Last week, I asked my 25K+ followers on X: "What's your biggest question about Twitter/X growth?"
I got flooded with responses.
But one question stopped me in my tracks...
"How do you build a personal brand with aura?"
Everyone talks about "aura" like it's some mystical quality you're either born with or you're not.
That's complete BS.
After generating 10 billion views and building 2 million followers across X and LinkedIn over 4 years, I've reverse-engineered exactly how "aura" works.
And I'm going to break it down for you today.
Here's the truth most people miss:
Aura isn't about being mysterious or faceless (though that can help).
It's about creating a specific psychological response in people when they discover your account.
That response? "Holy shit, I just found a diamond in the rough."
The Aura Formula (3 Steps):
1. Unconventional Wisdom
You need information people literally cannot find anywhere else. Not "hot takes." Not repackaged advice. Something genuinely unique from your experience.
Think: The ex-investment banker with a $100M portfolio dropping Wall Street secrets. The guy who built a 7-figure business using systems no one teaches.
That's unconventional wisdom.
2. Give Without Asking
This is where 99% of people screw it up.
They give one piece of value, then immediately ask for something in return.
Here's what works: Give, give, give, give... until people start thinking "How is this person not charging for this?"
When someone finds your account and feels like they discovered you "early" - like they want to gatekeep you because you're that good
that's aura.
3. Crystal Clear Vehicle
Build your entire brand around ONE thing initially. Not five things. One.
Once you've built a massive following around that single vehicle, then you can expand.
But early on stay focused. Be known for one thing.
Now here's the part that changes everything:
There's a massive difference between content that grows your account and content that actually makes you money.
Most people blur these lines and end up frustrated.
(It’s exactly why I created the 30-Day Content Calendar, so people can get a consistent flow of content and find their content direction before going ALL-IN.)
If you're building pure brand (already have a profitable business), your strategy is simple: Post pure expertise. No ask. No expectation of return. Just conveying your message in the simplest way possible.
If you're monetizing from day one (which I recommend for most people), you need to think about every post through a different lens: "Does my ideal customer understand this? Does this naturally lead to my offer?"
These are two completely different games.
The mistake I see everywhere:
Someone says "I want to monetize" but then asks me "How do I get 10,000 followers by month end?"
That's playing two games at once. Pick one.
Growth content ≠ Sales content.
Here's my recommendation:
Start with the aura formula above. Build your first 1,000-5,000 followers by being that diamond in the rough that gives away GAME.
Then, once you have that foundation, start weaving in monetization.
The audience you built on pure value will be infinitely more loyal than an audience you tried to monetize from post one.
Hope this helps.
Cheers.
Marcos
