Right About Now with Ryan Alford - Jay Jay - Influential Speaker and Founder of Ace of Spades

Episode Date: June 7, 2022

In today's episode, Ryan and Jay Jay talk all things personal branding! Jay Jay shares his background as a magician, and shares some of his business strategies with his PR agency Ace of Spades.If you want to learn more about Jay Jay and Ace of Spades PR, take a look at his website: https://aceofspadesagency.com/ and keep up with him on Instagram @jayjayliveIf you enjoyed this episode of The Radcast, let us know by visiting our website www.theradcast.com. Check out www.theradicalformula.com. Like, Share and Subscribe to our YouTube account https://bit.ly/3iHGk44 or leave us a review on Apple Podcast. Be sure to keep up with all that’s radical from @ryanalford @radical_results @the.rad.cast! If you enjoyed this episode and want to learn more, join Ryan’s newsletter https://ryanalford.com/newsletter/ to get Ferrari level advice daily for FREE.  Learn how to build a 7 figure business from your personal brand by signing up for a FREE introduction to personal branding https://ryanalford.com/personalbranding.  Learn more by visiting our website at www.ryanisright.comSubscribe to our YouTube channel  www.youtube.com/@RightAboutNowwithRyanAlford. 

People will stand up and clap. I'm like, I just want to be a part of that experience. You know, most boys from five to eight love magic. It's just this very enticing, exciting art form that's fun. You get all these wins and you get these levels of success and you're like, oh man, I got five figures for this event. You're like, is this it? I was like a Swiss army knife, right?

But it was always people first. I love people. Doesn't matter if you're shy. Doesn't matter if you're an introvert. Doesn't matter if you're not attractive. Like you don't need even a sexy industry to get people to know you. You're listening to the Radcast. If it's radical, we cover it.

Here's your host, Ryan Alford. Hey guys, what's up? Welcome to the latest edition of the Radcast. I'm Ryan Alford, your host. We're talking magic today, folks. It's called personal branding. It's called PR. I'm talking with the founder of Asus Spades, international speaker, personal branding expert, becoming a good friend too. JJ, what's up, brother? What's up, man? I like this is the look we've got going on. We've got like you could be a musician.

You could be like some kind of fixing someone's box with those green cabinets in front of you. Oh, yeah. You've got the 7-Eleven cup on the side on the below there. Oh, yeah. It's the whole show. But then you've got the 7-Eleven cup on the side on the below there. Oh, yeah. It's the whole show. But then you've got the success quotes. You've got the gear. I mean, our official merchandise sponsor, Branded Bills.

There you go, man. We've got all kinds of stuff. It's go time. And you've got people in the office behind you working. It's not like one of those newscasts. You know when TV journalists are doing stuff and they see people working behind? I'm like, dude, they don't even work there. You're just trying to make it look like you guys are busy.

Exactly. They better be busy back there. I'm going to go kick somebody's ass. Yeah, yeah. Exactly. Got to whip something around here. How's it going, Jay? What's going on, man?

You know, it's another day in paradise, dude. Miami is pumping right now. Dude, I mean, everybody's moving to Miami. I mean, like to my friends, I didn't even know it's like they're moving to Miami. Dude, everyone's moving. You know, as Enrique Iglesias says it, let's move to Miami, you know. And just so we're clear, like please don't say Miami, Florida. It's offensive to us.

You've seen that video? Someone's like, do you live in Miami, Florida? No, no, no. She's like, Miami, Florida, USA. He goes, no, Miami, USA. There's Miami, it's its own community. The nation of Miami. Dude, Miami is now like, it's like a global destination.

It's not like LA, Minneapolis, Texas. It's India, Australia, Dubai, Africa, like the amount of people flowing through like the governor just must be like, please keep coming. Please. You know, tourism is up in Miami. He's so loved here. I want to see this. i've been told this multiple times he'll walk into a restaurant to santos people will stand up and clap i'm like i just want to be a part of that experience like which governor has ever got that no maybe i don't know i don't i don't know the state you know is he one of your clients personal personal branding? I would love to. That's a slow play, but he'd be a fun client. What's cooking, man?

I know you've got a great story. I know I want to tell everybody about it. I mean, look, you're the first magician. Past life, I know, look, you're the first magician past, you know, life, I know. But past magician, now, you know, coaching people on building their brands and PR and, you know,

helping them leverage all that. But let's talk the JJ story. Well, dude, it's an Australian accent. Let's clear that up for the listeners. Is it London? Is it South Africa? Is it Kiwi? Dude, it's Australian. My mom is English and French. Dad's Sri Lankan. I'm like this unique Indian Ricky Martin look going on. People are like, I don't know if he's going to strip or I don't know if he's going to sing. I've done both. You can do both, right?

Yeah, yeah, yeah. I've done both. So, you know, they both work, you know. But, you know, no, man, you know, I wanted to, you know, 16 years ago I wanted to do two things. You know, in Australia I wanted to, you know, stand on stage and tell everybody what I do. And my first stage was a soccer field.

I wanted to play pro soccer, right wing. And then when I realized that life was very up in the air, like you can get injured and the next kid's going to come through, entertainment was sort of the vibe for me. And I was the kid to learn magic tricks longer than you, you know. Most boys from five to eight love magic. It's just this very enticing, exciting art form that's fun. People listening right now may have a son or a daughter that just loves magic tricks.

It's just a cool thing. I have a son that loves magic. Yeah. There you go, dude. Yeah. And I was just like, someone said, why magic? I said, dude, I don't know. Why does someone become a patisserie chef?

I don't know. It's why does someone become a patisserie chef? I don't know. It's just what we're drawn towards. And I did that for, you know, 18 years, you know, 15 to 18 years. And I hit every level of success you could hit as a magician, you know, TV show, got offered a Vegas contract, you know, got a deal to do some stuff with David Copperfield, maybe some stuff with Chris Angel. So like I hit all these successes, but along that journey, it was just, you know, got a deal to do some stuff with David Copperfield, maybe some stuff with Chris Angel. So like, I hit all these successes. But along that journey, it was just, you know, when you do something so long, and you think, is this it? Like, is this, it's got to be more than this. And I know, like a lot of probably of your guests have said that, but I really felt it. Because I would go through different countries, like 35 countries later you know i take my act and what i do around the world and you get all these wins and you get these levels of success that you're

like oh man i got five figures for this event and i'm in you know the the the penthouse in the marriott the uh sorry the out the uh grand hyatt in india like you know you're signing the room service like you're the prince like whatever you, you know, you don't care. $25 green tea, cover it, you know? But it was, but you had highs and lows like that. And you're like, is this it? But then eventually, like the next day, you know, when you go back to your, you know, your apartment, I was living in Asia at the time, you're like, is this it? You know, like, is this what people go people go through i'm like there's got to be more and then you know to cut a long story short like you just i was always adding i was like a swiss army knife magic was my first part then i would add in the hosting i would add in speaking i ran

a digital agency in asia while the gigs were slow i ran a nightclub right it was but it was always people first i love people and you know I love people. And, you know, being around people my whole life, you know, for so many countries in three different continents, you just like become like this sponge of knowledge and you're very good at working it. You know how to like go into any situation, work the room, close the deal, follow up. Like you just, I just became like really good at like figuring out how to play different roles. And that's how the personal brand thing happened. Because at the end of the day, what was I doing for 33 now for 18 years? I was selling me, you know, magic to speaking to TV, hosting, digital agency, running a nightclub,

you know, it's like, it doesn't matter about the product. It matters about the person. So, you know, when 2020 happened, you know, pandemic, and I couldn't speak anymore and I wasn't really happy. I was speaking to corporations and, you know, you're giving them all these moves and ideas about personal experiences and customer satisfaction they're like smiling city banks looking at you smiling but you know on monday they're going back

straight back to the same way they were before yeah and i was like dude this isn't it like is this it like do i really want to get paid for court to go speak to corporations when they don't they can't do anything or they're red tape. Yep. So the pandemic was the best thing that happened to me, man. And then I, you know, transition into the feeling of like, what can I do to, you know, help people get themselves known? What's I want to get down the obviously personal brand path, but I want to the magic I got to, you know, there's going to be curiosity.

I think you're right when people, you know, relate to that or have perspective of that. But I think at the end of the day, it's probably what makes you great at marketing. Not because marketing is magic per se, but it's the art. It's an art, you know, an art form in a way. And it's, you know, certainly persuasion, right? Isn't it just the art of great marketing is the art of persuasion, right? Isn't it just the art of, great marketing is the art of persuasion and isn't magic like the ultimate format of that?

Yeah, yeah. I think the, because I did it for so long and my speciality was close-up magic, not stage. So it was like working different rooms of people, like 500 boring accountants. They're like, hey man,

here's a bunch of money, go in and make sure we appreciate them for the hard work they do you know right so the idea however every event you know so they would use me as a pawn you know yeah you're the filler you're the guy to make it fun and then it is it's it's making it's moving people from a state making them think something's there, controlling a room, telling people to do things they don't want to do. You know, it's like I was like a professional con man, you know, in a way. That's why I've always loved Ocean's Eleven and Focus with Will Smith. And, you know, and to give you, I haven't told many people this.

I don't think I've shared this a lot, but my speciality was pickpocketing. So close up magic so I could take people many people this. I don't think I've shared this a lot, but my speciality was pickpocketing. So closer magic so I could take people's watches off. Yeah, man, that's how I got off of the TV show. So they wanted to do this idea of what's called the Down Under Con Man. It was going to be me. Yeah, yeah. I'm glad you didn't go that with your personal brand.

Yeah, yeah, yeah, Down Under Con Man. I know, people like everything's a scam on the internet these days but that's how it got me the opportunity for the vegas show for the you know doing stuff at copperfield for disney and then chris angel was you know there were there were talks as well but the feeling of like being able to go up to someone and like you know steal their watch or like you know pickpocketing someone's bag and then you're getting that on camera there's a real show called there was was a show called The Real Hustle and it was like hidden cameras of like real pickpockets or like actors or magicians being pickpockets,

but showing people how to steal and how to go to a hotel and ask for a hotel upgrade. And I love all that stuff. Like it's fun. Yeah. What was your best trick? What was your best trick? What was your best trick?

Oh, dude, stealing a Rolex of some guy's left wrist. All right. Yeah. Tell me how he will not be like, this guy's good. And it's even better when his ego is there. And, you know, someone says, you know, Ryan, he's going to get your watch. He's like, this kid will never get my watch. Four minutes later, I got his watch.

Dude, you talk about like some guy from texas when i did something in texas guy the big hat yeah big guy you know you know he was he was the he was the power player and i said i gotta get it and i got it dude i've never seen a guy being pushed off his pedestal in life like he was like he was angry and shocked and like confused and intrigued oh yeah all the emotions how is this 25 year old at the time like you know young buck from i don't know what country has fooled me you know but that was fun you know yeah it was fun no card tricks yeah yeah dude card tricks coin tricks it was you know, but it was fun, you know, it was fun. No card tricks. Yeah. Yeah. Dude, card tricks, coin tricks. It was, you know, the ability to work a room was, was the power. That's what, you know, it's like now that I'm out of it and I'm present to what I was paid to do,

it makes sense. Now I wasn't paid for card tricks. I was paid to get everybody to talk about their event. Hey, we had the best time thank you ryan for putting on the event i'm going to give you business now because i had a great experience because i had fun you know but it was yeah it was a good dude it was a great it was a great you know it was i'm so happy that i got to play that world for a long time because it took me to many different countries many different cultures i met celebrities and work with big players like it was a it's an only art form that doesn't matter whether you're five or you're 55 you're from china or columbia it it makes sense you take a coin and you make it

disappear you don't need language to know what that means yeah you're like surprise factor can connect you know yeah surprise and delight two of my favorite words that's in marketing said last night okay what okay go ahead oh talking with jj owner of Ace of Spades, personal branding expert. So, Jay, let's talk about personal branding. It's so polarizing. It shouldn't be. To guys like you and I, it's not because we know the power of it. But what's the history here? Why is it so polarizing seemingly with people? Like,

why is it like either you get it and you're all in or you kind of think this, this taste for it? What does that, let's start there. And then let's just talk about what real personal branding is. Well, you know, it's, it's funny because like you're so right. Cause like you know i speak i'm speaking this week and i was speaking a lot of entrepreneur events and i was at clever summit you know 2022 or whatever two weeks ago and you know you got ryan you know you got ryan pinator on stage you've got you know cody like out of let's say the 15 speakers at least 10 of them mentioned personal branding. And then you've got the guys that are like all in. Like what would you do?

Personal brand. Everything is personal brand, personal brand, personal brand. You know, it's – but then, you know, you've got people in the room, you're right, like who get it. And some people just don't. They just think it's the most like, ugh, why would I sell – why would I put myself out there? Like I want to start a tech company. I don't need to think it's the most like why would i sell why would i put myself out there like yeah i want to start a tech company i don't need to do that yeah you know i what it's hard to give an answer to this because i'm sure it's like the same thing like with being in sales you know when you say that there are people that love it they get it they're that you know always learning about it and there's a distaste with sales as well

i don't want to be that guy yeah i think i think there's there's a lot of preconceived notions about it you know and then that's our job right and especially my job to break the limiting beliefs on it because as i said before we started people have this ideal that you know one of the objections that comes up and i bring them up before i speak to people hey doesn't matter if you're shy doesn't matter if you're an introvert doesn't matter if you're not attractive like you don't need even a sexy industry to get people to know you and i think a lot of people ryan feel like you know they oh i don't look like Ryan.

I'm not cool. I'm not ripped. I don't have a team. I don't have a podcast. No one's going to believe me or listen to me. Right. So I think there's a lot of just they talk themselves out of it for them to understand it. Yeah, I think you're right. But I think what people have to understand is being known has dividends, you know, and especially to the right audience. And it's not just about being

famous. It's about having influence, right? And that's the biggest difference I see is, you know, having influence, which brings with it benefits versus, I'm not saying fame doesn't bring benefits, but sometimes people, I think, misguide it. They think it's fame for fame's sake, you know, for ego, when in reality, you know, having influence and having an ability to move the market or create leverage brings a lot of benefits. Yeah. Like, once again, it's just miseducation. Everyone has influence. You have it over your animals.

You have it over your children. You know, it's just – have you ever heard this, right? The problem that we face and probably a lot of listeners face is that we're actually, and go with me on this one, we're too dialed in. We're too smart. And let me explain what this means. We know too much. And when you know too much in the space of like the things like influence and, you, and, you know, personal brand, you know,

how to close in the DMs, like all these like, like words and things and phrases that very few people know about. It's actually sometimes not a good thing because we get too emotionally involved in it. Sometimes it's just like you said to someone, Hey, go on this television show, talk about what you do. And we're going to get a lot of people to see it. You got to sometimes dumb it down for people because you start throwing influence and you start throwing like all these big things. People don't know. They don't understand. They get confused. Right. You know, it's like, yeah, famous is great, but like, man, I'm just going to get a lot of people to look at your website. And I'm going to let a lot of, a lot of people from the show to look at you.

And that's, that's the way sometimes you go to people got to understand it. Well, you have to drill it down to like, what's the end benefit. Okay. You've got to, you're writing a book.

No one knows who you are and you want to sell a lot of copies. So we're going to get you on TV. And we're going to post to social media so that we get more people that view it so that they buy your book. Right? Yeah. Yeah. But let me throw this one in. And I think this is why I'm just going to sound cocky, but I'm going to own it because it's the truth.

This is why the agency has grown to 100 clients in 12 countries in under two years. The reason why is because I found out the why behind someone's vision. Do you want to write a book? Congratulations. I love that. Why do you want to do that? Well, I want to share my story.

Okay, cool. And what do you want to do when we share the story? That's a very different path, man. Do you want to make money? Do you want to be validated by your mom? you haven't been validated for the last 10 years like i'm going deep but this is how you go do you want to do you just want to be appreciated within your local circle in like minneapolis at the book club i'm fun like that but i bring it up because these are the things i keep hearing you know and when you find out what someone's real intention is behind the action, then you can

create a plan to hit it. So you don't need to give them the, you know, quarter of a million dollar proposal, or maybe you do. Maybe they need to spend 25 grand, or maybe they need to spend 2000. So it's like coming back to like figuring out what, what's the reason they're doing it. Same thing in the podcast world, man. You know, I have a lot of clients. I want to start a podcast. Okay. Why? Well, I just want to like, you know, I want to get out there a little bit. Okay. Why? Because I want to meet some people. Why? Because you want

cashflow, right? You want to sell your product. We don't have to do it that way that's cool like if you enjoy it but like nothing worse than going on a podcast and you know the guy's doing it for a wrong intention yep you can feel it you're like this guy's just trying to like get leads you know yep exactly you've seen it dude you know i've been on the show yeah the question is it's like five minutes of like general like tell me your story cool so you know i've been on the show yeah the question is it's like five minutes of like general like tell me your story cool so you know tell me about the business and how you bring in cat lead flow what i thought this is a podcast about my story where are we going with this you know yeah what's the tell me what's the jj brand so you know, we'll come back to some.

I want to talk about the, you know, personal branding in 2022, but I want to know. Depending which girl you ask, dude. You can go with mom or dad. Mom, dad, or which girlfriend? Yeah, yeah, yeah. What's the JJ brand? I haven't been asked that for a while.

Fun. what's the JJ brand it's really I haven't been asked that for a while fun you know engaging energetic but the biggest strongest most important thing for me is belief like I believe in you and that's what all the clients pay me for but it's they don't buy because it's not sexy they're not buying television they're not buying verification they're not buying forbes they're buying someone once in their life ryan that has said to them dude what do you want to do what do you really want to do you know because personal brand most people aren't coming to like hey i just want to promote like personal branding is person personal so they want to leave a legacy dude I just want to promote, like, personal branding is person, personal. So they want to leave a legacy. Dude, I really want to, like, I had this one guy who's a construction guy that really, he's a really good chef. Dude, I just want to, like, have a party and everybody to know that I cooked all the food.

That's awesome, man. What's holding you back? Why haven't you done it? Oh, just no one's given me a plan. No one's given you the belief that you can do it. So for me, I want to give people the belief. Because, dude, if you know this, Ryan, if we have more belief in the world, the money doesn't matter.

It's just you'll do whatever you want to do, period. And, hey, even going back to the magic, selling the belief in the magic, right? Yeah. Yeah, selling the belief that there's that card. It says Ace of Spades. They turn it over, and it's the Four of Spades, but they still believe it's the Ace of Spades. Yeah. How's personal branding changed the last few years you know like what's what there there was a perception and a mind

you know share of like what it is and what it isn't versus what it is today people want i know people want to like connect more you know i don't we don't want barbie and ken anymore yeah people are people are smarter man they can can smell it. I think there's so many messages coming out at you every second. Let's say you want to get a doctor, right? Isn't just like, go down your local road and find the next guy. We're smarter now. People are like, hey, I have money and I have a problem. I'm going to do my own research research so i think your buyer is a little bit more educated i'm like where do i get that information from so this is why if you're the guy on personal branding putting out expert content and they keep seeing it dude they're going to come to you they're more likely going to give you a chance first than the next guy so i think people

want to connect more with the person they They want to know who you stand for, what you stand for behind the sale. So for you, Ryan, one tip I can give you right now, I don't know how many times you put up posts about your children or your family, but that stuff's like gold because it says, okay, great. You have a family. you know what it doesn't say it says okay great you have a family you know what it really tells someone he's a family man this is pr 101 how do you relate yourself to the public he's a family man he looks after his kids if he looks after his kids he's probably gonna look after my business right wow he's you know you know has a great family that means he's caring kindness i want to be treated with kindness so So it's like layers, you know? So I think people want to see that because people,

that trust problem, man, is a big problem in this space. You know, people don't know who to trust anymore, and they're being tricked, and they're being fooled, being manipulated, marketing, buy this landing page, it's going to make you millions. Dude, we all know it does. That's not the truth. Where's the lead flow going to come from dude i have so many ladies that i know i don't know why i only spent 18 grand on this landing page business four months that's awesome

congrats on investing in yourself where's the lead flow i just thought i was going to create the landing page who did that who's that's the marketing guys telling them just do the learning. Follow Russell. Look, we're going to copy Russell Brunson's. We're going to do it for you. Charge you 18. Yeah. And you know, dude, this girl doesn't even know how to get, pick up the phone. Why are you, you know, like I get, I get, I get annoyed because like I get i get marketing right and i get it but like it's sort of ethically wrong too like you know you know deep down that these people like especially if you're especially if you're getting if you've got guys getting on the phone with these people and you know they don't even have a product and you're pushing a landing page or pushing something down

dude that's shame on you dude that's just i'm strong like that man but well you're not selling the entire circle right you're selling a piece of the pie but not the whole thing like it's demand generation i mean you know it's one thing it's's kind of like I counsel clients on e-commerce all the time. And so, and everyone thought you build this, you know, like the old field of dreams. Build it and they will come. You build the store. I built a wonderful, beautiful Shopify store.

Yeah, yeah. And job's done. No, you got to create social. You got to drive demand. You got to create demand. You got to drive demand. You got to create demand. You got to run ads. You got to drive traffic to it. Then you got to refine it.

And then you got to build some more social cred and social proof and get reviews and refine it some more. It's not build it and they will come. There's so many more parts to it. Yeah. Yeah. And good on you for at least explaining that and if they want to do it that way then that's on them but same thing for me too man hey i'm in forbes where's the phone calls no yeah you know and i'm big on that i'll tell a client like what do you want to do they're

like i want to get in forbes i'm like you're not going to get phone calls so like you know oh but it's not going to drive lead flow back no No, you know? Yeah. And I always tell them this question, right? And you can answer this, Ryan. Ryan, what did you have Friday for lunch last week? I have no idea. Yeah, exactly. So why is someone going to remember something they read while they're on the toilet scrolling? Right. Like people, there's so much message you know that's this is why pr it's like stuff out there you know how do you how do people keep seeing your message over and over and over and over how can you do keep doing podcasts how can you keep doing tv shows it isn't one move one play it isn't one webinar you know yeah we that's what marketing boys want to say do you do this one webinar

it's going to change the game bro they also have a hundred grand a month to spend behind ads you google him he's credible he's been in the game like this is and this is the problem for me right that's why i'm passionate about it because this is magic 101. It's like master deception. It's master persuasion. It's master influence. It's literally like the fake, not even fake it till you make it, but it's you see that, but you don't see everything else.

I think what you're talking about is so key because I think everybody thinks, you know, it's one tactic here, one tactic there. But what I always tell people is, how many times do you see the same commercial over and over again? It's called reach and it's called frequency. And you have to see it over and over again. So you have to do all these tactics. They all add up to then move the needle where you want. It's not just one thing, right?

It's, yeah, people have this, you know, whatever marketing whoever's telling them it's like one this, one that. Like, no, you know, I always try and go back to people as well and get them to understand it by them saying it. So for example, I'll say to someone, Brian, let me ask you a question, right? So you want to do this, this, and this, right? Okay, cool. Let me ask you something. What are you really good at?

And then answer the question. Yeah, I'm great at marketing and branding. Okay, great. Awesome, man. And you've had a career for like 20 years, right? Yeah. Awesome. Great.

So you've probably put some runs on the board, right? Yes. You've done repetitions, right? Oh, yeah. Repeat, repeat repeat repeat right so why would that be different in what we're trying to achieve together and i like to let the pin drop because you can say it you can get other clients to say it but people need to hear them saying it and they go oh that's so that's a good such a good point yeah you know it's you know it's that classic 101 like you know put the you know you get the riches and the rewards when you put the runs on the board yeah you know and i'm big on telling people like i work with artists and

coaches and like it's not working how long you'll be doing it for oh like 19 days get out of here man get out of here gratification yeah oh i do this oh really you've been doing that okay let me see the instagram so i've got a lot of money and i want to give it to you are you best representing yourself well oh i'm supposed to get rid of that exactly you know what you need to do oh hey what's, what's your website? Oh, I need to change my website. How long have you been saying that for? Six months, right? Yeah, exactly. So I come across very strong and people don't like it.

I know people are, you come across too strong. I said, listen, at the end of the day, you're going to have to get to this part in the conversation. I'm just giving you, I'm pushing you in the deep end earlier. And the problem is earlier. And you know, the problem is, is that you want this because people are going to say, oh, I'm not interested or don't have the money. That's a lie. What they really says, I don't trust you enough because of what I saw on the website. I don't trust you because you say one thing, then I go on your

Instagram and there's half naked photos of you that's happened to a client of mine she told me that yeah i don't trust you because i saw one thing one night that you posted and it turned me off you happened to me you know so i try and tell the things that people need to hear whether they don't like it but they all hit them one tuesday afternoon right that we're sitting there by themselves and like'm like, shit, that Jay guy's got a good point. That straight guy's got a couple of good things up his sleeve, you know? Yeah. So what's the playbook, man?

I mean, you know, I know you guys do a lot of things from verification to, you know, Forbes and TV placements and all that. But I know both it's your services, we'll pub that as well, but it's also part of the playbook, right? Like how do you build personal brand in 2022? What's that playbook? You know, maybe the condensed version.

I know we could go on on it. Other than the classics like commitment, you know, consistency, you know, because dude, if you ain't all in, I ain't going to help you. Let's say they're committed, they're going to be consistent, and the intention is clear. It's not just for a quick hundred grand or a quick mil. They're actually wanting to be the expert or the go-to. They want to actually do these things. or the go-to, they want to actually do these things.

What I will share is like, let's do it all because we both know that one thing may not work. Yeah. Like if you just want to be the course guy, you know, you just want, I love that. I'm not a specialist in courses, but I know how to get you seen on a global level. I know how to get people to see you in Africa. I know how to get people to see you in Asia. I know how to connect people to see you in Asia. I know how to connecting it in front of them because I've done it, done it for myself.

So I, you know, what I try and do is hit the top five things. I'm like speaking courses, right? Podcast, you know, maybe being a writer in a publication, you know, running live events. I just do what I've done because that's the best way to sell it for me. So I'm like, try to do it all. And some people may not resonate with that because I don't want to do all that. Well, then I don't want to help you because I don't know 100% if that move is going to work. It's like the people like, well, I want to make 12 grand a month, but I only want to work one hour a day on Wednesday

night. Okay. If you find it, call me. Let me know of the Wednesday night 12 grand a month guy because I'd love to have him on a podcast myself. How did he even brand him? I just thought that'd be funny.

Imagine that. What do you do i'm the guy that helps you make 100 grand saturday afternoon from four to six one hour a week for one time a year okay pretty dialed in the niche yeah but but what somebody's selling that jay you know they are so that's what someone's like right now like registering saturday afternoon 100brand.com.co.io. Yeah. You're welcome. Now, dude, yeah, I think, you know, people are not, they're just, they want the riches and the rewards without putting the runs on the board, you know? Yeah. Like, that's why I like, you know, from what you've done,

like, you've had the runs. You can Google you and you've got track record. There's something powerful about that. You know, I don't go out and say 57 million views lightly. I say it all the time because people can YouTube me, see 500 videos as a magician. Right? Yep. It's like, man, like he, you know, he's, he's shown, he's done something.

He's been consistent for 10 years. Probably he knows what he's talking about enough for me to take a phone call. Yep. You know? Who's your ideal client? Someone who is working on the company. Usually the company is doing two to five mil a year, usually. You know, they're not working in the business on the business.

And someone that's already, like, wants to, wants to like now build be the go-to i like when someone says to me i want to be the go-to because it's a very clear i i know where they want to go and usually those people have a big vision so they're willing to do the things to get there you know yeah so know, we work with matchmakers. You know, we've got a plastic surgeon. You know, work with a lot of people in eXp Realty. You know, work with some big network marketing people, like the people at the top. You know, they want to be the biggest in the whole space.

So when they have that hunger, you know know it's fun because money isn't their motivator they're doing super well with cash is not their problem legacy is their problem you know being seen as the expert or a big pain in our industry is like they want to be known as the person who gives the right information like i'm tired of seeing this guy cause he's, he's spitting out the wrong shit. You know, he's, he's lying. Great. Use that fuel.

Use that passion. That's what, how we can move you. That was me five years ago. Like it was, it was a combination of I've done, and it wasn't because it was about me. It was more like,

okay, this guy's saying the wrong things. Number one. And then number two, I've helped the largest brands saying the wrong things number one and then number two i've helped the largest brands in the world and no one knows who i am and i could help a lot more people if they knew that and so it was a combination of i'm tired of seeing that guy say it wrong and he has no credibility he hasn't done anything and yeah yeah you know i mean and i'll admit some of that was ego i mean i i don't mind saying that but it was

but but it was based in more than just ego yeah yeah yeah man good on you and you know what like whose responsibility is to do that yours yeah it's like well done him for marketing himself in the way you know that's what usually happens it's like you know same with creative and it's like same with with talent you know talent's super great and they don't know how to market. Or the guy that gets all the bookings as an entertainer, really not that talented. He's like, well, I better figure that part out because I can't sing. But if I can position myself as a good singer, I can get in the meeting with Jay-Z. So it's like I tell people this too like because you know you can buy

likes on instagram i've done it i bought followers i'm not i'm not afraid to say how i've grown you know the instagram account because i did it because i wanted to show people like what's working what isn't working at the end of the day however you're trying to get to the goal right is your content and character good enough that if Instagram shuts down, if TikTok shuts down, can you still go out and close the deal? Can you still go out? And if I put you on TV tomorrow, you can talk about it. Because the whole fake it, you know, we're talking about fake it till you make it. A lot of people are lying till they die. They actually can't do it you know like at the end of the day strip everything away dude like i'll close like i know my passion i know my industry i know i know what what it is

i've put the grunts on the board but a lot of people like actually in clubhouse was a perfect example of this there was a lot of like fake it till you make it people that had no, they would just lie. Their bio was just all lies. And I got in trouble one day in a room because I asked someone, he was speaking and I was like, I've got to say something. Like I probably shouldn't, I've got to say it. I'm like, hey, man, I Googled you. I don't see anything.

Was it uh, uh, uh, uh? Yeah, he was, yeah, you know, hit a bone yeah you know hit a bone you know and then he and then the worst is like if you get caught try to fake it he just disappeared oh well that he just helped his case you know you just ruined he's a big guy online you know he's a big guy in clubhouse yeah so you know i think that coming back to the personal brand part man you don't have to fake it you just could be authentic because the moment that they get you you lose distrust it's done you know yeah you don't have to be that you don't have to go out to the market and say hey i've been in the game for 20 years if you haven't yeah if you're 15 yeah yeah yeah you're 15. Yeah, yeah, yeah. You're 15 years old. Yeah, yeah, yeah.

But I have been doing it since I was 15, you know? That's true. So for me, it's like, it's actually, because people don't believe it. Then I'm like, dude, just Google that. Yeah. I know you don't believe it. I look like I'm 21. I get it.

But no, like since I was 14 and a half, I was getting letters from school and, you know, at a private school, a college in Australia, like going out to from school and go, you know, at a private school college in Australia, like going out to work for McDonald's, you know, come out with $300 cash, but kids are making $4 an hour. Actually it was like $7 an hour at McDonald's, you know, but, but people need to see it too. And that's the other thing that, you know, I'm big on. Like I have one guy at the moment that he gets annoyed because he's losing out on deals. He's in, he's in flipping.

And I said, I'm going to say his name, but I said, man, no one knows what you do because you don't show it. Yeah. They don't trust this. Dude, show me, show me. Everyone wants, like, we all want to believe everyone's what they're saying. Show me what you can do. Let me see it.

Let me see the client testimon do. Let me see it. Let me see the client testimonials. Let me see the screenshots. Because the moment they ask you and you freak, you pause, you're done. Like if I can give everybody a tip right now, get on a Zoom with someone. Next time you want to work with someone, and this is totally on your call, say, hey, man, love what I'm hearing. Is it okay like would you

mind would you mind showing me like if especially if it's in a money making service show me your bank account show me the last report on the phone dude most people cannot hey i would love to this is a great one you can use hey i'd love to you know really send me across the details of the agreement or one more thing i need from you to close the deal, to make it easy for you, I need three phone numbers. I want to call them. Yeah. Referral.

Oh, we can't, NDA. If someone says that to me, dude, you're hiding. I bring it up before a call. Hey, Ryan, you really want to work with you? What I'd love to do, if it's okay with you, I'd love to give you a couple of phone numbers that whenever you're ready, you can call them, ask them the questions you couldn't ask work with you, what I'd love to do, if it's okay with you, I'd love to give you a couple of phone numbers that whenever you're ready, you can call them,

ask them the questions you couldn't ask me. Oh, wow. You know? Because I want you to feel comfortable at this. This is a partnership. No one does that. You know? Yeah, I love that.

Hey. Yeah, it's good. Credibility. Prove it. Inspect what you expect. Yeah, dude. Come with so much trust. And you know what happens right they don't call no they don't no because you've given them already every reason why like to trust you yeah you know maybe they may text maybe but no man that's right they they

they ask for these things when there's no trust what do you think as we close down talking with jay jay owner of ace of spades international speaker so jay yeah platforms i you know i didn't want to just talk about platforms but you know tiktok's blowing up instagram's still big but like any platform i know it's all depending on where your niche is, where your audience is, but any overarching guidance for our audience on, on platforms in general? Yeah. I think we should go back to my space,

man. You know, let's bring that back. You know, that's so bad. Yeah, man. AOL chat,

MSN chat. Let's roll, let's roll back, you know, to the classics, you know, I, well know well it's you know ironic because i was i had a pretty strong perspective last night but then i saw gary v's video and he broke my perspective well he didn't break it someone asked him like what should

i focus on and he's like he's the the girl asked the same thing she's like hey i was told that you should focus on a platform that's going to meet the right people he's like you should do it all like you don't know what's going to kick you by i understand what gary's saying but we don't have a team of 700 yeah so he'd probably break me on a call if i said that yeah i think what and this is my perspective i think gary's so in the like he's so down the rabbit hole. He forgets. He may say he gets it. But you've got to remember, the 42-year-old plastic surgeon here in Miami wants to do his personal brand. He's got a team, but he doesn't have nine hours a day to jump around on TikTok.

Yeah. You know? And he doesn't have all day editing the photo on Instagram. And he doesn't have all day editing the photo on Instagram. So, you know, coming back to where his lead flow is, you know, where he's wanting to attract them is probably the better platform in my opinion. You know, dude, people, you know, you know what's a great platform that people forget about? Facebook groups. Yeah.

I have a great relationship with Facebook, right, because of the verification, they have told, well, not they, one guy, but multiple people in the office, in the program for as long as they can, engaging community, because then that's what they sell to the brands and sponsors. That's what they sell to get people to invest with them. So like Facebook groups, you can be very clever and you can put in any group you want, you know, like personal branding or, you know know coaches that make over 50 grand a month like and you can get very clear to those people at least then you build a relationship with the host of the group you know i would find out how much activity goes through it says that publicly how many posts how much activity right get in the group check it out see if it's a vibe build a relationship with the host then try to do something free for him give him free content free coaching session whatever because you he's the

nightclub owner he's the owner of the group yeah once he once he knows you and likes you and trust you dude you've got access to all these people like it's amazing strategy that i get everybody to do because you don't have to do the ads. You don't have to do – you go directly to the people that are more likely to work with you. And when they go to your Facebook, make sure it's this credibility enough because, like, I don't know, this guy, I'm going to check him out, stalk him a little bit. Photos, personal brand connection, credibility, authority. Yeah, that's a big one. I love Facebook groups because it's so niched down you know you get

right down to the audience and you can yeah and you know you get to the gatekeeper that's what you're describing the gatekeeper i love i did i love the gatekeeper that's what verification does gets you to like gets you to the gatekeeper so i call it the ogre before the princess or the father before the princess the moat guards keep going up the father, the last guy to get the girl. What is the power of verification today? Let's close with that. That's a, that's a biggie. Like, you know, there's a lot of misconception. There's also a lot of maybe,

I don't know if you can put it too high on a pedestal or too low, but, uh, yeah, yeah. I'll tell you one thing before i answer that question anyone who's listening right now it's not just driven on press anymore this was our usp in the industry the game like i realized how hard it was for me to do it you know we've done a lot of them around the world and it's it's a whole process it's like getting a visa for a country if you don't have all these credentials, they will not let you in. It doesn't matter what you look like, sound like, how famous you are, how many TV shows you've been on. It's like, Ryan, you don't have this. We don't even say sorry,

reject it. So the way do I explain verification is like, Ryan, me and you go to like a hot bar in Miami, right? One night, we're rocking in, cool guys dressed up, we're in a Toyota. No one looks at us. Next night, Lamborghini Aventador 2022. Brand new. One of the 50 that are made around the world. We get direct access into the club, the bar. People look at us.

They ask us what we do, ask us who we are. Same guys, same vibes, same clothes even. That is the power of verification. It's like it's the best way from a social platform, social, when people check you out on social social to give you that validity and trust that people we've made it as like oh my gosh he's verified anything that he says anything that he does anything that she tells the world must be true pros and cons behind that but at the end of the day like i know what it was like before I was verified and after. It just changed the game.

Gets me indoors. People, it's weird. I think it's stupid. It's stupid, right? Then why? Why would a blue tick give you that power? Same thing. Why does a Ferrari give you the power?

Because we put value on what that thing is. You know? Yep. It opens a lot of doors, whether it should or shouldn't it just does it's a credibility yeah and i want to look at the end of the day whether it's a blue tick whether it's a television show whether it's you know the office location it makes your job easier like don't make it hard for yourself that's why i tell people like you're a ghost online you know you're making it hard for yourself that's why i tell people like you're a ghost online you know how you're making it hard for yourself to like get people to choose you if they can't find you they're not going to give you the deal you know and as you mentioned they're going to see you

i've had people that have worked with me now but they had to see me at two events see me see me follow me have another conversation have a sales call like they needed all these touch points before okay now i'm ready they were ready a year ago they had the money but they didn't trust me they didn't know who i was so that's the purchase funnel my friends awareness consideration intent demand and you push them down and it's the same in it whether you're selling bananas, T-shirts, or personal brands. Interesting. That's the framework of like Nike or like Coca-Cola. The biggest brands in the world.

You got to get aware. What's that? What is it again? What is it? The purchase funnel. It's the age-old marketing purchase funnel. And a lot of people have changed it. Some people call it the purchase cycle now,

but it starts with awareness. People got to be aware of you first. They've got to consider you. They need intent, and then they need demand. Then ultimately, purchase at the bottom. They're made aware of you. You spoke once. They started researching you, So maybe they had consideration and then intent.

They saw you the second time and then the phone call you had with them sales and close. Right. Yeah. I mean, that's, that's your example, but that's, it still works that way. You could change the names of those things, whatever. And I will fight anyone that you want, that that is still the path to purchase. And it's the reason why you can't set up an e-commerce store and it's not set it and forget it because you have to still drive them down that path,

that funnel. And so there it is. And then to tie it in with personal branding, I would rather do that with a person's face and I'd rather do it with mine because it's too easy to sell. I feel it's so much easier to sell with a person's face and i'd rather do it with mine because it's too easy to sell i feel it's so much easier to sell with a personality than copy than a graphic yes then really engaging video i can connect because humans want to connect with a human you can be at their level like i know

people will argue with me well dude i do a million a month okay great good for you man like how many people are like that yeah yeah and how much money did it cost you to find that perfect formula like this is why it's so great like to give people a move right like if they want to get a win today do 30 days of a life every client might get them to do that three things that happen one it gets them definitely some kind of client whether it's pay now or pay later they're getting a win because they're talking about what they do two you know it's going to bring in probably some cash flow or moving towards some kind of cash flow but the biggest one is confidence it gets you out of your head and it's the fastest way and the best way and the free way to engage an audience because

you want engagement you're creating content to engage so just let's skip skip that part go straight for the throat let's go straight for the person when they come up use their name talk about your industry five minutes every day you do that not one person has ever said to me ever like it was a waste of my time after 30 days and And I don't feel like, oh, that was like, I feel more insecure, man.

People want to hear my story. Jay, people never reach to reach out. I'm getting like, people ask me to speak. I'm like, it's this magic thing that we forget. So 30 days of lives,

man. There you go. So value there, value, value, value. Jay, Jayay this has been great man um looking forward to continuing our relationship and helping one another and helping people talk about where everyone can find you find ace of spades everything yeah man yeah if you know if whoever's listening right now something's resonated with you you know you're looking to get a bit of a plan on maybe you know i'm ready to go all in with the personal brand or

hey maybe you just want to get a couple of services maybe get on tv good morning chicago you know you're open for that conversation go to ace of spades agency.com ace of spades agency.com do your stalk make sure i'm trustworthy you know and and then when you're ready booking a call and we'll rock and roll love it brother really appreciate you coming on yeah of course absolutely thank you dude hey guys you know where to find all this content the radcast.com search for magic and ace of spades it will all bring up the content from today's show everything j Jay, all the knowledge we dropped, all the value that he brought. Hey, we might even throw in a little magic trick there.

Who knows? I don't know. We'll link to one of his magic shows. All good. We really appreciate Jay. Jay, you know where to find me. I'm at Ryan Alford on all the platforms. I'm blowing up on TikTok. Go hit me on over there. We'll see you next time on the Radcast.