The #1 Blocker in Building a Personal Brand and 4 Ways to Overcome

The Block   "I Don’t Know What to Say" 

Building a personal brand can feel like a daunting task, especially if you're not sure where to start. Most people assume they don’t know what to say or that they won’t say the right thing. But the truth is, you already know exactly what to say. The hesitation comes from something else. Let’s break down these mental barriers and start addressing the resistance.

Part 1: You Already Know What to Say

One of the biggest things holding people back from creating content is the idea that they don’t know what to say.

That’s simply not true. You live and breathe it every day. You’re having important conversations with employees, customers, and industry partners. Think about how you sell a car:

• You identify the pain.

• You locate the desired outcome.

• You show the customer how to get there.

That’s all content creation is. Instead of a customer, your audience is the people who need your advice, insight, and experience. It’s the same steps you’ve already mastered, just with a slightly different focus.

Take a moment to think about what you say daily to the people around you…those are your stories. Just shift your perspective and start helping people by sharing what you already know. 

It’s that simple.

Part 2: Cornerstones of Your Content

Now that you realize you know what to say, let’s get organized.

For those of you who regularly read my content, you’ll see a pattern. That’s by design. I don’t talk about a million things; I focus on a few. These are my Content Cornerstones—the pillars that guide everything I create.

Here are mine:

• Freedom: This includes core values, branding, and being the master of your own fate.

• Wholesale Mastery: Topics like dealer-to-dealer strategies, street buying, and the Auto Auction Review business  

• Men’s Wellness: The B4 Method, hormones, and mental health.

• Entrepreneurship: Identifying trends, creating opportunities, and building resilience.

Within each of these categories, there are subsets of topics I could talk about for hours. And guess what? 

You have the same amount of knowledge in your head.

You are a highly trained expert. All you have to do is break down what you know into digestible pieces and keep coming back to those pillars. You’ll never have writer’s block if you follow this method. It’s a process you’ve already perfected in your daily work. It’s time to use it to your advantage.

Part 3: Who Are You Talking To?

The next step is knowing who you’re talking to. There are lots of terms for this: Ideal Client Profile (ICP), Client Avatar, Target Audience. It doesn’t matter what you call it, but you should visualize one person you’re speaking to.

This could be:

• Your mom or younger brother…someone who already knows, likes, and trusts you.

• An imaginary, super-detailed profile of your ideal audience.

• Or even your former self…the person who wished they knew then what you know now.

None of this changes the value of what you have to say. Your life experiences have already done the heavy lifting. You’ve solved problems, overcome obstacles, and built an entire career.

Spend some time thinking about who would benefit from knowing what you know. Give that person a name, and when you create content, just talk to them. 

It’s that simple.

Part 4: Fear of Judgment

Here’s the real issue for most people: it’s not that you don’t know what to say. It’s that you don’t know if people will like it.

Creating content feels vulnerable. It’s way easier to consume than create because nobody can judge you when you’re just reading or watching. But the fear of judgment will stop you in your tracks if you let it. I’ve been there, and I still struggle with it daily.

This fear is wired into us—it’s a survival instinct. Thousands of years ago, being judged and banished from the tribe could mean death. Our subconscious minds are still wired to protect us from threats, and that’s why we sabotage ourselves before we even start.

Here’s how you get around it: you have to prove it wrong. You make a post, and when you see that you don’t die, something amazing happens—the fear dissipates. In fact, good things start to happen. You’ll realize that most of the negative judgments people project are really reflections of their own insecurities, not about you at all.

Also, think about this: if someone loves what you say, that’s judgment too. So either way, you will be judged. It’s part of the process. You just need to be yourself openly.

Final Thought

You’ve got all the tools you need to start building your brand. You already know what to say…you’ve been saying it for years. Now, you just need to get organized, figure out who you’re talking to, and stop worrying about what people will think.

You can build a brand that opens doors, creates opportunity, and brings you a sense of freedom that you’ve never experienced. 

All you need to do is start.