If Your LinkedIn Posts Aren’t Working, Watch This

0:00So if you're a founder that's listening to this right now, and you know that personal branding is a box that needs to be ticked, where's the first place that you should be starting? So firstly, like, not everybody should be building a personal brand. I think this is where people get very confused because obviously it's a new word. Like it's a word of the year. Personal branding, community branding, everybody's like going all in on school communities and like personal brand. But realistically, people fail because they're not even suited to be front facing. like a lot of people are quite happy not building a puzzle run and actually helping someone else do it so firstly you need to identify am i actually going to enjoy this because what i noticed after like studying hundreds and hundreds of creators and entrepreneurs is that the people that are the most successful aren't the most intelligent or aren't the best in the skill they're just the ones that are enjoying the process the most and that is so important so you need to understand yeah okay I'm willing and able to kind of like try and force myself to enjoy this first and then I'm going to create content you need to find like every single founder needs to find their unfair advantage and understand what that is so when people have like the full 30 on the 30 titles the sold and exited a business that all of these things and for someone like me I didn't have anything I was like an unemployed student trying to make a name for myself and what I realized was okay, I didn't have all these titles and labels, but I have these stories and skill sets that I can actually push forward.

1:24So the number one thing is understanding your unfair advantage is not just the titles that you have. It's also the skill set that you have that's high value. Everybody knows sales, content, copywriting, video creation, website design, all of these things that are the things that you know, or at least like learning, can be then taught to someone else. And that is a high value asset for you and how you build a personal brand. so break that down a bit more then so if what are the questions you should be asking yourself to kind of find out what that unfair so first if you don't know like a lot of people maybe just finished being employed and they're just trying to discover what they want because they just realized that they were tied to golden handcuffs and they're on like a six-figure salary and they just hate it so much but they want to expose something else but they don't know what that is so let's say their their job was primarily sales oriented so now they have this specific knowledge and the specific niche that they can then take away and then teach by themselves on to other people.

2:18So if someone was like at a big sales company and they know that all the tactics, all the scripts, all of these things, and you can then take all of those scripts and teach them to coaches, consultants, or like agencies to try and get them to learn more clients. And that then you turn your skill that you've learned over time into a very much high value skill that can actually generate income for you individually. Julie. There are so many people in the space now, as you say, it's the word of the year that are like pushing it as a service. Okay, so everybody can can sell it. I guess rather than saying, what are people getting wrong on LinkedIn when it comes to personal branding?

2:55I would say what are some of the things that people that are pushing courses or training or a done for you service? What are they getting wrong in your opinion? They are trying to sell too much and they're not building enough trust with their audience so many people are going all in on like oh my god i've got a product and then they launch the product and they come to me they're like oh my god people are not interested in what i'm selling i literally just had that conversation with one of our members in like literally academy where she was like oh well i talk about female um you know stress and why women burn out but i don't think people are interested in that topic and i'm like what because that to me is the most highest interest topic in my life right now because I struggle with that every single day and I'm like it's not the topic it's your content and that is a very harsh truth because people think that they are great that's how humans are we think that we're amazing at everything we do and like people should listen to us but realistically what they're doing wrong is they're just not creating high value content and high outstanding content that actually makes a difference so what do I mean by high value content your content needs to be easy to read like no matter how good your content is like realistically like your insights if you don't write a good hook if you don't know how how to like format it correctly no one's gonna read it it's how we're operating now in this creator economy that's why it's like so big right now because attention is the scarcest resource we have it's not it's not anything else it's attention and if you know how to gain attention and then retain it you can then monetize it and people are like just going all the way onto the third step which is monetization but you need to start with attention so i really want to get under the bonnet with this so what you were talking there about like frameworks and hooks and stuff like that what what what have you found to be your winning formula for that i call it the slay framework so the slay framework i was with my friends talking about how i write my content and i was like well i usually start with a story then lead with a lesson, then do actionable pieces of advice and then end up with a U.

4:59And they were like, Lara, that literally says slay.