How Esteban Constante increased his income 40x through his online presence

Hey friends,

At Story Alley we love success stories. We get especially excited when we come across one that has an underdog at its center. There’s something amazingly inspiring about people who have been able to succeed in unlikely circumstances. Today, we’re bringing you one such story.

Esteban Constante grew up in Mexico City, without access to the networks that would launch one’s career into the stratosphere. For a while, he worked a minimum wage job without career prospects. Then, he discovered audience building, which enabled him to increase his income 40x (!!).

Esteban has spent his life building audiences for himself and others (as a rapper, motivational writer, marketer and "crypto bro"). He helps people get access to opportunities by teaching them how to become the go-to person in their respective niche.

Let’s see what he has to teach us about his craft.

Tell us about your audience building journey: how and why did you decide to do this?

My journey started around 20 years ago when I became a rapper in the Mexican industry. While I wasn't very appealing to the average listener, I did position my brand as the "rapper of the rappers". This allowed me to jump to the top of the industry in very few years. This also led me to study marketing and eventually focus on it full time.

I started by creating Facebook pages, the main one reaching millions of followers. This allowed me to also establish my personal brand in the publishing industry. After this happened, I decided to start teaching marketing and how I had been able to connect with the top guys in the industry. I created a newsletter called "Libro del Midas" roughly translated to "Book of Midas" with the idea of teaching people how to become their own "Midas". This led me to get interviews in newspapers and magazines in my country. Soon enough, people started to call me "Midas" and I took that name when I joined the web3 space.

Why did I decide to build a personal brand? I'd say that it stems from my elementary school years when I "positioned" myself in the wrong place after switching schools. I became part of the "wrong" group and was shunned from all kinds of opportunities for letting other people define me. I think this was what kickstarted the whole journey of taking my brand in my control (although I had no clue it was called this).

What impact (e.g. opportunities, contacts, etc. that have come your way) has audience building had for you?

From meeting billionaires to being invited to private Discord servers with the Ethereum elite.

From landing high paying jobs without having to send a single CV to being able to connect with high-status people all over the world.

From being followed by some of the people shaping the world (politicians, such as Mayor Francis Suarez) to being invited to speak at conferences.

Now, let’s get in the weeds. What were the tactics that helped you grow the most? Why?

Focusing on a niche.

Modeling what works.

Reaching out to people.

Massive imperfect action.

Becoming interested in people.

Connecting people with one another.

Doing things that don't scale at first.

Helping people out, just for the pleasure of doing it.

What is one piece of advice you wish someone gave you in the beginning of your audience building journey?

Get a mentor who can take you to the next level.

For years, I thought they were useless... until I paid for one and he accelerated my whole process.

What is Salley?

Salley helps you build habits that allow you to create a strong online presence. With us, you can stay accountable and earn stress alleviating rewards for hitting your content goals.