Personal Brands MANDATORY for Modern Leaders?

30:38Around Christmas time and Hanukkah and all the different holidays and the new year, how often are you going on social media yourself and reading more of that business-oriented, industry-oriented content? Or are you spending more time with your family? Same in August. That's when a lot of people take family time. So if you yourself are spending time in other areas, maybe not going on and doing different things on social media, why do you think everyone else wouldn't be in the same boat as you? So understand the flows of seasons and what that means for content and how people are going to approach it.

31:26And a lot of times it's, they are going to see it. They're just not going to have the time or bandwidth to comment on it. So if you actually go into your data on that content, it might be way higher than those one or two comments or likes that you have. So understand that not everyone, no matter how awesome you're doing, is always going to comment or share it. It's what is the impact you want to make with that, that I think is the most important. Yeah, that's something that I've done. I have done some YouTube consulting over the time over my time. And one of the things that I tell people is you just have to post all the videos.

32:15You're never going to be able to guess. You're like, you're not Mr. Beast. You don't have a 30-person team, you haven't been doing this since you were six years old, like the vast majority of people in the world, right? Like you're, you're, you don't know which one is going to hit, right? And you could put the perfect title with the perfect thumbnail and amazing content and the algorithm just doesn't hit or the right number of people aren't on at the right time. And this person loves it, but just for some reason doesn't click the like button and it doesn't go anywhere. And then you could create another one that like feels boring and the thumbnail's blah and the title's just very banal.

32:54And then all of a sudden it hits and someone watches it and shares it and it, you know, and now all of a sudden that one, and you're like, I don't understand. And that, that confusion I think gets to people and what they miss is it's not any one individual post. It's the culmination of all the posts that you put out over time that ultimately lead to your success. And to try to guess or have expectations on one piece of content versus the other is only going to lead to letdown and frustration because it's not a one-for-one system. It just doesn't work that way. And I think that gets to a lot of people.

33:32The other thing, and maybe this is something you can expand upon for me, I think a lot of people don't hone this craft. They don't read copywriting books. They're not, you know, if you are, if Instagram is important to your business, they're not looking at camera angles and motion, like the things that draw people in and how to develop that three second hook or what's a good, um, what's a good heading that draws people in and how do you keep people moving through your article? or like we just put a piece of content out and go, well, you know, there's value in there. And it's like, yeah, but there's also, you're also competing against every other single person that posted today on that platform, every other platform, every TV show, every podcast, their kids, their partner, spouse, you know, every other thing in their life, your single post that you put out is competing against all of that.

34:26So to think that you can just put out, and I see this so much with people that are starting, particularly on LinkedIn, right? They'll put out a post. And it'll be a good image, and it'll be an interesting topic. And then it'll be like seven block lines of text just lumped together in this huge paragraph. And just looking at it makes my brain hurt. I just will not read that. And I know most people won't read that. and like these little people get like frustrated with me when I talk to them about like look at your like I'll someone will say hey look at this it's not going on I'll be like just look at your formatting and they'll be what do you mean I'm like it's so hard to read it this could be the the key to the holy grail this could be the map to an Eldorado and no one's gonna read it it's seven block lines of text stuffed together like you know make it digestible and so how do people go about or maybe just expand upon your thoughts and maybe some of the work that you do with your clients, both on the podcast side and on social media and branding around actually honing this craft or, or, or maybe, and, or outsourcing this to other people.

35:35Cause I know that's become a big business of say you interview me for an hour and then I pay you to chop that up and create the post for me. It's my original thoughts or whatever. So like maybe compare and contrast the time and energy of honing the craft to, to just outsourcing this completely. And I think that's such a great question. And I love how passionate you just got about this because it is something I have conversations day in and day out. When I started my business, one of the things I offered off the bat was a podcast audit. And this is when podcast audits weren't that big of a thing.

36:14And I was just like I can help you look at where the gaps potentially were. And in every single conversation, I did over 100 podcast audits in six months, and every single one was formatting, titles, and descriptions. And that is why that is now one of my services for my clients. A lot of times it's wrapped in to their overall package. But that is such an important thing. And one conversation I have with almost every podcaster I talk to is their description. And it falls on the line you just said of this massive text. So when I look at their podcast, I typically always start with looking at it from my computer.

37:09and inevitably so many people have the idea or have been told by someone they need to put everything and anything in their description and the descriptions formatting wise are so different from episode to episode you can't easily find certain information right the links to a guest your, as the host, contact information. Because every single time, it's somewhere else. Okay, that shouldn't be. It should be as easy as you can make it. The next thing is, if I have to scroll two times on my own laptop to get to the bottom, how many times on a phone am I going to have to scroll? The more you put in there, the more likely one of two or multiple things are really going to happen.

38:03So someone's going to get irritated and just click it and never actually take the next step to listen to your podcast or go to your website from social media. You've made it too challenging. The second thing is because someone can't, you made it too dry, they're going to go, okay, this didn't captivate me in the first four sentences. Why would I waste my time reading? Even if the actual content, that video on social media or your episode is really engaging, that's where people misstep. The third thing I say is if you've told me everything and I was able to rate it in four minutes, why would I take the step farther and listen to your episode?

38:49Or, you know, go to your website to find more information. You just gave me the cliff notes of everything I need to know. And there's no stats. You're not going to get a global podcast rating, ranking. You're not going to get the data you need as a podcast host by someone just clicking and reading your title and description. and when there's so many spaces as you mentioned for individuals to actually get information and connect with people how are you going to stop them from scrolling how are you going to stop them and have them engage with you and so I look at it as it's a formatting issue but it's also think of it in a more relatable way.

39:42So I use a example of your stopping to scroll and your elevator pitch. So in business, a lot of entrepreneurs know the importance of your elevator pitch. A lot of young professionals, anyone in the business space or even in other spaces, understand the importance to have that quick elevator pitch to tell someone who you are, what you're doing, purpose of talking whatever it might be so your title is that thing that's going to get someone to stop scrolling and go a step farther so if you're engaging if you were easy to read they're going to actually stop scrolling because their brain as they're going down the page has enough time to process that information if you use words that some people can't pronounce or are hard to spell, people might have hard times searching those, right?

40:41So you're already kind of dwindling. Well, now that you've hooked them in, what is your elevator pitch? What is going to have them read that and go, okay, I need to spend my time listening to that because that's going to be interesting. So it should not be five, six paragraphs. It should not be time stamped with 20 different bullets. It should be, this is what we're going to talk about. This is why it's awesome. Come on the journey with us. Take it a step further. And I've seen people transition out of that mentality, and it really does work. And the same people that use that in social media and that social media thought process are using it in their podcast space.

41:28So it's a mental idealism that once you pivot a little bit, you start to see that pivot in all areas of your life. One of the things that I've seen a lot of people do who take this on early is they look at their favorite podcaster or their favorite voice to follow on whatever platform they're on, and they try to mimic the way they do things. you know like when Alex Hermozzi first started blowing up two or three years ago literally every talking head influencer bro commentator you know out there basically just started mimicking Alex Hermozzi's style right or you know it's kind of tough to mimic Joe Rogan but a lot of people want to do that kind of you know I want to just be a meandering type of topic right and I think it's it's intuitive when we hear it, but not when we're dealing with it in our own head.

42:27People come to you for your unique style. And I see things like using the big dictionary words, right? If you're going to use a big dictionary word, that has to be your brand, right? That your brand is you use these big, crazy words that half of them people don't even understand. And, and a certain group of people come to appreciate you for that and love you for that, and that's how you build an audience. Or it's super bite-sized chunks or it's long-form meandering conversations. But it's like how do you massage people out of the kind of natural mimicry phase that often happens when we start and move into what is it that makes you authentically you?

43:12And I'll give an example. I get feedback on my shows for how much I talk in between questions. People will be like, oh, you're interviewing someone. You just ask them a question and move on. And I'm like, fuck that. One, it's my show. Two, I have this amazing person on the other end of the line that I've locked in for an hour of their time. I want to talk to them. I want them to know me. I want to know them. And how I feel like I get more information and richer answers and more engagement is by saying, oh, I had this experience, or here's my thought on that topic, versus just like question, question, question, question, question, which to me is a very boring style for me to listen to.

43:51That's, you know, so this is like who I am. I also, as probably obvious, I don't have a problem making words come out of my face hole. So sometimes it's just like, I need to get them out. So I just talk. But that's my style. That's what I do. If you don't like that, then this show is not the show for you and I'm perfectly okay. There's how many billion people, 8 billion people, 7 billion people in the world. I don't need all of those to listen to feel like I'm making an impact. So what is your advice, your guidance? How do you coach people to find their style that, and this is the caveat, will still fit into what is the kind of necessary requirements of operating on the platform?

44:35The very first thing I like to do is, and this is especially when I hear people bring up a Ed Milet, Joe Rogan kind of name. Already my red flags go up and I'm like, let's actually talk about this because so many people see video content and engage with that and they're seeing that 60 second, 90 second clip and go, this guy's so interesting. I want to do this. I could do a podcast. But realize that whether you're a guest on a podcast or you're a host of the podcast, where do you want people really to listen? So for a Ed Milet kind of show, most people are going to first find him on YouTube. Him on YouTube.

45:29They're going. They want to watch it. He's getting people where you're in a studio. You're talking. You're really seeing that dynamic. When we talk about podcasting, that's audio. That does not actually include YouTube. So when I also get people who go to me, well, that's a top 0.01 % must listen to podcasts globally. but they don't have an Instagram presence as much or they don't have all these followers on YouTube or as many listens. They must not really be that good. And I go, stop for a second. Where is their audience? And I'll use myself as an example. I'm the only podcast that is in all seven continents, right?

46:20So I'm even in Antarctica. I'm in 40 countries and 20 of them I'm on iTunes top 100 in my category. If you go to my YouTube page, I have not exceeded 400 views on any one of my 101 episodes plus that are out there. But I'm okay with that. That is not where my main audience sits. I record in video. I like to have, you know, I make faces during my recording of, oh, that's really interesting. Or, you know, just so people could see the dynamics, but also use it for social media content. So if I'm already recording in video, why not release it? But I'm not hyper focusing on the quality of my video or having six different cameras.

47:13because I know in reality 99.8 % of my listeners are coming from audio platforms. And so that's step one, is really understanding when you talk about podcasting, because it has come to be such a versatile word, when in reality it's not. Is that meaning a live feed? Is that meaning you want to have more of a presence on YouTube? or do you want that audio content with the option of video? But understanding where your audience is going to go to, to really connect with you, to really engage. The second thing that we then dive into is we're going to talk. We're going to get to know each other. What I have found where people try to mimic other individuals that they listen to on platforms and like, part of that is due to scarcity.

48:17They're scared of what the potential outcome will be. They see a template that works, and in their mind, they go, if I do X, Y, and Z and follow their pattern, it's going to work. But just to your point, you know, you will never see me see a big word, say a big word, see? I said see. I get tongue-tied sometimes. Part of that is due to the medical condition I used to have. I used to have epilepsy. So my brain works differently. Sometimes I say things in my own recordings and I know it's the wrong word or just does not come out due to how my brain works. So if I tried to do that, the level of difficulty that I would have, let alone the unauthentic version of myself you would get just of that due to that pressure and understanding that is not how I talk in my normal life what you would feel that through a mic people don't understand so much gets picked up through a microphone they really need to evaluate that aspect and just because something has worked for one person you also don't know what they're doing behind the scenes.

49:33So is that host really only recording for 30 minutes? Or are they bringing in a team and they're recording for two hours and doing all these edits to the audio so you get this product? Are they recording, as I call, the live to show? Meaning I record all my episodes as if you were in front of a group of people and you were live, no edits. And then if something happens along the way where internet goes out or you know something happens or you really fumble on something we can edit that out but there's a level of authenticity that happens when you go we're hitting record and whatever happens during that time wherever the conversation goes we're gonna roll with it and so having a conversation with someone while they're preparing for what their show will actually look like and then going this is what I'm hearing you say I'm really enjoying when you're leaning into this aspect or that aspect that is what helps figure out for you what people are going to engage in what are your friends family people you network with when you bring up certain things when your body language goes into certain positions really engage with and take away with because not only does that make you you but that's what makes you unique and different and people want to see that more than anything else yeah it's funny how we we are attracted to the people who own exactly who they are the way they are and then we try to mimic them and be like them and not ourselves.

51:22It's like this super odd thing about, especially early in someone's creation career or personal branding career. It's like, you know, take Gary Vaynerchuk, right? Early in his career, he's got this crazy haircut. He's this maniac. He's on the street. He's screaming. He's cursing. He's talking about all this different stuff. And, and then, but that's exactly who he is. I've met him in person twice. Like that is literally, he's also like the nicest guy you know i mean that niceness that comes off that's like actually both the experiences i've had with him are exactly like that so incredibly caring and present and then people will try to make that it's like yeah but you're not him like this is this crazy immigrant from jersey who owns exactly the way he is maybe maybe put on a little for show in certain instances but we all do that that's but basically who he is find that but for you like what is that thing And it could be a more buttoned up thing.

52:15It could be a more, you know, maybe you don't curse. Maybe you do curse. Maybe you refuse to use sports analogies. Maybe you, you know, love sports. And whatever that thing is, maybe you have a little inside insider jokes in your podcast for people who listen all the time. Like, but whatever that is that makes you interesting and different, that is the thing that people are going to grab onto, not the formulaic way in which you position your podcast. And that to me is just the biggest mistake that people make. And that's the thing. I'm sorry to cut you off. I want to add to that with a quick example.

52:52Because I think that goes and spills into all areas of your life, right? We talked earlier about professional and personal development. I think so many times we think we have to have this business persona. and then when we are not doing business things, we get to have a different persona. And how many of us can flip a switch like that? And really, you know, if something pops up when you're in personal time, are you going to want to have to completely transform who you are and vice versa? Why are people working with you? They're working with you because you know what you're doing. They can relate to you.

53:34They connect with you. And so an example I recently had was actually personally, I was in Italy for a family wedding. The first night we get there, we go to this hotel for dinner. I've been so busy traveling for different work obligations, this and that, that I was not part of any of the planning. Let me give that pre-notion. I was just like, I would love to not have to organize stuff. So everyone just tell me where I have to be and what works for everyone else. I will be there. So the first night we get into Italy, we're going to go out to dinner, just my immediate family. And no one said necessarily where we were going.

54:24And it had been a travel day. I did not feel like changing. So I was wearing my Lululemon or, yeah, Athleta sweatpants, kind of like workout pants, but the flared one, so looked a little bit more professional, a t-shirt. And I put on my North Face because that was the easiest quick jacket I had and it was a little chillier that night. and we roll up to this restaurant that's at a resort and i am seeing people get out in ball gowns and i'm sitting there now the rest of my family was more dressed up than me um i'm not talking like gown level and a sports jacket kind of thing um but could look like they were going to this place me I look up and down and like I feel underdressed and in that moment I was just like well this is who I am right I decided not to get changed I didn't know where we were going I didn't ask any questions and I'm gonna own it I'm gonna walk into that restaurant like I belong there and if other people don't like it that's on them because this is how I'm dressed and And my sister was like, Olivia, seriously, you're not Steve Jobs, right?

55:50You're not Mark Zuckerberg. Because I started using them as an example. Well, they walk into a room. They can wear whatever they want. She's like, but you're not them. Like, you're going to be embarrassed. And I was like, no, because I have the confidence to go, okay, I'm in this space. This is what I'm wearing. I'm still the same person, though. and I think that's a pure example of saying you have to embrace who you are and where you are right and so for me that and when we had walked into the restaurant not everyone was dressed up some people were in jeans some people it was very diverse and it so happened that that those people getting out in gowns were going to a different part of the resort so there was that preconceived notion that you had to be a certain way and in reality not everyone was dressed up and you got to just live in your own moment and appreciate the environment you were in and being able to connect with people and I think that's a pure example that can spill into other aspects of our lives when you think you have to show up and be a certain way dress a certain way and act a certain way.

57:04You're not being true and you become someone that is not you. And one day you're going to turn around and you're not going to see the results you want. You're going to be frustrated. You're going to have all these different feelings and it's all because you didn't just say, this is who I am. Yeah. I have two comments. in one, no one knows you're not, well, they know you're not Mark Zuckerberg, but they know you're not a Mark Zuckerberg type. You know what I mean? No one knows that. You could walk in and be like, look, look, bitch, I own this place. You know what I mean? Like no one knows the difference.

57:45And two, I love your point of the preconceived notion thing. I had a mentor say to me, would you rather go as far as you possibly can as who you are or go farther as someone you're not and live someone else's life? and that's a choice I think we all have to make. And not that you can't go even farther as yourself. You most likely will over time. But, you know, sure you can hack and gimmick and game the system and do all the little tricks and algorithm hacks. But if that's not who you are, then there's always going to be this friction that keeps you from moving forward. Olivia, I wish we had more time.

58:20I could talk to you about this stuff all day. I appreciate the hell out of you. If people want to learn more about the work that you do with branding, with helping people launch and make successful podcasts, where can people learn more about you and your work? So you can search Achieving Success LLC on LinkedIn, search Olivia Akin on LinkedIn. I answer all my messages. My website, you could go to achieving-success.com or you can email me at olivia.akin at achieving-success.com. it can take me up to like 72 hours to answer emails because I do get a lot of emails and I like to give the personal touch and actually answer all of them but I will actually answer you I love it I love it well I wish you nothing but the best I appreciate your time so much thank you for being here thank you for having me let's go yeah make it look make it look make it look easy thank you for listening to the Ryan Hanley show.

59:22Be sure to subscribe and leave us a comment or review wherever you listen to podcasts. Ain't anything for me. I never switched to no change in me. The only thing.

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