← Travis Makes Money
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You're listening to the Travis Makes Money podcast presented by GoHighLevel.com for a free 30 day trial of the best all in one digital marketing software tool on the planet. Just go to gohighlevel.com travis.
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What's going on, everybody? Welcome back to the show where it's
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just me, you and the mic.
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Today we are talking about how to build a personal brand. Maybe you listened to the recent episode where we talked about why you should have a personal brand, or is it still worth building a personal brand? If you did not listen to that one and you're still unconvinced, then go back and listen to that one first. Because on this one we're taking a little talking, a little bit more tactics here. What you should be thinking about, what you'd be doing when it comes to building your personal brand.
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I tried to simplify this as much
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as I can because there's a lot of schools of thought about this and frankly, there's just too many things you can get bogged down thinking about. But ultimately, this is. This is what my personal method looks like. I call it the ACT method. The ACT method to building a personal brand. First off, the A is attention, the C is credibility, the T is trust.
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Okay?
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So think of it sort of like this funnel. You get attention, you get credibility, and you get trust. And the theory would be that if you just focus on getting attention, then you can bring in credibility and then you can make people trust you. But the thing is that I try to do is I try to do engage in activities more often that bring in all three of those things at the same time. Which is why I'm such a big fan of podcasting for your personal brand. Because it's sort of does that. It brings in attention, it brings in credibility, and it brings in trust all in one activity versus versus the old school. Sort of like, here's a lead magnet and then people opt in and that gets you the attention. And then through two months of credibility building in their inbox, then they finally trust you enough to eventually buy something from you. Whereas you can do all of that same relationship building in a single podcast episode. Especially if you are doing it on somebody else's podcast. Like if you're a guest on somebody else's podcast, it is. It immediately funnels people down to the trust part after you've just made them aware that you exist and then earned credibility because this person lended you their credibility. And then you just move directly into the trust phase. So there's a Couple things you can do to do all of those things at the same time. But the very first one is probably the most important one because if nobody knows who you are, then they can't buy your stuff. I mean, it's groundbreaking stuff here, frankly. It's riveting, riveting information, I know, but the volume of people that ignore it, it still amazes me. It's like you're, you're, you're focusing on all these other things, but nobody still is even aware that you exist. So you gotta go get awareness, you gotta go build, you know, draw attention from something. And the only caveat that I would give here because I think, I think that there's some people who do this because they've turned it into the ultimate goal is to get attention. And while it sort of is they are willing to do things that I would never be willing to do to get that attention. And it's not necessarily, I'm not talking about like doing a silly TikTok dance that makes you look like a goofball. I'm not talking about that because that can actually be, I think, helpful. But I'm talking about saying polarizing things for the sake of being polarizing, even if you don't believe in the things that you're saying. Right. So I watched the Inside the Manosphere documentary that Louis Theroux just did where he goes and spends time with some of these, the, you know, alpha bro culture. And there's several people on there who are the perfect example of what I'm talking about right now, where they'll say the most outlandish, crazy bullshit things publicly tell live streams or post it on, you know, social media. And then when you get someone like Luther in there who's like, hey, I
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noticed you said this thing is that.
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Do you really believe that? You know, then they'll be like, no, no, no, no, I don't, I don't actually believe that. What I, what I'm really trying to say is this. I just say that because, you know, the clip, clip farming, I know, I know that's going to get clipped and people are going to talk about it. It's going to bring more attention, which is going to bring me more revenue. It's like, okay, but that's just something I'm not willing to do. Like, I'm not going to breach morality and I'm not going to lie to an of people just to get attention from other people. Like if you're, if you're only doing it for those reasons and you're saying that you don't believe in or you're saying actually harmful, hurtful stuff to entire groups of people so that you can gain attention. I, I, I vehemently disagree with that style of getting attention. Now there's sort of a middle ground here.
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This episode of the show is brought to you by Shopify. Starting something new isn't just hard, it is terrifying. So much work goes into this thing that you're just not entirely sure that's gonna work out and be hard to make that leap of faith. Trust me, I know. When I started this podcast, when I've started several of my businesses, I just wasn't even sure what I was doing. Like what if nobody listens to the show? What if I make a fool of myself? What if I embarrass myself? Nobody buys my stuff. Now I know that I was right in believing in myself and launching my podcast and several of my businesses despite all the fears and hesitations. But it also helps when you have an amazing partner like Shopify on your side to help. Shopify is the commerce platform behind millions of businesses around the world and 10% of all e commerce in the US is using Shopify. Like this is the place that hosts all of your favorite products and services. So if you are considering this, then Shopify is a must. Especially, especially especially if you're going to launch some sort of an E. Comm product. So get started with your own design studio. With hundreds of ready to use templates, Shopify helps you build a beautiful online store that actually matches your brand's style. But Travis, what if I get stuck? Well, Shopify is always around to share advice with their award winning 24. 7 customer support. Which is very very important to people like me who are still some for some reason like caught in the 1980s and I want to talk to somebody when I actually have a problem and instead of just relying on an AI system. And did I mention that the iconic purple Shop pay button that's used by millions of businesses around the world, that's from Shop. It's why Shopify has the best converting checkout on the planet. Helps boost conversions, meaning less carts going abandoned and more sales for you. So it's time to turn those what ifs into with Shopify today. Sign up for your $1 per month trial today at shopify.com TMM go to shopify.com TMM that's shopify.com TMM M. This episode of the show is brought to you by Wayfair. It's Wayday at Wayfair from April 25th through the 27th, you can score the best deals in home, like up to 80% off. With free shipping on everything. Wayfair makes it easy to find exactly what fits your style and needs, from furniture and decor to home improvement and outdoor essentials. And it's all on sale during Wayday. Best part, everything ships fast and free during Wayday. Plus you can shop with Wayfair Verified, AKA your shortcut to the good stuff. So their team of product specialists vets everything by hand using a 10 point quality inspection so you know that you're actually getting a quality piece no matter what your budget is. Look, I we basically have redecorated our home with Wayfair in the last few months and at every time we use a site I'm always blown away by
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how easy it is to use the platform itself.
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Because there are some people who I would say are also doing things that I personally would not do, but that I don't really have like a moral problem with essentially. And maybe they just have more of a verbose brand or they basically play, they play an exaggerated character of themselves online that is basically them but just a little bit more energetic or a little bit more, yeah, exaggerated. It's that they, they almost perform like this caricature of themselves in order to be able to get attention or say divisive things. And that, that's a little bit different to me. I think, I think that's under the category of like, ah, probably something that I wouldn't do personally, but also probably one reason why I don't have a massive personal brand like some of the people that I'm talking about do. So ultimately you gotta figure out what works for you, but some way you gotta go get attention. And so you gotta be willing to say polarizing stuff. You gotta be willing to say controversial things, but only context of the things that you talk about. Okay? This does not mean to just go out there and talk. You know, I see this arc happen all the time in the business world where people will talk about business for a long time, they never get any traction. So. And then they say like they, they do like three political posts and then those get way more traction than everything that they've ever done on, you know, the business side. So they just start talking politics and it's like, I guess that's cool if you want to become a political commentator, but if you're not trying to become a political commentator, then why are you just saying all these crazy divisive things? Just because it's going to, you know, increase your follower count. It's like you're, you're basically only increasing your follower count with a bunch of people who want to follow you for the fact that you say divisive things. They're not following you for the reason that you want them to follow you for, which is like to convert into your business or whatever. And you're probably turning off a lot of people that could have been great partners or potential people that, that you could have worked with in the, in the business because you're saying these things. So like some of that, again, some of that stuff doesn't make sense to me if you are going to venture
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into that world because it's like I
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can see sort of a correlation there. Like if you, you know, you have like a roofing company in Alabama and you know that your county is always voting Republican, then maybe you can express some personal opinions or beliefs about politics and that might actually bring you more customers. And similarly in an environment like you're in Silicon Valley or you're in Hollywood and you're building a company. You know, it's mostly blue there, and maybe you're going to say some political things because it might bring traffic and you know that people will be made more aware of your products and services and maybe actually be more likely to buy stuff. Like, so there. There. I understand there's like some.
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There's some gray area here.
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It's not a hard and fast rule. For me personally, I stay away from that stuff for the most part because I have a brand about making friends and seems indirect. I was talking to a buddy of mine who's got a big podcast, and he was talking about how he hosted a couple debates recently, and I was like, yeah, I've thought about doing that. I just feel like it'd be diametrically opposed to the purpose of my brand, which is to make friends and bring people together rather than divide people and cause more division. So it's like I'm just going to do the things that resonate with my audience. Makes it a little bit more difficult because the idea of making friends is not something that's controversial and not something that is polarizing in and of itself and not something that's divided of it all. So I have to kind of figure out ways to be like, okay, well, how can I. How can I say something that's like a hard and fast rule that doesn't require a ton of explanation, that's a personal opinion of mine, without completely isolating, without completely destroying the brand that I'm trying to build, which is all about friendship and connection and bringing people together. So you might have to do a little bit of work to think through what that might be for you. But the bottom line is best known beats best every day of the week. So there's probably somebody out there getting paid way more money than you get paid to do the thing that you do, even though you're better at doing that thing. And the only difference between you two is the fact that more people know that this person exists. That's it. So you should look at it as your calling to go get attention. As long as you're not breaching any sort of morality lines, any sort of ethical lines, or, you know, legality obviously is a big part of it, too. So barring anything illegal, unethical, or immoral, you should be willing to go get attention however you can get attention. That means sometimes you might have to try. You might try that trendy dance thing. You know what I Mean, you might do something outland, you might do some interviews on the street, or you might buy a billboard just so you can record the billboard board and run some ads against it or post it on social or something like that. But the bottom line is you need attention or you won't have a brand. People need to know that you exist.
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Then the credibility piece, I think it's
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important to focus on the credit, like building credibility in the background while you're trying to get attention. Because if you just bring in a ton of attention and there's no reason for people to stick around, it's like having holes in the bucket, holes in the funnel, right? So it's like you pour water into this, into this funnel, hoping to get stuff out of the bottom, but if you have a bunch of holes on the sides of it, the water's not gonna make it to the bottom. It's gonna pour out of the sides. And that's kind of what happened. What's happening when you don't have some form of credibility already established in your brand. Because if people search you up, you want them to find a bunch of stuff about you. Which is another reason, again, why I'm a big fan of podcasting and being a guest on their podcast. Because if you. If you searched my name back when I started my show, I'm not even sure my website would have popped up on page one of Google. Now when you search my name, there's pages and pages of listings on Google and plenty of stuff for AI to tell you about. If you search it on ChatGPT or Claude or whatever else, because of the volume of content that we've put out online over the last few years. So it can give you a really
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great definition of who I am.
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And then you go to Google and you see 12 pages of podcast interviews and being featured in Forbes and entrepreneur and TechCrunch and Bloomberg and all these other things, you see all of that online. Then it's like, now that now that I have your attention, there's also a huge layer of credibility that's built into it already so that you don't have to go searching for reasons to trust me. And it takes a shorter period of time to move you from the attention grabbing into the belief that I actually can do what I say that I do, to the point where you trust me enough to then transact with me. And in my case, you know, I don't have a ton of stuff to sell right now, but my version of transact would basically be trust me enough to Continue listening to my show or to subscribe to my YouTube channel or to subscribe to my email list or something like that. So you need the credibility piece as well. And then the trust. The trust is the most important part of the equation. You know, I, I realized this first when I was back when I was doing door to door sales. I was just thinking one day I was like, man, would be so much easier to sell if everybody knew who I was when I knocked on their door. You know what I mean? And again, it sounds obvious, but it was just sort of a realization that I had. I was like, man, if I knocked
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a hundred doors and everybody in those
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hundred doors knew who I was, I would probably sell 60 to 90% of those customers somewhere in there. Because I know that I can explain the benefits of this product and service to the degree that somebody who knows me would be like, oh yeah, it makes sense, let's do it, you know, so your, your job is to move people down to the trust phase as quickly as you can. And the trust really comes with the volume of time that you spend with the individual and it's earned over time through. Especially if you're in the business space or you're, you're education space, you're, you're offering value to people, you want to package it, give them value enough to where they can make an impact on their lives from the little bit of time that they spent with you. So whether it's a 60 second clip or it's a 60 minute podcast episode, the idea is you want to get, put them in a position to where they will want to continue spending more time with you. Because the thing that you said on the last thing that you did was actually helpful to them and caused them to have some sort of a change in their life. But again, this is why I love podcasting. Because it's way easier to build a trust, a trusting relationship with somebody who you've never met before when they're spending time with you an hour and a half at a time.
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they're going from hey, I saw this clip on TikTok. That was 23 seconds to I'm gonna watch in a 75 minute podcast episode that you did on YouTube. It's just that you only need two or three of those episodes versus on social, you might need a hundred clips for them to spend even a fraction of the same amount of time with you. And time is just one of those things that's required in order for trust
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to form, in order for relationships to form.
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And even in, even in like a marriage type of a setting, like if you're trying to get somebody to go on a date with you or continue to go on a date with you, or to trust you enough to continue to go on a date with you or to, you know, go out with
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a group of friends or whatever, it is.
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Like, there's, it's about six to seven hours of time they need to spend with you. It. And, and, and it's actually better. Research says it's actually a little bit better. It's more, it's more of a trustworthy relationship when that's done over time. So rather than doing like seven hours all in one day, it's a little bit more effective if it's like an hour at a time for seven different meeting times over the course of, you know, a few weeks. Because that additional, additional passage of time also creates more clarity around the trust that they have in the relationship. And it, and it prevents them from second guessing it as much. Rather, rather than like, okay, we spent seven hours, then it's been three months. It's like, well, we spent an hour together here, an hour together there, an hour together here, an hour together there. And each time that we spent this hour together is a little bit of a different context, you know, like, and from the podcasting perspective, it's like, I spent an hour with this person at the gym, I spent an hour with this person in my car. I spent an hour with this person while I mowed the lawn, or while I did the dishes, or while I was walking around the house or whatever. Like, you can, you can have impact at multiple touch points, but the volume
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of time that that person spends with
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you is ultimately going to lead them down the path of trust much sooner than like just doing quick clips every once in a while. So when you're thinking about attention, credibility, trust, it's really coming through the platforms that you decide to create on. Which again, was why I'm a big fan of podcasting, because podcasting does all of these things, podcast guesting does all of these things, and not every platform does all of these things. Now, the beautiful thing again about podcasting to me is that it allows you to be omnipresent without taking any additional time to create for any of those specific platforms. So all of the viral videos that we have, I think every single one of them has been a clip from the podcast. So we just create the full length, hour to hour and a half episode or some of these, you know, 20 minutes, 30 minutes at a time. And then my producer goes through, cuts clips, cuts clips, cuts clips, and then posts all of them. And then some of them do well and some of them don't do well, and some of them do fantastic, and then some of them do abysmally. So you, you have to be on some sort of a platform here and you have to create that platform for yourself. And I choose podcasting because of the reasons that I mentioned. It gives people a way to spend a lot of time with me in a, in, in a shorter period of time, rather than watching 30 seconds at a time on TikTok. But it also allows me to cut, clip and distribute to all the social platforms without spending any additional time creating rather, you know, in addition to the time that I'm taking to create the podcast episodes themselves. But then also platform is, could be stages, could be speaking on other people's stages, it could be making your own event, or it could be hosting your own meetup. You know, like, there's scale to all of these things and there's also minimum to all of these things. So, like, if you want to do live events, you're probably not going to put on a 2,000 person live event that's going to cost you $1.8 million to produce, because your speaker lineup and your fees and your AV and all that kind of stuff. You might start with 12 people at a meetup at a local pizza shop, and then you do that for two years and it turns into 300 people. And then you made enough money from admission fees to save up a little bit. And then you can put on your first event that cost you a hundred grand and you can get 500 people there and like, it just stacks and builds over time. But you have to pick some sort of a platform in order to be able to do that. And again, podcasting is the poison that I pick because of all the reasons that I just mentioned. So these are some thoughts on how to build your personal brand this year. Again, reach out to me at Travis Chappell on instagram or travis travischappell.com Shoot me an email. Love to hear what you guys are thinking. If you have any questions for me that I can tackle here on a future episode of the show, please let me know. Other than that, thanks for tuning in.
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We'll catch you guys on the next episode.
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Peace.