Scott Millard

Building brands

[Scott Millard @scottcmillard]

After focusing on creating short motion videos the last 2.5 years, I’m completely shifting gears

(this is not engagement clickbait, I'm legit pivoting)

It actually effects you too, here's why:

[Scott Millard @scottcmillard]

@cbwritescopy A couple? Rookie numbers

[Scott Millard @scottcmillard]

@danielfazio Just make them brighter fam

[Scott Millard @scottcmillard]

@andrehaykaljr UP AND TO THE RIGHT

[Scott Millard @scottcmillard]

@kishanr53 Rich rich millionaire bombaclaaatt

[Scott Millard @scottcmillard]

@DRWithJB Claude

[Scott Millard @scottcmillard]

@newsomenuggets Rocketship

[Scott Millard @scottcmillard]

@adutchbro Haboostbibi

[Scott Millard @scottcmillard]

It is absolutely mind blowing how good of a talent pipeline you can build with just a couple thousand followers.

[Scott Millard @scottcmillard]

@mickeyhardy dont need it when youre standing on business

[Scott Millard @scottcmillard]

@apollonator3000 Just a straightforward kanban style board with tasks moving in columns from left to right

[Scott Millard @scottcmillard]

@theaymanarab Aight think it’s time to go touch grass

[Scott Millard @scottcmillard]

@NickAbraham12 Sir u lambo now?

[Scott Millard @scottcmillard]

@Salmaaboukarr Realized how decentralized my ideas and note taking were

Could never go back somewhere to find something, apple notes doesn’t have in depth enough organization etc

[Scott Millard @scottcmillard]

Used to be a Notion hater now I run my entire life on it

[Scott Millard @scottcmillard]

@notcamcasey Been looking for studies and stuff that look into this do you have a source you can like other than trust me bro ;) ?

[Scott Millard @scottcmillard]

“Personal branding is dead!”

“Ads don’t work anymore!”

”I’m shadow banned!”

The truth is, none of these are correct, but none are wrong either.

Every marketing channel is what you make of it, and how well it aligns with your brand.

Ads work. Organic works. Affiliates work.

It’s a matter of pros and cons, budget, and timeline for execution.

I would scale ads if you want to scale a new product from 0-$ 100k in 30 days.

But if you wanted to sustainably build a massive media empire that cashflows for a decade, I would probably use organic.

Everyone is incentivized to convince you that their channel of choice is the only one that works, and we’re all guilty of it (myself included)

The funny thing is, if you look at the chart, they all pretty much have an even distribution of pros and cons

At the end of the day, try them all because you never know which one might be a hit for your business.

[Scott Millard @scottcmillard]

“Personal branding is dead!”

“Ads don’t work anymore!”

”I’m shadow banned!”

The truth is, none of these are correct, but none are wrong either.

Every marketing channel is what you make of it, and how well it aligns with your brand.

Ads work. Organic works. Affiliates work.

It’s a matter of pros and cons, budget, and timeline for execution.

I would scale ads if you want to scale a new product from 0-$ 100k in 30 days.

But if you wanted to sustainably build a massive media empire that cashflows for a decade, I would probably use organic.

Everyone is incentivized to convince you that their channel of choice is the only one that works, and we’re all guilty of it (myself included)

The funny thing is, if you look at the chart, they all pretty much have an even distribution of pros and cons

At the end of the day, try them all because you never know which one might be a hit for your business.

[quinn fulmer @qfulm]

'content strategy' looks very different depending on what u want

before listening to anyone's 'blueprint', ask yourself...

are you creating because:

a. ur compelled to create
b. you just want to sell a product
c. you want to make an impact

if a)

- use your taste and perspective to inform the creation of your 'flagship' medium. whether thats videos or music whatever it is. keep the art that you want people to see in its original form that you are proud of. if it sucks then u need to get better. but your opinion will be the guiding compass whether or not it is good

- unless ur exceptional, you will need to 'play the game' of other mediums to get your 'flagship' work seen. you'll have to be clever with angles, packaging, promotion, but these should be used to prop up your work, not alter the core product. (eg. learning tiktok/ig to promote ur music. cater presentation to diff platforms but core product remains unchanged & as a form of expression)

if b)
- deeply understand the meta-identity and desired solution of your ideal customer. exactly what they need (down to specifics), who they want to be, and position yourself as the bridge between where they are at and where they want to be. build affinity towards these people and speak directly to them in their own language and preferred presentation style. take them 'under your wing' in everything you produce. share results others have had with your product in a compelling way. show visual proof.
- be ruthless & pragmatic towards doing what works. what resonates with the audience and drives sales ethically is the ideal that you will follow. still think in terms of reputation & not quick cash grab (esp if your face is behind it). also product needs to be good but besides the point
- keep up to date with best practices for each platform. if you are busy running the biz/ops, work w people who live and breathe on these platforms who actually execute (not just strategists)

if c)
- hybrid of the two. create and share things that are close to your heart but also create and share things with the audience in mind. make things with the goal of acquiring new viewership and also make things that only your core audience will understand. build a sense of community by having a central mission that others can identify with and feel like they are a part of something larger than themselves when interacting with your work.
- build references, inside jokes, genuine interaction & discourse inside your stuff. cater to each medium when appropriate, but don't over-engineer to the point where you lose opportunity for deeper connection.
- if you're .001% exceptional just do the same as A

[Scott Millard @scottcmillard]

I've coached 89 founders on video content, and they all make the same 7 mistakes.

The truth? Most are paralyzed by perfectionism, not by skill.

Here's how to finally break through and create videos that convert:

The Equipment Myth

I've shot commercials for Samsung and NASCAR with just $5k worth of equipment

Yet, founders spend more than this on cameras before filming a single video.

Your iPhone in portrait mode with natural window light will outperform 90% of overproduced content. (Look at TikTok for example)

Content Paralysis

The best founders don't overthink what to say - they simplify complex ideas.

Talk about your transformation: where you stood at the crossroads, what critical decisions turned your fortunes around, and how you navigated through the storm to clear skies.

Your journey is your greatest content asset.

The Editing Trap

I've seen founders hire editing teams that spend $500-$3,000 just to create a 7- minute video..

Trim the beginning and end, add captions, and move on.

Done > perfect.

Self-Image Resistance

Every founder I've worked with, including myself, hated how they looked on camera at first.

Do you think Brad Pitt’s first time acting was his best?

Camera confidence isn't natural - it's practiced. Film yourself daily for two weeks, even if you delete everything.

The Expertise Paradox

You don't need to know everything - you just need to be specific.

Share one concrete lesson per video instead of vague advice.

Delivery Difficulties

Public speaking terrifies 75% of people - even when it's just them and a camera.

The hack to getting over stuttering? Tongue twisters to warm up.

Here are some of my favorites

Beginner: "Red Leather Yellow Leather"

Intermediate: "Which Wristwatches are Swiss Wristwatches?"

Advanced: "The Sovereign Citizen, Steadfast in Station, Sows Sophistication, Shuns Shoddy Sophistry, Showcasing Sterling Sensibility

Invisible Strategy

The biggest mistake? Creating content without a clear path to conversion.

Each video should articulate the value the viewer will gain, explicitly state how each feature or action benefits them, and use examples to illustrate the real-world impact.

Always connect your content to your larger business ecosystem.

After producing videos for 10 years I can promise you this: the foundation for video success isn't technical skill - it's psychological breakthrough.

Start with these frameworks, and you'll be creating content that converts in days, not months.

[Scott Millard @scottcmillard]

@danielfazio This is actually just how life works