Back in September, I had the opportunity to attend a Capital Club event in Singapore.

After speaking with Luke Belmar and other big names in personal branding and online business, here are 3 of my biggest takeaways:

1. Focus on Distribution: Creating Your Own Luck

Chances are you’ve seen Luke’s face pop up on your Instagram, TikTok, Facebook, or YouTube feed.

In 2023, the Capital Club operation posted a total of 153,000 videos.

The purpose of this is to maximize distribution and bring as many people into their funnel.

In my agency, we’ve done something similar with our mass shortform content offer, which allowed our clients to generate 500,000+ views/month — both for personal brands and brick-and-mortar businesses.

The truth is, you can have the best product in the world, but if no one knows about it, you’ll starve.

Now, the way the CC team incentivizes their video editors is quite interesting.

A system like this isn’t possible unless you attract and incentivize the right talent, which brings us to our next lesson.

2. Attracting A-Players

I asked Luke what qualities he looks for in A-players and he shared two:

1. Loyalty — Is this person aligned with my mission or will he jump ship when things get tough?

2. Longevity — Does this person see themselves with the team long-term? This affects the decisions he makes.

Luke makes sure his team’s incentives are aligned with his vision.

For example, his video editors are rewarded for creating viral videos — one of their KPIs is video views.

This way, they’re incentivized not just to make videos, but to make videos that lead to as many people as possible entering his funnel.

3. Have A Deep Funnel

The reason the Capital Club operation could invest so heavily into content is that their funnel doesn’t stop at membership fees or events.

The bottom of their funnel is business partnerships — which are worth far more than any $1k event.

Inside your business, you can apply the same concept.

By making each customer worth more, you can spend more to acquire them.

Take these lessons and crush it out there.
- Eric Otten

Ps. We talked about the importance of distribution here. If you use LinkedIn to get clients, you’re missing out by not distributing your message to as many people in your niche as possible…

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