[00:00:00] AJ: It’s what, not who, in a world [00:00:05] where marketing strategists and marketing agencies [00:00:10] are talking about where to spend on time online and where do you put your paid [00:00:15] traffic behind, and what ads should you be doing? And, you know, how quickly you should be [00:00:20] cutting your camera and how many minutes it should be and what are the initial statements.[00:00:25] [00:00:25] That you should stay and how many CTA should you have in a world [00:00:30] full of that? That’s a lot of the, what What I am encouraging you to [00:00:35] do as you build your personal brand is to have a who first [00:00:40] strategy, not a where first strategy and not a what First strategy. See a [00:00:45] what? First strategy is what should I be doing? [00:00:49] What should [00:00:50] I be posting? What, you know, different [00:00:55] medium. Should I be on? What platform should I be on? It’s a what focused [00:01:00] strategy. And then there’s the where, right? There’s, Hey, where should I spend my [00:01:05] time online? Where should I invest my time, money, and re resources? [00:01:10] Right? Where should I go to find, you know, x, y, and z [00:01:15] content or audiences or offers? [00:01:16] Where should I go to learn? There’s a lot of what. [00:01:20] And there’s a lot of wear. In the world of marketing, digital marketing today, [00:01:25] and as you build your personal brand, what I’m encouraging you to do is to not ignore those things. [00:01:30] They just come second or third to the most [00:01:35] important strategy, which is who. [00:01:38] So let’s talk about the who for a second. [00:01:40] What is a who first strategy? A who First strategy. [00:01:45] Is, who are you trying to reach? Who is the person [00:01:50] that you feel called to serve in this world with your message? Because that’s what you’re doing this [00:01:55] for after all, right? You’re not doing all of this content creation. [00:01:58] You’re not sitting in a [00:02:00] chair behind a camera on a day like today, as I am right now, just so I can [00:02:05] work the algorithm. I’m not doing it just to get likes and comments. I’m not doing it [00:02:10] just for conversion purposes. I’m doing it because I believe. That there are [00:02:15] messages that need to be shared because there are messages that need to be heard [00:02:20] and they can only be shared by certain individuals and they can only be heard by certain individuals [00:02:25] to help them change their life. [00:02:27] I believe that people [00:02:30] not platforms have the ability to change lives. And [00:02:35] sometimes it’s a, a, a simple act of kindness. Sometimes it’s a [00:02:40] quote that you just needed to hear in that right moment. Sometimes it’s you showing up and being [00:02:45] vulnerable and sharing the hard parts of your story so that other people know that they’re not alone, [00:02:50] that there are other people like them who have felt that way, been through what they’ve been through, and that there [00:02:55] is light at the end of the tunnel. [00:02:57] Right. There is joy on the other side [00:03:00] that that. Is a who first strategy that is going, Hey, I [00:03:05] have this calling on my heart for a reason. And we believe that that reason is [00:03:10] because there is someone else out there who needs you. That [00:03:15] is the who that I’m talking about. And if you get the who right in a who for [00:03:20] strategy, the what and the where, become increasingly more clear.[00:03:25] [00:03:25] Because here’s what I’m telling you, if you know. Exactly [00:03:30] who you’re trying to reach. Then you know what they need to hear. [00:03:35] You know, what questions they need answered, you know, what titles would [00:03:40] attract them, you know, what ads they would click on, right? So all those other [00:03:45] things, I’m not saying they’re not important, and the digital ecosystem that we live in today, I, I think they’re [00:03:50] vital. [00:03:50] I think they’re necessary. They’re just not first. It’s a who [00:03:55] strategy first to go. Who needs this message and [00:04:00] how do they need to hear it, and what platform do they need to hear it on? [00:04:05] And where do I need to be so they can hear it? What and where are [00:04:10] subservient to the who, but the more clear that you get on the who, such [00:04:15] as what gender are they? [00:04:16] What age are they? What socioeconomic status are [00:04:20] they? What geography do they live in? What are their dreams? What are their fears? What [00:04:25] are their goals? What questions? Keep them up at night? What are their fears? Right? What? What are [00:04:30] their limiting beliefs? Right. What are they trying to achieve? What have they been through that [00:04:35] they’re too afraid to tell anyone? [00:04:36] What are the dreams that feel so big and so impossible that they’re embarrassed to [00:04:40] admit them? What questions do they have that they never ask because they’re afraid they’ll look stupid, [00:04:45] right? That is your who. It’s not just how much money [00:04:50] do they make and what titles do they have. Demographics are important. [00:04:52] They’re necessary, but the [00:04:55] psychographics of your who are equally as important. And I’ll tell you this, [00:05:00] a who first strategy should be where you spend the most time. Because if [00:05:05] you spend the most foundational time on building out this perfect avatar, this [00:05:10] ideal person, not persons, not people, but person, if [00:05:15] you build that out, if there’s one, there’s likely more than one. [00:05:19] But the [00:05:20] more that you know the heart and the mind behind the person, the who that you’re going [00:05:25] after, everything else comes into focus, I. The other things are [00:05:30] unclear when your who is unclear. But the more [00:05:35] clarity you have on the who, the easier it is to answer all of the what [00:05:40] questions and the where questions. [00:05:41] Because you know where they spend on time, time online, you know [00:05:45] what platforms they visit, you know how often they visit those platforms and how long they stay on their [00:05:50] platforms that you know, if they like to read versus watch, you know, if they like to watch versus [00:05:55] listen, you know, if they’re more into podcasts versus short form content. [00:05:59] You know, all those [00:06:00] things when you spend the time necessary, I. To get intimately [00:06:05] acquainted with the who, and here’s the good news for you. Most [00:06:10] of us, we already know the who intimately because the who is the [00:06:15] person that we used to be. And it’s the reason why that you are most [00:06:20] powerfully positioned to serve the person you once were. [00:06:23] Because you know what it’s like to be [00:06:25] you. You know what it’s like to have those questions, those fears, those dreams, [00:06:30] and. You know what it’s like on the other side, right? You didn’t get [00:06:35] to where you are today and you don’t have this calling on your life, and you don’t have this message in your heart for [00:06:40] yourself. [00:06:40] You have it so that you can go back and share it with all the people that [00:06:45] need to hear it where they are today, where you were a year ago, or five years ago, or 10 years, or even 20 [00:06:50] years ago, or maybe even the person that you were yesterday. You [00:06:55] have that calling. Right that pull in your heart because there is someone else who is [00:07:00] calling to you. [00:07:01] That is a hoofer strategy and it’s the part that we [00:07:05] often wanna skip over. We wanna answer the fill in the blanks and we wanna move on, [00:07:10] but everything else is dependent on a hoofer strategy. So if you spend the [00:07:15] right time figuring out who, who is my audience? Who is my avatar, who is my [00:07:20] person? The what comes into focus and the where becomes obvious, but the [00:07:25] who has to come first.