Thanks to Brother Ying for the invitation. Everyone forms their own personal brand on social media. I hope this article will be helpful to everyone.
"Personal brand building" is one of the main directions of our Web3Brand research. On the one hand, we firmly believe in the value of personal brand, and at the same time, Web3 and AI dual-empower it; on the other hand, we build our own Twitter account and Web3Brand Newsletter, which is a In the process of continuous learning and practice.
From July last year to now, I have continued to output 50+ in-depth content in my spare time. My Twitter followers have grown from less than 400 to the current 2.20,000, and the number of Web3Brand Newsletter subscriptions is also growing. During this process, I also met and had deep connections with many builders/founders. Many further discussions also improved my own knowledge and also brought some small business opportunities.
So with this Newsletter, I combined my learning from 10+ top creators and my own personal practice. I spent a weekend and unreservedly output this "4-step method for building a personal brand" and share it with everyone. .
btw, this playbook has no strict time requirements. I use my spare time outside of work and taking care of my kids to build my Twitter account and Web3Brand, so it will definitely work for you, enjoy~
TL;DR
A personal brand can bring you a series of benefits, and it can be created in your spare time by following these 4 steps
0️⃣ Why build a personal brand
1️⃣Determine brand positioning: find uniqueness and create consistency
2️⃣Establish a content system: topic selection framework→scan→material→theme→article
3️⃣Establish a growth system: number of content x exposure x fan conversion rate
4️⃣Start commercialization
Justin Welsh’s annual income is $1.7 million, and his personal brand ceiling is very high
0️⃣ Why build a personal brand
From the perspective of the external environment, the value generated by working part-time will become increasingly low and unsustainable.
Decoupling personal development from the company by building a personal brand will give you more flexibility and freedom
"Compound interest" can help you gain freedom faster, and building a personal brand is one of the best ways to have compound interest.
With the help of AI and Web3, individual brands are easier to build and commercialize
Let’s focus on “compound interest”
Having "compound interest" brings exponential growth, while working "selling time" can only lead to linear growth.
Compound interest can be divided into 7 categories. By building a personal brand, you can directly obtain the first 5 types of compound interest, and at the same time, it can be subsequently converted into product and capital compound interest.
content
brand
fan
connections
reputation
product
capital
In addition, the compound interest of working in a large factory is very small.
An example of compound interest from connections: I was followed by @jackbutcher because the 🧵 I wrote before was forwarded by the holder of Openen
1️⃣ Determine brand positioning: find uniqueness and create consistency
How to discover your own "uniqueness"? Find the intersection between user needs, your interests and what you are good at
• User needs: User size and interest determine the size of the business value
• Your points of interest: Only things that interest you can ensure continuous output for many years.
• What you are good at: why users should read your content
Finding "uniqueness" is the beginning of brand building. What you need next is "consistency." If you continue to appear in a similar way every day and every week, your audience will become more and more familiar with you, remember you, and think of you.
We need to strengthen brand consistency in 3 areas
• Space consistency: Twitter’s personal homepage is your visitor space. Good decoration can make your brand stand out and gain 10 times user attention.
• Content consistency: All your content needs to be related to your brand positioning, because "users follow you because of your content." Any irrelevant content will not help strengthen the user's mind.
• Temporal consistency: It takes time to form a user's mind. This is both common sense and the hardest part.
My account didn’t start to make a qualitative leap until the 7th month. I could have quit at any time in the first 6 months. Fortunately, I didn’t.
Let’s take a look at these top creators. They are really better than you and work harder than you.
• @NFT_GOD 1 year from 0 to 130,000 followers: 2 tweets per day, 2 tweets per week🧵 1 Newsletter
• @SahilBloom went from 0 to 180,000 followers in 1 year, and currently reaches 1,000,000: 2 posts per week in the first year, and now 1 post per week🧵
2️⃣Establish a content system: topic selection framework→scan→material→theme→article
After finding your uniqueness and brand positioning, the next step is to output content. It’s not difficult to write an article. What’s difficult is how to create a content system with sustainable output.
Share a [5-step content system] I created
1. Topic selection framework
The topic selection framework determines where your scanning input sources come from, and then the materials, topics and articles are output.
Web3Brand's brand positioning is how Web3 and AI empower personal brands and enterprises. We break it down into 4 parts, as well as dozens of more fine-grained tags, and then build the content input source
• Input: brand positioning • Output: topic selection framework, tags, content input source, preliminary topic selection
2. Scan
• Input: Content input source • Output: Content that requires intensive reading • Efficiency can be greatly improved through AI tools
3. Material
• Input: intensive reading • Output: notes
4. Theme
• Input: material • Output: title and outline • Efficiency can be greatly improved through the use of templates
5. Articles
• Input: title and outline • Output: article and images
3️⃣Establish a growth system: number of content x exposure x fan conversion rate
After having the content, the next step is to grow based on the content to increase exposure, number of fans and email subscriptions.
Share a [3-step growth system] I created
1. Number of contents
There is no doubt that the number of content is directly related to the amount of exposure, and it also allows you to appear in front of readers more often, improving the consistency we talked about earlier.
But how to produce more content? The answer is "build once, sell many times" that I shared in the Jack Butcher case before. Justin Welsh took this strategy to the extreme and achieved "write once, publish 11 times"
2. Exposure
After increasing the number of content, the next step is to increase the exposure of each piece of content. Share 4 ways
• Hot hits: 3 formulas
Delight readers and provide emotional value
Help users solve a problem quickly, including making money
Help users understand the world
• Cross-links
• Channel distribution
sell
recommend
guest appearance
• Paid growth
For specific cases, please view the complete Newsletter web3brand.io
3. Fan/subscription conversion rate
After having exposure, the next step is to increase the fan/subscription conversion rate. Here are 2 tips to share
• Find endorsements from influential industry insiders • Use hook products to increase conversion rates
Ben Meer gives away the booklet "75 Tips for Improving Work Productivity" to guide users to subscribe
Shaan Puri uses pitch deck templates and business cases to guide users to subscribe
4️⃣Start commercialization
If you want to continue to build your personal brand, or even turn your side business into your main business, you must discuss the topic of commercialization in order to maintain sustainable development.
Share a commercialization framework
To C
• Selling content: paid subscriptions
• Selling services: paid community
• Selling products: standardized courses, publications
To B
• sell advertising
• Selling time: paid consultation
• invest
The ones with the highest leverage here are "selling products" and "investing", both of which can make you make money while you sleep.
I personally recommend starting with a paid consultation because
The threshold for starting a consultation is very low, there is no absolute requirement for the number of fans, and there is no need for careful design.
It can help you establish a deeper relationship with your fans and gain access to front-line market issues as quickly as possible.
Simple and flexible enough
It is the basis for building products in the next step
Summary: 4 Steps to Building a Personal Brand
1️⃣Determine brand positioning: find uniqueness and create consistency
2️⃣Establish a content system: topic selection framework→scan→material→theme→article
3️⃣Establish a growth system: number of content x exposure x fan conversion rate
4️⃣Start commercialization