Don’t have anything interesting to share?

Can’t come up with content ideas no matter what you do?

I get it.

As a founder, you’re already taking care of so many things.

From hiring to operations to the day-to-day stress of building a business.

Obviously, you wouldn’t wanna spend an hour every day creating content.

But what if there was an easy way?

A couple of days ago, I was scrolling through some podcasts.

And Boom! I noticed something.

I’ve consumed hours and hours worth of content from Nathan Barry, founder of Convertkit.

It feels like I know him on a deeper level.

I trust him.

I even believe that he’s one of the thought leaders in the newsletter space.

Yet, when I tried to recall any insight that I’ve learned *specifically from him*… I couldn’t.

How’s that possible?

That’s when I realized:

Nathan Barry’s entire personal branding strategy revolves around him NOT being the main character of his content.

The pressure, the effort, and the risk are lifted off of him.

And the main character of his content is someone else.

Nathan Barry’s ASAP Framework:

How do you become the go-to person in your industry without sharing any insights of your own?

Let’s break it down using Nathan Barry’s ASAP Framework:

Step 1: Audience Research

The Internet is filled with noise.

No matter what industry you belong to.

To make sure that people give you their most valuable asset (their attention), you gotta know what they need:

• What are the things they want to know?

• What are their core pain points?

• What is it that they truly desire?

It sounds simple in theory.

But how do you actually do that?

Well, there are many ways.

Since Nathan Barry already had a giant email list of all his customers, he decided to conduct surveys and polls to extract those insights.

Since you don’t have that, you can overhear your customer’s conversations wherever they hang out.

Places you can do that are:

• Subreddits.

• The comment section of your industry podcasts.

• X (Twitter) comments/posts from other leaders in your industry.

Step 2: Schedule interviews with your top clients/customers 

Once you have a giant list of questions, the next step is to start reaching out to your top clients/ customers.

These are people your audience looks up to.

These are the people your customer base aspires to become.

In Nathan Barry’s case, as the founder of Convertkit, his customer base consists of newsletter creators.

So, obviously, they’re inspired by personalities like Sam Parr, Codie Sanchez, and Sahil Bloom. (these creators have built some of the largest newsletters).

Therefore, Nathan decided to invite hundreds of top newsletter creators like them on his podcast.

Even if your top clients aren't on the level of, say, Sam Parr, that doesn’t mean your customer base doesn’t look up to them.

All you have to find

Step 3: Ask them the damn questions.

You have the list of questions your audience wants to ask.

You have invited a super-client on call.

It’s time to ask the damn questions.

Now, it’s up to you whether you wanna make this a high-production quality podcast or just a quick conversation over a phone call.

Don’t worry about anything else other than grabbing their insights.

Ask as specific questions as you can.

Remember, your audience wouldn’t listen to you if you didn’t put yourself in their shoes and extract crazy insights from the guest.

The biggest reason why Nathan Barry is such a reputed personal brand is not because of the answers he gives.

It’s because of the questions he asks.

Step 4: Paraphrase and Amplify the insights

So, you had the conversation, and you finally have the recording (or transcript).

This is the most important and valuable step of the process.

This is where you turn your guests’ insights into a newsletter.

Why newsletter?

Because email is the most valuable audience you can have. (we’ll talk about this in some other edition).

After repurposing the conversation into a newsletter.

You can easily turn one interview into a week’s worth of multi-platform social media content.

If you have recorded a video conversation, then you can also post it as Youtube video, Instagram reels and TikTok.

So, we’re finally done with breaking down Nathan Barry’s strategy of building a personal brand without putting the time and effort to crystallise your own insights.

I firmly believe that reverse engineering the top leaders of the industry can create magic for your personal branding journey.

And that’s what I promise to bring to your life. Magic.

Let’s meet next Thursday.

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