Korte highlights uit onze podcast
1 min 47sBut the one thing is, with the black soul I can make it from a different material and that material is so sweet for your foot sole. I don't know this.
1 min 35speople. And that small group can still be 10,000, 100,000, even millions of people because millions of people is still a small group compared to all t
1 min 57swhy that's something very strong is because if you start making content more consistent about your defendable position, then one group of customers, p
But the one thing is, with the black soul I can make it from a different material and that material is so sweet for your foot sole. I don't know this. I'm not an expert, but do you understand what I mean? So you are the only one who makes the black sole while the rest in your field of the designer shoe field, that category, they swore by a white sole. That's the defendable position. It has it doesn't have to be big but it's a position to take. So if you did this for 20 to 30 posts and you find you've found your defendable position, what you are going to do is you are starting to make more content about this defendable position. And it forces you to think more about your position and to create content more a little bit around that position. So it's more structured structured automatically. That's amazing because you don't need like the content calendar or the brainstorm sessions anymore. Because you as an expert can think about this position you take and to think about content around this position. And people will be attracted more because it's more clear to them what your vision is, what your strategy is, what your output is and that attracts more. It's it's amazing. So when you've done this, you can look at, you are probably someone who published a lot of content, so then you can look at another 30 posts and find a second position. And then you look at 30 posts more and then you have 90 in total and you are going to look at another
people. And that small group can still be 10,000, 100,000, even millions of people because millions of people is still a small group compared to all the people in the world. So it doesn't matter and you don't have to think about it as okay, it's a defendable position so I need to be arrogant about it, of being angry about it. No, that's that's not necessary. It can be if you are a person who likes to be angry. Okay, be angry in your content as well. That's great. But if you're the calm and loving person, explain why you believe in one way and you don't like the other way. And you can think about it when you are writing down what your defendable position is about one thing. In the end, I want you to find three to five defendable defendable positions. But we start with one and I want you to think about it. Okay, if I can say it, maybe you can even write down a sentence. What's your position that you want to defend? And is that a sentence only you can say or is it a sentence that everybody in the field says? Because if everybody in your field says the same thing, it's not really a defendable position, but it's more like a category you are working in. And you will still say the same things other people will do and your output of your content will be much broader.
why that's something very strong is because if you start making content more consistent about your defendable position, then one group of customers, potential customers, will understand what your vision is and who you as a person are and what your business can solve for them that's connected with their vision of their world. It's it's it's really like that. So you have find your defendable position within these pieces of content. So you've got 20 to 30 pieces of content. You make two PALs and four out of five will be noise and one out of five will be your defendable position. I will give you an example. For example, I was working as an identity architect and I've worked with high performance entrepreneurs and sport teams and supporters as well. And it's amazing for me to work with them. So I'm pro high performance. So what's my defendable position? One of them is like, okay, I hate life work balance. Because when people talk about life work balance, they are like, yeah, but you have to relax a little bit more and you have to work hard, but there needs to be a balance. And that was a defendable position for me because a lot of people, even in high performance field, didn't agree with me like that. So that's a good defendable position because at that moment you can defend your position. And that's amazing because yeah, you are going to make sure a lot of people you don't attract old people, that's good because you are going to attract just a small group
So this video is for you if you are an expert in your field and you publish a lot of content, but the output isn't working for you. Because I see a lot of experts who are thinking, okay, I need to put out a lot of content and they do it. Every day they are posting on LinkedIn, on Instagram, on TikTok and they are putting out a lot of content. Probably you are doing this as well, but it's not working for you. You cannot see the growth in your social media channels.
And then the third piece of content will scare away group one and two and attract new people. But if you use this cycle, you understand you every time attract someone and then push away the same group again. So that's not working. So there's one thing I want you to do and it's very easy. And when I'm telling you what to do, it's like a workshop almost. You can pause the video and do it immediately. But what I want you to do is open up the social media channel where you post the most consistent. So if it's LinkedIn, it's LinkedIn. If it's Instagram, it's Instagram. It's okay. If it's both, then maybe it's even possible for you to find both. But what I want you to do is look at the last 20 to 30 pieces of content. Just collect them. And what I want you to do is don't look for the best hooks that are working. Don't even look at how many likes it got. Because
a catchy name. Think about a different name if your name is Joe and you do this. So maybe you can think about, okay, I have the it's nice to think about shoe making in steps. So I I use the step step jump framework, for example. Step step jump framework to to make for to create for you the better designer shoes. So that's amazing. That that can work because because if you are Joe and you are making designer shoes and you tell people about your step step jump framework and you explain it in an easy way, okay, step one is this, step two is this and then the jump, of course, because it's his framework, you can talk about it. You see how easy it's talking about it. So I want you to have the same thing. So start concept carving, your best use case minus service plus name is your concept and you can start to talk about this concept more online to other people and you can see your business and your framework starts to live and it's amazing as an entity on your website, because frameworks are very good for AI to cite you.
Okay. So you have that in mind or you write it down, pause the video and write it down or type it down or dictate it via whisper flow for example and make sure it's somewhere. What you then do is using this, start to use this framework, concept carve. You think about it as, okay, you had the case. That's what you already did. Okay. Case. Case first, then minus surface. So cut out everything, the name, the details, even the pricing, it doesn't matter. All all the specific details that are specific for this client. So all on the surface you cut out. And then plus name. So you think of an easy name. Don't think about it too long. You can even put in the case, strip, carve all the surface things and then say to AI, okay, what's a good name for this concept? So it's easy, you have the case minus surface plus name is concept.
So via mouth to mouth you get customers, but not enough and it's more easy to do it in a simple way. And because of that I thought of a framework that's very helpful and
that's amazing. Try this for yourself. Don't think about it too much. Just do the steps. Find the questions. Answer the questions. Transcribe the answers. Feed it into an AI model and that's it. Then you can talk with it and you can ask it everything. So if you want to be more found by AI, ask it, okay, how how can I make sure that AI is going to cite me based on these answers? You can say, okay, give me content hooks. Okay. Give me content hooks for LinkedIn. Okay. But now I want to make a post for Instagram. Give me just an ID from all the input I gave you and it gives you an ID and you can change it for yourself. It's amazing. Go try it. Don't be the amazing content king. Just speak from who you are. Just if you're a calm person, be calm. If you're if you are enthusiastic, okay, be enthusiastic. If you're energetic, be energetic. If you are more the teacher, be the teacher. It's okay. People buy from people, so I want you to be you in your content, on your video, audio or text. It's
So if you didn't use it yet, please do. Open up a model, create a project or if you already have one, open your business project. And what I want you to do is ask AI, okay. So so maybe Claude or Grok, maybe Gemini, chat GPT possible as well. I want you to ask that model, okay, I've got three audios. I want to transcribe it. What's a free tool to do it? And it will give you a tool. There are plenty of it. And what you then do is you put the text, the transcriptions into that project, so you can talk to it. That's easy. And what you you've done is you created by answering these questions, you created intellectual property, you probably even created frameworks, you created FAQs for on your website, you created content for social posts, blog articles. Because you can talk to the text you gave to the project, you can ask AI, you can say for example, so, Grok, you are the best content creator for an expert in your field and in my voice, I've answered three questions from customers and I want you to give me some hooks or some structure or some IDs for content for this week. Give me three IDs. And I don't want you to ask Grok or Claude to
So you're an expert. You're working for at least three years in your field, but probably five years, ten years, maybe twenty or even more years. So what I know about working with experts like you, you are very good in what you do, but if you look into the mirror in your bathroom, you look into your own eyes and you think what I am doing is normal. A lot of people can do what I do. So you don't feel special. This video is not especially for feeling you special, not for giving you the ego boost like, I'm the greatest. Not at all. But I want you to shift your mind into, okay, I deliver a lot of value to my customers because that's important for you. That's one thing I I hope will shift during this video, but the second is a practical outcome. I want you to understand and to have some tools to create content in a much more easy
Because when you are saying, like I said, repetition is key. If you start repeating those things when you have 15 answers, you can rotate this in five weeks. Every week, three posts on LinkedIn, Instagram. You can record a video if you're comfortable with this. If you're not comfortable, get ready. Get comfortable. Just ask yourself the same question and give the answer on video just like this with an iPhone in front of you. It's amazing content. It's really wonderful. People are waiting for this to to see your face, to hear your voice. It's amazing. So you then you can post it on TikTok as well and Instagram Reels as well. You can ask Claude, for example, to make a carousel out of it. You can post it on LinkedIn. You can post it on Instagram as well. And when you start doing this, these fifteen fifteen answers you gave, it will AI will start to acknowledge you and start to cite you because you are repeating the same knowledge over and over and over again. And if you do it like this, you start to understand that your intellectual property, your knowledge, your skills are different. It's going deeper than just the people who are good at making content but don't have the real deep knowledge that you have. And AI will pick this up because AI will understand there's authority within your content. So this video is for you to understand, okay, you already have all this all this amazing data to create content out of
the if you don't have the other two, maybe on social media. But what I want you to do is go look for the threads you have with clients. Maybe five, preferably 10 or 15 threads from clients who asked you questions. Not the normal question like, okay, what's the pricing or at what time can I come to you? No. The the questions about your knowledge, about your product, about your service. And I want you to go to all those threads and write down or just copy paste your all these questions underneath each other. Like I said, maybe five, ten, 15 questions. Those are amazing. So you can do it right now. You can pause this video and come back later. You go and find all the questions that they ask you. Email, in apps or even on social media. It's great. It's great. So all these questions. Don't do anything yet. So when you've got these questions, I want you to start with only three questions. Not more. Don't make it difficult for yourself.
Because when you talk about it, it starts to be more clear for you as well and more clear for your potential customer as well. So it's see, do, say, am. Four springs. See pattern spring, do move spring, say principle spring, am origin spring. Write it down. So if you've got that structure, it's for you to understand this is your clear water. You don't need mud or silt. No. Just talk about these things. And later, when you got the hang of it, you can insert a lot more from this. I will give you more frameworks for content that will help you a lot to make good content. But for you, it's the case to make two or three quality pieces each week. And if you do it like this, you've got the infrastructure for potential customers to find you and for AI to cite you. That's really important. Because I know in the beginning I told you it hurts me when I see specialists like you.
A lot of content but also it's it's it's Those are snips of content. It's like, okay, I'm posting a selfie and I'm posting my meal and I'm posting what I'm doing with the customer right now. And now, I'm on holiday and I post my feed on the beach and there's no consistency in your story. And today, I'm going to help you with one framework to structure this, so your customers start to notice you. Because when your content is more structured around frameworks, for example, then people start to recognize you and it's more easy for you to think about what kind of content you can make and you need to repeat it a lot of times. When you repeat it like 30 times, then your audience starts to think, maybe I've heard this before. So after seven times, it's in the brain like, maybe I've heard this before and you already share share the same thing 30 times, you need to repeat it over and over and over again. But you know what to repeat. You have to know that. So I'm going to help you with this. I call this framework the four springs from water, from the castellum. You have to build your own castellum and the structure is your website and your socials. So the first spring is the pattern spring. Take a Grab a piece of paper and a pen and think about your customers and think about what you see. So the pattern spring is about seeing.
Those people, you know who I'm talking about. And maybe you bought the course or you followed their lessons and they say, okay, you have to start dancing on TikTok. Maybe you have to post three times a day on LinkedIn. Maybe on Instagram you have to focus on reels and b rolls and music and you have to constantly upload stories. And if you do that, your online visibility will rise. It did so for me as well. But the problem is, you can do that for one week, maybe two weeks, maybe three, but what you will notice is the job you are very good at at is is going down in quality because your attention shifts to be an online content creator full time. You've got two jobs and you can only focus at one job. And that hurts because when you stop doing that, there goes your online visibility and you're back at the same place, maybe with less money because you bought the course. Now, I want to show you something, do some little practice with you, how you can do this much easier without posting three times a
When you watch this video, you are probably very good in what you do. You are excellent in what you do and you know it and people you work with know it and people who you talk with long enough, they know and feel it as well. That's offline. Offline you're the king or queen, but online you don't exist and I know that annoys annoys you. I had the same thing because at that moment when you're very good at something and only few people know it, you you've got the feeling you could do more. You can help a lot of more people and your business can thrive more as well. So it's it it hurts. I know the feeling. And then, there comes the people who are saying, okay, buy my course. I've helped so many people and here if you do the same thing I do, then you will be
When I'm dating with my wife, we go into nature, there's no AI involved in there. It can be and still there can be a better human connection, but in the human connection you don't bring AI. Just like when AI is doing stuff like, okay, I'm telling the the Tesla to drive itself to a place. Let AI take care of it. You don't need a human connection into that. So it's it's just depends on context. The first of context, it just depends on the context. And that framework works amazing because now I can say, you're my first in everything to my wife. But she knows my son is as well and there's no error in the brain. It's amazing because the context is just different. I love my wife. At first, at first I love my wife, but at first I also love myself and at first I also love my son. Just a different context. Try it. It will open up your world. It's amazing. It gives so much peace and it gets gets rid of the discussion. Is AI good or is human connection better? It doesn't matter. Just do both. It's amazing.
And of course, it's not literally possible when you say, okay, you come first and you come first. Okay? When I have only one piece of meat, like a meatball, little meatball, and I say, okay, you both come first. That's not possible. But then kicks in the context. That's why it's called firsts of context. In some scenarios, my wife comes before my son. And in different context, different scenario, first comes my son and then my wife. In a lot of other context, I come first and then the rest will come. It depends on the context. And a lot of people don't use this and that's why they have a hard time figuring out what to choose. And for me it's very clear, they all come first. Exactly what we do with Identity First Media. People, and this is really in this time a difficult thing for people, people say, but human connection is more important than AI. And other people say, no, no,
In the center we have the insert, the content, the source, the entrepreneur, the energy, the passion, everything, the knowledge. And from that that source we take, from the source the LinkedIn article, from that source the blog article, from that source the quote, from that source the carousel, etcetera. So I believe it's both. You have to take it both. Identity first, yes. Human connections first, yes. And AI first. When we approach the world like this to say, okay, we have this great tool that's called AI in so many forms. It's it's crazy what is possible. And in AI, you have like robotics but robotics itself it's just a physical part. AI is what it what it uses, what it steers. I don't know the English word right now. Like Tesla self driving, it's like that. AI does it. It it makes sure that the the car drives itself to the right place but it's the intelligence of AI that that makes the communication with the physical robot. It's like
was a little bit better, but still with the the energy loss and the frustration inside the framing of the content and that's not okay. So now I'm happy, I'm at ease, sometimes I'm passionate or mad still, it it can happen of course. But now I'm sitting down for twenty minutes, think about some context deeply. Sometimes I I take longer because sometimes I feel it's not finished, it's not crystal clear for me in my head, so I I take much more time, that's possible, but at least for twenty minutes and then I start recording. And then what we do with Identity First Media is we just change form, but because the data input, the first recording is much better, the output is much better as well because we only change form. We change into the best practices for LinkedIn, for Instagram, for Spotify, for Apple Podcast, for YouTube, for X, but also for our blog posts on our website, the podcast page on our website, even for the carousels, for the inside cards, for the key takeaways, for the artwork, we just change form, but we keep the quality of of the the first recording. And I believe that when you have much more time to think about the content you produce, the content production is much better because of the quality of what, in this case, I bring to you. I say what I think of and the form changes. And of course, you can over design the form as well. So I can I can buy a better
The reason why I started building Identity First Media is because I went crazy because of all the tools I was using. Because when I had like the great piece of content with the great knowledge, the great data, the information inside it, I wanted to post it on Instagram, to make tweets out of it, to change it into an email and then thinking about, okay, but email is more personal, so I need to change everything I already wrote for Instagram. But I also took a video of it, recorded a video and that was like the podcast and then I have to think about the right description, uh, that comes with the podcast and I was using SoundCloud for uploading the recording and it made me crazy because every tool, every platform has its own best practices and some tools are not working correctly together and it frustrated me. So I started building something to get rid of all the frustration and all the obstacles. And you know what?
why I believe that the most important thing is the quality of the input and the output needs to change form because everybody is on a different platform. That's because every person is different. For you as an entrepreneur, it's important to know where your target audience is, your ideal customer profile. It tells you a lot about are they on Reddit or are they on LinkedIn or Instagram, but your own website needs to have the source content and needs to be the source. So it doesn't matter if you place it on all the platforms, it's necessary for AI optimization, but it has to point to your own domain so that your domain gets enriched. And every customer, potential customer of you, has like this unique way of integrating things. So some people like to listen to me on the longer podcast or others are only seeing TikTok short videos and when they like a short video, they come to the podcast. But there are different people with different tastes and different ways of consuming. So that's amazing. You can change form automatically and you just put in the quality content. That's it. That's what I believe in.
can make a better setting out of it, I can bring in more luxury in editing the video as well. That's that's possible, but it's not necessary because the overproduced and overdesigned content is not working anymore because it looks too perfect and too perfect feels for a lot of people fake. That's why I like nature, pure nature stuff. While I'm talking into an iPhone camera, that's that's a little bit strange but it's what people like more. They like more when like it more when it's more natural instead of over designed and over delivered.
I see it differently. This is the framework. I see it differently. I do it like this. My intake, of course, also exposes what is it they can work on, what is it they need, but it's also about their identity. So in my intake I combine those two. So I ask them in the intake what they need, so where is the gap, how can they grow, but also who they are. Because, and that's part of the framework, why I believe that every person is unique. So if I only lay down what the gaps are, but I don't know what kind of person it is in the core, like what his or hers personality, values, motivation, very important things. What kind of identity I used to have the layers So I laid it out and I had like the blueprint of that person and the gaps. And when we match that, it's amazing what happens because they start growing in the right gaps and the other gaps are made by design. It doesn't fit them. So they start to be real entrepreneurs who only uses were using their identity and their passion and their talents to grow their business. And that works amazing. See what I did there? I
you a lot of better quality content because when it changes the form but it keeps the data correct, it's always the same. It's good in that. A lot of people do it wrong. They say, change this form into a carousel. Okay, now change this carousel into a post. Change this post into Now it needs to be sequential. So always work from the source and then you make like the carousel, the post, etcetera. Because then it's the raw data all the time that gets the instructions. Always share the vision but talk really about your passion and what you do and why you do it because people really like to see that, they feel your energy and they want to buy your product or buy your service because they just want to work with you because then they start believing, okay, we match each other and then, yeah, you you get better quality leads as well.
It misses so much context that it doesn't make the good quality content. But I believe when you, as an entrepreneur, put in the right effort, good quality of content and you use a lot of tools, it can create a lot of better quality content. And why is that? It's because of two things. One, AI only if you do it correctly, it only changes form because what you put in is your knowledge, your passion, your energy and if you let AI only change that form, the thing you put in, the information, the data is the
when you start building your business in Identity First Media, you enrich the website and your knowledge base all the time. So if you tell our inner chat: It's not ready. That's my big vision. We are building it as of today and it works already very well. But if you just start recording and you start talking and it knows everything, you can say, from our last three uploads, I was talking about the best framework for good content, good quality content. Can you write down the framework in one landing page as an assessment? If people want to know more about this, then from the assessment they get the scoring, arrange the scoring and just if they are bad in it or assessment gives out a score that they don't know really how to do it, send them to my call page and they can book our call. You have this information. This is all the chatbot I'm talking about talking to. You have the information about the framework content call and it arranges it. You
want to put it in your mind, it doesn't have to be perfect, it just has to be out there. And when you do it, when you put it out there and you do it a lot, a lot of more producing, you will become better. So your first content will be much worse than your one hundredth part of content. And the one hundredths, number one hundredths will be much, much worse than number 1,000. But to become to come to the one thousandth piece of pieces of content, have to start with one and you don't have to be stuck on one. So don't don't script it, don't do it like 20 times over. I have one rule: I start talking and when I'm already talking for at least one minute, I just keep recording. That's a really good thing, because in this podcast, in this video, I stumbled a lot. Yeah. So it's really like who I am right now, because I don't talk English a lot of times.
I don't say that your content have to be shitty. No. I just say that your content, it doesn't need to be perfect because to be honest, when I look at my own content, my writing, my video, now I use my own tool, of course, to bring out content a lot easier because it changes form, but even when I look at that, I think it's great, yes, not always, but it's not perfect. It's never perfect. When I was a producer, I was a DJ and a producer and I make my own music and sometimes I sat there and I was tweaking the number and I was changing the song and the beat and I was changing things you don't even hear when I change it. And sometimes maybe yes, but there must be a cut. Okay, now it's finished. It's finished enough. I can keep tweaking. I can keep making it perfect. But if the audience doesn't hear it, they cannot dance on it and they cannot enjoy it on the radio. So that's a big problem. And it's the same with content. So therefore, please, if you're an entrepreneur, bring out the content and just do it unfiltered. My English podcast for my personal brand is called No
Your audience is not waiting for the perfect shot. No, they don't wait till you have the right pose or something. It's no photoshoot. I did photoshoots. I was a DJ and the first photoshoot I did, they took like 500 pictures and I have to sort out from maybe they did more, but they they removed a lot of them already. And I had to see like 200 pictures and I have to select the right ones and four came out and those were perfect. Still not perfect because I was no like photo model or something, but perfect for who I was at the moment. But to be honest, your audience is not waiting for that perfect shot, because when they want to see that perfect shot, that one video that hits hard, yes, it gives them a little more to think about you. So, for example, when you have a perfect short video from one minute, they think about it maybe one and a half or two minutes after that. That's it. They
think about you anymore. Maybe later on the day or a week later or even a month later, one time they think about it, about you, but just a short moment. And it's proven that it's not important for people to have the right perfect shot to know you and to understand what you can bring to them. Because I know there are a lot of experts, entrepreneurs who are really good for good in something, they are working really hard for the right content. They think about the right content for months and weeks and and also sometimes maybe for hours. And then after half of a day of thinking about it, there's that perfect short video. And after one week, there's that perfect blog article. And after one month of thinking, there's that perfect podcast show studied from the head. But there's one problem. When you do a lot of background, there are two
into an Instagram carousel or a TikTok caption or LinkedIn post or like blogs or podcast description, YouTube description, whatever you want. But it's still you. And I believe that's the solution for people who don't have a lot of time or don't want to use a lot of time to put out all the content, but you want to be visible. Because the visible people, they get the customers, not the people who are best. You have to be visible. And that's what our solution does. And I'm so happy and a little bit I find it exciting that we come out with this, this intelligent layer. We are still building next features. They are amazing. But now it's already clear.
say it in an easy way, what it does is it changes the form of what you put in. So if you put in one video or audio, it changes the form into all social media posts, into an email sequence, into a podcast page RSS feed for Spotify and Apple podcasts, a blog article in audio as well, a podcast teaser, maybe a course or community. It can generate a lot, but not only in plain text and you have to figure it out. What we do is that's why it's called Identity First Media. First, we take a big intake from the entrepreneur. And from that intake, generate an identity profile with the ideal customer, tone of voice and your profile. So our intelligent layer knows you maybe even better than you know yourself. And when it knows you and you put in one video or audio and the intelligent layer is processing it, all the content that comes out and is placed on your own domain as well. So your website is like the rich content machine for AI visibility as well, but it all sounds like who you are. And all it does, it changes the form. It
you come, do the intake, you scrape your old website or you just talk to AI, we build your domain, you upload a few videos and your domain gets enriched all the time, you have all the content you need to be visible online. And that's why today really matters, because in a few years, maybe now already, there are so many AI slob online, you only stand out when in the content you create is your real identity. So that's what we've built for you.
This hits me always so hard. I see a lot of entrepreneurs, good entrepreneurs, I helped a lot of them with good service or product, really help people with their solutions, real solutions, but they are losing. You know why? They lose from all the attention seekers who are online. Because the entrepreneurs who I talk about, like builders like you, they want to create a good product, good quality and help people.
So that's amazing. When you upload, for example, a piece of video, like ten minutes video, it's the real you. It's the real you and all the knowledge is inside that source. Normally when you ask Gemini, Grok or Claude to change the form, it also changes the knowledge. It always changes something that's not correct and it sounds not like who you are. So we fixed that. We build these robots that really know who you are, sometimes even better than you do know yourself. And it changes the form. That's it. So you upload like a video and what it does is it makes a podcast teaser. It makes a podcast page. It makes a blog article. And it's amazing because when you transcribe a video like this as well and you get a blog out of it directly from the text, it's not nice to read. So AI can change the form. It's really nice for users or customers to read your blog article instead of that it's plain text like a transcription. We create short videos. We create quotable moments from the podcast, quotes, Instagram carousels, all by design as well. LinkedIn posts, social media posts, email sequence, community insertion. So your community gets enriched automatically. You can send an email or a sequence all from that one video and it all sounds like you. It keeps the knowledge inside. It keeps it clean, but it just changes form and it's amazing.
