Marketing concept of pattern interruption explained using Liquid Deathfrom @briarcochran

Transcript

If you wanna build a personal brand, one that is truly impressive. Okay? There's one core concept that I'm gonna talk about right here. It is pulled from Liquid Death. If you don't know Liquid Death, it's the water company. And their founder actually worst for marketing agencies. He's a marketing wizard. He's not just an operator. But he did one thing really, really, really impressive, and it applies to personal brands. It's what I've seen. Tens of 20 of the massive personal brands that I've worked with actually do, and it comes down to one thing. It is pattern interruption. Pattern interruption. Let me break that down real quick. If you think about the activity of scrolling social media. K? You have one person, the customer, the viewer, mindlessly scrolling. K? Mindlessly scrolling. Everyone thinks hooks is how you stop the scroll. I gotta get their attention in three seconds. K? Yes. Sort of. It's definitely part of it. But on a larger scale, something bigger than just hooks is you have to interrupt the pattern of not just the scrolling, but of how they view social media. What I mean by that is better say you are a gardener creator. K? You're trying to find your gardening viewers. You pattern interrupt by being the one gardening creator that is unlike the rest. Think about liquid death. If I walk up to Income And Go or Casey's or seven eleven or I'm from the Midwest. You guys probably don't know what half of those are. Gas stations. And I look at the water fridge, you know, the the cooler, whatever it's called. There's Dasani, and there's this, there's this, there's this. It's all these clear plastic bottles with some blue on them. And then right in the middle, if I see liquid death, a black and gold can with a skull, I'm at least gonna try it. I'm at least gonna try it. And if it's good, I'm gonna become a fan. This this this concept of counter positioning for the sake of pattern interruption in everything you do, in everything you do, not just the hook, not just the branding, not even just the color of clothes you're wearing. Like, it has to you have to be thinking always, always, always, always. How do I stand out? How do I stand out? How do I stand out? How do I stand out? Who are my top 10 biggest competitors? What do they all have going on? How do I become different? Who are the top where were the top 10 best hooks in my niche? K. What do they all have in common? K. How do I become different and better? What are the top 10 editing styles? Is it green screen? Is it vlog? Is it whatever? How do I stand out, pattern interruption, and become better? K? This is the, like, level of thought you have to have in anything. Okay? In any area of your content creation journey, and the most important one is angles. Okay? It's angles. Let me explain this. If we talk about let's go back to the carrots. Maybe we're gonna talk about how to make a carrot pie. K? A carrot pie. Everyone is gonna traditionally be like, yeah. You're gonna wanna use I'm gonna say some random stuff here, guys. Bear with me. I wanna use two cups of flour, five carrots, and make sure you throw a little bit of milk in there and crack an egg. K? Maybe the next person's like, actually, I think you should only use two cups of flour, four carrots, and crack two eggs. Don't use any milk, use water instead. If you come in, you say something off the wall that is actually valuable, not just off the wall for the sake of being off the wall. So many people do that. It's like, oh, this is gonna piss people off. I'm trying to rage bait. I just wanna get people to comment and say, what the heck? That's not good. No one's gonna follow you long term. They're gonna watch the video. They're gonna comment. They're gonna hate you, and they're not gonna actually follow you. So what? You get more views. Doesn't matter. You don't build community. If you come in and you say, hey. Actually, what you don't know is you don't have to use flour. There's this hidden tip that Sacagawea used when she was on the Oregon Trail. I know that that doesn't even make sense. Okay? I'm pretty sure she wasn't on. She was on the Louisiana Purchase or whatever it is. And she used to use bird better. Okay? And algae's falling apart. Bear with me. And then she used one egg, five carrots, etcetera. You are going to stand out. You're gonna stand out, and you're gonna provide value. K? Let's break this down for a fitness niche. You guys you guys might have seen this. There was this guy who went mega viral for teaching people how to do a push up. And all he did was that he best, like, rolled his elbows in and then just started doing push ups. Or or, like, he gripped he did he showed one simple adjustment. And it was this extremely common thing. Everyone thought they knew how to do a push up, and he counter positioned the angle. Okay? The perspective he had on push ups. And it was something like, I was today's year old when I realized if I just twist my elbows in, I'm going to actually activate my chest instead of my back. K? It was valuable, and it was a counter position. If you want to build a personal brand, especially in a very oversaturated niche, which I know so many of you are in, you need to find the pattern interruption, the counter position, and the value. K? And you have to do hard work to go find it. It's gonna take hours of research. It's gonna take hours of testing. It's gonna take a 100 videos. K? This doesn't come easy. You have to go put in the work to find what truly people find value, and it's gonna get them to stop the scroll. And then you have to do it over and over and over, and you do it on a big scale with your branding. Then you do it on a small scale with your edits. Then you do it on a big scale again with the angle of the video. Then you do it on a small scale with the hooks. Like, you just ebb and flow. You just do it over and over and over again.