Did you know that right now there's a group of people running the business of their dreams? They are respected leaders in their field, working with clients they love and serving them profitably. Now, are they famous? Depends on who you ask. They're not signing autographs at the grocery store or taking selfies every five minutes. They're not trying to be everywhere on social media. Yet, when they show up at trade events and conferences, they are recognized and sought after. They're the ones everyone else looks up to. They are the next generation of thought leaders in their space. So what's their secret? Well, they've become famously influential to the right people. And so can you. Today, we'll dig into the story of one of these leaders and deconstruct how they became micro-famous. You won't just come away inspired. You'll come away with a new strategy and a new way of thinking. So while your competition is scattered, chaotic and chasing every shiny object, you can move forward with confidence and clarity. I'm your host, Matt Johnson, agency founder and author of MicroFamous. And if you're ready to become famously influential to the right people, let's get started. What is up everybody? Super, super fun episode. I'm so excited for this one. I'm actually going to do a follow-up to this because I want to share the episode with you and then I want to dig into the lessons that we can learn from in a follow-up episode. So my guest today is a longtime friend and client, Jay Campbell. He's an internationally recognized bestselling author of five books in the optimization and healthcare space. Many of them are sitting on my bookshelf as I speak. He's got 20 years experience in the mountains health industries, former college athlete, a male physique champion. He's one of the most dynamic, intense but also spiritually grounded people that I know. You might know him from a background in testosterone, hominoptimization. This podcast, the TOT revolution, which we've produced for quite a few years. He was one of my first clients in that space, Jay and I go all the way back to my experience at my old digital agency. We've known each other for a long time. There are a few things that I want you to listen for in this episode because Jay is at a really interesting place and I think there's a lot of people in the audience that can identify with this, which is he's realized that the thing that he has become known for as awesome as that is and as good of a business as that has helped create will not get him to the next level. He's going through a rebranding process and he's working through the strategy of what he wants to become known for next. He has dominated a word for quite a while in the online space, testosterone. That's not going to get him where he's going to go. That particular word, that concept, that idea is under attack in all kinds of different places. He talks a little bit in the episode about how he's being suppressed and just hassled basically online through the various platforms. It's not a space that's conducive to getting him to the next level. He also wants to expand his focus and talk about more things than just the scientific side of health optimization. We talk a little bit about how he's expanding the focus while still staying consistent with his personal brand. He also shares a little bit about why he hasn't developed a highly engaged, sophisticated advanced kind of audience. He really cares about the deep content that he shares and where he shares it that has helped him attract that audience. There's a lot of lessons and I want to dig into it in depth in another time. For now, I'll just let us jump into the episode with Jay. I love his energy. I think the episode is going to go by super fast. Listen to the decisions and the thinking that's going into the decision making of his branding and the shifts because I think there's a lot that we can learn from that. We'll come back, we'll do some breakdown in another episode of what we can apply from Jay's experience and what he's learning and doing into our thought leader business. Without further ado, here's Jay Campbell. Jay Campbell, welcome to the show. Hey Matt, how are you doing? It's an honor to be here, man. I appreciate it. You are one of the busiest, most energetic guys I know. I know this is going to go really fast. We're going to start with this. You're on the verge of a big rebrand. Let's talk about why? You're in an established space. You own your niche. You have a word that people know you for, if at least one, maybe two. First of all, what is your niche look like right now and why are you thinking about doing the whole rebrand and where is that coming from? First off, it's an honor to be on your podcast here today. Obviously, I love you, man. We go way, way back. God, like seven years. I appreciate you doing all the things you've done from my podcast when I was building it from scratch. Answer your question first. I'm kind of known as the testosterone expert, right? Of a massive following worldwide now for therapeutic testosterone. What I call optimization healthcare, I have a massive following of the best doctors in the world. I network with them regularly. I go to all the medical conferences. People see me as Twitter handle TRT expert. From testosterone replacement or testosterone optimization therapy, which by the way, I coined that word. Realistically, people see me as one of the top leaders in the world. I'm leaving that to move to this guy. Jay Campbell, whatever. I used to be one of the kind of calling it as like spiritual biohacker. But I want to just be a guy who is known as a guy who is all about health optimization. Not just health optimization from a physical standpoint, but from a mind-body heart standpoint. As you know, I spent a lot of time doing inner work and I went to the amazing country of Peru this past summer and I was in the sacred valley for 13 days and it completely transformed my being. The energy, it's about the best way I can describe it for those attuned to that, made me realize that this is not who I wanted to be anymore, meaning the guy. Everybody thinks about talking about testosterone because as you know, I've shared this conversation with you many times. I get literally thousands of messages a week. I mean, men and their wives and women too now, all over the world asking me to help them with the hormone optimization. Here's my blood work, bro. Can you help me read this or whatever? I mean, it just goes on and on and for a long time, I was very, I'm very heart-based guys. You know, it was very open to helping people and responding to emails and doing this and doing that and obviously it just completely would shut me down from being the visionary person that I am from a creation standpoint. So I just had to kind of get, you know, remove myself from it. But now I've just got to the point now where it's like not what I want to do. I want to talk about things like, you know, spirituality and what's going on in the world. And, you know, just connect people who I believe in my mind are really manifesting a golden age and who are here doing and contributing amazing things to humanity. And I want to celebrate them, you know, obviously through my podcast, through the blog, through my social media presence, which is, you know, pretty significant now. So that's kind of the answer, you know. I just didn't want to be that guy anymore. I mean, I'm humbled and blessed that I was that guy and it's an honor. But now I want to move away, you know, essentially my purpose and my soul is evolving, you know, as I hate. So that's kind of where I'm at now. Yeah. And I think there's a lot of people that will identify with it. I mean, I sure do. I showed up to a workshop here a couple of months ago and I was introduced as the podcast guy. And of course, I'm like, you know, like you get that feeling like like that is like, like nope, that's not what I'm bad. I didn't put all this work into being known as that. Exactly. That's not a journey. Now we talked a little bit before we hit record that you've got a bunch of different ways that people can find you, especially now. So it's, it has been testosterone hormones and that's maybe two of the seven buckets. Yeah. And we don't need to go through what they are, but you've essentially got a bunch of different ways that people can find you. So one of your big decisions in this rebrand is what do you want to be known for? Right. And we still, we're like, we're still kind of working. I think you and all the people that you can soul with are still working behind the scenes on what the language is. Yeah. Right. So you've got, I think you've got what four or five different words that you're kind of debating between or phrases on what you want to be known for? Yeah. I mean, like if you look here, you can't really read it. I mean, obviously people are going to know me already from my work as an author, right? At four international bestselling books, you know, three of them are, I mean, my two testosterone books are the two highest bestselling books ever on testosterone optimization therapy. No number one five star rated books on Amazon. You know, between all my books on Amazon, I have like 1,600 five star reviews. So it's like, you know, I have that kind of notoriety from that. So people know me from that as an author, but with Jay Campbell, the brand, I want people to know me as a guy who's like really, quote, unquote, in command of who he is as a being, right? Like so my presence as a being is to help and to educate and to really enlighten, you know, people on what the purpose of why we're here on this planet is. And we are all here, truthfully, to give and receive love. And I don't think that, you know, a lot of people recognize that they get so caught up in their quote unquote, egoic, you know, because really the ego part of Jay Campbell is like the testosterone guy. He's the right testosterone guy. And so now I'm moving into the heart focus, heart centered guy, the Jay Campbell, who wants to help people like, you know, learn about what really matters on this planet. And as you know, my primary focus with this movement in the Jay Campbell is to enhance human consciousness or to raise human consciousness, because I believe, and I don't believe it, I know it. It's the key to changing the planet. It's the key to stop war, fighting violence, you know, inequity, you know, the reliance on fossil fuels. I mean, all of this nonsense that we are kept in, you know, I call it the matrix you do to, we all do really. It can really eradicate, but or be eradicated, but it's a choice. And we got to get enough people, you know, vibrating at a, and this is by the way, the Dr. Hawkins map of consciousness, but, you know, vibrating at a 400 and above level to understand that we don't need to be in competition with each other anymore. It's nonsense.
You know, people talking in the spiritual community all the time about unity and Being one and that all human beings share, you know the same desires and goals at base essence and that's really where I want to go And so that's what Jay Campbell is going to be now as far as the words I'm not going to like abandon what got me here, right, which is a very deep in a understanding of you know metabolism human nutrition hormones, endocrinology biochemistry and molecular bio. I mean, I'm a science torque, right? Like I'm a nerd like I know all these things But I want to position them to a larger audience, right? Like most of my audience most of my audience is males Right, like I have a dominant corner on the market of like 35 and 40 year old and higher and older men And I want to start bringing women into the mix because women deserve you know the same information I mean, there's no information for women on hormone optimization or health optimization It's just it's just part and parcel and so like the information that I have and the amazing network of people that I have I want to start pushing them now to more women and more women can be attuned to receiving this information So you know a lot of different words biohacker nutrition spirituality Obviously fasting fat loss all those things will still be part and parcel to who I am But again done in a more holistic fashion. Yeah, yeah, and that's so that's an interesting word Integrated and optimize or other words that I think come to come to my mind when I think of you It's gonna be interesting to see what other people say about you because that's what's gonna dictate what spreads exactly Exactly, and listen and you know like I'm not I'm not for everybody Like I'm you either love me or a lot of people hate me and again This is quantum physics at work right to hire the vibration that you have and I'm a very high vibration high energy guy You know that from day one and If you're low vibration You hate me because I'm literally repelling you yeah, like my energy you know I'm all moving back and forth you know all the time I mean I get people that hate on me on YouTube and stuff that'll say like can you just stop moving and when you know You get that kind of feedback you know you're dealing with a low vibration person And so it's like do I judge that person now? I just delete their comment right that's that's the world that we live in So it's like I recognize as a high vibrational human I'm not for everybody and my message is certainly not for everybody and Truthfully, I'll never attract the masses because high vibration and and and masses don't that's not there's no equation I mean yeah, they don't mix very well. Yeah, well 85% of humanity is Below the line of integrity and again because they're caught up in survival programming right and so my goal is to get more people As enough as possible because I honestly believe in obviously I'm stepping on the shoulders of brilliant people But I do believe if we can get the line of integrity above 20% and it might be 25 it's somewhere between 20 and 25% the whole world will change Matrix will be eroded in an instant the control of the families or Luluminati or whoever it is that runs the planet will literally be gone because again We are not going to be in competition with one another We're not going to be at war over land or resources or nonsense will all be like collectively saying hey man. We're all in this together Mm-hmm, you know, you know you hear that statement all the time that your vibe attracts your tribe Well, my vibe is high vibration So everybody who's high vibration and wants to help and wants to serve and wants to love and wants to be peaceful and forgiving They're gonna be attracted to me. I know that yeah And I think I might do I was thinking about this while we're talking because there's so much that I want to get into and so much that I want to share About you with the audience. I might actually do a follow-up where I just go solo and break down the things that I know about you And what people can learn Well, tell me this Because a couple of things number one you share like you're you're the depth and the quality of the knowledge that you have Trapped between your ears is unbelievable and you don't hold anything back on the podcast Which is very important and I want people to understand that so the side effect of that has been you have an insanely Engaged savvy sophisticated knowledgeable audience right of people The only guy in the world that can say it like that. So I appreciate that You what you because you think of them as me heads that are obsessed with that It's just like not many people can speak at that level like you do about that and know that And obviously you know, so you've been with me for so long that you know that but it is all Yeah, well, it's interesting because I yeah because I've seen I've seen it. I've watched it you mentioned the other day You hopped on Instagram briefly and did some things and the next thing you know you have 500 messages in your inbox Yeah, just the level of engagement that you have is insane compared to others And I think it's a direct correlation between the depth of the content you share So I'm curious on a couple of things number one what has been the best Platform to reach those people like what what was the first thing that took off for you? Was it Facebook was a Twitter? What was it? It's Twitter Still Twitter because again, you know if you talk to people that measure social media for a living and stuff like that You know, they'll tell you that Twitter is very high brow you have a lot of people who obviously have fictitious and fake accounts there Who are very successful people corporately and they have their like pseudonym you know life there so you Interesting you will you will get a lot of engagement from very highbrows Fistigated affluent people and I have dominated on Twitter for a long time like and I've told you this right like I'm heavily censored and suppressed You know my tech people You can go in and I never do this I'm not that smart but like there's ways to go into the Google filter I mean I could Google the Twitter filters you know on a phone And you can do it through desktop too and you can look at how filter late or how Twitter labels people and how they brand you Oh, yeah, oh dude. It's unbelievable. I'm one of the most censored people on the entire Twitter platform That's been confirmed to me by more than 20 people Goodness so it's unbelievable right like my follow account is like 11,000 60780 it stayed there for two years but meanwhile and again And you're behind the scene your engagement is what the engagement of somebody to get 10 times that's all yeah Do we even really know though if that's true because again as you know your censorship is heavy on social media How do you even believe any of the analytics and as I told you this before and this is really good for your audience? You know Mike Sartovitch and I are still good friends we talk all the time and you know He says to me Jay he goes and obviously he's heavily censored too He's like the only way you can know is what goes in your bank account. You're doing affiliate marketing You know you're doing this that in the other and it's relative to your engagement and your social media brand He's like you check your bank account if you make him money Then it's likely the the numbers that you see or from an analytics standpoint or fake There's I mean again I hate saying this but dude we both know like YouTube followers twitter audience I mean there's no way to know what's real and what is it? Yeah, I agree You know there's something you said about the um the vibration level and people being stuck in survival mode I think there's I think there's a marketing lesson there and I'm going to run this by you and see what you think I The more I get to know the podcasting the marketing landscape and you see that the things that tend to blow up and reach a mainstream audience or the stuff that focus on tactics Right, and I hadn't really connected this to the to what you said until you said it which is the survival mode Now I think people because I was literally just talking to a client about this the other day And they wanted to move away from the tactical stuff and get into all Higher consciousness and they wanted their podcast to blow up and reach millions downloads and I'm like It's just like yeah, there's a disconnect there. Yeah, so it's good to talk. Yeah, so happy to so um So the reality is is again, we know that higher consciousness is first It's a small percentage of society Obviously survival programming locks most people in because it is survival right like you Genetically DNA have an ego in your body and when you're born into the world You know, I think the best analogy is like you're in the womb and you're protected and then you come out after nine months and it's like whoa You know you get slapped on the back and you're screaming and you're in the physical realm and now it's like whoa right so it's like most people stay trapped in that programming Until they do inner work Until they do counseling or sessions or they're really truly loved deeply by their parents who's good You know their mom and dad are also not in survival programming and as you know, Matt I mean the great majority of people are in survival. Yeah, my mom and dad my dad is a multi-millionaire successful We retired guy 74 years old total survival programming my mom Married for 50 years total survival programming. I mean game they have everything but they have nothing Because the perception of what matters or what's important is skewed again I'm not judging or blaming or labeling them, but I'm just point of record saying that When you really do inner work and you really recognize what's important What's important is that you give and receive love nothing else matters when you die You're not taking any of your material games. You're not taking your Instagram followers You're not taking your checking account. You're not taking your you know toys and you're playing and you're watching It's all nonsense. So it's like when you recognize that all this material pursuits are meaningless now great Granted when you're in physical form and you're doing it. It's great to have enough It's great to be able to pay for your kids to go to college It's great to be able to take exotic vacations around the world and all these things So I'm not pushing against it, but put them in perspective Most people in survival programming especially they get to one number and then it's like oh shit if I'm here why can't I get here? Yeah, yeah Hard-owned mentality in right props to grant grant and I our friends and we know each other And you know, I haven't talked to grant a long time, but we broke into the car business thing to go you know that and But I mean, you know, he's all into that and it's like that mindset Is in my opinion predatory because it pulls so many people into the idea of like I gotta get paid
And that becomes their primary purpose. And you can get paid, right? And I'm not against getting paid, but your primary purpose should be in service. I'm doing it to benefit the collective, which is all of us, and not to like above all, first and priority, make money. And that's where so many people are lost. So, you know, just to your original question, most people are not at grants level, they're not at my level. They're constantly in a bill pay. How do I get to the next month's cycle? And until you can like recognize that that doesn't matter, it's very difficult to unlock or break through from survival programming. And I'm not gonna lie to you, you know, there are people out there that don't make a lot of money and are not in survival programming and they've done a lot of work. They're right, fervent, you know, very spiritual people or whatever, but it's for the most people in America, watching your podcast. It's about, I gotta get more, I gotta be more, I gotta do more. And so then you equate that to money. And it's really not about that. And again, I'll always go back to it. There's two purposes to give and receive love. If you're doing those things, you're probably living a level 10 life regardless of whether or not you have money. - Yeah, I agree. Yeah, that's an interesting thing. And I think it's important. It was an important day when I realized it, which is that money doesn't solve that. - No. Now you can break you out of literally being in survival mode, but not mentally and emotionally. And I come from a planet, we both come from the wrong side of the track, so to speak. We both know what it's like to meet people that are literally poor and have a poverty mentality and people that are wealthy and still have a poverty mentality. And at some point you have to decide to break out. So anyway. - So very well said, most people that are baby boomer age and I always say this is not excuse. It's just a point of record is that they came from the depression. - Right. - Their parents have a depression mentality. So they had scarcity, lack and limitation hardwired into their DNA. - Yeah. - So to break free of that takes a lot of work. And thankfully your generation, my generation, 'cause we're basically, you're above millennial, you're Jax, right? - I think I'm on the Cusp on 30. - So you're on the Cusp, so both of us, and obviously I'm on the Cusp of baby boomer Jax. But like we saw what it was like to have some and not nothing and those people mostly came from nothing. So they're getting it, never changed. They're psychological profile. You're right, they're still in scarcity and lack. It's like, oh my God, I got a hoarding protect. - Yeah. Yeah. So that's gonna be interesting. All right, we definitely gotta do a part two. But I know you got a run. By the time this comes out, the new website won't be quite live yet, but it'll be closed. So what's the best place to connect? - So I mean, people, so eventually the email will be
[email protected]. I mean, don't, if you email me there, don't expect a immediate response. TRT expert, I don't think I'll ever change that probably on Twitter. I mean, maybe I will at some point, but I doubt it. But that's usually the best way. I mean, right now I tell people, if you wanna get a hold of me the fastest way, and it's important, just email contact at teoterevolution.com because my team will get it to me if it's important. But that's probably the best way. - Yeah, but you mentioned a lot of questions about labs and things like that. I just wanted to quickly point out, that first of all, your books are amazing. They are in depth. They show you how to read the labs. They show you where to go. I mean, that literally every question that you get, 'cause I know you and I know the books. The questions are answered in the books. So they should definitely go to the site. - Yeah, and let me just say this too, for your listeners, obviously too. I'm very, very open about this. It's like, I give away the books for free. I'm not the most recent ones, but, the first three books I've written, I literally give away for free. And the one book we didn't talk about is like one of the top three sold intermittent fasting books ever done. It's the Bloat Torch Diet. So if you wanna get free PDF copies of them, just email my team and again, it's contact @tot. So tomohthelohtomrevolution.com and they'll send you the PDF copies of the book for free. - Yeah, that's awesome. Love it. Jay, it's a pleasure, as always. - Always, man, I appreciate you brother. I got great love for you. - Thanks for listening to the Microfamous Podcast. If you're ready to become famously influential to the right people, connect with us at getmicrofamous.com. It's the best way to take the next step to implementing the Microfamous strategy in your business so you can attract an audience, build influence, and become the Microfamous leader you're meant to be. And we'll see you on the next episode.
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