Ep 149: Using Written Articles to Grow Your Personal Brand with Robert Glazer | Recap Episode

Hey, welcome to the recap edition of the influential personal brand podcast. Rory Vaden is here, Roland solo. Again, we’ve had some weather challenges around town and we’ve had a crazy time trying to get coverage for the babies. And so mama CEO, AJ is off helping manage a million things. And so I’m solo on this recap edition, but this is an important one. Bob Glazer is the episode that we’re breaking down. If you didn’t go listen to that, make sure that you do, because Bob tells the story and talks about the story that we know we should do. We, we hear about it.

We kind of know intuitively off. I’m going to build my personal brand. I should write more and I need to write, and I’m not writing enough and I’m writing, but I don’t like it and it’s not working. And he tells that story about why it matters. And you can’t hear it. You just, you can’t hear it enough. I mean, it’s, it’s just about impossible. I think, to build a personal brand without having to, at some point master the written word. I mean, even if you are a video personality, like even if you’re a TV personality, there is something there is, at some point comes along in your journey where it’s like, you have to write a book. People want the book that you’re writing articles, you’re writing copy, of course, for your emails and for your website and marketing copy. But I think this, the idea of writing articles and just the power of the written word is so important because one reason is because of Google because of search engine optimization, the written word can be indexed and searched and shared and reviewed quickly and highlighted.

And you can go to specific points like you can’t, you can’t do that with videos. It’s, it’s really hard, you know, without going, Hey, go watch this video at minute one, you know, 10 minute, seven seconds, 38 seconds in, right? Like people don’t do it. And, and, and Google and the search engines, don’t, don’t yet fully index and you know, track. And it’s just not the, not the, the way of the digital world. So the written word is really important. It always has been important. I think it will always be important. And, and Robert is talking about how you can use the written word to grow your personal brand. It is free traffic. It is trustworthy reputation building. I mean, to this day, when people say, Rory, how do I become a speaker? Like, how do I get hired to speak? Like how, how do you get these gigs where you’re standing on stage in front of all of these people.

I want to do that. How do you do it? It’s very simple. I always tell them that the, it has never changed. The number one reason that people hire you to speak is because they have seen you speak. That is number one, right? We talk about all of that in world-class presentation craft in that course, and then also full keynote calendar. Those are our two courses. One is the artist speaking, the other’s, the businesses speaking our events, our courses that we teach, but the other, the number two reason, which is why I’m bringing it up here. The number two reason why or how you get booked to speak is because someone has read something that you have written, right? So number one is they saw you speak. They said, Oh my gosh, that was amazing. I need you to come do that for my people, for my audience.

But number two is they read it and they said, Oh my gosh, this is amazing. Like, this is what I need. My, my people, my audience, my, my fans, my customers, they all need to see this. Like, can you come and do it? And, and so the written word is powerful and, and the written word is the currency and the backbone and the spine of search engine optimization, which is, is like the core of, of digital marketing, right? And, and, and, and content marketing in the written word. And so this is just an important to hear about someone who has built their personal brand, mostly from the written word. And, and it’s, it’s really powerful. So anyways, here’s my top three, my top three takeaways for you and for myself, just as, as a recap, right?

So the first one, which

Is not unique, it’s not unique to this interview, and it’s not unique to Bob or to me, but you need to hear it. I’m going to say it because we need to hear it all the time is that it starts by asking, how can I deliver value for my eyes?


That is the Genesis y’all

Of how this works is if you are not

Sitting and soaking and praying and meditating and focusing on how can I create more value for my audience,

Your brand,

Isn’t going to make it, you’re going to burn out. You’re going to get consumed with all the noise you’re going to get frustrated. Like, because if it’s all about you and your vanity metrics and your growth and your money and your, you know, your sense of fame or importance, like it’s going to burn out and, and re the written word, especially, you know, I loved, I loved what, what Robert said, where he said, look, I’ve been doing this for five years. And I figured out writing rewards the long game. It rewards the long game that, that search engine optimization as a hockey stick, right? Like it’s slow, slow, slow, slow, slow, slow, slow, slow spike. And that’s just, that’s the name of this game. Like, and it’s not just writing that, it’s all this stuff. It’s, it’s producing your videos on YouTube with eight views and 12 views and 20 views and 30 views.

And it’s like, the reason that more people don’t make it is not because their content is bad. It’s because they give up. Right. It’s because it’s discouraging. When you look at the numbers, it’s discouraging. When you go, gosh, I’ve been doing this for a year. I’ve been doing this for two years. I feel like nobody’s watching, nobody’s paying attention. And, and you know, that is, that is the path. But, but like, everybody dies on that path. And the first one or two years, there’s few people left when you get to your four and five and six and 10. And, and those are the ones you see and you go, Oh my gosh, it’s amazing. I want to be you. But it’s like the 10 years before, you know, at least five, I mean, don’t get discouraged in year one or two. And people, some of, some of us, like some of y’all get discouraged after three months.

And you’re like, ah, I’ve been posting videos every day on social media for three months. And now I, you know, I’ve got a hundred followers and it’s like, don’t even look, don’t even look until a year has gone by. And this is why being serviced centered matters, matters so much. Because if you’re, if you’re self centered in this pursuit, if, if your personal brand is really about you, it’s really about your ego. It’s really about your followers. It’s really about your money. It’s really about you feeling important and dah, dah, dah, dah, whatever, if it is self centered, you’re going to burn out because you’re either going to hack your way there. And it’s going to be fake by doing all sorts of crazy stuff, or it’s going to be a slow build, and you’re going to go, man, I’ve been doing this for two years.

I’m not sure it’s working. And it’s like, if you feel that way, guess what it’s working because for everyone else who’s been on this journey, they tell the story, you listen to every single episode we do. Like all, all of us have the same story. And, and, and even for me, like, it’s so frustrating. Cause I already paid my dues once. Like I already, I already went on this journey and then started over. Right? So I mean, we, we exited a company and there were a number of things that went along with that. But, but the net impact is I had to start over. Like I just started my social media from scratch. I just start my blog from scratch, how to start my website from scratch, like start over. It is painful. And, and, and here’s what Robert said that I loved. He said, you know, I’ve been doing this for five years.

I’ve still never found a hack. And gosh, that’s so important to hear because I feel the same way I’ve been doing this for so long. I haven’t found a hack, right? The hack is provide a lot of value for a really, really long time. Like, I know it’s not what you want to hear, but you need to hear it and you need to hear it every single week. And I don’t care if that’s, it. It’s like one of the top three takeaways from every single episode that you hear, we’re going to bring it up every time because we know how frustrating it is and how discouraging and how lonely and how empty and how hopeless it can feel and how you can be overwhelmed. And, and just beaten down that like, Oh, I’m putting in all this work. I’m spending this all this time. I’m putting in all this money.

Does it matter? And, and, and you have to be centered in service. You have to go, yes, it matters if only to one person, right? Like you have to stay grounded in that. And if you do it catches, it’s a snowball. It’s exponential. It’s a hockey stick. You know, like it is all of those things, but it starts by saying, and, and staying centered in how can I deliver value for my audience? You gotta live in that. You gotta, you gotta remind yourself of that. You can never forget that. It, it, it’s just, that’s the nature of the beast here. And, and it’s good. It’s good for our, it’s good for our ego. Like, it’s, it’s good to be reminded. Like, it’s not about your views and your comments and your likes and your engagement and your followers and your money and your duh. It’s like, it’s good to be reminded of like, no, I’m focusing on the one person who’s gonna read this.

I don’t care if one person watches this video, or one person reads this article. Like I’m doing it for that one person. And I am, I am doing it because I feel called in my life that, that there is some message inside of me that I feel called to share. And it is irrespective and independent of how many millions of people or how many zeroes of people ever see it. Because I feel called, which means there is one person out there that needs to see this. And that is why I do it. Not for vanity, not for likes, not for followers, not for comments, not for money, not for any false sense of importance or influence, but because I feel in my heart that there is a message that I was put on this earth to deliver, and I’m going to follow that prompting. And I will do it for as long as it takes, even if no one shows up that is the commitment that you gotta make.

And you gotta make it as a writer, as a speaker, as a content creator, as a podcast, host and producer at like, as a, as a, as a video producer, like whatever form of content it is that you just got to make it. And I’m telling you like, that is the battle. We have all of these amazing techniques and strategies that we teach and they frigging work. Like they’re really, really good, but nothing replaces that. So make sure you stay centered in that. Okay. Very good. My second takeaway this one, I don’t like as much, this one I don’t like as much was that sensationalism isn’t clickbait. Ah, I don’t like this one as much, but it’s a takeaway because it’s true. This one is also true this Sox, but it’s like, man, there is just a part of this that there’s just a game that you have to play to, to get ahold of people’s attention.

Like it’s, it’s weird, right? To say in this almost in the same breath, as you gotta be focused on your audience, which is, is still a hundred percent true, but it’s like to say that the vanity stuff doesn’t matter. And then to turn around and go, you know what? You have to not be afraid of a little bit of sensationalism. I don’t like it, but gosh, it’s true. It’s true. The data is true. It’s indisputable. People respond to all that crap. They, they, they do it’s it’s it’s it’s and, and here’s the way that I wrap my mind around, around being okay, to embrace a little sensationalism. Cause, cause y’all, I’m resistant to this, like this is not me. Like this is not the, this is not the way we play it at brand builders group, we’re playing the long game. We’re bringing value.

Our strategy is reputation. Our strategy is trust. Our strategy is, is ethical and honest and, and integrity. Like it is all of those things. And part of that is just going like, look, I mean, I think the way Robert said it, which hit me hard was he’s like people don’t click on the warm cup of tea titles. They don’t like, they just don’t. And, and the hard part is going, okay. We need to be willing to put out our content regardless of how many people are watching it. But at the same time, it’s like, we also have to be doing everything in our power at the marketing game. Like we have to do everything in our power to like communicate truth and honesty and integrity. But we also have to do everything in our power on the marketing game, because there’s a bunch of scam artists out there that we’re competing against a bunch of, there’s a bunch of negative images.

I mean, I would go so far as to say the devil is out there using every tool in his power to, to communicate false lies and propaganda and trash and, and negativity. And it’s like part of we got up, we got to stand up and go, you know what? I’m going to master marketing. Like I’m going to learn marketing. I’m going to do it because not because of the vanity for me, but because it’s like, if I’m going to, if I’m going to change lives, if I’m going to reach souls, if I’m going to impact people, I gotta be in front of people. Like if no, one’s reading the article, it’s not, it’s not doing any good. If nobody’s seeing it now I should be willing to do it. Whether there’s one person seeing it or a thousand, that’s what I just got to saying.

But at the same time, it’s like, I also want you to fight and scratch and claw and hustle and go, all right, how do we, how do we get in front of more people? Remember the reputation, formula results times reach equals reputation. Reach matters, reach matters. So there’s no, there’s no replacing the long game there there’s there there’s. We don’t want to be flash in the pan. We don’t want to be gimmicky. We don’t want to be empty promises. We don’t want to be over promise under deliver. We want to be substance. We want to be truth. We want to be valued. We want to be solid. We want to be honest. We want to be content, but we also need to have good packaging and a good wrapper and good marketing strategy and good and good tactics and good promotion because people, people got to find us.

And so when he was saying sensationalism, we’re talking about titles specifically where he said, sensationalism, isn’t the same as clickbait. And here’s how I processed. Here’s how I made sense of this because clickbait here’s, here’s what I, when I think of clickbait, what I think of clickbait as clickbait is bait and switch. So what is bait and switch bait and switch says, you know, click here to see a picture of, you know, Brad Pitt’s abs, and then you click here and it’s, it’s not a picture of Brad. Pitt’s abs it’s a, it’s a picture of, you know, it’s, it’s an article for how to buy my, you know, something that that’s, that is clickbait it’s bait and switch. It’s I Lou, are you here with one thing? And then I give you something that is other than that thing. It is not that thing to me, that is really when people say clickbait it’s bait and switch.

I do want to give people bait. I want to, I want to set a hook. I want to give them an appetizer. You know, the way that I think about it is like, when you go through the food court at the mall, they give you a bite of chicken, you know, honest toothpick, and they hand it to you and they go here, you know, it’s a sample, right? So they, they, they, they get you to salivate. They get you, your wedding, their appetite, your, your, your drawing, their interests. You do have to do that. And some of that is, I mean, he uses the word sensationalism. I, I, I hesitate, you know, for me, I’m just so reluctant to take it all the way that far, but, but maybe, maybe I need to be more aggressive. I mean, frankly, maybe this is why my brands my, you know, have grown slower than, than they could have is cause I haven’t embraced this.

Cause it’s like, I’ll tell you this, for sure. There is some other person out there that is not providing as much value who doesn’t have the depth of expertise, who is a lot more slimy and shady and unethical and they’re getting clicks, right? Like they’re getting the attention because they’re, they’re unafraid to just bait people in. And so that’s part of what you’re competing against. Right? And so the good people we got to learn to compete here a little bit. Like we gotta be willing to, to, to play the game, not in bait and switch, but in bait and deliver. Right? So that would be my theme here is rather than bait and switch bait and deliver. But I want you to bait, you got to set the bait, right? Like you, you got to hook them in there’s you can’t just throw a hook in the water and have no bait on it.

Like the fish aren’t biting. There’s God, there’s got to be bait there, but it’s not bait and switch it’s bait and deliver. In fact, it’s really bait and over deliver, right? That’s what we want. Not bait and switch bait and over deliver. That is what it’s after. But you gotta, you gotta, you gotta bait. You gotta be good at the bait. Like it’s just an, it’s a necessary part of this. And I wouldn’t even say it’s a necessary evil it’s it is just simply necessary that we are, we are battling for attention span. Like there is a battle that the especially the digital world is, is, is a, is a, is a 24, seven, three 65 battle for attention span. And, and, and we are in a battle. We are competing for people’s attention. And if you have valuable ideas, if you have good ideas, if you have worthwhile products, if, if you have substance, if you have truth, if you have integrity, if you have honesty, then you also be it.

You have to be willing to fight that battle, to get those people over there. What good is it? If you have the cure for cancer and nobody knows about it, not good, you gotta, you gotta be willing, but bait and deliver, not bait and switch. So sensationalism me. I mean, I might not, I might not sign off on that and give that the official brand builders stamp or Rory Vaden stamp, but I, I would sign off on, on bait and deliver. All right. So do what you have to do to get the viewers and the readers w you know, within reason, but you need to learn how to create better subject lines. You need to work to create better titles, which is my third takeaway. Okay. So my third takeaway was I actually went back through all my notes from this interview and just, you know, was, was trying to create a a list of great article titles.

Now, if you’ve been through our brand DNA event, our course, or our first course, or you’ve been through captivating content in both of those courses, we teach something called the five title tests, which is how to title your, your products okay. That you know, is kind of similar. But this list, this list is different. This list is for articles specifically, this is titling your blog articles and stuff, which, you know, I also think you can afford to be a little more Beatty with articles because they’re not as permanent as a book title or a coaching program title, or a course title. Right. That’s something like you’re going to live with for awhile. So but here’s, here’s some of the things that, that, that, that Robert threw out.