Ed Resetar

03/06/2025

Most CEOs wonder how often they should post on the socials...

Wrong question.

The real question?

When you post, does it make people feel something?

In Hollywood, the best movies aren’t the ones with the biggest budgets. They're the ones that stick with people.

A single unforgettable scene is more powerful than two hours of noise.

The same goes for content.

It’s not about frequency. It’s about impact🥊.

One powerful, story-driven post can do more for your brand than 100 forgettable ones.

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If you’re a CEO who’s ready to stop posting more and start posting better, I can help.

I craft high-impact thought leadership content that builds your brand and grows your influence. Done-for-you, in your voice, with a strategy designed to make people pay attention.

DM me if you want to stop blending in and start standing out.

02/26/2025

02/11/2025

Hollywood assistants don't make much money, so I'd occasionally work events and dinner parties.

One evening, as I set up for a dinner party at a private residence, an aspiring young actress was asking a successful talent manager ("TM") for career advice. She wanted to option some material but didn't know any producers.

Finally, the talent manager stops.

TM: Do you know how you become a producer?
ACTRESS: What, you have to sleep with someone?

I almost dropped the dishes I was carrying to the table.

My former corporate world brain had been blown so many times in the previous year I thought I was numb to the craziness of the entertainment business.

But this answer caught me off guard.

It was the way the actress proposed her question. It was more of a resigned statement than a hypothetical ask.

Anywhere else in the world, this beautiful young woman's life would arguably be "comfortable," at the very least. But not in LA. Not as an actress.

TM: Nope. You just have to say, "I'm a producer."

The actress was underwhelmed. She thought he was blowing her off.

But he wasn't.

His answer, while comical and cynical, turned out to be the most accurate depiction of real life I learned during my time in Hollywood.

It totally changed how I viewed the world. I came to view all narratives through positioning and framing.

As hokey as it sounds, sometimes you have to speak your identity into existence.

THE TAKEAWAY:

The first step you have to take when building your brand - business or personal - is to DECLARE what you are for all the world to hear.

Then you have to believe it.

Then you have to act on it.

But repeating that declaration early and often is the key. It puts your identity into the ether and helps others feed the narrative machine for you.

If you don't believe it, no one else will.

And, if you're waiting for the marketplace to define you, remember: you might not like what it has to say.

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If you're interested in building your personal or professional brand, schedule 30 minutes on my calendar (link in bio), and you'll come away with a free brand audit, plus 3 tips on how to build your brand.

02/04/2025

The easiest way to create a brand:

Stand against something.

You don't have to define everything your brand stands for (but you should know it).

Instead, figure out who you aren't. Your inverse. And what you're fighting against.

More often than not, this is the reason why your audience should hire you. And a big differentiator in your branding.

In storytelling, the easiest way to strengthen your hero's journey is to flesh out their opponent (the "bad guy"). Then, we know what our hero is fighting for and against.

I did this recently for a commercial real estate brokerage.

My client only represents corporate tenants. This allows them to be strong advocates for their clients without the potential influence of any internal politics.

In their marketing, I contrast this with big brokerages (the opponent in this case), where the Landlord Broker and the Tenant Broker often answer to the same boss and sit across the hall from each other.

I tease this out in various ways on their website, pitch decks, and social media.

So, instead of the same bland commercial real estate branding, my client stands out by standing against something and, by extension, planting its flag for something in its target audience's favor.

One more tip:

Read your reviews. Note the compliments that appeared several times. Now take the OPPOSITE side of that. That's what you stand against.

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Need a way to get more REAL reviews? DM me, I can help.

01/31/2025

Here's the problem.

Before corporations and certain types of people do something, they want a guarantee. You put in X, you get Y.

I used to be one of those people.

But then, I started doing content marketing for my clients.

Much of this social content stuff is in the ether.

You have to live it to feel it. Read the tea leaves. Process it.

And then export the content through your unique lens while staying true to your brand's DNA.

By the time we have enough data to interpret a "historical pattern" in content marketing, the preferred methods may have already changed (remember blogs?!).

Or, worse yet, for the data nerds, it doesn't compute.

→ Your video with only 30 views lands you a big client.

→ You're at an industry breakfast, and a CEO who's never before "liked" your content on LinkedIn tells you how much he loves it. He later refers you to a new client.

→ My commercial real estate broker client got 4 inbound leads in December. People he's never contacted before.

The problem with proof in the above examples is that there's never a column on the spreadsheet to account for "random CEO reader of your LinkedIn posts... leads to referral 3 months later."

Content marketing isn't an easy-to-understand exchange that makes analytical types comfortable.

It's a give, give, give... give even more --> get something in return.

But the magic - to me, at least - is once that first return happens, it's like a signal for the universe, and other returns follow.

Here's to unmeasurable returns.

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If you're searching for ROI on your branding efforts, let's talk. Calendar link in bio.

In our FREE 30-minute call, you'll come away with a new way to market yourself.

01/27/2025

If you struggle to figure out what type of content to create for your business, try this.

Think of yourself as the Head of Programming at a TV channel.

It's easier to imagine if it's a niche channel, like the Discovery Channel.

Everything you're creating has to support the DNA of the Discovery Channel.

So, you're not doing sports unless you have an angle that relates to your content mission.

For example:

✅ Who throws harder, a robot or the MLB strikeout leader?
🚫 Who is going to win the Cy Young Award this year?

As the Head of Programming at this channel, you must create content that engages, entertains, and resonates with your target audience.

Otherwise, you will no longer have a channel.

If you create content through this prism, your creative decisions become much easier.

What's the theme of your channel?

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If you need help with the content for your business, let's talk. After working my way up the Hollywood ladder, I'm pretty good at this. Book a FREE 30-minute call with me using the calendar link in my bio. You'll come away with a content plan and more.

01/23/2025

Small win. Big validation.

This morning, one of my clients took a sales call from an email marketing expert (spray and pray).

The email expert opens his pitch by asking for my client's open rate on cold emails.

My client: Around 50%.

Expert: That seems high.

My client: Ummm...

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Now, while I've worked with my client on cold emails, he's become skilled through testing and studying what works (clear & concise, ICYWW), so that's not where my real win is.

No, the real win is that his cold email open rate has more than DOUBLED over the last 22 months as my client and I built his newsletter list and Twitter following by consistently showing up and adding value for his target audience.

Now, when he emails people, they respond. When he sends LinkedIn invites, prospects accept. And, recently, referrals have begun magically appearing.

There is some nuance to this game (therein lies what separates good from great), but - for me - it always comes back to a strong foundation:

Know → Like → Trust.

And that's what we've been building for the past 22 months.

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If you need help building your small business, let's talk. DM me or go to my calendar📅 link and schedule a 30-minute free strategy session.

01/22/2025

Never write copy again. Instead...

Let your customers write your copy for you.

Here's how:

Not long after your prospect becomes a client, ask them why they decided to commit to your service at that particular time.

Think of this like the "review before the review."

This conversation allows you to tap into the mind of your target audience when it is most primed for your solution. Most likely because they are experiencing the most "pain."

The good news is they believe your product/service will help them with this pain.

Now, ask them some probing questions. Here are a few to get you started:

→ Why now?
→ What put you over the edge to commit to my product/service?
→ What's your biggest pain point/obstacle you want to overcome with my program/service?

And if you listen closely enough, you can also modify your service to better serve your future clients.

As a business owner, we know WHAT service our audience needs, but we don't always know WHY our audience comes to that conclusion.

Now you will. In your avatar's own words.

This is your new copy.

Adjust for your industry and service as needed.

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If you need some help with your small business marketing, reach out. DM me or schedule a call on my calendar (link on FB page). Even if we don't work together, I promise 3 actionable takeaways from our conversation.

Make 2025 the best year yet for your business.

01/21/2025

The best way to market yourself...

Is to let others do it for you.

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The first thing I do when searching for a product or service is google it.

The second thing I do is read the reviews.

I'm betting you're the same.

Why are these reviews so impactful? It's simple: trust.

It's not a business website telling us what they can do for us (and we've all been burned by this).

Instead, it's authentic experiences shared by people like us—those who faced a problem, tried your solution, and their results.

However, as a business owner, there are usually two problems with reviews:

1) Tracking people down to get an actual review can be challenging.
2) Often, customers only post about bad experiences (and then, as a business owner, you should address those reviews, which takes time and energy away from running your business).

If I had a simple solution to improve your review process, would you be interested in learning more?

Let's unlock the potential of your reviews together. Drop a comment, slide into my DMs, or book a call using the link on our page.

05/10/2019

You ever wonder why there are certain writers that you enjoy reading – it’s almost like listening to a trusted friend, or maybe your uncle who also happened to double as a renaissance man. Then there are other writers you read and it feels like homework, a chore you have to slog through because ...