Latest / Success Story with Scott Clary / Lessons - How to Turn What You Already Know Into a Brand People Pay For | Lara Acosta - Personal Brand Strategist & Creator of the SLAY Framework

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Lessons - How to Turn What You Already Know Into a Brand People Pay For | Lara Acosta - Personal Brand Strategist & Creator of the SLAY Framework · Success Story with Scott Clary

• 0:00
  In this lessons episode, discover how breaking patterns can help content and conversation stand out in crowded markets, understand why genuine connection beats cold selling, explore how protecting momentum compounds progress, and uncover why there is no fixed timeline for building a business, growing an audience, or achieving ambitious goals.
• 0:25
  I was listening to one of her YouTube videos and I think it was something along the lines of like seven.
• 0:29
  I pulled all the titles of like the videos that I thought were interesting.
• 0:33
  Yeah.
• 0:33
  Seven LinkedIn hacks that are so good.
• 0:35
  They feel illegal.
• 0:36
  Now, I'm not going to lie.
• 0:38
  I listened to the first one and then I'm like, you know what?
• 0:41
  I'm just going to ask her about this live because I think they're so fascinating.
• 0:44
  And I think the first one was times on happy.
• 0:46
  Yeah.
• 0:47
  So if you post, then you have to repost it.
• 0:49
  I didn't even know you could repost on LinkedIn, which is like, I can tell that I'm.
• 0:53
  No one knows.
• 0:53
  My knowledge is a little bit dated.
• 0:55
  It's elite knowledge.
• 0:56
  It's elite knowledge.
• 0:57
  Well, no, it is elite knowledge because you said that you got 20% boost in impressions or views or something.
• 1:03
  For people that are listening, what are some of these hacks that you've discovered?
• 1:08
  And you can talk about LinkedIn specifically because this is where you play.
• 1:12
  But if you have things outside LinkedIn, that's great too.
• 1:14
  But something like that is so niche and so nuanced.
• 1:18
  Listen, I create more content than probably like 99% of people on this earth.
• 1:23
  And I did not know that.
• 1:24
  And I was like, when I heard that, I'm like, shit, yes.
• 1:28
  Let's chat.
• 1:28
  Do it.
• 1:28
  Yeah, do it.
• 1:30
  Come on.
• 1:30
  No, because there's not many people that study and learn to that degree.
• 1:34
  And it's hard for a business owner that has to figure out like 50 different marketing channels.
• 1:41
  that on LinkedIn.
• 1:42
  But I think that's the most valuable because that's where you can, that's that leverage, that little bit that you can really use to sort of stand out amongst everyone else.
• 1:54
  The best LinkedIn hack anyone could use is master the art of the pattern interrupt.
• 2:00
  So we have this collaborative article that came out on LinkedIn last year.
• 2:05
  And if you collaborate and you write in these articles, you get a little bad, right?
• 2:09
  Me and my friends couldn't get them.
• 2:11
  So what we did next, and one of my friends, Luke Matthews, discovered this, is...
• 2:17
  you start writing stuff that actually makes no sense to what you're being asked in this collaborative article.
• 2:22
  So the collaborative article would be like, how do you increase client retention in 2025?
• 2:28
  And instead of saying like, oh, you increase client retention because like this way and this way, you'll be like, you don't, it sucks.
• 2:35
  Fire everyone, live a life that you want, whatever.
• 2:39
  And that creates a pattern interrupt because whenever anyone's scrolling on LinkedIn, they expect the same boring mundane type of thing.
• 2:46
  And when you have something as polarizing as don't, for your entire team, you get them to engaging with you in a different way.
• 2:54
  LinkedIn people are in the mindset of just learning and thinking, okay, there's going to be a little bit of straw, like boring.
• 3:01
  When you introduce them to something that makes them laugh and makes them react a different way,
• 3:05
  Then they form this connection with you that nothing else could build.
• 3:09
  And that is why we partner interrupt so they can remember us.
• 3:13
  And if you're creating a positive reaction or even negative, it's a win for you.
• 3:17
  Hence why people who are polarizing, let's say Andrew Tate, Luke Palma, whoever these like, Grant Cardone even...
• 3:24
  That's why they stand out the most, because they stand out by being polarizing and breaking patterns.
• 3:29
  I remember this ad that Grant Cardone had with like burning a $100 biddle.
• 3:33
  Why did he do that?
• 3:34
  To break a pattern of like, you can't burn money.
• 3:37
  Oh, yeah, no, I'm going to do it.
• 3:38
  So the same on LinkedIn and every social media, if you're able to pattern interrupt anywhere...
• 3:43
  It works.
• 3:44
  So that's the biggest hack.
• 3:45
  The second one I would say is mastering the art of connection.
• 3:49
  People are forgetting that LinkedIn is a networking platform.
• 3:52
  And they think there's just a B2B business platform where people just post and sell.
• 3:56
  No.
• 3:56
  LinkedIn is naturally a networking platform where you get to connect with people.
• 3:59
  That's exactly what the thing is called.
• 4:01
  Connect.
• 4:02
  You don't follow.
• 4:02
  You connect with someone and send them a connection request.
• 4:05
  I see LinkedIn as the biggest event in the world that never sleeps.
• 4:08
  It's a 24-hour networking event, and you get a chance to meet someone else every single day at any time in the day.
• 4:14
  So the best thing you can do is be prepared to have an honest and kind conversation with someone, not with the aim to sell, but the aim to connect.
• 4:23
  And then once you master that, you can create true connections that they support you.
• 4:29
  They may buy from you in the long term, but the idea is to not burn connections down just for the sake of selling your product, which is something that LinkedIn servers a lot.
• 4:36
  There's a lot of cold pitching.
• 4:37
  Obviously you probably get so many emails like, do you need this product that you need?
• 4:43
  No.
• 4:43
  But then if you approach it like, hey, really like your post about your cat.
• 4:47
  I also have a cat.
• 4:48
  Do you guys, do you wanna have a cat?
• 4:51
  Yeah.
• 4:52
  Yeah.
• 4:52
  That's funny.
• 4:53
  That's cool.
• 4:54
  I'll give you the funniest example and then we can move on, but...
• 4:58
  You can give more hacks, by the way.
• 4:59
  No one's going to complain.
• 5:00
  I was so bored a few months ago with LinkedIn and I get bored.
• 5:03
  Like I'm on the platform about 10 hours a day.
• 5:06
  So me and my friends always like me, I have I'm lucky that I'm friends with all nerds and we all like nodding out and trying to hack LinkedIn and seeing what's new.
• 5:13
  And I was like, OK, I'm going to send more DMs to see what's the most optimal way to for my clients to send connection requests and get accepted.
• 5:22
  Right.
• 5:23
  And so I saw this guy who owns a gym.
• 5:27
  Because always the connection workers are so boring.
• 5:29
  Like, hey, we love to connect and exchange synergies.
• 5:32
  Boring.
• 5:33
  Hey, we love to connect.
• 5:34
  Boring.
• 5:34
  Hey, so you think boring like no one cares.
• 5:36
  Patent interrupt.
• 5:38
  I saw this gym owner and send him a connection request.
• 5:40
  How much do you bend?
• 5:42
  That's good.
• 5:43
  He answered?
• 5:44
  He did.
• 5:45
  I don't think he was flattered.
• 5:46
  He was probably a bit confused.
• 5:48
  However, six months later, he sent me a message.
• 5:52
  Hey, Lara, I would love to have you as our keynote speaker for our event.
• 5:58
  It works.
• 5:59
  It works.
• 6:00
  You stood out.
• 6:01
  You wouldn't have gotten that.
• 6:02
  You wouldn't have gotten that.
• 6:02
  Yeah.
• 6:03
  You didn't say some ridiculous shit.
• 6:05
  Exactly.
• 6:06
  And I think people take themselves way too seriously on LinkedIn.
• 6:09
  And you should.
• 6:09
  100%.
• 6:10
  Like your brand is like super important.
• 6:12
  Position is important.
• 6:14
  But if you do this once in a while, where you're just like just trying things out, it may actually turn out the best way.
• 6:20
  I don't.
• 6:21
  I think there's a big difference between being an asshole on social media and just being fun.
• 6:26
  Yeah.
• 6:28
  Asking how much somebody benches is not going to ruin your brand.
• 6:32
  It's not like people are going to cancel you for asking how much you bench.
• 6:37
  I would love if anybody slid into my LinkedIn DMs with anything more than like three paragraphs of text asking me in like a Loom video.
• 6:47
  I can't stand LinkedIn.
• 6:49
  I love it, but I hate it at the same time because it's just so, it's so like robotic, nerdy.
• 6:56
  It's too much.
• 6:57
  And I like nerdy.
• 6:58
  Don't get me wrong.
• 6:58
  I like learning.
• 6:59
  But there's very few people that I actually like reading their content.
• 7:02
  I don't think it's not.
• 7:03
  I think it's salesy.
• 7:04
  Yes, that's it.
• 7:04
  It's probably a better answer, a better way to describe it.
• 7:08
  And the DMs are just horrible.
• 7:09
  They're absolutely horrible.
• 7:11
  Nobody puts any effort into it.
• 7:13
  And I can tell.
• 7:14
  Everyone can tell.
• 7:15
  And I read all of them.
• 7:16
  But it makes it easy for both of you and me that know what we're doing to actually stand out.
• 7:21
  Yes.
• 7:22
  I get this on Twitter more than LinkedIn, but it's like, hey, name, are you interested in product for your inside business?
• 7:30
  Like actually getting sent the templates of that.
• 7:33
  This is my competition and your competition.
• 7:36
  Like if you're able to beat these type of people, you're going to win regardless.
• 7:41
  Because people are lazy.
• 7:42
  They think business is easy and hence why people fail.
• 7:45
  I never thought it was going to be easy.
• 7:46
  I actually always saw it as the hardest thing in the world and why I never wanted to do it.
• 7:50
  So even being able to do this now for a living and like never take it for granted, never really let like drop the ball.
• 7:56
  One of my biggest lessons from one of my mentors, Richard Moore, he said, never drop the ball.
• 8:03
  And that I take so seriously.
• 8:05
  What do you think he means by that?
• 8:07
  It's all about momentum.
• 8:08
  You don't drop the ball when it feels like it's easy.
• 8:11
  You don't drop the ball when you made it.
• 8:12
  When you made it, it's exactly when you're about to crash.
• 8:15
  So you keep on going and you keep on going.
• 8:17
  You don't stop.
• 8:18
  I never, ever, ever disrespect momentum.
• 8:20
  It is the one thing that I value the highest.
• 8:24
  So today I just launched this product as a course.
• 8:28
  I hadn't slept for like three weeks.
• 8:30
  And people kept on asking me, how are you going to celebrate?
• 8:32
  Because you launched it.
• 8:34
  Work.
• 8:36
  To some people, I might seem like a workaholic, and that's fine.
• 8:39
  I identify myself as one.
• 8:41
  It's probably the highest compliment someone could give me because I think I look like my dad now, and it's great.
• 8:46
  And I'm just not letting the thing go.
• 8:51
  I once didn't have the opportunity to be here.
• 8:53
  So why would I drop the ball when it's actually just bouncing at its highest?
• 8:57
  No way.
• 8:57
  I absolutely love that.
• 8:58
  I've never heard it said like that, but I don't disrespect momentum.
• 9:02
  That hits.
• 9:03
  That really hits.
• 9:04
  And I learned it from this book, The Compound Effect, where you like, you compound wins slowly, slowly over time.
• 9:10
  And then once you get the wind of it, people just drop the ball because it feels like they won.
• 9:15
  And that's what people fail.
• 9:16
  And that's why so many celebrities like kind of like make it and then don't.
• 9:20
  I never want to be that person.
• 9:21
  I had a conversation with Nathan Berry, who was the founder of ConvertKit.
• 9:26
  And one of the things that he said to me that really stood out, there's some things like I talked to a whole bunch of people and,
• 9:35
  different degrees of whether or not you're impressive or not, or whether or not you have some really, really prolific advice.
• 9:41
  Some things I'm like, ah, I've heard it before.
• 9:43
  Some things when you, when they say them, it's like, shit, that makes me like rethink how I look at life.
• 9:49
  And he says something that had that effect on me.
• 9:51
  It was like,
• 9:53
  There is no required amount of time to achieve anything.
• 9:58
  You can achieve whatever you want in as short a time as you can.
• 10:03
  You don't have to take 10 years to build a business.
• 10:06
  You don't have to take 10 years.
• 10:09
  X amount of years before you get married.
• 10:12
  Like you can do whatever you want in whatever time span you can figure it out in.
• 10:17
  And that common sense isn't common, but when you hear it, you're like, shit.
• 10:21
  Yeah, you're right.
• 10:22
  And just to give context, why I was speaking about that was I think he wrote.
• 10:27
  He wrote a blog every day.
• 10:29
  I can't remember how long, for like two or three or four years or something like that.
• 10:34
  And then on the back end of writing a blog every single day, he wrote a book and he published it.
• 10:39
  And like the next day he started his next book.
• 10:41
  And he just like jumped into everything, everything, everything, everything with zero breaks in between.
• 10:48
  And he was just like, yeah, I never really subscribed to the idea that I had to pace myself or I had to give myself time or I had to give myself a break.
• 10:58
  because I enjoyed the work that I was doing.
• 11:00
  And for a lot of people that are listening, maybe that's controversial.
• 11:04
  I don't think it is.
• 11:05
  Most people have a negative connotation with work, and that's why we get judged.
• 11:08
  Yes.
• 11:09
  But that to me was like, shit, you're right.
• 11:12
  I can get this.
• 11:13
  I've been doing this podcast for six years.
• 11:17
  This could be as big as Tim Ferriss or Joe Rogan in six years.
• 11:21
  It's not, but it could be.
• 11:23
  It could be if I figured it out, if I figured out the game.
• 11:25
  And I figured out the game to a degree, but I haven't figured out that game yet.
• 11:30
  So now build a studio, roll out three episodes a week.
• 11:34
  I could even do more than that if I had bandwidth.
• 11:36
  And now I'll have to find a way to have that bandwidth, right?
• 11:38
  So there's unlimited ways to win in life.
• 11:41
  And I think that by benchmarking yourself against someone else's expectations or timelines,
• 11:48
  it's not going to mean that you don't succeed.
• 11:51
  It just doesn't have to be that way.
• 11:53
  So you grew on LinkedIn faster than 99.999% of people.
• 12:00
  There's no required timeline for how long it should take to get from zero to 180,000, whatever.
• 12:08
  You can get there as fast as you can.
• 12:09
  You can get there in two months.
• 12:10
  You can get there in six months.
• 12:11
  It doesn't matter.
• 12:12
  You can write five pieces of content per day, whatever the fuck you want, which is the most beautiful thing about entrepreneurship.
• 12:18
  It's the most beautiful thing about the internet.
• 12:20
  Yes.
• 12:20
  We have unlimited potential and opportunities out there for free.
• 12:24
  Like it cost me $0 to build my LinkedIn presence when people are paying thousands and thousands and thousands for advertising.
• 12:31
  So just being hyper aware of that and understanding that
• 12:35
  If I do this once a day and I commit three hours a day to doing this for the next year, I think I'll be somewhere.
• 12:42
  As a creator, how do you manage your time between creating versus business, operating, selling, fulfilling?
• 12:50
  Yeah.
• 12:51
  I don't.
• 12:54
  I work all day, every day.
• 12:55
  I don't, I, you were mentioning flow states and that's something I hired at Coachful because I felt like I was about to burn out.
• 13:02
  I don't believe in burnout, but I feel like the idea, but it's near.
• 13:06
  I understand that.
• 13:07
  But I was being burnt out because I was working on things that I hated.
• 13:10
  I hate operations, I hate sales, I hate funnels.
• 13:13
  I hate all that.
• 13:14
  I love creating and launching things, doing the marketing.
• 13:17
  I'm in love with the marketing.
• 13:19
  And then now I'm lucky enough, I work with this company called Genflow.
• 13:22
  They are my operators now for everything else.
• 13:24
  And so they've taken off the load that I didn't want.
• 13:27
  And I can now do the creating.
• 13:30
  If I want to do the selling, I'll do it.
• 13:32
  But that's up to me.
• 13:33
  If I want to, I don't have to.
• 13:35
  And so that's been brilliant.
• 13:36
  But before that, like during my uni days, you'll see, I can send you a screenshot of my calendar.
• 13:41
  It was the entire day blocked with meetings, a creative work, writing client work, a gym in the middle, somewhere with food, somewhere in between that and then sleep somewhere.
• 13:50
  But I don't mind that because all of it is fun to me.
• 13:53
  It feels like a video game.
• 13:56
  Every single day I'm on LinkedIn, I feel like I'm in the creator Olympics.
• 14:01
  And every day I'm like just playing to win.
• 14:03
  And it's all a game and I'm winning.
• 14:05
  And sometimes I lose, but then I can start again tomorrow.
• 14:08
  It's fine.
• 14:09
  And having that mindset of it's all a game.
• 14:12
  It's like the Olympics.
• 14:13
  I get to, you know, stack myself up with the best, you know, gear and then go for it.
• 14:18
  Thanks for tuning in.
• 14:19
  If you found this valuable, don't forget to hit that subscribe button so you never miss an episode.
• 14:24
  And if you want to dive deeper into this conversation, check out the links in the description to watch the full episode.
• 14:29
  See you in the next one.