Big Idea

The argument in one line.

How your content is packaged signals what your offer is worth, so wardrobe, gear, room, audio, color and editing should be chosen deliberately to match who you sell to and at what price.

Who This Is For

Read if. Skip if.

READ IF YOU ARE…

A coach, consultant or agency owner selling a high-ticket offer whose videos look cheaper than the price they charge.
A founder posting talking-head content who wants every video on the feed to be recognizable as theirs before anyone reads a caption.
Someone ready to buy a camera, key light and microphone who wants a specific, proven shopping list and settings instead of gear forum debates.
A creator with an editor who needs a written style guide (fonts, colors, LUT, pacing) so the look survives without them in the room.

SKIP IF…

You sell a low-priced B2C product where relatability matters more than polish; the talk itself says an iPhone look can be the better choice there.
You want hooks, scripts or growth tactics; this is almost entirely about visual and audio packaging, not what to say.
You already shoot in log with a custom LUT and a written edit style guide; most of this will be review.

TL;DR

The full version, fast.

Your brand is not just what you say but how you package it, and packaging comes down to six decisions: what you wear, what gear you use, where you film, how it sounds, your colors, and how it is cut. Those choices should follow five positioning questions: what you want to be known for, B2B or B2C, what you sell and at what price, whether content is itself the product, and whether you want to read as a best friend or an authority. The practical stack is a mirrorless camera shooting 4K, 10-bit log at 30fps, one key light at 45 degrees plus an optional colored backlight, a dynamic mic, a single LUT applied to every clip, two fonts, brand colors in captions, and pacing set by funnel stage. Most owners above $10K a month should hand editing to someone else.

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Chapters

Where the time goes.

00:00 – 01:42

01 · Cold open and what visual authority means

Sets up the masterclass and defines visual authority as a cohesive look that attracts the clients you want, not just a pretty one.

01:42 – 04:09

02 · Six decisions you're already making

Your brand is how you package it: what you wear, what you use, where you film, how it sounds, your colors, and how it's cut.

04:09 – 07:00

03 · Proof: one account, before and after

A cohesive feed of same grade, fonts and rooms, then a muddy June 2024 video next to a polished one with nearly 200K views that drove over $50K in client revenue.

07:00 – 10:20

04 · Client before-and-afters: Sebastian and Islam

Two clients move from dark, off-message content to branded production. One deliberately keeps a calmer, slower style because flashy editing would attract the wrong buyer.

10:20 – 14:50

05 · Five questions that decide your look

What you want to be known for, B2B or B2C, what you sell and for how much, whether content is your product, and best friend versus authority.

14:50 – 16:18

06 · What you wear

Black or dark grey, minimal, no logos, every video. Consistency builds trust; the clothes should not do the talking.

16:18 – 20:12

07 · The gear: camera, lighting, audio

Sony ZV-E1 or A7S III, 16-35mm G Master II and Sigma 50mm f1.4, 1/8 mist and variable ND, Amaran 300c with softbox plus a tube light, Shure SM7dB at the desk and DJI Mic 2 on the go.

20:12 – 23:10

08 · Lighting setup and camera settings

Key light 45 degrees across and above, backlight opposite, 1.5 to 2 meters of depth behind you. Shoot 4K, 30fps at 1/60, in log, with eyes on the top third.

23:10 – 24:10

09 · Filters: ND outside, mist inside

A variable ND keeps bright outdoor scenes from blowing out; a mist filter blooms highlights indoors for a softer, cinematic image.

24:10 – 27:00

10 · Where you film

Depth, a clean frame, rooms your buyer associates with status, and muted colors that match your palette. Examples from a Dubai gym, a podcast studio, a Bali dinner and a high-rise balcony.

27:00 – 28:30

11 · Audio

Bad audio loses viewers faster than bad video. Use a dedicated mic, kill echo with soft furnishings, and enhance in post when the room can't be controlled.

28:30 – 30:55

12 · Brand colors and color psychology

Blue for trust, orange for energy, red for urgency, green for calm and money, purple for status, gold for luxury. Put your color in the room, captions and grade, even subtly via a tube light.

30:55 – 32:25

13 · One LUT on every clip

Flat log footage plus one custom LUT is the secret to a feed that is recognizable before anyone reads a word.

32:25 – 34:50

14 · Write the edit style down once

Two fonts (bold primary, italic secondary), brand colors in captions and graphics, and pacing by job: fast for reach, slower for nurture.

34:50 – 38:15

15 · Client edit styles: Tyler and Gavin

A repeatable daily-series edit keeps one client's feed consistent (fourth video near 170K views); small camera, location and edit changes realign another's content with a high-ticket audience.

38:15 – 39:04

16 · Three things to do this week

Get clear on the perception you want, get the right gear, and outsource editing if you're above $10K a month.

Atomic Insights

Lines worth screenshotting.

If you charge $10,000 and your content looks cheap, the viewer sees a gap between the price you claim and the value your video conveys.
A $97 PDF needs far less visual polish than a $10K service because the buyer is taking far less risk.
Filming on an iPhone can be the right call for a B2C brand that wants to feel like a friend on FaceTime instead of an authority.
Wearing the same black or dark grey, logo-free clothes in every video builds recognition; changing shirt colors each video breaks it.
Instagram compresses video to 30fps, so shooting natively at 30fps with a 1/60 shutter loses less quality than shooting 24fps.
Shooting in log looks flat and grey out of camera but keeps the most information, which is what makes a one-click LUT grade possible.
One key light at 45 degrees to the side and 45 degrees above, plus an optional tube light opposite, covers almost every talking-head setup.
A small triangle of light under the eye on the shadow side means the key light is placed correctly.
Leave 1.5 to 2 meters between you and the back wall; depth behind you makes a small room look premium.
Bad audio makes people scroll faster than bad visuals, and curtains, carpet or bookshelves fix most room echo.
A 1/8 mist filter softens and blooms highlights indoors, while a variable ND filter works as sunglasses for the lens outdoors.
Applying the same LUT to every clip is the single biggest reason a feed reads as one account at a glance.
Use your own LUT rather than a borrowed one so your feed does not look exactly like someone else's.
Top-of-funnel videos should be cut faster with more graphics; middle-of-funnel videos should slow down and teach.
If a location's colors clash with your brand palette, film somewhere else instead of fighting it in the grade.
Anyone making more than $10K a month should outsource editing because their time is worth more elsewhere.

Takeaway

Package the content to match the price

WHAT TO LEARN

Every visual and audio choice tells a viewer what you are worth, so decide who you sell to first and let that dictate wardrobe, gear, room, color and edit.

02Six decisions you're already making

Treat packaging as part of the message: the same script lands differently depending on the light, the room, the grade and the cut.
List the six packaging decisions (wear, gear, room, audio, color, edit) and make each one on purpose instead of by default.

03Proof: one account, before and after

A cohesive feed with the same grade, fonts and rooms becomes recognizable at a glance, which compounds trust across every video.

04Client before-and-afters: Sebastian and Islam

Calm, slower production can outperform flashy editing when the buyer you want is thoughtful and skeptical of hype.

05Five questions that decide your look

Match polish to price and risk: a $10K offer needs content that looks the part, while a $97 product can get away with much less.
Decide whether you want to read as a best friend or an authority; relatability earns trust fast, authority earns higher fees.
If your content is the product, as with agencies and editors, your own videos are the portfolio and must be dialed in.

06What you wear

Pick one simple, logo-free outfit color and wear it consistently so your clothes support the brand instead of competing with it.

07The gear: camera, lighting, audio

A mirrorless camera, one key light with a softbox, and a dynamic microphone are the foundation; accessories come after.
Shoot 4K, 10-bit log so the footage has enough information to survive a strong grade.

08Lighting setup and camera settings

Place the key light 45 degrees across and above, add a backlight opposite, and look for the triangle of light under the shadow-side eye.
Shoot at 30fps with a 1/60 shutter for Instagram, keep your eyes on the top third, and leave 1.5 to 2 meters of depth behind you.

09Filters: ND outside, mist inside

Use a variable ND outdoors to avoid blown-out skies and a mist filter indoors to soften highlights.

10Where you film

Choose rooms that say something to your buyer, keep the frame clean, and skip locations whose colors clash with your palette.

11Audio

Fix audio before visuals: a proper mic plus curtains, carpet or bookshelves to kill echo does more than a camera upgrade.

12Brand colors and color psychology

Choose a primary brand color for the feeling it carries and repeat it in the background light, captions and graphics.

13One LUT on every clip

Shoot flat in log and apply one custom LUT to every clip so the whole feed shares a single recognizable grade.

14Write the edit style down once

Write the edit style down once: a bold primary font, an italic secondary for emphasis, and brand colors in captions.
Set pacing by the video's job, with faster cuts for reach content and slower, simpler edits for nurture content.

15Client edit styles: Tyler and Gavin

Keeping fonts, pacing and grade identical across a series lets new viewers trust a feed after only a handful of videos.
When content looks B2C but the offer is high-ticket, small changes to camera, location and edit can close the disconnect.

16Three things to do this week

Start with three moves this week: define the perception you want, buy the core gear, and outsource editing once revenue passes $10K a month.

Glossary

Terms worth knowing.

Visual authority: A cohesive visual look for a personal brand, built from consistent wardrobe, gear, locations, color and editing, chosen to attract a specific type of buyer rather than just to look attractive.
Log (S-Log): A flat, low-contrast camera picture profile that records the widest range of light and color so the footage can be graded heavily afterward without falling apart.
10-bit: A recording depth that stores many more shades per color channel than standard 8-bit video, leaving more room to adjust exposure and color in the grade.
LUT: Look-up table. A color preset that converts footage to a fixed look in one click, so every clip on a feed can share the same grade.
Key light: The main, brightest light on the subject, usually placed off to one side and slightly above the face.
Softbox: A fabric enclosure, often with a honeycomb grid, that diffuses a light so it falls softly on the face instead of creating harsh shadows.
Mist filter: A lens filter that slightly diffuses highlights, giving lights a soft bloom and a more cinematic look.
Variable ND filter: A neutral density filter with adjustable strength that darkens the image evenly, letting you shoot in bright sun without overexposing.
Top of funnel / middle of funnel: Content aimed at reaching new viewers (top) versus content aimed at deepening trust with people who already follow you (middle).

Resources

Things they pointed at.

NaN:NaNcameraSony ZV-E1

NaN:NaNcameraSony A7S III

NaN:NaNlensSony FE 16-35mm f/2.8 G Master II

NaN:NaNlensSigma 50mm f/1.4

NaN:NaNfilter1/8 mist filter

NaN:NaNfilterVariable ND filter

NaN:NaNlightAmaran 300c

NaN:NaNmicrophoneShure SM7dB

NaN:NaNmicrophoneDJI Mic 2

The Script

Word for word.

Read-along

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In this video, I'm showing you exactly how to create premium looking content and an aesthetic personal brand that doesn't just get views and followers, but attracts high quality clients to your business. In this live masterclass I gave to a group of entrepreneurs, I break down the six components of a premium brand and how I used each to grow my audience to 100 ,000 followers, my business to six figure months, and create content that just looks really fucking sick.

All right, let's get into the video. Awesome. So I'm gonna get into it.

We might have some people join us as we go, but either way. i really am creating this to be a evergreen asset that i'm going to host in the in the community inside of school so that anyone who wants help with with their visuals getting better looking content building a more cohesive visual aesthetic can basically watch this presentation and then by the end kind of know exactly what they what they need to do let's start with like what actually is visual authority basically it's building a cohesive visual aesthetic for your personal brand that doesn't just look nice or look pretty, but actually stands out and attracts the clients that you want to.

Obviously, if you're watching this, most of my clients who join mentioned that the way that my content looks is a big reason that they want to work with me and kind of learn how to create that sort of content for themselves. And so it's clearly worked for me. The main point is that your brand isn't just what you say right it's not just what you talk about it's not the topic it's not just the formats It's really how you package it as well.

And kind of the rest of the presentation here, we'll be going over how I've been able to package my brand. And I'll talk really in depth about specific gear, how I create my setup, the colors that I use, color psychology, whether you're selling to B2C or B2B, how that will influence your visual authority. But it's really important that we don't just create good content and talk about the topics that our ideal client wants to see, but we package it in the right way as well.

And so in terms of that packaging, there are really six decisions that go into how you're perceived visually with your personal brand. And I'll go through each one in more detail. So first is what you wear, right?

Like this is something that not a lot of people think about. But the clothes you wear, send a message, whether you realize it or not. And I'll talk more about how I specifically choose certain colors and certain things to wear to build a brand that is consistent.

What you use, and this is like your camera, your lighting, your gear, your microphone, where you film, the actual physical locations, the background that you choose to show in your videos all matter. how it sounds right the audio there's a reason i'm using this microphone and not a like wireless mic or a pair of earbuds because every part about my brand i want to be premium and high quality and so even from the camera from the lighting from the shirt i'm wearing which i'll talk about later to the to the microphone it all matters and it all creates a perception for for your brand fifth your colors i get told a lot like oh your brand looks so good like the orange the white the black the way that you choose the colors for your brand, like your core brand colors, whether that's like your primary color or secondary, the colors do influence on like a psychological level, the way that your audience feels and the way that the viewer feels about your videos and about your content and brand.

And then lastly, like the editing, how it's cut and what goes into that is like fonts, colors as well, pacing, editing style, all these things matter. And so over the next, you know, 20 minutes or so.

I want to break down each of these and show you exactly how to do it and actually give some examples as well from my own brand and from some of my clients here. So like I said at the beginning, your visuals are either helping you or they're hurting you. They're either building your brand perception or tearing it down.

They're either speaking to the right people or pushing them away. And that's really why this is so important. So obviously my account looks a very specific way.

If you're watching this, you've probably all seen my Instagram account. These are just like a couple of examples of videos and it makes more sense when you actually see the full feed, but everything, it kind of looks cohesive, right? And all that goes into it is the lighting, the fonts, the colors, the filming location, all these different things, the editing style.

And so I'm really, I place a big emphasis on this and it's one of the, again, the main reasons that I've been able to grow my business so quickly. I want to kind of show you an example of like the before I dialed in my visual identity and then the after. And obviously, you know, this video here on the after has almost 200 ,000 views.

This one's at 7 .6, but you just see the difference when I didn't really know what I was doing and I was not very systematic about my visual identity. And then. After which is kind of once I had everything dialed in and it's pretty clear to see the difference So I'll play the first video and then I'll play some of the second video as well So you can actually see what that what that different looks like Like it's pretty clear that the color grade is kind of bad, you know, it's It's very like blue, green tone.

The image doesn't look very good. The lighting's kind of off. And this was the type of content I was making when I was trying to grow my brand and my business originally, which was June 2024.

And at the time, this video got like a couple thousand views. Fast forward to today or to August when I posted this video, which literally has made me more than 50 ,000. from clients who come in from this one video.

I'll play a little bit of this so you can see. This entrepreneur built a billion dollar brand in his 20s, but he's still posting like he's broke. See, Greg Lav is killing it with his company Bloom.

600 million a year in revenue, the craziest lifestyle you can imagine. But even though he's worth hundreds of millions, Greg secretly made posting content his top priority. So the question is, why?

It's because he understands a personal brand unlocks three things that no amount of money can buy. First, access. More visibility means opportunities come to Greg without him even trying.

Listen to what he says. Right, like we don't need to watch the full video. It's really clear the before and the after.

And that's one of the main reasons that this video did so well. It's the editing style. It's the pacing.

It's the hook. It's even like how I'm showing up on camera where we're cutting out the background. If I try to rewind a little bit like this, this is completely different style than what I was doing before.

And it was a huge reason that this video not only like blew up and got views, but was huge for my business as well. I want to show like one other or one or two other examples from past clients. So this is my client, Sebastian, who I worked with several months ago.

And I'll show you a few seconds of what his content looked like before we worked together. And then what his content looked like once we dialed in that visual authority and all those six dimensions that I talked about earlier. being alone is a power not everyone can handle it all right super simple wasn't really related to what he was actually doing super dark super moody um was not growing his business at all and then this is uh the i think one of the first videos that the team edited with him once we built out his visual aesthetic.

For almost two years, I stopped filming myself completely. And honestly, that might have been the most expensive decision I've ever made. At the time, the business was doing well.

Six figures, clients were happy. By every measure, I was winning. So it was easy to convince myself that building my own brand could wait.

I was busy. Right, like immediately, it's super clear. It's way better production, looks more professional, is actually speaking to the right type of person.

even the brand colors that he has in the background. We spoke a lot about this. It's like, how do we actually want to be perceived?

What are those emotions we're trying to create in the viewer when they're actually watching your video? And this video did a lot better for him as well. And one more example to really hammer home the point of why this is so important, not just for views, but especially if you are...

a high -level founder right you're you're maybe selling a high -ticket product or a service um having premium looking content just does so much for both the brand's perception but then also attracting those other high -level entrepreneurs or founders who want to work with you as well so i'll play a couple seconds from from both of these videos It's pretty insane where he was before.

And then this is the first video we made together with the team once he actually got the gear. We figured out his fonts, his colors, how we actually want it to be perceived. And this is kind of the result.

At 27, I closed my startup after burning a million dollars. This is the first episode and by episode 10, I'm launching a truly halal money app. This is how I got there.

I was born into war zone. Chechnya, 1997. My parents rebuilt from nothing in a small Russian city just to give us an education and a chance for a better future.

And so, at 12, I got my first iPhone. I jailbroked it, downloaded games, sold them to my classmates, got first taste of my business. At 21, I finished a Bauman University.

And this is interesting because my client Islam here, he wasn't going for like a super flashy, fast paced editing style or visual identity because that's not the type of person that he wanted to attract. So I guess I want to emphasize that. The editing style and the way that the videos look, it doesn't always need to be super flashy, super fast paced.

You need to kind of decide or understand, OK, who is the type of person that I want to watch and resonate with this video? And what type of content do they want to see from me? And I'll talk a little bit more about that in the next couple of slides here.

So this is really important. In terms of actually understanding, okay, what do you want your visual identity, your visual authority to kind of be? These are five foundational questions that are going to determine what your content actually looks like, okay?

So the first question, what do you want to be known for?

If I'm selling content, if I'm selling personal branding services, if I want to be known as the guy who does premium personal brands, then... that is going to shape the decisions that I make in terms of actually how I'm shooting, where I'm filming, what the editing style is. Whereas if you want to be known as a very chill, very calm, not flashy type of person, then the content is going to look a completely different way.

So this is a foundational question. Second, which is really interesting, is are you selling B2B or B2C? And this really goes back to like, okay, On the other side of the phone, what does that type of person actually watch and what is he going to respond to?

So for me, if I know that I'm selling to founders, typically high six, low seven figures who want their content to look better, then I'm going to emphasize all these different things that I have going on to make the visuals premium. Whereas if I'm selling an offer that's more B2C and I want to seem a little bit more... relatable, not like I'm super far ahead, but like I'm almost like a friend on FaceTime, then I might not actually choose to have the professional camera and I might choose to film on an iPhone because it's more, again, it's more relatable.

It gives a little bit more authenticity. So that's the decision you need to make. Third, what are you selling and for how much?

This kind of goes back to the B2B versus B2C, but if you're selling like a very high ticket offer where a lot of trust needs to be built then typically you want to have visuals that are a little bit more high level a little bit more thought out a little bit more planned because that's just a reflection um of of yourself of your business of your offer like if someone's going to spend ten thousand dollars on you or on your service if your content looks like i mean like there's a disconnect between what you're telling them your product your service is worth versus what your content is actually conveying to them And so if you were to sell like a $97 PDF, for example, it wouldn't matter as much to have the content as dialed in because it's just less of a risk on the customer's end and there needs to be less trust built for them to actually make that purchase.

I kind of spoke about this earlier with are you selling content itself? So several of my clients are. basically do marketing, social media marketing.

They create videos for their clients. They run agencies. And in that case, your content kind of is the product.

So it's more important that you dial these things in. And then the last question is like, kind of goes back to perception. Do you want to be perceived as an authority, as like a head, as the guy everyone looks up to?

Or do you want to be perceived as more of like a best friend? And that kind of goes back to that iPhone versus professional camera, right? If you want to be seen as, Like an example is a creator who I follow who her whole thing is like she helps she helps girls invest their money better.

And she really wants to be perceived as like relatable, like like a bestie on FaceTime, if you know what I mean. And so her content is all filmed and edited in a very specific way to make her seem like. basically like she's talking to you as her best friend.

Whereas for someone like me, where I want to kind of show that to a degree, I'm ahead of my ideal client in terms of how my content and how my brand looks in terms of everything we spoke about colors, editing, how I'm even showing up on camera, how I'm speaking the scripts that I'm using. I want to be perceived as more authoritative.

And so my content and the decisions I make in terms of where I film, what I wear when I film, things like that. All are pushed in the direction of trying to build that authority as opposed to trying to maximize relatability, if that makes sense.

This, you know, next I want to talk about what you wear in the content, right? I spoke about this briefly, but if you watch a few of my videos, it's pretty clear to see. I typically wear like very similar thing in every single video.

Just like you can look at these four videos. It's typically black. or dark gray very simple very minimal not a lot of logos and that's all intentional because if you were to see watch one video of me and i was in like a bright yellow shirt and then i was in a purple shirt and then i was in a white shirt that doesn't really build like trust and cohesiveness, if that makes sense.

Like I want the way that I dress to communicate how I want my brand to be perceived, which is authoritative, but not flashy. Whereas if someone like Brez Scales, for example, or someone who is maybe selling B2C, who's selling to a younger audience, it might make sense for them to have more like flashy colors in their content to maybe wear stuff that's a little bit more like designer with designer logos that looks more expensive.

In that case, it would make more sense. But for someone like me, my whole image is like, okay, I'm the authority. I give you the information.

I'm not too flashy. And that's kind of the way that I want to live my life as well. Even the car I just bought, like I bought a jet black car for a reason because it all goes into this brand that I'm trying to build.

And you can see that from all my content and what I wear.

Next, I want to talk about what I actually use in terms of the gear because I get asked this a ton. The main three components are the camera, the lighting, and the audio. We can talk about this more for your specific situation if you send me a message, but typically what I would recommend if you're looking for more of that premium setup for the camera is either a Sony ZV -E1, which I know...

sam i think sam just picked up and then the a7s3 which is the the camera i'm filming on right now the reason i'm using the a7s3 right now is because the zve1 can sometimes overheat when you're filming for long periods of time so if i know that i'm i'm going to be filming myself and like live streaming for an hour then i would use my my a7s3 the the lenses i use I use two main lenses.

One is the Sony 16 -35mm G Master Mark II, which is the lens I use if I'm outside, if I'm vlogging, if I'm traveling. It's a zoom lens, so I can zoom in and out. I also have a lens which isn't on this page, but is what I'm filming on right now, which is the Sigma 50mm f1 .4.

So those are the two core lenses I basically film all my content on. And then kind of the last part of the camera is... the the filter so I use a 1 8th mist filter which is what I have on here right now and what that basically does and I'll touch on this a little bit later in the presentation is blooms the highlights so if you see like my light it looks a little bit bloomed it might be a little bit hard to see right now but if you're in a controlled environment where the lighting is kind of set as opposed to like you being outdoors the the mist filter makes things look A little bit more cinematic in my opinion, which is why I use it.

And then a variable ND filter, which is basically like sunglasses for your camera. And I'll talk about this more as well. If you're outside, it's going to be too bright most of the time.

So you just screw this thing on top of your lens and then it kind of darkens the image and makes it look better. In terms of the actual camera specs that I film with, I film in 4K. I film 10 bit and that just basically means when I'm filming.

the camera is retaining the maximum amount of information in the image. So when I go to color grade, I basically have more room to play around with the lighting, with the saturation, with the exposure, which helps me produce the visuals that I do. Second is lighting.

if again if i'm in my setup my controlled lighting here is the amaran 300c which is the light that's coming out of this thing right here as well as the softbox which is literally this honeycomb grid and basically what that does is spread out and diffuse the light so that the light isn't harsh it's kind of like hitting me softly which which looks more cinematic and then i also typically use a tube light which i actually have behind me right now which you can't see but basically that is positioned opposite side of me from the main light and that's just adding like a little bit of light to like this side of my my head or my face so it's not too dark but these are really all like really what i would recommend is definitely one main key light which is which is a big light source and then it's optional to have kind of the tube light you know typically all you really need is one is one light but if you want to take it to that next level you can add that tube light as well and then for audio

I mainly use if I'm, again, at my setup, this microphone, which is the Shure SM7DB. And again, it's also black, which is going back to the brand identity and everything being cohesive. And then if I'm on the go or if I'm outside, then I would use the DJI Mic 2.

And then super simple from that side of things. In terms of actually setting up your filming. setup.

It's super simple. And this diagram is meant to kind of help show you. So the camera is going to be right in front of you.

So if I'm like looking at the camera right now, it's right in front of me. I would have the key light or the main light 45 degrees to my right and 45 degrees up coming down on this side of my face. And then the tube light again would be kind of the opposite side of my body facing me.

That's really the entire setup. The last thing is ideally we have as much space as possible behind you.

So it's basically adding depth to the image. So, you know, I recommend 1 .5 to 2 meters. In my office, it's not giant.

So it's like the walls right here. But because of the lighting, because of the camera and lens I'm using, it looks like there's more space than there is. But typically you want as much space behind you as possible when you're filming instead of just being right up against the wall.

So just kind of this is the main things that you need to think about when you're actually setting up your your camera your lighting to to film content and again some some kind of examples of what i mean so this these three frames are filmed with the same lighting setup that i just talked about with the key light 45 the tube light here and and you can see one side of my face is is brighter the other side is a little bit darker and ideally there's a there's like a triangle if i If I try to zoom in here, there's like a triangle under my eye.

And when you see that triangle, it means you've done it right. You've set up the lighting properly. And then as you can see here, it's like the tube light is hitting my face on the side.

And it's even set to orange, right, which is my brain color. Same with here. So this is like an actual example of what this looks like in my content.

This is kind of like a cheat sheet. For setting up your camera and setting up your frame, shoot in 4K, shoot in 30 frames per second with a shutter speed of 1 over 60. Sometimes people say shoot in like 24 frames per second.

But when you post content on Instagram, Instagram automatically compresses it to be 30 frames per second. So I found when I film natively in 30 frames per second, when it goes to compress, it doesn't, I guess, reduce the quality as much, which is why I shoot this way. ideally we're shooting in log so log is basically a picture profile that allows you to maintain as much information in the image as possible so that when you go to color grade you have more flexibility and then ideally the last the last bit here is when you're actually filming you want to keep your eyes on the top third of the screen so if I'm looking at the camera if I divide the the frame like horizontally three times.

I want my eyes to be on like the top third, which they are kind of right now. It's not a huge deal, but it's typically just a rule of thumb for being set up properly in frame. Here, this is an example of the filters that I use.

I talked about earlier the ND filter when you're filming outside and the mist filter for when you're filming inside. So visually this frame on the left, is obviously being filmed outside and if i didn't have an nd filter on then the this would be overexposed and you wouldn't be able to see like any of the sky you wouldn't really be able to see as much of the grass because it would just be so bright and this is an example of me using the mist filter specifically up here where you can see like there's a bit of a bloom there's the the highlights are are a little bit softer and i just really like i really love this frame because it's uh It's just a sick frame in general, but I think the mist filter adds a lot of, I don't know, it just makes the image look a lot better.

Next, I kind of want to talk about the room that you're filming in. So a lot of guys say, oh, it doesn't really matter where you're filming, but if you want premium looking content that conveys a certain message, it really does matter where you film. We talked about depth, making sure that there's depth behind you.

You want to make sure that the space is clean. Like right now you can't see my desk, but if you could, there's some stuff on it, but I don't want you to be able to see that because it clutters up the image. So I tilted the camera up a little bit.

Just going for that like simple, minimal look. Third is like associations. So what do you actually want the room to say about you?

So again, if you're selling a premium product to like high -level entrepreneurs, you'd maybe want to be in a room that... let's just say like a five -star hotel lounge or some room that looks like it's a little bit hard to get into. Some room where your ideal client thinks, okay, like that's someplace I would hang out or that's a room that I would want to get into.

Like all these small little psychological things matter. So think about this. And then lastly is the color.

So I film a lot outside, especially when I'm traveling. If there are colors in the room, that don't match my aesthetic.

Like, let's just say there's, for some reason, like it's very red or very yellow. Like I'm not going to film there because it's not my brand colors and it's not on brand with, with the content that I create. So what I'm looking for is more minimal, more muted tones, like blacks, whites, grays.

And that's the type of content that I typically, or that's the type of spaces that I typically want to film in when I have the chance. And again, here are some examples of what that actually means and filming and finding a space that conveys the message that you want to. So let's just start like top left.

This was when I was in Dubai.

I'm in the gym. It looks sick. It looks like a premium gym.

It looks like where other high -level entrepreneurs would maybe want to work out. I've specifically positioned myself in the middle as the center of attention. On the right here, you can see me.

I'm in a podcast studio that adds authority. It's got a nice background. There's some foreground as well.

I have the professional mic, which is black as well. That adds authority. Third down here, this is from when I was in Bali.

This picture at this table is a bunch of other kind of high level entrepreneurs. And so it was important for me to to get a picture where I'm actually in the photo, kind of in the foreground. So you can tell like, oh, Jack's with other entrepreneurs.

Looks like they're at a nice dinner. All these things go into the right type of content. And then lastly, you know, this image, this is me looking out at the city from my balcony.

You can see like this is actually a sick. a sick frame. You can see the high rises, the lights.

I think I have a mist filter on as well to blur it a little bit. And then you can see kind of the lake behind me and it looks like I'm like looking out. I'm on a very high floor.

So again, these things all matter when you're trying to create visual authority.

This one's really short, but it's super helpful to... to make your audio sound better. And audio is really important.

Audio is definitely underrated when you're creating content. Everyone focuses on the visuals, but bad audio is going to make people scroll faster than bad visuals. So again, when I'm at my desk, I'm using my main microphone.

When I'm on the go, I'm using my wireless microphone here. And when you can, and if you're building out like a consistent filming setup in your office or something, ideally we want to kill the echo. So if a room is empty, it can be pretty echoey, which can then affect the quality of your audio.

That's why like recording studios for musicians, they have a lot of padding around. So there's no echo. And the way to kind of reduce that echo, you know, you can do that with like just adding bookshelves, even adding like curtains, even putting a carpet on the floor is all going to help kind of interrupt or absorb that reverb or that echo so your audio quality is is better overall and then there's always ways where you can enhance the audio and post or you can get your editor to do as well if you are in a really echoey environment that you can't necessarily control cool next I want to talk about colors I really like this slide and I really like that from my own brands and from my clients' brands, like we get clear on, okay, what are the colors that we want to associate with our brand and why is that the case?

So again, colors say something about you and the colors you choose to represent your brand matter because different colors are associated with different feelings, right? And so I just picked some colors here. Blue represents trust, stability.

corporate right typically a lot of the big a lot of the big tech companies um would have like blue in their logo uh you know facebook meta um trying to think of some other examples but i know like most like a lot i would say blue is the primary color for like very big corporate companies um orange obviously this is kind of my main brand color it symbolizes youth energy excitement red is more like urgency power Whereas green is more of like a calm, when you see green, you think of like nature, environments, maybe money as well.

Purple is typically considered like premium creative. It gives you status. And then gold symbolizes like luxury, legacy, and wealth.

So don't just choose colors arbitrarily. We want to make sure that your primary brand color or colors are conveying the message. conveying the feeling that we want our overall brand to right so if you're selling insurance for example where you know you want to have you know you're dealing with people's money maybe like blue would make a lot of sense whereas if you are I'm trying to think of another example.

If you're selling something to kids where it's fun, it's energetic, maybe you would choose red or orange or yellow as the color. So I want you to think about that. Are the colors that you're featuring in your brand right now, are they helping?

Are they actually amplifying the message you want to or are they hurting?

Again, mine is orange. As you can see, orange. And it doesn't need to always be...

like the background color, like these two, sometimes it can be as subtle as this, which is like a tube light. So this is like my main light coming down here, which is white. And then I'm not like blasting the background with orange.

I'm just adding it subtly to the side of my face. So these are like a couple of different ways that you can incorporate the colors into the background of your content. Got a few more slides left and then we can get to some questions.

here i want to talk about luts and this is kind of like the secret the secret sauce or the the key to a lot of my success with building like a cohesive um feed like if you just look at my feed everything's color graded the same way which is a big reason why um it looks so good right and so this is an example of a before and the after of adding my lut and what a lot is for those of you who don't know is basically just a color preset that you can add to every single one of your pieces of content to make it kind of look the same.

It's basically just a filter. And so on the left -hand side, this is straight out of camera. So I was filming in the log picture profile that we were talking about earlier, which makes things look gray, but it retains the most information.

And you can kind of tell like it's a good shot, but there's just no color, right? Then I add the LUT, literally one click, it goes from this to this. This is the power of building out a lot for yourself.

You know, if you're working with me, you have access to my LUT. Typically, you want to build out your own version so your content doesn't look exactly like someone else's. But this is really the key to a consistent looking feed and recognizable videos is having the right LUT that you can just apply or your editor can apply to every single one of your videos.

And it works best, again, if you're filming in that S -Log profile.

Next, I want to talk about editing. So again, most of you who work with me or high -level founders definitely should have an editor. And it can get really complicated, but typically what you want to focus on is, okay, we need two fonts, a primary font, which is typically a bold, a simple font, and then more of a secondary font, which is more like italic to emphasize keywords.

Next is the brand colors, which we just spoke about. You can integrate the brand colors into the... Sorry, Diego's really moving around here.

You can integrate the brand colors into the background like we talked about or actually into the color of the captions and the graphics that you use. And then kind of step three, the third thing you need to consider is the pacing of the edit. And so this is something I don't hear a lot of people talk about.

If you're trying to post a video or a piece of content that you would consider top of funnel or that is really meant to like grow your audience, get a lot of views, usually you would want the style to be a little bit more fast paced, more graphics, more animations, faster cuts, a little more like ADHD editing. Whereas if you're posting something that's meant to be more of like a brand building or a middle of funnel piece of content.

to nurture your current audience, then I would recommend dialing down the edit a little bit. So it's a little bit more simple. It's a little bit slower.

We're not like cutting between clips super fast. And so really the type or the purpose of your piece of content will help determine the editing style. And that's something a little bit more advanced that you...

you should definitely speak to your editors about. And that's something I'm actively doing with my con as well, kind of making that shift where there's two main editing styles. One for top of funnel content that we want to get reach, that we want to get awareness and eyeballs on basically.

And then one that's more middle of funnel where I'm speaking a little bit slower. We're not editing as quickly. There's not as many graphics coming in and that's all purposeful.

I kind of want to show you an example of this editing style that we built out. um for for my client tyler so these these are a couple um videos that that he posted and you'll see like comparing the two it's a very similar editing style we're not switching things up we're not using different fonts we're not testing out different colors um and there's a and the reason that we do that is because we want his feed and his content to look consistent and you know With his industry and his business model specifically, trust is a big aspect of being able to sell and grow his business.

So that's why we're trying to keep everything kind of the same. And he's having really good results. His fourth video ever is almost at like 170K views.

But I'll just play a few seconds of both of these videos so you guys can see the result. But the idea is it's the same fonts, it's the same pacing, it's the same color grade, it's the same everything. In exactly 30 days, my first baseball team walks through those doors.

And right now, my facility looks like this. Welcome to day one of building my dream baseball facility. Let me show you around.

First off, just look at the absolute size of this place. It's 20 ,000 square feet of elite baseball training. And this locker room was actually built by the exact same guys who built the Toronto Maple Leafs locker room.

We also had a... Cool. So that's one, and then this is the other one.

In 27 days, my first baseball team walked through those doors. And right now, my facility looks like this. Welcome to day three of building my dream baseball facility.

Here's what we've been working on. Our road sign has finally been put up. Plus, we just hung up these banners outside of our front windows.

Again, two different videos, similar format, similar pacing, and exact same editing. And this is one of the main reasons that Tyler's been able to have so much success with his brand after only posting a few videos. I'll show you one more example to really hammer home this point of like the before and the after once you actually dial in the editing style and how the editing style and making a few small tweaks to both the camera and the editing can completely change how your content looks and feels.

So this is my client Gavin here. Most of y 'all are going to hear this and your ego is going to get in the way immediately and you're going to disagree and click off the video. If I hear this from one more sales coach or sales guru saying that you have to set the frame on a call in order to close somebody, you're an idiot.

All right. So that's what his content looked like at the beginning.

And this was, you know, he's posted a bunch of pieces of content with the new editing style, but this is one that I really liked. and actually brought in some highly qualified leads, he told me recently. I studied 50 of the top high ticket sales reps, guys that are doing 30, 40, 50, 60K a month consistently in income.

And these are the three skills that they all have in common. The first is their ability to pre -handle objections and challenge people on their actual limiting belief. They are getting to root cause of this person's limiting belief, finding out what they're fearful of, whether it's the fear of judgment and they don't post content.

They're finding the experience behind the fear that they have. The second thing is the ability to just ask the obvious question. Right, super simple.

We just made a couple small tweaks with the camera, with the where he was filming, and then we helped dial in the editing. And it's a completely different vibe, especially for Gavin, who was going for more of those higher level closers. It made more sense to have his content look more premium.

Whereas over here, it almost looks like he's selling more B2C, which is kind of why there was a disconnect between his content and his actual offer. So this helped resolve a lot of that. So three things.

Well, three things I want you guys to focus on this week, kind of like the lowest hanging fruit. First, get clear on the perception that you want to have. Who are you selling to?

What type of person is it? Is it B2C? Is it B2B?

What content are they going to resonate with? Second, get the right gear. If you don't have the right gear, we talked about the camera, the lighting, the microphone.

Those are the foundational pieces that you need. And then third, if you're not already outsourcing the editing. Anyone making over 10K a month, in my opinion, should 100 % be outsourcing their editing because there's just so much higher leverage tasks that they could be doing in their business.

And for the most part, they would probably suck at editing. So 100 % need an editor and that's going to help a lot with your visual identity as well. Cool, guys.

That's the end of the presentation. Hopefully, you found it valuable and I can take some questions now.

The Hook

The bait, then the rug-pull.

Most creators obsess over what to say and ignore what the video looks and sounds like. This masterclass argues the packaging is half the pitch: the shirt, the light, the room and the grade all tell a buyer what you are worth before you finish your first sentence.

How to Build an Aesthetic Personal Brand (Complete Guide)