17:39Ronny Mitchell · Tutorial
What The F*ck To Actually Post for Content as a Business Owner
A business owner's content system: turn your own client process into a bank of topics, then research, shoot, edit, and post it like a machine.
October 7thThe argument in one line.
In a feed flooded with AI content and cheap production, proof of real results is what earns trust, and six rules turn that proof into an audience that follows you.
Read if. Skip if.
READ IF YOU ARE…
- A coach, consultant or expert with real client results who posts short-form content but isn't converting followers into trust or sales.
- Someone still learning their craft who feels like a fraud posting as an expert and wants a legitimate way to build a following anyway.
- A creator posting inconsistently who wants a concrete volume-and-iteration loop based on what already performed.
SKIP IF…
- You want platform-specific tactics like exact hook scripts or editing settings; this is a strategy talk, not a production tutorial.
- You have no results or learning goal to show yet and are only looking for a way to look successful.
The full version, fast.
Because AI and cheap tools make polished content trivial, the only thing that earns trust now is proof that your advice works for real people. The creator then gives six rules: use short-form for discovery, YouTube for novel education and other people's podcasts to borrow credibility; build around a mission born from pain you overcame; set a competence goal and document the learning; know whether you are in expert or student mode; define jargon until it is observable; and post daily while doubling down on the variables of your winners.
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00:00 – 02:00
01 · Proof is the bedrock
AI content and low barriers mean trust comes from evidence; the proof tier list of average, good and great.
02:00 – 03:50
02 · How to show proof on your feed
Carousels of before and afters, and teaching a lesson then citing the client who applied it.
03:50 – 06:40
03 · What doesn't work anymore
Quality production and LARPing as an expert fail; experiences, stories and uniqueness win.
06:40 – 09:00
04 · Rule 1: The Holy Trinity
Short-form for discovery, YouTube for education, podcasts to borrow credibility.
09:00 – 11:20
05 · Rule 2: You need a mission
An impact goal rooted in a pain you overcame, illustrated with a client who lost 100 pounds.
11:20 – 12:20
06 · Rule 3: Pick a competence goal
Do cool things and document them; skill is what makes you followable.
12:20 – 15:00
07 · Rule 4: Expert mode vs student mode
Find where you sit on the skill continuum and document learning instead of posturing.
15:00 – 17:30
08 · Rule 5: Define your terms
The curse of knowledge and the exercise of chunking jargon until it is observable.
17:30 – 19:40
09 · Rule 6: Volume and iteration
Post daily, study winners, list their variables and test new combinations.
19:40 – 20:04
10 · Wrap-up and recruiting pitch
Recaps the six rules and invites creatives with proven results to message him on Instagram.
Lines worth screenshotting.
- Proof comes in tiers: screenshots of texts are average because they can be faked, before-and-after results are good, and video testimonials are great.
- The best way to show proof is to teach one idea, then tell the story of the specific client who got a result from applying it.
- High production quality no longer signals expertise because AI tools let anyone fake a professional set.
- People can get a two-hour podcast's lesson in 20 seconds now, so content must be more valuable per second or viewers will find it elsewhere.
- Followers alone do not equal an audience that trusts you; trust comes from combining short-form discovery, long-form education and podcast appearances.
- Appearing on a bigger creator's podcast lets you borrow their credibility and enter an audience bubble you could not reach alone.
- A mission is an impact goal about changing the world, not a revenue goal, and it is strongest when it comes from a pain you personally overcame.
- Followers need somewhere to follow you to, so you must be going somewhere and documenting it; competence goals give you that journey.
- Money and fame are magnetized by skill, which is why a competence goal beats an outcome goal like 100k followers.
- If you are a beginner, do not posture as an expert; set a goal to get good and document the learning, because people follow the real expert otherwise.
- The curse of knowledge makes experts skip steps they think are obvious: in a tapping study, listeners guessed the song 2% of the time against a predicted 50%.
- To define a term, circle every word a viewer could not observe and keep chunking it down until you reach something they could see happen.
- Defining jargon increases the total addressable market of people who can get value from your content.
- Volume means doing the thing consistently; iteration means studying the winners, listing their variables, and changing some but not all in new content.
- The two biggest mistakes creators make are not posting consistently and not doing more of what worked.
Proof plus six rules build trust
WHAT TO LEARN
When anyone can fake polish with AI, trust comes from proof of real results, a mission, and a visible learning journey, not from looking like an expert.
- Collect proof systematically, ideally video testimonials, and pair every lesson you teach with the story of a client who applied it and got a result.
- Use short-form to get discovered, YouTube to teach what competitors do not, and other people's podcasts to borrow credibility from audiences you cannot reach alone.
- Anchor your content in a mission drawn from a pain you overcame, because conviction shows up in every detail you share.
- Set a learning goal instead of a vanity metric and document the journey, since skill is what gives people a reason to follow you.
- If you are still a beginner, say so and show the learning rather than posturing, because audiences will follow the real expert over the imitation.
- Define every jargon word until a viewer could observe it, so your content works for the widest possible audience.
- Post daily, then list the variables of your top performer and test new combinations changing some but not all of them.
Terms worth knowing.
- Proof
- Evidence outside your own claims, such as client results, before-and-after images or video testimonials, that what you teach works in reality.
- Holy Trinity
- The three-part content setup of short-form for discovery, YouTube for teaching novel education, and other people's podcasts for borrowed credibility.
- Competence goal
- A learning-based goal, like reaching a number of followers for clients, that builds skill and makes you worth following, as opposed to a vanity outcome goal.
- Curse of knowledge
- The tendency of experts to skip steps in explanations because the steps feel obvious to them but are not obvious to learners.
- TAM
- Total addressable market: the number of people who could potentially watch your content and get value from it.
- EWOC
- Effective without context. Content that makes sense to a viewer who knows nothing about you or your earlier posts.
- LARPing
- Live action role playing; here, acting like an expert without having the knowledge or results to back it up.
Things they pointed at.
Lines you could clip.
00:40
“The only thing that is going to make someone trust you over other people is proof.”
19:00
“The single biggest fuck up of every content creator is they don't post consistently. The second biggest is they don't look at what worked and do more of it.”
13:20
“Money and fame are magnetized by skills.”
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
Online personal brands as we know them have just changed forever. There are new ways to win that weren't possible five years ago, but some things just don't work anymore. I've generated 15 billion views and 20 million followers for clients, and there are six rules to understand how to play the game of personal branding in the new era.
But first, you need to understand the one thing that every rule is built on, which is the bedrock of online personal branding, proof. The barrier for entry to get into content and be successful continues to get lower and lower. And with that, we have intense volumes of content being created.
On top of that, we have AI content getting created. So who are we as consumers to trust? Like, who are we going to trust?
And so I think the only thing that is going to make someone trust you over other people is proof what is proof well let me spit an analogy for you let's say my dad asks me have you cleaned your room son and i say yeah he can then say prove it and then i can walk up show him that i clean my room so it is proof that what i am saying is legit in reality so if i am telling you you need good hooks in your content what is to prove that what i am saying is going to work for you well an example showing that i have helped someone else out with their hooks and they got growth on social media from it i think there are different kinds of proof and i think that there's a tier list of average good and great so i think average is screenshots of people texting you saying hey i got a good outcome like hey i lost 20 pounds in your program or hey i made my first 10 000 a month like that can be faked pretty easily so that's average i think good is before and after photos so maybe like for me on my instagram stories i share before and after photos of people's accounts right so like before they're working with me 10k followers now after working with me 100k followers right i think that's good and then i think great is a video testimonial of someone saying hey i worked with ronnie and i grew 100 000 followers and if you're a business owner trying to come up with a recurring way of capturing proof in your service that you provide to your customers is a great idea so for example maybe you do consulting
At the end of every consulting call, get people to fill out a survey talking about what their experience was like working with you. If you do check -ins with your clients on a frequent basis, then get them to share a win. But not everyone watches your stories though.
So there are other types of proof that you can post on your feed. The first way is you can post videos or photo carousels of before and after images or videos from your clients. I think one of the better ways to show proof in an interesting way is to share value, give a piece of education, and then on the back end of that value, you talk about how you applied that piece of education with Sarah or Betty or John or whatever their name is.
So an example for me, I could teach that you need to make all your content Ewok, which means effective without context. And then I could teach it. And then I could say, we took Christine from 10 ,000 followers to over a million followers just by making this one tweak.
And now that's me giving value to you. And then me showing you that there is evidence to. prove that what i'm saying actually works for people and that cements me as a subject matter expert more than if i had just given the education and the value now that you know you need a bedrock of proof let's talk about what doesn't work anymore i think what doesn't work that might have used to work is you can't just win with quality content anymore like high quality production a good camera a good set a good visual those things used to signal that you were an expert and you knew what you were talking about because not everyone had access to those things but now because the barrier for entry is so low and everyone has access to AI tools that can make it look like their background is professional.
And I think you just creating quality content isn't enough in the new era of personal branding. But I think what is going to work in the future of online personal branding is experiences. It's stories.
It's uniqueness. I think with the rise of technology, the things that we want have been manufactured in a way that they can be delivered to us in the most efficient and consumable way possible. So for example, you might have needed to watch a two -hour podcast to learn how to build a business, but now you can go on Instagram and get that same information in 20 seconds.
We have squeezed all of the nutrients out of the content and now we just have the bare bones, the essence, and you can get that on social media in two seconds. You used to need to Google stuff and then go search for information. And now you can just ask ChatGPT to give you a super tailored piece of information that's going to serve you.
Like everything has been squeezed to be given to you in an ultra palatable, efficient way. So you don't need to consume the real thing anymore. And I think that applies to content because you need to speak viscerally to people and shortcut the amount of time that you give people information.
And you need to make it consumable. You need to make it interesting. You need to make it somewhat fun.
You need to make your content more valuable per second, because if you don't, they will just go find that same information. someone else that is making it easier to consume. I think what doesn't work as well as it used to is LARPing as an expert.
LARPing means live action role playing. It's like you are role playing as the guy who knows what he's talking about. You cannot just be another guy with opinions and expect to have a real outcome from building a personal brand.
You can have a perceived outcome from building a personal brand. Like you can look like an expert. You can look on social media like your life is together and you can like rent the car and you can have the penthouse and you can have a buddy that has a jet.
and make it look like you're being successful. I know people that aren't as successful as their social media feed would make it look like they are. And so if you want real success, you need to be someone that actually knows what they're talking about and has proof to back up that you know what you're talking about.
Now that we know what doesn't work to build your personal brand, let's talk about the rules that exist within the new era of building a personal brand online. Which brings me to rule number one, which is the Holy Trinity. What is the Holy Trinity, you might ask?
I think a lot of people, when they think... personal brand they think of a instagram account with a lot of followers good quality content and reach and reputation i think that's cool we can we can work with that definition but i think it goes so much deeper than just posting instagram reels a lot of people they post consistently on instagram or tick tock or these short form platforms and they think that that is enough to get the outcome that they want i think if you just post short form content you can get a lot of followers but followers alone do not equal an audience of people that trust you it does not equal an audience of people that are somewhat of a cult for what you believe in i've been a creative director creating content for some big personal brands for the last five years and this is what i've seen work with the creators i've worked with as well as all of the biggest personal brands on social media today so first things first you have short form content for discoverability so this is like instagram tick tock youtube shorts facebook this this sort of thing if you were to think about the people on social media who have personal brands that you with
how did you first discover them? I reckon it's one of two ways and we'll get to the second in a minute. But I reckon the first way was likely on short form content.
Like I am a huge fan of Alex Ramosi, been following him for six years now, but I discovered him on short form content. And for a lot of people that have a massive personal brand, a lot of their audience discovered them first on a short form piece of content. That's where they first saw them.
But short form content alone, I don't think will build the amount of influence that you want. Which brings me to the second pillar of the Holy Trinity, which is YouTube. where you can share novel education.
Short form is where you get discovered. YouTube is where you create long form content to teach your audience the things that you know that hopefully your competitors don't. And then the third pillar of the Holy Trinity, which most people don't do and don't even think about, is getting on other people's podcasts so that you can share your life philosophy, so that other people can also trust you.
In a recent vlog that Greg Lavecchia did on YouTube, he went out to Alex Hermosi's headquarters at ACQ in Vegas. He paired himself with Alex Ramosi. Now, Alex Ramosi has a cult audience, big, big cult audience.
And Greg Lavecchia is an up and coming, massive personal brand. But what happened when he paired himself with Alex Ramosi. As an Alex Ramosi fan myself, I saw that, okay, Alex Ramosi is a verified creator in my brain.
I trust the guy. And so if he is willing to pair himself with Greg Lavecchia, then that must mean that I can trust Greg Lavecchia too, right? And that's the way most people think about it.
Every creator online, even if you have like 10 million followers, you exist within a bubble. Like 10 million against 8 billion people on the planet, like that's not even a fraction. Like people don't even know who you are.
Barely anyone knows who you are. And so the effect, the outcome of pairing yourself with other people, maybe... in different industries allows you to borrow audiences and get into different bubbles.
It's a great way to borrow credibility. It shows that you're interacting with people in real life around you. You're not just another guy on the internet.
So don't just create short form content because it's easy. Also create long form content, regardless of the performance, share your novel education with people, and then try and get on as many podcasts as you can. You might have to punch down a little bit at first just to get on one podcast.
And now one podcast alone won't blow you up. It's a consistent thing that you have to do over time, but then. Continue to scale up how many podcasts you're getting on over time.
This is a great way to borrow credibility and show that you are someone that is verified in these other people's eyes. Which brings me to rule number two, you need a mission. What is a mission?
I think in this context, it's a goal that you have to change the world, not to make more money. It's literally an impact goal. This is how I want to change the world.
And the way that I think you are uniquely qualified to change the world is... looking at what are the problems that I have overcome in my life that were extremely painful for me to deal with. That pain and that transformation is likely going to make you a true believer in that mission.
And it's so much easier to follow someone and become a follower of them, not just on social media, but in life when they have a mission and that leader is a true believer in their mission. One of the brilliant creators we work with, his name's Macrodaddy. He grew from 160 ,000 followers to over a million followers on Instagram in a year.
this is his mission the guy used to be 300 pounds and he ended up losing 100 pounds and now his mission is to change the way the world sees food because he cannot unsee what he's seen what an easier person to follow than just someone that's creating fitness content like hey the way the world sees food is like you don't have to eat disgusting boring bland chicken and rice if you want to get super fit and look good like you can eat food that tastes good and still be in the best shape of your life and so that's his mission all of the content that he creates is to change the world it's to change the way the world sees food.
If you followed me on this channel, you'll know my mission, which is to help other people realize how smart they are by creating education that is simple enough for them to understand. My mission is twofold. When I was young, I didn't.
feel at that time that I had leaders to look up to that could point me in the right direction to achieve my goals. And the only people that I had access to, the only leaders that I had access to that could give me information were on social media. And I think that's super cool.
Like social media has drastically impacted my life, just watching people on Instagram. And so I want to take the skills that I have and help other people that are true leaders get in front of the people that need to hear their message. I'll steal this Dan Martell quote.
It's a little cliche, but it's be the person that you needed in your darkest days. And then the meaning of life for you is to send the elevator back. down to the people that struggle with the problems that you used to struggle with.
So look at yourself. What did you struggle with? What is the biggest recurring pain that you've experienced in your life?
How did you overcome that? And then how can you insert that message into the content that you create? When you have a mission to change the world that you are a true believer in, that will bleed out of everything you do because you'll speak with conviction.
You are someone who's here to help. And when you speak, you'll be able to speak with so much more detail and relevance and you'll be able to actually help people because you're a true believer. in what you stand for you're not just someone who's creating content because you're trying to make a dollar rule number three pick a competence goal a competence goal is a goal that you are going to set which is tied to you learning if we boil down social media super simply and you want to be successful at social media it would be do stuff that is cool and then talk about what you did if you want followers on social media followers suggest that people are following you as you go somewhere you must embark on a journey and have people follow you so it's kind of hard to gain followers if you're not going anywhere if you're not doing cool and then don't documenting what you're doing online.
A lot of people are really focused on their content strategy and they're trying to gain more followers, but they're not focused on gaining competence, which is what's going to make them followable. I've talked about this on this channel as well, but my goal is to generate a billion followers and a billion dollars for customers.
That is my competence goal. I know that by the time I get to 50 million followers, a hundred million followers, 500 million followers, I will know so much more about content than most people because most people haven't done that. Most people set outcome goals.
Like I want to get to a hundred thousand followers or I want make 10 million dollars or they want to grow their business to a certain size they want these vanity metrics but what is going to help you achieve your outcome goal is by setting a competence goal because money and fame are magnetized by skills and you gain skills by becoming competent which is why setting a competence goal is one of the most important things you can do if you want to build a personal brand online rule number four is understanding expert mode versus student mode so i think that everyone exists on a continuum of skill so at the Far end of the extreme on one side, you have someone that doesn't know anything about a trade.
On the other end of the extreme, you have someone that knows more than anyone else on the planet about that domain. You sit somewhere on this continuum. Everyone that creates content sits somewhere on this continuum.
It's important to understand whether you're further on this end of the extreme versus this end of the extreme, because that will dictate the way you show up on social media. I was doing a group Q &A in someone's community yesterday, and one of the guys asked me a question. He said, I'm trying to build a following talking about djing the only issue is i'm not good at djing i'm trying to learn how to get good at djing so how should i approach this and i shared the expert versus student continuum i said because you don't have the skill of djing right now i don't think that means that you shouldn't create content until you're good at djing i think what you should do is you should set the goal to get really good at djing and as you learn how to get good at djing you should document your journey so that people can follow along I challenge you to list out the things that you have currently done.
What outcomes have you been able to create for yourself and for other people? After you have that, I want you to list out what your competence goal is going to be. This is the impact that you are going to create.
This is the skill that you are going to learn. Make it tangible so you can actually hit it. You then need to reverse engineer what is required for me to learn this skill.
What is required for me to achieve this competence goal? You then need to schedule work into your calendar, which is you learning the skill. And then as you learn the skill, write down the things that you learn, which are going to be ideas for competition.
Now that you have those ideas, create one video per idea and document what you're learning and commit to doing this for 365 days, posting every single day. Regardless of how good you are at something, you can still get better and there are people out there better than you. And so no matter who you are, whether you're on this end of the extreme or this end of the extreme, set a competence goal and then schedule in this work and then talk about what you're learning as you're learning it.
With the DJ example, if he had went out and started to create content, trying to posture as an expert, he would have fell flat on his face because there are people out there that are really fucking good at DJing and all people have to do is follow the person that's already good versus the person that's posturing as being good.
So lower the ego a little bit. and go out and learn some stuff and talk about it through the frame of I am someone who's learning and I document what I'm learning. Now, regardless of where you are on the student versus expert continuum, you're going to need to define your terms.
Which brings me to rule number five. I have a buddy named Jay Foster, and he recently created a piece of content that I thought was really good. In the video, he shared a study that was done on people that were supposed to tap the rhythm of Happy Birthday on the table as they were listening to it.
And the other person wasn't allowed to hear the song. They just had to guess what the song was by the way that they were tapping it. The people doing the study assumed that around 50 % of the people that heard the rhythms would have guessed that the song was about Happy Birthday.
But the outcome was that only about 2 % of the people that heard the rhythm were able to guess the song. Why is this?
This is because of something called the curse of knowledge. And it's why experts often make the worst teachers. They skip the steps in communicating that they think are obvious.
But to the people learning, those steps aren't obvious at all. This is the importance of defining your terms. Within an industry, when you get good at something, there is industry jargon, which are basically like code words that people that are in the know, they know these words.
But to everyone else, the people trying to learn the skill or the people consuming content about the person that knows the skill they don't know these super obvious things either for example marketing what does marketing mean marketing could mean so many different things and so i want you to run through this exercise go watch your content and then take the sentences of the words that you say and write them out on a piece of paper i then want you to circle words that aren't observable like i couldn't observe them so for example we'll use this marketing example maybe a piece of content says you need to market i'm going to circle the word marketing i'm then going to draw an arrow down i'm then going to try and define that term what does marketing mean well it means Advertising.
OK, well, I couldn't observe advertising. What does advertising mean? We then chunk it down again.
What does advertising mean? Well, there's so many different ways to advertise. You could post content, you could run ads, you could get affiliates to advertise for you.
OK, so now we're getting somewhere. We now have three different definitions of this word advertising. OK, well, which one are you talking about?
Oh, well, I'm talking about, you know, running ads. OK, well, can we show people ads? Can we make ads observable to people?
Awesome. we have now taken an industry jargon term that other people aren't familiar with and we have defined it as people can observe it as anyone can understand it this is the power of defining terms in order for content to perform successfully on social media it should be smooth brain approved to make content smooth brain approved you need to say stuff that anyone could understand or at least most people could understand because what that does is it increases the tam which means the total addressable market of people that can watch that piece of content and get value from it i think what's funny about humans is we often conflate ignorance with stupidity oh you know that guy's dumb is he dumb or is he just ignorant like is there information here that you are not aware of which is making you not understand if you don't want to make people feel stupid then define words that they don't understand and get ready to communicate things that you think are
super obvious because what's obvious to you as someone with years of experience is not obvious to someone with no years of experience. Defining your terms and making your content understandable and crystal clear is one of the two only universal truths that I have seen in all of content creation across all accounts. Which brings me to rule number six, which is the second only universal truth that I've seen across all social media accounts.
And this is the rule of volume and iteration. I define volume as doing the thing over and over again and not stopping. being consistent.
And I define iteration as studying that volume and looking at the reps that won and then doing more of those. So what does this practically look like in content? This looks like posting consistently every single day.
If you can post more than once a day, even better. And then every week and every month. Look at the pieces of content that you posted and study which ones performed better than average.
You can measure views per post, followers gained per post, or leads created per post. Whichever metric is most important to you at a given time, iterate on that variable. Let's say you posted 10 videos.
That's volume. Nine out of 10 of those videos got 1 ,000 views, but one of those videos got 10 ,000 views. Iteration is taking that single video that got 10 ,000 views and listing out all of the variables that you observe.
What was the scene? What were you saying? What was the topic?
What was the format? The format is the template of the video. Were there graphics?
Was there music? What was the message? Those are the variables.
And then iteration looks like taking those variables and creating net new content, exchanging certain variables, not all, and then seeing how that content does. You now see the benefit of posting more content as opposed to less because the more volume you get, the more feedback loops you're able to study and the more testing you're able to do.
The single biggest fuck up of every content creator is they don't post consistently. The second biggest fuck up is if they're posting consistently, they don't look at what worked and do more of it. We generate about a million followers a month for our clients.
That's a million new followers for our clients. And the bare minimum amount of posts we do a day per account is two a day. Some of them are doing four a day.
Some of them are doing six a day. We post approximately 10 to 15 ,000 pieces of content a month across our company. With that amount of volume, we're able to see what works and what doesn't and just do more of what works.
These are the six rules that apply in the new era of personal branding. I'm Ronnie Mitchell. I've been a creative director for the last five years.
And if you are a creative director, a strategist, an ideator, just someone that has proof that you have created success on social media for other people, then I'd love to have a conversation with you. If that's you, message me on Instagram. We're always looking for creatives that give a shit.
And watch this video next to learn about how to build a cult -like personal brand.
The Hook
The bait, then the rug-pull.
Online personal brands as we know them have just changed forever, says a creative director who claims 15 billion views and 20 million followers for clients. His answer is proof first, then six rules for playing the game now.
Named ideas worth stealing.
01:00list
Proof tier list
- Average: screenshots of client texts
- Good: before and after photos
- Great: video testimonials
Ranks types of evidence by how hard they are to fake.
Steal forany coaching or service offer
06:50model
The Holy Trinity
- Short-form for discovery
- YouTube for novel education
- Other people's podcasts for borrowed credibility
Three channels that together turn followers into an audience that trusts you.
Steal forcontent channel planning
06:50list
The six rules of personal branding
- Holy Trinity
- Have a mission
- Pick a competence goal
- Expert vs student mode
- Define your terms
- Volume and iteration
The speaker's checklist for building a brand in the AI era.
Steal foraudit of any creator account
16:00model
Define-your-terms exercise
- Write out your script
- Circle words a viewer could not observe
- Define each one
- Chunk down again until observable
Turns jargon into concrete language by repeatedly asking what a term means until you can show it.
Steal forscripts and sales pages
How they asked for the click.
VERBAL ASK
19:45link
“If you are a creative director, a strategist, an ideator, message me on Instagram.”
A recruiting pitch aimed at creatives with proven results, followed by a pointer to his cult-like personal brand video.
MENTIONED ON CAMERA
Visual structure at a glance.
