Anti-Burnout PLAYBOOK For Personal Brands 🔥 GUEST! Caleb Ralston | Ep. 455

Do This, NOT That: Marketing Tips with Jay Schwedelson

GURU Media Hub

Growth, Education, Email, Business, Revenue, How To, Entrepreneurship, Marketing, Profit, B2b, B2c

5 • 715 Ratings

🗓️ 30 November 2025

⏱️ 18 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Most people cranking out content feel like they’re on a hamster wheel, and this one is Jay Schwedelson basically turning his own burnout into a live strategy session with Caleb Ralston. They get into why copying 400-post-a-week creators is wrecking your brain, how to reverse engineer a cadence that actually fits your life, and what it really means for a personal brand to “work.” If you care more about leads, trust, and reputation than vanity metrics, this convo will mess with how you think about content in a good way.

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Check out Caleb’s free 6-hour-and-22-minute YouTube course on how to build your personal brand, grab the companion workbook by dropping your email, and use it to level up before you ever think about hiring a media team.

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Best Moments:

(00:16) Jay admits he “got the guy” behind some of the biggest personality-led brands because he wants to reverse engineer what actually works for personal brands.

(03:00) Caleb explains why copying top creators’ insane content routines is like trying to train like the greatest athlete on day one and guarantees you will quit.

(04:15) The low-volume, high-effort strategy that grew Caleb’s YouTube to over 50,000 subscribers from just seven videos by focusing on depth over constant posting.

(08:58) Breaking down the Brand Journey Framework so you finally define why you are building a personal brand and what success is supposed to look like.

(13:23) A behind-the-scenes example of a video designed with one job only: get talented creatives to DM Caleb so he can place them on client media teams.

(16:01) Why views and followers are useful signals but become dangerous distractions when sales, conversions, and cost to acquire a customer are going the wrong way.

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Check out Jay’s YOUTUBE Channel: https://www.youtube.com/@schwedelson

Check out Jay’s TIKTOK: https://www.tiktok.com/@schwedelson

Check Out Jay's INSTAGRAM: https://www.instagram.com/jayschwedelson/

Transcript

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0:00.0	Welcome to Do This Not That, the podcast from marketers.
0:05.0	We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode.
0:11.0	We also keep it short, like this intro. Let's check it out.
0:15.0	We are back for Do This Not That podcast and I'm fired up.
0:19.0	Honestly, I'm fired up because I want to listen to this episode so I could learn because we got the guy. What do I mean we got the guy? So first off, who's here? We have Caleb Ralston here. Now, Caleb is the founder of something called Ralston, which is this amazing company that helps entrepreneurs kind of scale their personal brands. Why do I want to listen to this episode?
0:38.3	I want to listen to it because when I try to reverse engineer, and that's what everybody
0:43.3	should do in marketing, right, reverse engineer. When I would try to reverse engineer,
0:46.3	what are the best personality-led brands doing? Who am I looking at? I'm looking at Alex Hormose,
0:53.3	Lela Homozy, Gary V. I'm looking at these types of people and say, how did they do it? And when I looked under the hood on all of those people, there was one constant of who helped those people scale their brands, scale their content, take advantage of their content. It is Caleb. So I said, we're getting that guy in the show because I want to break it all down. So thanks for being here, man. Thank you, Jay. I appreciate the
1:13.4	opportunity, man.
1:12.2	Thank you, Jay. I appreciate the opportunity, man. All right. So what did I get wrong? What do you actually do? What's your
1:17.8	story before you get into the tips and tricks and life hacks? I don't think you got really anything wrong. The thing that I always want to clarify is that I joined Team Gary three years after Team Gary was even a thing.
1:30.3	And so I wasn't in the foundation of building the Gary V brand.
1:34.3	Obviously, Gary V built his brand, right?
1:36.3	But I had the fortune to join the team.
1:39.3	We had some really incredible growth on TikTok.
1:41.3	We did some really cool stuff with Trash Talk.
1:43.3	As far as my story,
1:44.9	I'm the typical kid who started off with the camera, grabbed my mom's camera when I was, I don't
1:49.8	know, like six or seven years old. And my sister and I would make fun little skits in the backyard and
1:55.7	stuff like that. And I came across Gary's book, Crush It. I was gifted it actually in high school. And it was the only book that I read front to back in high school. And I remember reading it and Gary was talking about people are going to make money talking about the Smurfs. And I was like, cool. I don't care about the Smurfs, but I love powerlifting. And maybe I can build something around that and that started the journey of
2:18.1	doing video online. So all right. I love that because you started doing it yourself, which I think
	...

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