive environment. By creating an interactive atmosphere, Sarah helped break down barriers, making it easier for attendees to express their challenges with personal branding. Her energy set a welcoming tone, ensuring participants felt both heard and understood throughout the session.

Initial Goals for Personal Branding

A poll revealed that most attendees sought to build their personal brand to generate more business opportunities. Sarah emphasized that in today’s business climate, establishing credibility and trust online is key. She highlighted the growing importance of executives being active on social media, citing the statistic that 82% of people trust companies more when their leaders are visible online. Establishing a personal brand also helps position leaders as thought leaders in their industries, opening doors to partnerships and collaborations. Building trust is no longer optional—it is an essential currency in the modern business landscape.

Maximizing Brand Impact through Content Repurposing

Sarah detailed strategies for enhancing personal branding by breaking long-form content into smaller, more shareable pieces—extending reach across various platforms. Attendees were invited to explore their branding strategies through one-on-one consultations, and a follow-up webinar focusing on launching the MVP Media Day was announced. Content repurposing not only saves time but also ensures consistent messaging across platforms, reinforcing a cohesive personal brand. This approach helps expand a brand’s visibility without constantly needing to create new content from scratch.

Defining a Personal Brand

Sarah explained that a personal brand encompasses the feelings, beliefs, and expectations others have about you. She emphasized the importance of identifying your core values and how they should align with the way you want to be perceived. Drawing from real-life examples, she prompted participants to share their desired brand attributes, opening a discussion on the challenges of building a personal brand. Defining these attributes is the foundation of any personal brand strategy, as they influence how you are perceived by others. The clearer the definition, the stronger the personal brand you will develop.

Challenges in Building a Personal Brand

A poll revealed that finding time to build a personal brand was the biggest challenge for most participants. Sarah acknowledged the time commitment required but stressed the lasting impact of developing a personal brand. She introduced a framework for creating a personal brand statement, using Uber as an example to highlight how clarity in positioning helps establish authority. Sarah’s approach simplified the complex process of building a brand, making it more accessible to those who feel overwhelmed. This framework not only streamlines the process but also gives participants confidence in defining their brand voice.

Creating a Personal Brand Statement

Using Uber’s branding as an example, Sarah broke down the key elements of a personal brand statement—identifying the target audience, the unique service offered, and differentiating factors. This helped illustrate how clearly defining and positioning a service can build credibility and authority. Participants were encouraged to refine their statements by narrowing down their core message, ensuring they communicate their value succinctly. A well-crafted personal brand statement creates a strong first impression and helps to differentiate from competitors in a crowded market.

Positioning and Market Viability

Sarah introduced a positioning diagram to help participants assess their personal brand’s market viability by considering passion, expertise, and market demand. She emphasized the importance of aligning personal interests with market needs and provided advice on pricing and packaging to ensure a sustainable model. Understanding market demand is critical in building a brand that not only resonates but also generates revenue. Sarah highlighted how to balance passion with practicality, ensuring the brand appeals to both personal fulfillment and market opportunity.

Content Creation and Repurposing

Sarah revealed that consistency in creating content, such as writing or speaking regularly, is key to building authority. She introduced the concept of content repurposing, where long-form content is broken down and redistributed across multiple platforms. She shared examples, including Melinda Gates’ birthday series, to illustrate how this strategy amplifies content reach. Repurposing content also allows brands to engage with different audiences across various formats, from social media snippets to long-form blogs. It ensures that valuable content has a longer lifespan and deeper impact.

The Authority Flywheel

The authority flywheel was introduced as a model for building a personal brand through consistent content creation and interaction. Sarah discussed how to leverage partnerships, virtual events, and micro-content to drive authority and business growth. She emphasized that every interaction—whether through content or personal connections—feeds into the authority flywheel, creating momentum over time. By continuously adding value and building relationships, participants can sustain their brand growth and establish lasting authority.

Conclusion and Next Steps 

Sarah wrapped up by offering further support through one-on-one consultations, inviting participants to sign up for an upcoming webinar on MVP Media Day. She encouraged attendees to reflect on how their personal brand could shape their careers over the next few years and thanked them for their participation. This final call to action reinforced the session’s key takeaways, pushing participants to take immediate steps in their personal branding journey. Sarah’s offer of continued support ensured that attendees left feeling equipped and motivated to put what they had learned into practice.

Transcript

Sarah Smith  7:58  

Hi everyone. Thanks so much. I’m so excited you’re here to talk about one of my favorite topics, which is personal branding. So today we’re going to walk through a couple of things that I hope are helpful for you. And so in the meantime, I’m going to work on getting my slides pulled up here, but I’d love for you to tell me where you’re joining me from, so I’ll kick us off. I’m joining from Houston, Texas, which is where speaker box media is headquartered. I see someone in the hi Catherine, hi Chase from Michigan. We’ve got South Carolina in the house. I love it. New York, Boston, awesome. All right. Well, I am going to get us started here. I want to be mindful of your time. And let me tell you, the primary goal for this is that it’s insanely helpful for you, I failed my job today, if you don’t take something away that is actionable, that you can apply right now today, start thinking about or, you know, brainstorming when it comes to your personal brand. So in order for me to do that, I need a couple things from you. The first is, be active in the chat. I kept the chat on public so that we all could connect and talk to one another, because we’re all in this together. We’re all building personal brands out in front of everyone in real time. And so don’t be scared to talk to one another in the chat and to voice kind of what you’re thinking or what questions you have. This is a learning environment, and so I set that precedent there. The second thing is, throughout the presentation here, I’ll be asking some polling questions to kind of get a better gage of where you are in your personal brand. That just helps me give more actionable stories, ideas, examples, that, again, just help that content be more relevant for you. So if you’ll reply to those polls, I’d really appreciate it. And the third is, don’t hold. Back. I don’t want this to feel like death by presentation. I want you to ask the questions that are on your mind when it comes to this. It’s not an easy thing. It is new. It can be challenging and confusing, and honestly, it can be overwhelming. So I’m here to help, and so I will get us started here. Just give me two seconds. You all right, so you can now see my presentation here. So today we’re talking all about personal branding. And just to get us started, let me tell you a little bit about who I am, what I’m doing here. So I co founded speaker rocks media in 2018 we are a B to B video agency that helps turn experts into dot leaders with webinars, video podcasts, content strategy and production. And so we accomplish that through content strategy, handling guest booking. So sometimes that’s for a show, sometimes it’s for webcasts, and sometimes it’s for speaking engagements. And then we help on the tech side of webcasts and video casts, and then obviously handling that lift at the end, which is production. And so all in all, I’ve been doing this and helping other B to B executives do this for five years now, within speaker box media. Before that, I had a love for photography. So I’m not new to selling, and not new to putting yourself out there and putting your work on display for others. And so I want to say I’ve been Where you’ve been right where I had a previous career and then coming into entrepreneurship, I understood that it was very different that I was going to have to learn how to teach people how to understand what I do, that I was going to have to get that to sell in the marketplace, and that I needed somewhere to start from. So I’m hoping that some of that experience kind of pours over into you, and that you’re able to see some parallels there that help you kind of brainstorm of where you could start in a similar place. So the first thing I want to do here is launch our initial question, what are your main goals for creating your personal brand? So we should have a poll here that pops up, and if not, just go ahead and answer that question in the chat. So the question is, what are your main goals for creating a personal brand?

Answer that in the chat? Me, oh, there’s our poll. Okay, all right, we’ve got some answers coming in so, overwhelmingly, generating more business opportunities. Absolutely, building credibility in your industry. Definitely, lots of people in transition to a career, to a new career or new industry, so totally get that. But overwhelmingly, the biggest answer here is generating more business opportunities. So for the duration of this presentation, I’m going to keep that in mind and try to give some actionable results and examples there, all right, so why build a personal brand? Well, building a personal brand establishes your authority and your credibility in the industry, which helps you stand out, helps you attract opportunities, and it helps you create impact. 

Speaker 1  13:44  

Um, and why do we need to do this now? I think that’s a big question that comes up. Why now all of a sudden, do we have to create these personal brands online? And the reality is business has changed. And so when we think about business, we have to think about the fact that we’re now in the trust economy. So 82% of people are more likely to trust the company when their senior executives are active on social media, according to Edelman. And so basically what that means is, no longer are we just selling door to door, no longer we just meeting people hand to hand. But now majority of that activity happens online, and so now we’re forced, as experts in our field, to migrate that onto onto the you know, web, and to cast that in different places so that we can have an impact at scale. The idea is that we build trust online by giving our best stuff away and helping people understand what we do and how to refer us. I’ll give you a really tactical example. I’m doing this webinar, and I’m giving you the best stuff that I have, that I know to date. I’m not holding back. I’m going to give you a formula and a framework here, and my goal is to build trust with you 100% so you’re. Watching this in real time, and we’re even going to go through an example here of a tactical way that someone does this with content. So

Sarah Smith  15:09  

what is a personal brand? By definition? It’s the merger of the associations, beliefs, feelings, attitudes and expectations that people collectively hold about you. So a couple of us chatted in LinkedIn DMS, and I asked, What are some of the things you wanted to be associated with your brand? And there were some great answers. One was compassionate. I want people to know me as a compassionate person, brand provider. Another was, I want people to know that I’m here to help them and serve them. And so these are all ways when you think about your personal brand, and what is it you have to think about the beliefs, feelings and attitudes and expectations that people would have when they interacted with you. That’s the first when we think about big brands that we do business with, they have they they have them written as core values, right? Compassion, trust, discipline, those type of things. And so when you think about your personal brand, you have to think about in the same way, what are some adjectives and verbs that you want to be associated with you as an executive and business person who’s trying to provide an offering out in the market. So we know what a personal brand is, but a lot of us still find it very challenging to to to start this process. So I’d like to ask you, which of these do you find most challenging when it comes to building your personal brand. So you should see poll pop up here that you’re able to answer you.

Oh, where’s our new poll tech. Tech is so great. We need it. Can’t live without it, but sometimes that’s okay. If the oh, there it is. Which of these do you find most challenging when it comes to building your person, personal brand? So identifying a niche, creating high quality content to market it, finding a time to work on that personal brand, figuring out how to leverage social media, or measuring results in ROI. Okay, lots of good answers coming in here, overwhelmingly, over 60% of you, actually 70% now, are saying that finding time to work on a personal brand is the most difficult for you, so I’m going to keep that in mind as we move through this through this webinar. Thank you guys for being so great about answering the polls honestly.

Speaker 1  18:22  

So we all know that this takes a lot of time, and the question is, why would we do this? I would venture to say that we all want to have an impact that’s bigger than ourselves, and we all want to have an impact at scale. We want to leave this world knowing that the work that we did and the time that we spent here meant something. And so building your personal brand, I believe heavily, is really about forging your path forward and creating a lasting legacy. So what does that look like in the second half of your career? And the good news is it’s never too late, right? It’s never too late to make an impact. So this is the why behind when it when you come against all of these barriers for creating the personal brand, this is what we have to keep in mind. What do I want to stand for and what do I want my legacy to be? So I’m going to walk through a really tactical example of creating an initial personal brand statement. So this, right here, is a framework for starting to brainstorm where your personal brand can go. So

Sarah Smith  19:25  

I’m going to walk through the sentence here, and then we’re going to go through an example together. So my personal branding statement would be for what audience who needs what your brand name is a service that helps what outcome, unlike the competitor, the person you don’t want to be, like I provide x. So we’re going to walk through. An example to help you apply this framework, you should definitely take a screenshot of this, because this is your homework. A lot of you wanted to know where to start. This is where you start by brainstorming different ways that you can serve the market and how this sentence would change based on those offerings. A lot of you said, I’m multifaceted. I know so much. I’ve done so much. How do I narrow it down to one thing? And the key is, when you’re starting to kind of get some inspiration about where you want to go, you don’t have to in the beginning. You need to actually map out, kind of the different ways that you think you could serve that way. You can really decide once you have a couple of options down a couple of different positioning statements. You can narrow in on the one that resonates most. So we’re going to go over a tactical example here on Uber. So let me I want to be able to see your comments, so give me two seconds here. If we were to look at this for Uber. Uber is the car writing service, right? We’re on the same page the app. Who do you think Uber serves? Answer in the chat for me, who’s Uber’s audience? If

Speaker 1  21:18  

you were to think about Uber’s but it’s, yeah, it could be everyone, really specifically people who need transportation. Yep, that’s, that’s, that’s close, but they, they got even more specific travelers. Good answers.

Sarah Smith  21:34  

Okay, and what do those people who need transportation? What do they need? What did you need to be able to do that? Uber solved the problem for

people who have dispensable income convenience. That’s a good one. Yes. Christina, get a car anywhere you’ve got it on demand service, okay, so for people who need a transportation, who need to get a car, Uber is a blank. What is the actual service that Uber provides? You’ve got it like on demand, right, right? You’re going to be surprised by this word. And what did, what did they help do that? Their competitor didn’t, I guess who was their competitor? Who was Uber’s competitor? You got it, taxis. So what did Uber help people do that taxis didn’t.

What was different about the way that Uber provide? Yeah, Chase, they digitized it. Yep, that’s a big component. I’m going to reveal here their entire branding statement in a second. They digitized it. What else did they do? What did they do differently than taxis? Ease, yep, ease is one of them. Yes. Christina patron terms, instead of searching for a taxi, absolutely. So what do you think makes Uber unique in the market, if you had to pick something. So let’s think about, let me go broader, if I think about taking a taxi. What are some of the words you associate with taking a taxi? James, that’s good payment options that goes in that on demand. Ah, high cost. Yeah. Cost is one of them. What else did Uber do uniquely that taxis didn’t do?

Yep, ah. Didn’t really think about that one non cash tip faster. Yep, those are all great answers. Let me reveal their full statement to you, and then we’ll walk through it together. Uber is for smartphone users who need a ride from point A to point B. Uber is a ride share that’s the actual product. They’re a ride share that allows smartphone users to get where they need to go every day. Unlike taxis, Uber allows you to book on demand. Unlike taxis, Uber helps smartphone users book rides on demand safely. So when they thought about their there’s a couple things I want to call out here. One their persona, you guys said, a lot of you said it’s everyone, anyone could use it, and that is true. But they went even. Deeper than that, they specified into saying the people with a smartphone, because, can you use Uber if you don’t have a smartphone? No, can I use Uber if I have a flip phone or or a no? So they narrowed in on their audience very specifically, even though everyone could use it, who needs it the most, or would be optimized to use that a smartphone user. The other thing is, I want to call out that they invented the word rideshare. Rideshare, we say it so often now that we don’t even realize that Uber invented the word rideshare. That really wasn’t a term or a product that we were talking about prior to them, that’s where, that’s where they got unicorn status. So when you uniquely name something or position it in the market, your authority kind of builds, because it’s kind of why we call, why we call diapers Pampers, right? It’s that coke instead of pop analogy. It’s that a brand can become so dominant that you start to teach the market, you lead the market, and so you end up really renaming things. And unlike taxis, Uber help smartphone users, you guys got most of you got that, that it was on demand, and what they keyed in on after they did tons of market research with what was wrong with the current options out there, they realized that most people said taxis felt unsafe. So in the comments, have you ever tried to take a taxi? I’ll tell you, I tried to take one in Miami, and it definitely felt unsafe. So I was shocked when I saw that they pulled this out, and the way that they were able to pull that out is by listening to the audience on what specifically is different about what they do. So a lot of market research has had in order to hone in on this brand positioning statement for you. And I’ll tell you from my own experience doing this exercise with my co founder, it took us five hours to get the very first version of our brand statement. And I don’t say that to deter you. I say that to let you know that this isn’t something that’s easy to do. So the overwhelm that you’re feeling, it’s absolutely warranted. What you should do is look at this statement and jot as many different versions of it as you can, and then start looking for the correlation of what’s sticking out to you, and really start to go in on what could, what you could productize. And so I’m going to move on from this, and let me take the pressure off you now, this will change. This was not Uber’s first brand positioning statement. Your product evolves over time, but you should at the very least use this positioning statement to start putting yourself out there and orienting yourself on who you serve, what they need, what you’re uniquely positioned to do, and how you could deliver that and market what it looks like as an actual product. So I’m going to pause. There any questions around that, any concerns, any anything coming up for you? I know that’s a lot to digest there. Okay, none. Well, I’m moving on. Then, Oh, I saw one pop up. What if you want to target more than one group? That’s a good question. So we’re going to go into that. Christina First, I would say, go ahead and, like I said, brainstorm the different groups you want to target and do a brand positioning statement for each of those groups. And then we’re going to go into the next phase of how you would deduce which group you start with, great question. Okay, so what you’re looking at here is a positioning diagram. So the reality is, all of our ideas, our passions are not all viable products in the market, some of them because we’re ahead of our time. Some of them because we don’t have deep enough expertise. Some of them because, even though they’re a passion of yours, you don’t have enough interest to actually contribute something new or different to that market. And some of them just because the pricing model or the product doesn’t quite work. I’ll give you an example QR codes. They were a great product when they came out over a decade ago, the market wasn’t ready for them. All of a sudden, the pandemic comes, and everyone is scanning on their phone these QR codes. So it doesn’t mean that your idea or your passion is bad necessarily. It’s just that the overlap between being able to make money in the market is what you see here. It’s an overlap between your passion, what you’re best at, and then what economic drivers exist in order for that to be a viable product. And. So I think that it’s helpful to start with actually brainstorming all of those ideas, first through that positioning statement, and then running them through. Here, am I passionate enough about this? Because here, to tell you firsthand, entrepreneurship is, is it’s a challenge. Am I passionate to stretch this beyond the boundaries. Am I? Am I willing to give up my weekends to to serve this market? Am I willing to, you know, miss out on birthdays or things like that, or or whatever, in order to deliver this product to the market? Am I passionate enough to solve this problem at a really deep level, not something that you could Google, that I would actually go develop a core process and a core thing around this. Am I passionate about that problem? Could I be the best at it in the world? That’s tough one, or is the market already flooded with comparisons? If the market is already flooded with comparisons, that affects that third one, which is the viability those economic drivers, what helps you sell in the market? So some of my argue, there’s plenty of consultants. There’s no way I could ever be a consultant, but what you do is get very specific about who you serve and how you serve. So maybe I’m not a consultant, maybe I’m not a financial consultant. Maybe I’m a consultant for first generation small businesses under a million. Maybe I’m a financial consultant for energy executives. Maybe I’m so you would narrow in based on the overlap of what you’re passionate about, what your what you could be the best in the market app, because it doesn’t exist, or there’s still space there to expand. And then what economic drivers exist, as far as, like your total addressable market, you know, what the value that you could get for that? Because you know if, if soda pop only sells for $2 in the market. And you come out and say, I’m going to sell it for 10. It’s not a viable model. You have time that you have to prove that out, right? And so you have to think about the pricing and what someone at something like this is selling for in the market. And the easiest way to do this, I’m going to be honest, I love I don’t know if any of you’ve ever read Austin Cleon, but he’s fantastic, and one of his first books was called steal. Like an Artist. When you’re looking to see if what you’re thinking about is could be possible, go look in the market to see if there are examples of that out there already. Go look to see how they’ve structured their pricing and their packages, and what things they’re offering that maybe you would aspire to, and that’ll start to give you some ideas about what economic drivers exist for the viability of what you’re trying to do. And then you know, from there, you can decide, I would recommend you decide the thing that you’re most passionate about, that you see the most opportunity for, and that, you know, has a viable economic engine, so you could start getting revenue in sooner than later. So if consulting is one of them, an easy example would be consulting on an hourly basis. And maybe at first, I only offer 15 minute calls for free. You can ask me one question for free. Maybe that’s a viable example to test your market before you actually commit to offering a service. And then maybe, once you’re validating what people in that market need, then maybe it expands into full on workshops for for, you know, B to B companies. And maybe it exists, you know, it expands into one on one coaching or maybe it expands into a services business, and where you’re serving a certain market, because you’ve developed 20 years of experience in oil and gas or financial market or healthcare management, wherever that is,

or behind the scenes. You’ve been working on a personal brand. You’ve been working on photography like I was. You know, a lot of us have things that we’re passionate about, but again, it’s about finding what’s viable in the market. Because most of you said you were looking for revenue, I’m going to say that’s the most important thing. Pausing. There any any questions, any questions on that positioning? Do Yeah. Okay, good question. So the question is, what if you have passion, but your concept lacks reach to thrive in the market? Well, I think a lot of us might think that we lack reach, but we don’t know, because we’re not reaching beyond our front doors. And I think that’s really where this all comes into play, and where content and building a personal brand comes into play is that no longer are you limited to just the people around you, your company, your neighbors, your community, your city, your state. Even now, we can be global leaders overnight, because we have access to the internet and to digital and to social media. We have other sales channels that we didn’t have two decades ago. And so I would say before you think that your concept doesn’t have reach that, that you go through this model that we’re talking about, that we’ll go over the content part of it, but that you actually test that out and validate that before you say that it doesn’t have breach. Because most of us have not gone that full feat of building a personal brand online to even say that there’s not viability. So I would challenge you to say, what’s what. How are you confirming that? All right, so I’m going to move on. Is this helpful? Is any, is anyone is Is anyone finding out anything new? Perfect, okay, all right, so we’re all here trying to figure out how to build authority. I’m going to tell you the secret you have to write or speak. That’s the big secret. Seriously, think about all of the people that you follow online. Are you consider experts in your field, or where you’re trying to go. You’ve watched keynote, you’ve sat in a keynote that they did. You’ve read a book that they wrote. You visited their website, you read their blog, you’re on their newsletter, you watch videos of them, you listen to them on a podcast that that’s, that is the secret. You have to be writing or speaking if you want to build authority online and that. So if it’s that easy, if you’re just supposed to be writing and speaking, why is this so hard? Well, I bet that most of us at some level, especially if you’re an executive and have been you’ve hired an executive coach, or you’ve had some type of formal training that’s supposed to help you develop. The trouble with what’s out there is that a lot of the things that we’re being advised to do, they’re one off things. They’re very time consuming, and they’re very investment heavy. So it’s so common, clients will come and they’ll say, Hey, I my executive coach said, I need to write a book. Great. It’s going to take three to six months. Even on the cheap side, not not going with the publisher, it’s going to cost you a couple grand, and you’re not even sure yet if it’s going to sell or you have companies out there saying, go do a podcast, or you should just start a podcast, except they haven’t quite calculated how many hours it takes to do that one off podcast, or to write that blog, or to come up with a speaker kit, or to write On LinkedIn, one hour a day. If I you hear these people, I hear them on LinkedIn. Hey, all you have to do is post on LinkedIn every day. Great. Let me just go get the ample seven hours out of my schedule that it takes to do that. Never mind the time that that cost right or the way that a lot of B to B professionals do that now networking. Let me go to a networking event. I don’t know about you, but from the time it takes to drive to a networking event all the way to the time that I’m there and then leaving, I’m now three to four hours into said networking event. It cost me a half a day. So that’s the trouble that even though we’re we know that we need to be writing and speaking. The things that are out there are very one off. They’re one one to one instead of one to many. They’re very time consuming. And what I found is there’s a better way. I found it by practicing it, and I also found it by looking in the market to see how other people were doing it. So the reality is, if you have time to consume content. You have time to create it. I’m going to give you the game here on how most people are doing it. They’re going by the 8020 rule, which basically states that a majority of the causes or inputs or efforts usually lead to a majority of the results, outputs or rewards. Sorry, that was a minority, minority of causes or inputs. So that means I’m doing one thing, and I’m getting 80% of my results from that one thing, rather than doing 12 different things and getting 10% here, 5% there, 10% there. So how, this is how content, repurposing and atomization. So it’s creating a piece of video content that is a pillar piece of content, and taking that pillar piece of content and breaking it down into other pieces of content. So most people are taking that and they’re creating written content. Content from it that then goes to their blog or their column, then they’re taking that video content and they’re creating social media clips and they’re creating a speaker reel, and it’s all from that same piece of video content. The idea here is that you should be creating one pillar piece of content that you get more miles out of, instead of doing all of these one off things, and there’s so many different ways you could go about that, but overall, this is how people are doing it. And then instead of just doing that one thing, they’re distributing it differently. So the authoritative figures we follow in our industries are applying a content distribution framework that helps them do this at scale, and it looks a lot like this, a video based podcast or webinar like this, one that then creates LinkedIn content that could create a newsletter that turns into a post, then that also provides website content that could Be my blog, that could be my speaker reel, and I’m going to go over a real life example here from somebody I think most of us would know. So Melinda Gates recently did an interview series to celebrate her 60th birthday. She it was a collection of interviews that typically that that was conducted with different guests, and they were all brought together in a sequential format and to discuss on different topics. She was very specific about her brand. If you haven’t been following Melinda Gates, she’s really, really in the second phase of her life. She’s always been a philanthropic woman, but is really going heavy into into women’s rights, women’s leadership, women’s equal access. And so she did the 60th birthday series and highlighted nothing but women of impact. So you had Oprah and Gayle King on there. You had Reese Witherspoon, you had Michelle Obama. You had very heavy hitting, hitting women that we all would recognize. And so I’m going to show you here, basically how she did this. This series she called the moments that make us her brand is aspirational. Her brand is women centric. And so those are how you can see, kind of some of those core values we were talking about earlier, some of those adjectives, how she’s pulling that out and creating a pillar piece of content. So then that long form video, this long form video series, exists on YouTube right now and on her website. She then took that series and she repurposed it. She created a podcast out of it. She created short form clips out of it that are all over her social media, and she created a LinkedIn newsletter from that one video series that she did.

And so really, if you look at this, she’s following this exact same framework that I told you about. And why? One, it boosts her SEO. Two, it enhances her brand visibility. And three, it helps maintain consistent, consistency about what you know her brand to stand for. And so this is a real life example of how this is being applied in real time. And I promise, if you go look at anyone in your industry that you’re following who has a significant reach. You’re talking, you know, millions of followers, or a community, or it’s doing very well in business. They’re all doing some form of this content, atomization and repurposing. My version right now is doing a webinar, and I promise, if you follow me on social, you’re going to see me filter this out in different ways. And I’m showing you this because it’s possible for you too. So the last thing that I want to preview here for you, and I want you to see is this authority for lywheel. Now this might be a little bit too far in advance, but I want to preview and show you this, because this is where this is all building to. When we’re trying to build authority, we need that the end of that. We need to be known for, and we need people to be willing to pay for that authority. So it starts with creating some type of partner based virtual event. See how Melinda did that by bringing on impactful people in your industry, those same impact, impactful people who are further along than you exist, and you can create that same type of content with them. You can tag them. You can reach out to them. There’s several different ways to go about this, and I’m willing to talk about to any of you, one on one, about about it, and how maybe it could work for you. From there, from that event, you then go to one on one, meetings with with people. Again, I’m an example of doing this in real time. I’m offering to do that with you, right? So you go to some type of one on one, freemium offer, and then between that, people are now following you. They like what what John said, they like what you do, pious or Catherine. And so they start to follow you online and in your. Newsletter and on your website, and you have micro content now that continues to help guide their decision making, and small bite sized content that they’re able to digest. And eventually, what happens is, when you have an entry level offer, whether that’s consulting hours, whether that’s a workshop, whether it’s an ebook, whether it’s a hard copy book, whether it’s a keynote, when you have that entry level offer, people will start to buy. And what’s great about this authority flywheel is it builds. As you continue to put out content and have more one on one meetings and drip up, repurpose that content, you will continue to build sales as long as you’re looking at the viability of that product, and it will continue to build. And that’s how you see people who will start a brand within two years go from, you know, zero to 10,000 followers on LinkedIn, whatever it’s the consistency of doing the same thing in a flywheel motion that’s building. So I know that’s a lot to digest. I’m going to move to questions and and that kind of concludes the main portion of our webinar. But I want to hear from you now. I want to, you know, hear a little bit about what’s coming up for you as we’ve kind of reviewed some of this framework. Any questions that we get, any I don’t see any in the chat or the polls.

Any questions. Okay, awesome. Seems like love the approach. Okay, so here’s what I know. I know that that was a lot of information. So again, in the interest of there’s not enough time to cover each individual situation. If there’s any one of you that want to talk to me, one on one about your idea, what you’re thinking, how to apply anything we talked about today, I’m 100% willing to do that, 100% free. There’s no catch here. There’s no there’s not going to be a sales deck or anything. It’s literally, I want more people building personal brands because you’re because it creates equity and access for everyone and revenue and legacy. So let me know if you’re interested in scheduling that call. The other thing is, before we leave, I want to leave you with this. The next webinar that I’m doing is November 13. It’s going to be all about how to run a first MVP Media Day. So if you’re interested in that, please let me know, so that we can make sure that get you signed up. And I want to leave you with this. We’re all trying to have an impact bigger than ourselves. So as you’re thinking about your personal brand, I want you to think, how do you want your personal brand to change your career or life in the next three to five years? That I think would help you start to frame up where you could start. What is that first change that you want to see in the next three to five years for your personal brand. Thank you guys so much for attending and for letting me present to you today and talking this out and being so amazing in the chat. Thank you chase for saying you’d forward the info to others. That’s definitely a big ask. You guys know what I do. Anytime you could send other people this way, I’d be happy to have them at the webinar or on a one on one call. Have a great day and happy brand building. You guys. Thank you. Thank you all Amazing. You guys were great.

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