3 Things Everyone Gets Wrong About Content Creation

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[SPEAKER_00]: Every million dollar personal brand you follow is running three layers underneath the content you see.

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[SPEAKER_00]: Most coaches don't know they exist, and the ones who do know most of them are only running one.

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[SPEAKER_00]: I've been studying the brands that actually build wealth from a personal brand, not just an audience, and there's a pattern.

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[SPEAKER_00]: Three layers, one foundation, one engine, and one multiplier, and the one almost everyone's skips doesn't feel like content.

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[SPEAKER_00]: It doesn't feel like marketing, but it's the one that actually compounds.

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[SPEAKER_00]: I'm going to show you all three.

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[SPEAKER_00]: By the end of this video, you'll know exactly which one you're missing and which one to build first.

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[SPEAKER_00]: Sure, what's up, everybody.

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[SPEAKER_00]: Welcome back to another episode of The More Than Meets the iPodcast, where we talk about what's behind a person of practice or a product, especially when it comes to marketing.

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[SPEAKER_00]: I'm Jared Taylor, and I've got my coffee.

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[SPEAKER_00]: I hope you have yours too, and I want to welcome you to JT visuals.

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[SPEAKER_00]: And that's without the eye, because there's more than meets the eye.

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[SPEAKER_00]: At JT Visuals, we build content systems for personal brands, founders, coaches, consultants, doing 7 and 8 figures.

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[SPEAKER_00]: I've watched what separates the brands that compound from the ones that just produce.

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[SPEAKER_00]: In what I see

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[SPEAKER_00]: time and time again, whether that's a client we work with or it's a creator that I study, is the same three layer pattern underneath.

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[SPEAKER_00]: So let's dig into this practice.

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[SPEAKER_00]: Here's the setup.

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[SPEAKER_00]: When most coaches think about their personal brand, they think about content, post videos, podcasts, captions.

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[SPEAKER_00]: That's not the brand itself.

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[SPEAKER_00]: That's the surface.

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[SPEAKER_00]: The brand is what's underneath.

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[SPEAKER_00]: Three layers.

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[SPEAKER_00]: Each one does a different job and when all three are running, the content on top doesn't just give views, it compounds into a business.

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[SPEAKER_00]: Layer one is the foundation.

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[SPEAKER_00]: Layer two is the engine and layer three is the multiplier and here's the thing.

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[SPEAKER_00]: People skip all three of them.

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[SPEAKER_00]: But the one I see skipped the most often, and the one that costs people the most is Layer 2.

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[SPEAKER_00]: I'll show you why in a minute.

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[SPEAKER_00]: Layer 1, the foundation.

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[SPEAKER_00]: Every million dollar personal brand has a proprietary framework, a named system, a specific way of thinking about their work that belongs to them.

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[SPEAKER_00]: Hormosi has the value equation, or the $100 million of the core 4, Dan Martell has buy back your time.

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[SPEAKER_00]: Cody Sanchez has contrary in thinking.

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[SPEAKER_00]: Donald Miller has story brand.

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[SPEAKER_00]: Ryan Pinietta has the wealthy way.

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[SPEAKER_00]: None of these are random words.

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[SPEAKER_00]: They're proprietary frameworks.

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[SPEAKER_00]: And the framework is the foundation, everything else gets built on.

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[SPEAKER_00]: A framework is not a phrase.

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[SPEAKER_00]: It's a way of thinking that the market can't get in your else.

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[SPEAKER_00]: When you have a named framework, three things start happening.

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[SPEAKER_00]: One, your content stops feeling generic.

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[SPEAKER_00]: because every video, every post, every conversation is reinforcing the same idea.

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[SPEAKER_00]: Two, your audience starts using your language to describe their problem, which is the moment your brand becomes inevitable.

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[SPEAKER_00]: Here in Kansas City, everyone knows what a single product is at Kansas City, Joe's.

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[SPEAKER_00]: That is the Z-man, and that's just one of my favorite examples.

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[SPEAKER_00]: In three, you can productize the framework.

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[SPEAKER_00]: book course coaching program, software, the framework becomes the asset.

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[SPEAKER_00]: Without a proprietary framework, you're just sharing opinions.

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[SPEAKER_00]: But with one, you're building a category.

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[SPEAKER_00]: And that's the foundation.

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[SPEAKER_00]: Layer 2.

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[SPEAKER_00]: The engine.

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[SPEAKER_00]: Every million dollar personal brand has an own production system.

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[SPEAKER_00]: They are not winging it.

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[SPEAKER_00]: They are not hoping the content gets made this week.

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[SPEAKER_00]: They have a system, a process, a cadence, a team, or a setup that produces quality content on a predictable schedule.

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[SPEAKER_00]: Now, I want to slow down here because this is the layer I see skipped most.

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[SPEAKER_00]: I'll meet coaches who actually have Layer 1 and Layer 3.

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[SPEAKER_00]: They've named their framework.

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[SPEAKER_00]: and they've written their book.

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[SPEAKER_00]: They've got the community and then they look at their content and it's almost an afterthought.

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[SPEAKER_00]: Occasional posts that are few and far between a podcast they recorded six months ago that's still pinned.

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[SPEAKER_00]: And the content they're putting out doesn't even point back to the framework or the book.

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[SPEAKER_00]: It's disconnected.

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[SPEAKER_00]: That's the worst part that I've seen.

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[SPEAKER_00]: So they have a foundation, they have a multiplier, but there's no engine in between.

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[SPEAKER_00]: Or at least it's not plugged in.

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[SPEAKER_00]: There's nothing amplifying what they built and that's the part I want to challenge people on.

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[SPEAKER_00]: Because Layer 2 is the amplifier without it the framework stays in your head and the book sits on a shelf.

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[SPEAKER_00]: And the sales that the coaches do get are actually from their marketing efforts, which is from Keynotes or public speaking gigs they get.

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[SPEAKER_00]: So if they're already having that great message and that great system, adding layer two on top of that for content is really going to amplify what they've already proven to work.

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[SPEAKER_00]: Now, I also wanted to find what I mean by quality, because most people hear quality and they think produced.

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[SPEAKER_00]: Cinema cameras, studio, lighting, and yes, that's one version, but that's not the only version.

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[SPEAKER_00]: Quality means the content represents your brand at the level your brand actually operates.

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[SPEAKER_00]: If you've built a high-level coaching business, the content has to feel like a high-level coaching business.

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[SPEAKER_00]: That might mean produced, but it might also mean no fluff.

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[SPEAKER_00]: It's directed sharp, built to actually help someone in a school community and not just a grab attention.

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[SPEAKER_00]: quality is whatever matches the level of trust your audience needs to feel before they buy from you.

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[SPEAKER_00]: For some brands, that's a studio setup.

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[SPEAKER_00]: And for other brands, that's a clean, unedited, 15-minute breakdown that respects the viewer's time.

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[SPEAKER_00]: And the thing is, I just gave you an either or scenario, but the truth is.

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[SPEAKER_00]: that it's both.

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[SPEAKER_00]: So long as it represents your brand at the level you want it to, and you define quality for yourself, but don't skip it.

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[SPEAKER_00]: Here's the other thing I want to tell you about layer two.

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[SPEAKER_00]: If you struggle to make content consistently, there's a good chance you're already doing the work

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[SPEAKER_00]: and don't realize it.

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[SPEAKER_00]: Most coaches I talk to are doing seminars, keynotes, presentations, workshops, live trainings, or inside their community.

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[SPEAKER_00]: And every one of those is great content.

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[SPEAKER_00]: They just aren't capturing it.

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[SPEAKER_00]: You stand up in front of a room of 200 people and deliver 45 minutes of your best material and then nobody films it.

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[SPEAKER_00]: That's the engine sitting right in front of you and you don't have to come up with new content.

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[SPEAKER_00]: You can capture the content that you're already creating.

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[SPEAKER_00]: Just hire a videographer, put a camera on the keynote, capture the workshop, film the breakout session, the brands out the top aren't generating new content from scratch every week.

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[SPEAKER_00]: They're capturing what they're already doing at a high level.

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[SPEAKER_00]: That's the production system.

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[SPEAKER_00]: That's the engine.

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[SPEAKER_00]: The brands that don't have Layer 2, even with a great framework and a great book, they say small because nobody knows.

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[SPEAKER_00]: The framework stays in your head and the book sits on a shelf.

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[SPEAKER_00]: The community doesn't grow.

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[SPEAKER_00]: Layer 2 is what makes Layer 1 and 3 actually reach people.

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[SPEAKER_00]: Okay, quick break.

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[SPEAKER_00]: Take a drink of your coffee and this connects directly to what we're talking about.

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[SPEAKER_00]: If you're an entrepreneur or a coach who wants to be positioned as a guest on a professionally produced video podcast, JT visuals has something called the VIP paid guest experience.

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[SPEAKER_00]: Built specifically for that, you show up.

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[SPEAKER_00]: We handle the production, studio, lighting, audio, the full setup, so when you appear as a guest, the packaging matches the authority you already carry.

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[SPEAKER_00]: And this is what I mean by an owned production system.

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[SPEAKER_00]: The brands at the top aren't hoping the lighting works.

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[SPEAKER_00]: They're not crossing their fingers on the audio.

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[SPEAKER_00]: They're showing up to the environments that match the level of the conversation.

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[SPEAKER_00]: The link is in the description.

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[SPEAKER_00]: If that's for you, go check it out.

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[SPEAKER_00]: If not, we got our school community, we'd love to have you there.

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[SPEAKER_00]: So here we are, layer three.

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[SPEAKER_00]: I hope that coffee was good because layer three is the multiplier.

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[SPEAKER_00]: Every million dollar personal brand has a compounding asset.

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[SPEAKER_00]: something that exists outside the feed, outside the algorithm that keeps producing trust and sales while they sleep.

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[SPEAKER_00]: Most coaches think their content is the asset.

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[SPEAKER_00]: It's not.

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[SPEAKER_00]: Not alone.

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[SPEAKER_00]: Content is rented.

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[SPEAKER_00]: The platform owns it.

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[SPEAKER_00]: The algorithm decides who sees it.

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[SPEAKER_00]: You can post for five years and lose half your reach overnight when YouTuber Instagram or wherever you post

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[SPEAKER_00]: that's not an asset, that's a lease.

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[SPEAKER_00]: You have to have a way to catch that.

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[SPEAKER_00]: The real compounding asset is something owned.

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[SPEAKER_00]: In the clearest example I could think of is a book.

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[SPEAKER_00]: Hormosi has $100 million offers and $100 million leads and $100 million money models, all of those really good, which by the way, if you want that, the links are in the description.

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[SPEAKER_00]: Highly recommend.

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[SPEAKER_00]: And some other ones, Dan Martell has buyback your time, and Cody Sanchez has main street millionaire.

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[SPEAKER_00]: Donald Miller has building a story brand.

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[SPEAKER_00]: There are lots of other good ones, which ones are your favorites.

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[SPEAKER_00]: Let us know in the comments.

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[SPEAKER_00]: And in fact, if you written your own books, you'd go ahead and say to your own favorite.

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[SPEAKER_00]: Every one of these brands has a book that sells around the world while they sleep.

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[SPEAKER_00]: Someone in another country, and another time zone, finds a clip on YouTube, buys the

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[SPEAKER_00]: that night and now they're inside the ecosystem.

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[SPEAKER_00]: That's the multiplier.

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[SPEAKER_00]: But a book isn't the only version of this.

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[SPEAKER_00]: An own email list is a compounding asset.

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[SPEAKER_00]: A community on a platform you control like a school community or paid newsletter is a compounding asset.

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[SPEAKER_00]: a proprietary course that lives outside any one social platform is a compounding asset.

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[SPEAKER_00]: The test is this.

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[SPEAKER_00]: If every social platform disappeared tomorrow, what do you still own?

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[SPEAKER_00]: If the answer is nothing, you don't have layer three.

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[SPEAKER_00]: You have layer one and two with no multiplier on top.

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[SPEAKER_00]: And that's the layer that turns a personal brand into a personal business.

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[SPEAKER_00]: The foundation, layer 2, owned production system, the engine, layer 3, compounding asset, it's the multiplier.

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[SPEAKER_00]: The brands that look effortless from the outside, they're running all three on the inside.

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[SPEAKER_00]: The framework gives every piece of content a point of view.

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[SPEAKER_00]: And the production system makes sure the content actually gets made and reaches people.

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[SPEAKER_00]: The compounding asset converts attention into wealth long after the post is buried in the feed.

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[SPEAKER_00]: Most coaches I talk to are running one layer.

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[SPEAKER_00]: almost never three though, and the layer that's most often missing is layer two, the engine, the amplifier, because it feels like the hardest one to build, it requires showing up, it requires capturing what you've already been doing.

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[SPEAKER_00]: and it requires investment.

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[SPEAKER_00]: But here's the truth.

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[SPEAKER_00]: Without layer two, layer one stays invisible.

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[SPEAKER_00]: In layer three cells one copy out of time and set of thousands.

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[SPEAKER_00]: If you're trying to figure out where to start, here's the order I'd give you.

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[SPEAKER_00]: Before you scale production, before you write a book, before you build a list, name your thinking.

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[SPEAKER_00]: Get your point of view down on paper because everything else gets built on top of it.

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[SPEAKER_00]: If layer 1 is generic, layers 2 and 3 don't matter, the content will still be replaceable.

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[SPEAKER_00]: Don't make it generic.

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[SPEAKER_00]: Then build layer 2.

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[SPEAKER_00]: Build the production system that makes consistency inevitable.

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[SPEAKER_00]: Define what quality means for your brand.

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[SPEAKER_00]: Capture the seminars, the keynotes, the workshops you're already doing, start that podcast, hire the videographer, do direct to camera YouTube videos, get the studio, that's what needs to represent your brand, make showing up the easiest part of your week, not the hardest.

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[SPEAKER_00]: Then, in only then, build layer 3, the book, the list, the community, whatever the asset is that's going to compound your attention into wealth.

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[SPEAKER_00]: Most coaches are building these in the wrong order.

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[SPEAKER_00]: They're chasing the asset before they have the framework, and they're writing the book, before they have the engine to amplify it, build it in order, foundation, engine,

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[SPEAKER_00]: The question isn't whether you're capable of building all three, the question is which one you're missing, and whether you're willing to build them in the right order because the gap between a content account and a million dollar personal brand isn't talent.

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[SPEAKER_00]: It isn't luck.

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[SPEAKER_00]: It's the layers underneath.

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[SPEAKER_00]: It's the team behind them.

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[SPEAKER_00]: If you want to go deeper on building this into a real system, then subscribe.

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[SPEAKER_00]: That's exactly what this channel is all about.

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[SPEAKER_00]: Thank you so much for your time.

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[SPEAKER_00]: I appreciate you.

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[SPEAKER_00]: I want to encourage you to continue to keep doing what you've set out to do, and keep on keeping on.

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[SPEAKER_00]: I'll see you in the next one.