Professional Content vs. Fun Content
a lot of people ask whether they should have professional content versus fun social media, casual content, and you hear a lot of people play great taste less filling and I'm gonna explain to you why you actually need both if you want to be a strong personal brand that makes money and builds trust at the same time. So think about a continuum where you have fun content, like you're at the beach, you're having fun versus expert content, where it's formal and you're presenting, maybe you're on stage, you're on tv, you're in the boardroom and there's a continuum because you, as a person, you're gonna be in different situations, the way you dress when you go to the beach is gonna be different than how you expect to dress at a funeral or a church. And people understand that based on the context. Now, if you only produce professional expert content, then you might as well live in a commercial and just be professional all the time. You can't really connect with people because if you really are ...
friends with somebody, you're going to see them when they're at the supermarket, you're going to see them in the in the jacuzzi, you're building a relationship with them. But if it's only casual all the time, you don't have the expertise and the trust and the authority necessary to be able to convince them to give you their credit card. So think about this continuum that moves from fun content all the way up to expert content and you actually want to be able to fill all stages along the way. So sometimes you're gonna shoot selfie style where it's blair witchy and then a little bit, you know, emotion, you know, lighting isn't exactly perfect and sometimes it's going to be in the studio, so you need both. Another spectrum is looking at intimacy versus authority, intimacy is it's just you having a heart to heart conversation, talking about something very meaningful, some kind of story, some kind of frustration or vulnerability that you had to overcome. And because of that, here's how you solve that particular problem. Just like a friend of friend talking about something privately all the way up to a public speech in front of a lot of people, something formal where it's like a book that you're publishing or you're testifying before congress, right? There's something with authority, they're very stern. And you also need the spectrum that moves from intimate to high authority because you want to establish the relationship but also establish that you are the person who knows the most about a particular topic, so that the things that you say about how they should do something is something that they can trust. Now, if you combine both of those, you have a grid because down here you have fun and intimate content and then up here you have expert and authority content. So you have a full spectrum, you have content that moves from purely intimate to authority and also from fund expert and think about the shading of the flavor of your content. So you could spend a lot of time up here producing expert polished perfectly. Film stuff and that's what most people do when they're producing commercials and people know what an ad looks like it has that certain look, you know what I'm talking about And you could ask yourself, do you click on ads? Oh no, I don't click on ads, I'm too smart for that. Well, what has the highest watch time? It's stuff that's funny. It's stuff that is entertaining, but you might say, well, I'm a serious business person and you know, I'm gonna I'm a trial attorney and I can't let people see me in my shorts. Well, they can if it's in the right context, if they understand you as a person. So when you can do both, when they feel like they're connected to you and they can trust you. But you also have the authority where you're on stage, where you have a published book where you're well known where you're hanging around other people that are important. That's when you have the best of both worlds and as a strong personal brand, you need both. Next exercise I want you to do is start taking the content that's in your content library and rank it from expert all the way down to intimate. From fun, all the right fun to expert and from intimate to authority and you want to be able to have a mix and next time you're making content, think intentionally about. Do I want to come, come at this from a casual friend, giving advice standpoint or do I want to be I am the professional, and this is my dissertation.