Most financial professionals start a podcast thinking it will grow their business. Brandon Keys says you are doing it backwards. Jordan and Wyatt sit down with Brandon Keys from Green Candle to get his unfiltered take on why personal brand has to come before the podcast, what it actually takes to build content that converts, and how financial professionals can stop trading time for leads.

Brandon breaks down his own journey from forensic engineer to full-time Bitcoin media strategist, why Bitcoiners can spot inauthenticity from a mile away, and what the give first mentality looks like when you are trying to build trust in financial services. Jordan and Wyatt get into the one-to-many content strategy that replaces the endless cycle of cold intro calls, why evergreen YouTube videos are the most underrated client acquisition tool in the industry, and what actually causes most people to quit content after two or three videos.

We close out with Brandon's honest breakdown of what he would do differently if he were starting over, why now is the best time to build a personal brand given where we are in the AI cycle, and how to reach him if you are ready to stop figuring it out alone.

Chapters [00:00] Intro [01:41] Personal Brand vs. Podcast — What to Build First [07:30] Being Authentic Without Alienating Clients [12:07] How Brandon Got Into Bitcoin [18:18] How Bitcoiners Think and How to Approach Them [24:08] The One-to-Many Content Strategy for Advisors [39:02] Why Most People Quit Content After Three Videos [41:33] How to Build a Process That Lasts [50:06] Where to Find Brandon

Guest Links Brandon Keys

X: @keysopen_doors

Youtube: https://www.youtube.com/@greencandle

Host Links Jordan Guess 

X: x.com/jordanguess 

LinkedIn: linkedin.com/in/jordan-guess-cpa 

Website: bitment.co

Wyatt O'Rourke 

X: x.com/wyattorourke_ 

Website: basilic.io

Bitcoin for Financial Services Media 

X: x.com/bffs_media 

Website: bffs.media 

YouTube: @bffs_media

Show Sponsors Basilic Financial — Your wealth deserves intention. Basilic is a Bitcoin-focused wealth management firm helping clients find balance between money and meaning. Financial planning, individual wealth management, retirement services for SMBs, and Bitcoin financial services. basilic.io

Bitment — Tired of messy CSVs and broken cost basis? Bitment is the first Bitcoin-native accounting platform for CPAs, advisors, miners, and serious investors. Clean Bitcoin bank statements, reliable cost tracking, full reporting, and seamless fiat integration through Plaid. bitment.co

Satoshi Pacioli — Run a Bitcoin business? Meet your full-service accounting and tax partner built for the Bitcoin economy. Bookkeeping, financial reporting, tax compliance, and strategic planning for companies and individuals who speak Bitcoin. satoshipacioli.com