4-Part Personal Branding Content Framework with Jasmine Star

0:28Hey guys, Eric Su here. get in the room. And I want to be the dumbest person in every room and the poorest person on every yacht. So ladies and gentlemen, I'm in great company. Thank you for having me speak about having beer budget and champagne taste. So I have to tell you that my goal has always been get in the room however you can. So just imagine my surprise and delight when last year I'm in Beverly Hills with Eric and Neil and the Hermozis and Cody Sanchez. And I'm like, oh, girl, guess what just happened? You made it. You made it. Every room, you have been unqualified, unprepared, uneducated, unfunded, and unconnected.

1:12And guess what? You got from the east side to the west side. Let's go. And if you're not from L.A., L.A. is a quadrant of four. South side, darker folk. East side, brown folk. West side, rich folk. So dad and mom met in East Los Angeles. My dad's from Mexico. My mom's from Puerto Rico. They raised five kids on nothing. But let me just tell you, there is nothing better than government-issued pinto beans on a homemade corn tortilla with a little bit of cheese sprinkled on top. Let me just tell you that my family has always known how to make a dollar out of 15 cents. I don't know about you, but that is the best business lesson I have ever been given.

1:56Because watch me get to billions and still be out here with my corn tortillas and beans. Why? I want to build wealth. More than that, I want to teach other people how to do the same thing. My name is Jasmine Starr, and my journey has been backwards, ugly as all get out. But I've been telling you, I'm picking up tiny stones along the way to build the castle of my dreams. I dropped out of UCLA law school. I was there on a full ride scholarship when my mom had a relapse of brain cancer. I'm telling you, my life got flipped upside down, and it forced me at 25 years old, staring at my mother who was 50, and say, do I want to die a lawyer?

2:34No, not at all. I was looking at my jurist doctorate as a key out of the hood when I didn't even want to be a lawyer. So I married my high school sweetheart in three months because my mom had a relapse, and the doctor said she wouldn't make it. I have to tell you, it's been a hard week for my family, but I drove home last night to talk with my mom. She is a walking miracle. But it became my North Star, asking myself, why am I doing things I don't want to do? So my brand new husband and high school sweetheart says, if you could do anything in the rest of your life, what would it be? And I said, I want to be a photographer.

3:08Okay, you don't own a camera. I know, but I have this thing called the internet and the University of Google. I think I can figure it out. And let me tell you, I said, I'll go back and get my scholarships. Give me a year. In that year, I built a six-figure revenue stream. And in this room, that's, I don't get out of bed for six figures. I know. But for a girl whose daddy with a family of seven didn't make$100 ,000 in three years, let me just tell you, I'm taking you to claim jumper. I'm buying the whole family dinner. This wasn't, oh, I found money. This was, our whole life changed. That was the biggest I ever thought until I started a blog because I couldn't afford a website.

3:52And I just started blogging about my journey of becoming not just a creator with a camera, but as a businesswoman when nobody said you could have a business. I was 26 years old before I ever believed I could do something like that. I was destined to sit at a desk. I was destined to sit at the top of a building being like, oh, corner office is as big as I can dream. Guess what? I am so happy that I am not sitting. I am so happy that my version of success is to sit at home in sweatpants and turn on an iPhone and be like, let's make some money. Okay. I start creating content unbeknownst to what the advent of content creation was going to be.

4:30People started paying me to talk about their products being like, how much do you charge? How much do you have? Exactly. That's my price because I'm going to be doing this anyway. And then all of a sudden I got really good at it. The businesses said, we want to pay you to do that. And I was like, no, I don't want to do that anymore. And they said, can you consult with us? And I was like, how much do you pay? Funny, that's what I charge. So I started consulting other businesses and their marketing and branding teams to be doing this thing online. Until I realized that I was trading time for dollars and I didn't want to build an agency.

5:01I was like, what do I do next? I want to scale the thing I know. Why? Because I promised my mom and God, USC Norris Hospital, New Year's Eve, 2005. My mom is brought out from her second brain surgery, and I am looking at her, and we are not talking about the things that she had done with her life. She is talking about the things that she hadn't done. She didn't write a children's book. She didn't go to Austria. She had never phoned business class. And I thought to myself, at the end of my life, do I want to talk about the things that I'd done or had not done? And so I said, Mom, if I can ever make this thing work, I'm going to leave school.

5:44I left school one day to the next. That was it. If I can leave school and make it work for the rest of my life, I'm going to share everything I know because it's called payback. And nothing comes back void. So then I'm like, can I create a course? Never created a course. Created another seven-figure revenue stream. And that's when I saw there is money and then there's money on the internet. And that's when I was like, whoa, something's here. And so I continued creating courses until I started realizing that there was a lifespan of them. And I felt like the things that I was teaching wasn't as evergreen.

6:16But then I said, you know what I need to do? I need to pivot into creating a membership. So we created this membership. And people are like, so what stack did you build it on? And at the time, I was like, oh, WordPress plugins and Infusionsoft. I built a tech platform on an email marketing service yeah I applied tags to our users we launched it in four days with 3 ,000 users and I was what the heck is going on here and then I realized that the content the education the courses the marketing material we were giving our users there was a friction point because they couldn't take what they were learning and put it out on social media schedule it so then in 2020 I have this idea I'm like you know what I need to be CEO of a SaaS company.

6:57Do I know a line of code? Hell no. But guess what? I didn't know how to use a camera either. And I didn't know how to create courses. And I didn't know how to consult agencies. I was like, I'll just Google it. Find a CTO. We have our own tech stack in 2021. I stand before you telling you that I'm the least qualified to be standing on the stage. And I am. So just imagine my surprise and delight when I get into the room. And you are in the room. I want you to know that there are tens of thousands of people like me who saw you in the room and dreamed of being where you were I sat in so much traffic today have you seen my slack messages being away is costing me$11 ,000 a minute I know great you're so freakin lucky I got in the room and I realized that there was a pressure point social curator is the business my husband and I own and run and the marketing team was running with that, but I've been pulled in so many different directions that I'd let my personal brand fall to the wayside.

7:55So I came in to the room with one goal. How do I solve this pressure point? So there I am leveling up and two people had a profound effect on the way that I was seeing the way I was creating content. Last year, Cody Sanchez and Vanessa Lau were standing on the stage in addition to the Harmozis who were talking about content. And I was like, man, I'm on fire. We're going to do this thing. I'm taking notes and I feel good. And then I realized that they have like marketing teams, I don't know, 7 ,500 people. And I was like, okay, so you got, oh, I'm going to do it. I have this mountaintop experience.

8:31And I drive back home to Newport Beach and all I feel is I'm overwhelmed. How do I even compete with that? And I told myself a lie. I'm stuck. But one of the people who I've been most compelled at listening to lately is whenever we feel stuck, it's actually that we're not stuck. We don't know what to do next. So I said, build a bridge and get over it. Figure out what to do next. So if any of you are in this room and you feel great about what your team is doing, something in you needs to change about how you're leveraging up on behalf of your business, I would like to walk with you what has been built on the back of 12 months ago.

9:11But then I like skilly daddied for three months and threw myself a nighty day pity party because I'll never be as big. Then I got over it and this is what we're doing now. So a four part framework. I wanna give you the breakdown of what we're working with. So I will create a piece of content. We have a content director and a project manager. That's the whole kit and caboodle. We also work with contractors for videographers and podcast producers. I'm gonna walk you through this idea as simple as possible. Your girl is simple. I was homeschooled until I was 15 years old. I didn't learn how to read until I was 11.

9:43People say, I'm slow. And I'm like, no, I'm just building the heat. So step number one, we start with a content idea. And because I was really overwhelmed, like on the internet, you can talk about anything. You can talk about anything. So I decided three, three things I'm going to really hone my focus on. My content would be business strategy, business resilience, and business marketing. If it's not about these things, I'm just really not going to spend time because my time is so limited. Then number two, I'm going to test the idea. I'm going to give examples and full breakdowns of what this looks like.

10:15Testing the idea because with a small team, I can't test everything full. I will start with a small test and then build from there. Number three, write long form content. I have defined long form content on our team as a newsletter, a video, or a podcast. We start with long form first and then number four, we repurpose that content this is all of it