Software Sales Tips by Matt Wolach

Scale Your SaaS

How to Build a Personal Brand Quickly with Blake Emal


Blake Emal, CMO of Copy.Ai, shares his pieces of advice on how to build a personal brand with Matt Wolach, host of the SaaS-Story in the Making podcast. 

With his years of experience in the marketing field, Blake laid out the steps on making prospects trust a company, which begins from the value leaders bring to the table. He also talks about the advantages of finding the right tools to equip a team to generate a huge lumber of leads instantly and achieve exponential growth.


Podcast: SaaS-Story in the Making

Episode: How To Build a Personal Brand Quickly

Host: Matt Wolach, a B2B SaaS sales coach, Entrepreneur, and Investor.

Guest: CMO of Copy.Ai, Blake Emal, a leader in marketing and demand generation.


Brand Reputation Starts With The People

Blake believes that company brands are not the starting point of marketing anymore – it starts with its people. Prospects don’t care about the company or its people in general, but they care about the value that comes upfront from its leaders. After all, it starts with connecting with your market on a personal level, being able to attract the right audience from the content the brand delivers and the benefits promised.

Having a personal brand is key to your company’s success. When people start seeing a company’s personality as a thought leader, they begin to care about the people behind the business – they start to care about the brand. That’s where influence comes in. You’ll then start to gain the trust of your prospects and eventually boost your company’s reputation.

As Blake reiterates, “it’s like this domino effect that happens when you have to start by just being very selfless with information, and then people start to like you as a person, and that personal branding part of it, is probably the biggest and most important of all.”

Position Your Personal Brand as an Industry Leader

Blake and Matt agree that when brands start sharing a ton of information, people see their value, and their prospects start to care about their products. Building a personal brand takes some time, but more than anything, it would help drive growth to your company in the long run. 

Blake said: “If Elon Musk had stopped being anywhere online, TESLA would suffer in the long-term for that because he is the key driver of the company. He’s not the only driver at this point. Some people have taken the keys, and now it just has a brand and a reputation, so it would not die without him, but it certainly wouldn’t thrive the way it has. It wouldn’t have been like that if people didn’t like Elon Musk.”

Supplement Your Brand With The Right Tools

Lastly, there are tools to help you generate ideas quickly, so you don’t have to do it all on your own.  These tools were not built to replace the workforce, but they’re meant to equip teams to have better workflows and increase productivity rates. Copy.Ai is one of them. 

This AI-powered software creates digital ad and marketing copy that saves you time and increases conversion rates at a fraction of the cost. Copy.Ai helps businesses in their early stages develop the content they need for their brands, such as mission and vision statements and website copy. 

When asked about what makes Copy.Ai a game-changer, Blake replied: “Some of the things we hear are like speed, so that’s the number one. People can’t believe how quickly it helps you get to an idea and get to a finished product. When you think about writing or think about starting a business in general, you know it’s possible. You know that you have the stuff online nowadays to do it. It’s still way too hard, harder than it should be given all the resources that we have just evolved on the internet.”

Imagine being able to do that and automate the process a lot more to delegate what would take you several hours to do and maybe do that in a few hours. So the speed you can blitz through that part where your momentum would typically be killed is massively beneficial.


Giving Away Value Doesn’t Always Equate To Losing Sales

Blake’s story is a testament to this. He shares that he wants his customers to feel like they ripped off from him when he makes products. Blake said: “If I sell something for nine bucks, I want it to be worth 90 to you or more. And if I take that mentality, then I don’t feel like I’m asking. I feel like I’m just giving you a cheap discount on something that’s already been helpful for you. That’s one way to look at it, but still, the more that you can be the person that’s known for telling it like it is all the time, you’re giving away all your secrets all the time, the better off you’re going to be.”

Doing this makes the return even more rewarding because, in reality, you will attract more prospects from the value you’ve given away for free. After all, it will make them think that if you’re giving free stuff, there’s more they could get when it’s paid.

Overdeliver Value

If you give customers what they need, they are probably going to realize three things. One is that they would try the same thing on their own; the second is they probably don’t have time to do it, so they would hire you to do it for them. And number three would be: This is amazing, and I think that this person probably has way more than they’re hiding, which usually is not the case. 

Most people who do this give away everything, and there’s not a lot more to it, but that personal consultation can take that same advice to the next level. When you over-deliver value, you get more sales in return.

Be the Key Player for Your Company

Be like Elon Musk. Be that growth driver for your company. 

Like Blake said, “When people ask me what’s the key to growing an audience or a community or just generating interest in general, it’s pretty easy. I mean, it’s tough to execute, but it’s really easy to understand, so it’s two points: give stuff away for free and be interesting. If you can do those two things, you’re going to win. I don’t know what winning looks like for you, but it’s going to happen because people want free stuff, so if you can give away free information, that’s always going to get engagement and do well. And if you can do it while being interesting, that’s kinda the killer combo.”

The bottom line is, provide value to your audience, see what happens, analyze it – what worked and what didn’t – re-evaluate for next time and improve your strategy.


Blake Emal

[5:14] “Nowadays, people don’t care about your company. They don’t even care about the people of the company. They care about the value or like the benefits or the knowledge that’s coming upfront.”

[18:21] “In reality, you’re just gonna generate ten times more sales because people think, if that’s the free stuff that person’s giving away, I can’t imagine what the paid stuff must look like.”

[21:02]There’s so much value in just giving away everything.”

Matt Wolach

[4:26] “I’ve seen some studies to think about it. TESLA has like 9 million followers. Elon Musk has like 60 million. So it’s all about the personality, going after the person or the personal brand instead of the corporate brand.”

[10:20] “Evolution gets them [the audience] deeper and deeper into your ecosystem, so to speak, which all started with sharing value.”

[9:16] “People sought value, they loved it, they followed it.”


Get to know more about Blake Emal and his company Copy.Ai here: 

You can also find Blake on LinkedIn here: 

To learn more about how host Matt Wolach helps software companies achieve maximum growth, visit part of the founding team in his first SaaS product, Matt owned the sales & marketing processes. But he struggled to sell and gain traction for the company. It took years of learning and tweaking before Matt created The Perfect DEAL Process, an innovative yet easy to implement method for closing more software deals. To find out more, visit