Dan Martell - December 21, 2015


How to Create An Authority Engine (Personal Brand)


Episode Stats


Length

5 minutes

Words per minute

207.10468

Word count

1,201

Sentence count

53


Summary

Summaries generated with gmurro/bart-large-finetuned-filtered-spotify-podcast-summ .

In this episode, I talk about how to create an authority engine as a founder and how to get your message out there to people. As a founder, as a CEO, and as a speaker, you need to be able to create a growth engine that can propel your business and brand to new heights.

Transcript

Transcript generated with Whisper (turbo).
00:00:00.240 How to create an authority engine as a founder.
00:00:03.800 So authority engine's my word.
00:00:05.220 It's kind of like how to think about
00:00:07.340 getting your message out there or creating content
00:00:09.980 so that people think of you kind of like an authority
00:00:12.320 and maybe an expert or a thought leader,
00:00:14.160 whatever word you want to use.
00:00:15.580 But as a founder, as the CEO of a company,
00:00:18.620 how do you do that?
00:00:19.460 Because if you do it right, it's pretty cool.
00:00:21.040 You'll get access to people.
00:00:22.920 When you tweet at somebody or you email somebody cold,
00:00:25.500 they'll actually respond because they can see online
00:00:27.480 that you're a real person that does real things.
00:00:29.900 or you'll get invites to invite-only events.
00:00:33.100 You'll get certain things that most people
00:00:35.740 don't even know exist, you'll get invited.
00:00:38.760 The other thing you'll get is recognition,
00:00:42.500 you know, for what you're doing,
00:00:43.880 because if you're out there and you're talking,
00:00:45.300 people will recognize you for that.
00:00:47.120 That's how people get press.
00:00:48.280 Press begets press, talking and speaking begets speaking.
00:00:52.020 I'm not gonna use this video,
00:00:53.340 but I just wanna share with you guys,
00:00:55.060 sometimes when you're talking and you can't find the words,
00:00:58.140 You just go with it, because people see my videos
00:01:01.140 and they go, oh, Dan, you're so good on video.
00:01:03.040 No, I'm not.
00:01:04.020 This is not the first retake I've done in the session.
00:01:06.580 I've done four videos so far,
00:01:08.120 and pretty much every other one,
00:01:09.400 I've got an average of 2.3 restarts so far,
00:01:12.600 so I'm adding to the average,
00:01:14.240 but I wanted to keep rolling so that you understand
00:01:17.040 that it's not as easy as you think,
00:01:18.760 because we're talking about the authority engine, aren't we?
00:01:20.980 Aren't we talking about getting your message out there
00:01:22.560 to people, and if you're worried that doing it wrong
00:01:27.680 will mean you can't do it, or if you're scared to do it,
00:01:31.180 you can't start over, you can.
00:01:32.940 So actually, I'm just gonna keep rolling with this video.
00:01:35.440 So check this out.
00:01:36.980 You know, the challenge that most people have
00:01:39.140 is that they don't feel like what they have to say
00:01:42.700 is worthwhile, which is crazy,
00:01:45.100 because everybody's been in the position
00:01:47.400 where you were before you started.
00:01:49.240 If you're an entrepreneur and you're two years in,
00:01:51.460 somebody's still an employee
00:01:52.580 trying to start their first business,
00:01:53.940 so you have something to share.
00:01:56.100 Or they're worried that it's gonna take too much time.
00:01:58.380 Like, how do I find the time to create the content
00:02:00.720 you're about to suggest we do?
00:02:03.060 Or if I have investors, are they gonna worry
00:02:04.920 I'm wasting my time on the wrong things?
00:02:06.820 These are all possibilities, but they're not reality.
00:02:09.760 You know, when I moved to San Francisco in 2008,
00:02:12.980 I was trying to understand how the whole landscape worked.
00:02:15.540 And I started thinking about people
00:02:17.160 that I was aware of, right, that they were notable.
00:02:19.800 And what I noticed, the common thread
00:02:21.620 amongst all these people, is they had a blog.
00:02:24.280 And prior to that, I never wrote, I mean, I replied to emails, but I had never written a thing, an article, an essay, a statement of my beliefs on the internet for other people to judge.
00:02:34.800 But I realized that if I really wanted to kind of get out there and be known and really just kind of accelerate my career, I'd have to learn how to share my ideas.
00:02:43.640 And I just started blogging.
00:02:45.160 And that began the whole path.
00:02:47.300 And since then, you know, I've personally built a pretty large personal brand, and that's what I call, again, the authority engine.
00:02:53.180 I've also helped create blogs at 350,000 unique visitors
00:02:56.980 like Flowtown, my two companies ago.
00:02:59.600 We had a huge blog in the marketing industry.
00:03:02.400 And then with Clarity, my previous company,
00:03:04.300 I actually use speaking as a growth engine.
00:03:08.520 And so there's a bunch of different ways to do that.
00:03:11.000 So what I wanna share with you guys
00:03:11.920 is the three strategies to do that.
00:03:13.720 First is really positioning.
00:03:17.400 How do you think about the world, right?
00:03:20.140 What can you teach?
00:03:21.220 That's the positioning, is whoever you are as a founder in whatever industry you're in, is what can you teach about that industry?
00:03:27.120 Also, what do you stand for?
00:03:29.520 Most people don't realize they need to stand for something because if not, there's nothing to say, right?
00:03:36.460 And people want to listen and hear from people that stand for something.
00:03:40.320 So the first thing you've got to figure out is essentially how to position yourself as an authority.
00:03:46.020 So that's number one.
00:03:46.820 Two is packaging, okay?
00:03:49.320 Which channel are you gonna use
00:03:51.260 to package your message and get it out there?
00:03:53.420 When I started, it was blogging,
00:03:55.660 then social media with Twitter,
00:03:57.960 and now it's YouTube videos,
00:04:00.000 and then speaking with clarity.
00:04:01.240 So really, you can evolve over time,
00:04:03.500 but I wanna suggest that you pick one,
00:04:06.040 package your message into that channel
00:04:07.960 and really learn about it, study it, get good at it.
00:04:11.560 You know, if you're a really bad writer like I was,
00:04:13.840 and I still think I am, but, you know,
00:04:15.720 just learn to write, learn to do videos,
00:04:18.440 learn to tweet, I mean, these are all kind of arts
00:04:21.240 and skills that you can learn over time.
00:04:23.360 And what's amazing is that you'll be able
00:04:25.580 to build an audience, right, that'll give you access,
00:04:28.200 that'll help you find new customers,
00:04:30.040 that'll make it so much easier for you to hire great people.
00:04:33.460 So that's the second one, is packaging.
00:04:35.080 And the third is promotion, right?
00:04:37.920 How are you gonna get your message out there?
00:04:39.420 Who's gonna help carry that message out there?
00:04:41.540 Because you can go on there, and I've had people
00:04:44.460 that have written a blog post every day for 365 days,
00:04:47.220 And at the end of it, they had 13 readers, right?
00:04:49.720 Their mother, their cousins, and their best friends.
00:04:51.940 So you gotta ask yourself,
00:04:53.860 what's my promotional strategy to build my authority engine?
00:04:57.400 And for me, that's really thinking about partners,
00:05:00.100 it's about other experts in the industry,
00:05:01.860 other thought leaders, it's about media and press,
00:05:04.360 and maybe contributing articles.
00:05:06.320 But this is part of a bigger conversation
00:05:08.920 that I usually sit down and work with entrepreneurs
00:05:11.460 to figure out, because it's something that I've just
00:05:13.240 naturally been able to understand, and it's what I share.
00:05:15.760 I'm gonna leave a link below this video
00:05:17.200 that you can learn more about
00:05:18.640 creating your own authority engine.
00:05:20.400 But that is the third one, is promotion.
00:05:22.700 How do you get your message out there?
00:05:24.880 You know, I wanna ask you,
00:05:25.980 if you have any questions around your topic,
00:05:28.900 you know, if you're trying to figure out
00:05:29.720 what should I talk about, leave your comment below.
00:05:32.140 Let me know what topic you're thinking about,
00:05:33.700 what experience you have,
00:05:34.700 and I'll answer my thoughts on that.
00:05:37.100 I wanna ask you, if you know anybody
00:05:38.760 who needs to see this video, share it with them,
00:05:41.020 and subscribe to my channel.
00:05:42.740 And as per usual, I wanna challenge you guys
00:05:44.380 live a bigger life and a bigger business,
00:05:46.320 and I'll see you next Monday.