The Pros and Cons of Building A “Personality” Business

Kasim: 00:00:10

Your hair is totally down.

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I notice you're not tying

it back like you used to.

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Yeah, it depends on the day.

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It's a mood thing.

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I think I told you this once.

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I had an analysis of my

YouTube channel done.

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Shout out to our boy Tom Breeze.

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And Tom Breeze is building this

really cool software that identifies

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inflection points on your videos.

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And those inflection points

are when either people drop off

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or more people start watching,

paying attention, engaging, etc.

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And there's two inflection points.

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On solutions that videos inflection

point number one is when we start to

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go screen share, which makes sense

because it's a Google ads channel.

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And so people want to know when

you're gonna start actually

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showing them how to run Google ads.

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And inflection point number

two is when my hair was done.

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We had more views on our videos

and engaged and retained longer.

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When my hair was down

versus when my hair was up.

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And I'm not here to argue

with the people, Ralph.

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Who figured that out, though?

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don't think Tom figured it out.

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I think Tom gave me the data, and then

I was coming through it, and I noticed

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either all the spikes that I saw in the

graph were screen sharing or hair down.

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That's wild.

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You know who else I talked

to about this though?

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Brandon Turner?

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Yeah.

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Beardy Brandon?

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Yeah.

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So Brandon talks he's probably, I

think, maybe my favorite influencer,

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I think he just does such a

phenomenal job with his content.

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But he talked to me about his beard.

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He's like, dude, the beard I almost

couldn't do it without the beard.

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Cause he's so recognizable and

it's so just unusual, I think if

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you're listening to this and you're

creating social content, you'll

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notice a lot of people do this.

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Seth Godin does it, it's always shaved

head glasses Ran Fishkin did it, he

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looked like a pirate, Ezra Firestone

did it Ryan Dice, maybe to a smaller

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extent, but always in that suit

unbuttoned top button, so I think some

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of the more recognizable influencers

made themselves, oh, Rudy Mauer, dude,

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look at Rudy, always in bright red.

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You'll never catch that dude

in anything but bright red.

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it's just a form of peacocking, but it

really helps for brand identification.

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There's a guy I follow on Instagram, Chris

Doe, he's an agency guy, actually, he's

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really cool and he talks about your look.

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And he's got a very specific

look and we'll leave links in

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the show notes for his Instagram.

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Cause it's really good.

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We've got a lot of agency owners

here and his stuff is really solid.

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I'm not sure how much agency stuff he does

versus like info, but his whole thing is

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you need a look, if you're going to be

an influencer, if you're going to be an

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authority in the space or you want to do

personal branding, like that is your look.

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Whatever that thing is go and do it.

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And I've noticed like some of everyone

at a tier 11, for example, has their

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own social channels we encourage that.

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Obviously like tier 11 is the home, their

employees at tier 11, but it's like, you

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should have other outside interests and

everyone obviously enjoys social media.

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And I've noticed that they all

have their own individual look.

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And I'm like, that's cool.

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Like they're developing

their own kind of brand.

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Some of the influence that we

might have here at Perpetual

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Traffic or Tier 11, but it's good.

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Like they get it.

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Like our VP of marketing is like,

we give him a hard time all the time

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because he looks like Tom Selleck, he's

got like the mustache and that and he's

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been on this show but that's his look.

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And I think it is important to have

that, especially if you are the brand.

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In the case of Ryan Dice, Dice was

always blue jacket, but then he

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stepped away, a great example of how

to take a personality business and

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actually step away from it a bit.

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Which is, dude, I think you had

a hard time doing that though.

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I don't think you could

rip the bandaid off.

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I think there was a wrestle there

because people really wanted Ryan.

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Yeah.

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And by the way, that's the

double edged sword to building

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the personality of businesses.

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you are that business.

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Yeah, you are.

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and we talked to Greg about this

when Greg was on, it's like, how

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do you create a sellable business?

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You create a sellable business where you

are not the center of the universe, right?

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You're creating, we didn't

get as much into it.

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We have to have him back for

a second time, but you have

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to live today, by the way.

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That's right.

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Make sure we go out and get it

and let's give him a plug just

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cause we love Greg, Greg Smith.

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My business mentor, 20 years has helped

both me and Ralph in various degrees.

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Amazing.

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I'm an a guy published a

book called no locked doors.

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Buy it wherever books are sold.

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Go head over to Amazon, snap

it up, leave him a review.

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Good dude.

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We will leave links in the show

notes for that as per usual,

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but definitely check it out.

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This guy, if you will also leave

a link, back to the show that we

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did with him as well, because I

think you'll get a lot from it.

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it's interesting.

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Like we're so immersed in this media and.

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Just the business that we're

in to get a complete outsider's

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viewpoint with different industries

and his background running two

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airlines, banks, like it's crazy.

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Like his input and insight into

the advertising industry I find it

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refreshing just to get his insights.

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Obviously it's a great episode.

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I think that we did with him and want

to have him back, but also, I think

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that's another thing That people

should do is go outside of their

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industry for advice and for insights

into, like I belong to a group called

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Vistage, which is a great CEO group.

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I really like it because there's

manufacturing businesses, there's

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consultants, there's nobody's in

advertising and marketing, which is fun.

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Cause like I'm the advertising marketing

guy, but then I learned about the

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plastics business and there was the guy.

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That now is in the cannabis business.

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That's fascinating to me.

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And we delve deep into

it and I learned so much.

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Every single time.

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You didn't remember any of it.

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Did you?

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I don't remember any of it.

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We actually went to his manufacturing

facility and he did not hand out free

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samples, which I was pissed off about.

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No, you got to take those.

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They expect that.

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Yeah.

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Should that.

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anyway So we'll leave links in the show

notes for all that, but definitely checked

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out no locked doors over on Amazon.

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Greg Smith