Podcast Summary: Help Wanted – "Jason's Greatest Personal Branding Trick"

Podcast Information

• Title: Help Wanted
• Host/Author: Money News Network
• Episode Title: Jason's Greatest Personal Branding Trick
• Release Date: June 5, 2025

Hosts

• Jason Pfeiffer: Editor in Chief of Entrepreneur Magazine
• Nicole Lapin: Money Expert

Introduction

In the June 5, 2025 episode of Help Wanted, hosts Jason Pfeiffer and Nicole Lapin delve into the art of personal branding, focusing on a transformative strategy Jason refers to as the "5% character." This episode is particularly valuable for professionals seeking to enhance their presence and influence within their industries without feeling the pressure to overshare their personal lives.

The 5% Character Concept

Jason Pfeiffer introduces the concept of the "5% character" as a strategic approach to personal branding. He emphasizes that individuals are inherently multifaceted, with a wide array of thoughts, feelings, and interests. However, in professional settings—such as on LinkedIn, during podcasts, or in meetings—only a small portion of one's personality and expertise should be showcased to remain relevant and effective.

"The 5% character is a version of yourself that is always interesting, always impressive, and always on. And once you identify it, you become exponentially more valuable and desirable."
— Jason Pfeiffer [03:00]

Origin of the Idea

Jason shares a pivotal moment that led to the development of the 5% character concept. During a night out with entrepreneurial celebrity Gary Vaynerchuk, Jason observed a significant transformation when the camera crew left, revealing a more authentic and thoughtful side of Gary. This experience underscored the distinction between one's full personality and the curated persona presented in professional contexts.

"Gary is playing a character named Gary. And the character speaks in a distinctive way and the character thinks in a consistent way."
— Jason Pfeiffer [02:45]

Implementing the 5% Character

Jason outlines a step-by-step process for identifying and cultivating one's 5% character:

1. Identify Your Target Audience:

   • Question 1: Who do you want to reach? (e.g., future employers, sales clients, customers)

2. Determine Relevant Attributes:

   • Question 2: What 5% of you is most relevant to them? Identify the aspects of your expertise and personality that align with your audience's needs.

3. Define Core Characteristics:

   • Choose three words that encapsulate your 5% character. These words should guide how you communicate and present yourself professionally.

4. Translate Characteristics into Actions:

   • For each of the three defining words, determine actionable behaviors that reflect these traits consistently across all professional interactions.

"Once you know your 5% character's focus, you can start to craft this character by thinking about how they write, act, and think."
— Jason Pfeiffer [04:30]

Practical Examples

Jason provides concrete examples to illustrate how different professionals can apply the 5% character concept:

• Realtor:

  • Three Words: Experienced, Analytical, Calm
  • Actions: Share lessons from recent transactions, post data-driven market analyses, maintain a steady demeanor during market fluctuations.

• Writer:

  • Three Words: Knowledgeable, Engaging, Supportive
  • Actions: Provide storytelling tips, create interactive writing workshops, offer feedback and encouragement to aspiring writers.

• SaaS Sales Professional:

  • Three Words: Efficient, Insightful, Reliable
  • Actions: Share productivity hacks, offer market insights, consistently follow up with clients to build trust.

"If you're a realtor, your 5% character is absolutely obsessed with the housing market because that helps home buyers and sellers trust you."
— Jason Pfeiffer [06:50]

Benefits of the 5% Character

Adopting the 5% character approach offers several advantages:

• Consistency: Maintains a reliable and predictable professional persona across various platforms and interactions.
• Relevance: Ensures that the content and behaviors align with the interests and needs of the target audience.
• Detachment: Allows individuals to separate their full selves from their professional personas, reducing vulnerability and enhancing strategic communication.

"This may sound inauthentic, but frankly it should be liberating. If you are uncomfortable selling yourself, now you're just selling a character that looks like you."
— Jason Pfeiffer [09:00]

Jason also acknowledges that he personally employs the 5% character strategy in his professional life, including in every episode of Help Wanted. He describes his own 5% character with the words: approachable, optimistic, and supportive, and details how these traits manifest in his interactions and content creation.

"Once you define your 5% character, you can instantly embody it whenever you need. When you step onto a stage, you know exactly how to talk and act."
— Jason Pfeiffer [10:50]

Promotion of LinkedIn Mastery Course

Towards the end of the episode, Jason introduces his course, LinkedIn Mastery, which expands on the 5% character concept to help individuals become top voices in their industries. He offers a 40% discount to Help Wanted listeners using the promo code provided in the show notes.

"This idea unlocked my career and it created a wave of opportunity. It is why I included it in my first ever course, which is called LinkedIn Mastery."
— Jason Pfeiffer [05:30]

Conclusion

The episode wraps up with a brief mention of how listeners can engage further, including contacting the helpline for personalized advice and following the show on social media for exclusive content. While the majority of the episode focuses on the insightful 5% character strategy, the hosts ensure listeners leave with actionable steps to enhance their professional branding.

Key Takeaways:

• 5% Character: Focus on a selective and strategic portion of your personality that aligns with your professional goals and audience.
• Strategic Branding: By defining core characteristics and translating them into consistent actions, professionals can build a strong and trusted presence.
• Authenticity vs. Strategy: Balancing authenticity with strategic presentation helps in creating a relatable yet professional persona without oversharing.

Notable Quotes:

• "You don't need to put your whole self out there. In fact, you shouldn't." — Jason Pfeiffer [02:00]
• "When you are relevant, consistent, and valuable, you become someone that people recognize and trust." — Jason Pfeiffer [10:20]

For more insights and personalized solutions to your work-related challenges, consider reaching out to Help Wanted through their helpline at helpwanted@moneynewsnetwork.com.