Latest / Success Story with Scott Clary / Lessons - Building a Strong Personal Brand | Natasha Graziano - Author, Speaker & Podcaster

Transcript

Lessons - Building a Strong Personal Brand | Natasha Graziano - Author, Speaker & Podcaster · Success Story with Scott Clary

• 0:00
  So you're just posting, when did you actually think, oh my God, I have some momentum here,
• 0:13
  I can actually turn this into something like, where did you look and see, because I know
• 0:17
  when I started my show, I was looking at other people that have built audiences and shows
• 0:21
  and I'm like, if they can do that, I can do that.
• 0:23
  So who is that person for you?
• 0:25
  Wow, I love that.
• 0:27
  The person that was for me was a fashion influencer.
• 0:31
  I just looked at her at the time and just thought, if she's earning money, she's a set home
• 0:36
  mom, she's earning money just from wearing clothes, I can do this too, you know, like I can
• 0:41
  go and broke some sexy clothes and look cool and throw them on and earn some money and
• 0:46
  get myself out of the situation I'm in, like that's what I wanted to do.
• 0:50
  I just, that was all I could think of at the time.
• 0:52
  It was nothing greater than that in fact, I didn't have a bigger goal at the time.
• 0:57
  You ever self-conscious putting it out there?
• 1:00
  Yeah, I think everyone's self-conscious at points, you know, I felt insecure and I had
• 1:05
  imposter syndrome and I felt like, if I don't, if I don't do this girl, people are going
• 1:10
  to hate on it or comment on it, now hates like a part of my story, like, you know, you
• 1:15
  sent me out, if you don't have haters, then you're not successful.
• 1:19
  Like, that's a part of your story, but I didn't know that at the time.
• 1:22
  So I was tiptoeing around putting up a pose and I was, I was scared.
• 1:26
  I was like, oh, no, if I, if I don't put this up, if I do put this up, somebody's going
• 1:31
  to write this and you're always self-conscious, but it's about overcoming that fear.
• 1:35
  Fear is just false evidence appearing real, allowing that, say that again, say that again.
• 1:40
  What is what fear is false evidence appearing real?
• 1:44
  It's not real.
• 1:45
  It's something that you've built up in the constraints of your own mind.
• 1:50
  You've built up a wall around you of limitations, which only exist in your own mind.
• 1:55
  They don't actually exist in your life.
• 1:59
  They, then there's no wall look.
• 2:01
  There's no wall around us right now, okay, maybe here in the studio, but there's no actual
• 2:05
  wall saying Natasha, you can't do this or Hannah or Martin or whoever's listening.
• 2:10
  You can't do this.
• 2:11
  It's just a wall in my own mind and you have to overcome that.
• 2:16
  You have to step back and say, I'm going to break that wall down.
• 2:20
  You know how hard that is?
• 2:21
  You know how hard, because ever since a young age, like you put yourself out there, you
• 2:25
  get bullied.
• 2:26
  You're different, you're bullied.
• 2:27
  You're really fun of, right?
• 2:28
  True it all.
• 2:29
  It happens to most people in their life.
• 2:32
  So to put yourself out, not even in your own friend group or your peer group or your
• 2:36
  family to put yourself out on social is like incredibly scary.
• 2:39
  So you started doing this.
• 2:41
  You had no money.
• 2:43
  You life kind of sucked at that point for you and you were just trying to like, put something
• 2:48
  under the world.
• 2:49
  I'm sure there was like a little bit of like, you know, feel good about yourself, put
• 2:51
  yourself out there.
• 2:52
  But when did it actually start to be something that you actually wanted to double down on?
• 2:57
  When was this like, okay, I saw an influencer doing it.
• 3:01
  I'm doing it.
• 3:02
  I'm mirroring that behavior.
• 3:03
  When did you see that inflection point where you're like, I'm getting some traction and
• 3:06
  now I can build this brand off of this thing that a lot of people just take as a hobby.
• 3:11
  So this is so interesting actually Scott.
• 3:12
  So what happened was I started to change my captions instead of saying something about
• 3:16
  the brand, like, you know, wearing this today, I would start talking around mindset.
• 3:21
  I would start talking around techniques and tangible takeaways and quotes from my favorite
• 3:27
  philosophers that could help people with their day to day.
• 3:30
  So the picture became almost a way to lure in the right audience that I wanted and then
• 3:37
  the caption was where the magic was that the caption was like the honey and the picture
• 3:41
  was the bees to the honey.
• 3:43
  And that was the way that I drew it in because I realized once I started posting about
• 3:48
  this, the pictures started taking off because they were more than just a picture.
• 3:52
  Sometimes I put a quote on the picture and you know, you see a lot of coaches do that
• 3:55
  sort of thing.
• 3:56
  I do that sort of thing now.
• 3:58
  And I realized that when you start posting about something greater, something bigger that
• 4:04
  is offering value to other people.
• 4:07
  So that was in my caption at the time.
• 4:09
  People were just loving it and it started to build traction and engagement and I was like,
• 4:14
  I'm building a community.
• 4:15
  And then when I realized I had a community, I was like, great.
• 4:19
  So I'm actually wanting to really transition who I am and what I am in the world.
• 4:24
  And then you know, I went through some crazy times in my life, but yeah, a lot of crazy
• 4:31
  stuff's happened in my life.
• 4:32
  And so going from being an influencer, you know, who was also dabbling in crazy situations
• 4:41
  in my life at the time, I was a webcam girl, you know, bloody hell, I got two sex tapes
• 4:44
  released on me.
• 4:45
  But all of the shit is just a part of my story.
• 4:48
  It's a part of my narrative.
• 4:49
  When all of that happened, I then didn't realize, I'm sorry, I'm going off on a tangent
• 4:53
  and you know, I want to just ask, are you happy you went through that?
• 4:57
  No, I have to say, I, not in like, I loved it at the time.
• 5:02
  Yeah, yeah.
• 5:03
  And are you happy as to who you are coming out of that?
• 5:07
  You think you would have been the same person or do you think you're stronger because of
• 5:11
  it?
• 5:12
  I'm stronger because of it.
• 5:13
  That had to happen to me.
• 5:14
  That had to happen to me.
• 5:15
  I was a drug addict.
• 5:17
  I was, you know, paying for a drug addiction.
• 5:20
  And so the only thing I could do to continue this horrendous addiction I had was do something
• 5:25
  that brought you in fast cash money.
• 5:28
  And for me at the time that was, you know, doing all that stuff and my body was exploited,
• 5:32
  heavily exploited.
• 5:33
  And the same people that are in charge of human trafficking and terrible, terrible things
• 5:38
  that happened to girls in the world now are the same people who probably exploited my
• 5:42
  body back then.
• 5:43
  And we don't know, you know, who, what, why when?
• 5:46
  But we just move on from it and know that if I didn't go through that, I wouldn't be
• 5:50
  where I am today now changing lives, saving lives on stage yesterday, saving lives the
• 5:55
  week before on stage.
• 5:56
  I wouldn't be who I am today and speaking for women and for men who have been exploited,
• 6:02
  have been sexually abused, who have been through anything in their life, even dealing
• 6:06
  with a narcissist, having been through some way that they've created a skeleton if you
• 6:11
  want in their closet for themselves and feel like I can't go on because I'm, you know,
• 6:15
  I was such a terrible person.
• 6:17
  You know, I do not sit and think, God, I, that was a terrible, I think it was terrible
• 6:22
  things that was involved in, but I don't sit for one day and think if that, I shouldn't
• 6:27
  have done it.
• 6:28
  I needed to go through what I needed to go through to get to where I am now.
• 6:31
  Success is not success without failure.
• 6:33
  If I didn't go through the most depressing hard time of my life, then I wouldn't have
• 6:38
  been hit with homelessness, which was the wake up call to say, honey, stop what you're
• 6:42
  doing.
• 6:44
  Stop what you're doing.
• 6:45
  And then I didn't listen when the universe throws at you physically, spiritually, emotionally,
• 6:49
  financially, mentally and every way.
• 6:51
  And then the illness hit me and that was the physical pain I went through.
• 6:55
  And when I hit that, when that hit me, that was the wake up call.
• 6:57
  That was the final wake up call I needed.
• 6:59
  And that was in, I had the illness in 2018 and, you know, that was painful.
• 7:06
  And okay, so you are at an all time low at this point.
• 7:09
  Yeah.
• 7:10
  Of course, that's a wake up call, but it's not easy to just change your life like
• 7:15
  on a dime like that.
• 7:16
  Like you have to figure out, you know, okay, so the stuff that I'm doing to make money
• 7:21
  is not what I want to do in five, 10 years from now, like, you know, I want to have
• 7:26
  a family.
• 7:27
  I want to, you know, maybe pursue a more traditional way of trying to grow a business
• 7:31
  and I want to work.
• 7:33
  So absolutely.
• 7:34
  So I realized, you know, at the time that bear in mind, I was high most of them.
• 7:37
  I don't remember half the shit that I did in the webcam.
• 7:39
  I was high.
• 7:40
  I couldn't even tell you that you got fucked up so that you didn't have to deal with
• 7:43
  the reality of what you were experiencing and it was a vicious cycle.
• 7:45
  Yeah.
• 7:46
  It was a vicious cycle.
• 7:47
  So you know, I was just young and dumb.
• 7:48
  And when you go through that and when you come out the other side, you realize, that's
• 7:53
  not a way of life.
• 7:54
  That's never, I would never choose to do that now.
• 7:56
  Of course, this is 10 years ago.
• 7:57
  When I did all the, the, the stuff this was 10 years ago, you know, the illness only
• 8:03
  hit me years later.
• 8:04
  I'd already stopped all of this stuff.
• 8:07
  But it was, you know, 10 to seven years ago, it was when all this was, it was like 2022,
• 8:13
  2023, 2023, sorry, back on the wrong day, 2013.
• 8:17
  2013.
• 8:18
  Yeah, wait a second.
• 8:19
  That's the future.
• 8:20
  Yeah.
• 8:21
  Yeah, you know, this is like 2013, 2014, 2015, so we're, you know, we're talking way
• 8:25
  back.
• 8:26
  Yeah.
• 8:28
  Okay.
• 8:29
  So how did you pick yourself up?
• 8:30
  What was your, what was your point?
• 8:31
  Like, what is your, when did you find your why?
• 8:34
  Because I think that that's what drives a lot of people.
• 8:35
  Yeah.
• 8:36
  They find their why.
• 8:37
  Yeah.
• 8:38
  Now you have a why that's very impactful.
• 8:39
  Now you want to change lives.
• 8:40
  Now I know you have, you have non-profit ambitions that you want to help people overseas
• 8:45
  unless, you know, in, in, in countries that are not doing as well as we are here.
• 8:50
  But when did you find that why?
• 8:51
  How did you find, how did you find that why?
• 8:53
  When I, when I felt pregnant, when I got pregnant with my son, he was born in 2016,
• 9:00
  so in, in 2015, when I found my why.
• 9:03
  As soon as I got pregnant, I just went, oh my God, you know, I'd already stopped doing
• 9:08
  all my crazy shit from the year before that.
• 9:10
  And like, 2014, but 2015 was when it was like, wow, this is a wake up call.
• 9:16
  This is a massive, massive wake up call for me.
• 9:19
  And I just ran from it, you know, I just like, I was like, how am I going to be a mom?
• 9:24
  And then I started getting into a very dark place, you know, the dark place after I gave
• 9:29
  birth to my son was what led me to being suicidal and then homeless.
• 9:34
  You know, I'd already stopped all of this stuff way before, but because of this series
• 9:37
  of events, I let me-
• 9:38
  You saw how to fix yourself.
• 9:39
  How to fix myself and the fear ate me up in the shame and the guilt.
• 9:42
  And if you live with that scarcity mentality, if you live with that thing in your mind,
• 9:46
  you will end up on the street, you will, you will take yourself from your family, from
• 9:49
  your friends, you will alienate yourself in your own mind.
• 9:53
  And that's exactly what I did.
• 9:54
  So how did that lead me to being who I am today, helping millions of people, being a
• 9:59
  mindset coach, being empowered, being, you know, helping nonprofits, et cetera, and being
• 10:03
  involved in charity and philanthropy, because that why, if having my child and watching my
• 10:08
  child alone, watching him and not being able to be there for him in the way I wanted to
• 10:13
  be at the beginning, not being able to be the most, you know, empowered mother.
• 10:16
  I wanted to then be a role model to him, but not only to him, I wanted to go on to be
• 10:19
  a role model to people in the world.
• 10:21
  I wanted to go on to be a role model to help millions of people, hundreds of millions
• 10:25
  people, the same way that I picked myself up the ground.
• 10:27
  The same way that I took myself when I was on the floor, when I had nothing, when I was
• 10:32
  broken, when I was suicidal, when I was having anxiety attacks, three a day, if I managed
• 10:37
  to pick myself up the floor, you can too.
• 10:40
  And that's why I wanted to show the world.
• 10:41
  That's why I created my MBS method, my meditational behavioral synchronicity, which I've been
• 10:45
  giving away for free for years now, and we have, you know, a membership program of course
• 10:49
  we can get into like a more exclusive version of it, but the MBS method was born out of
• 10:54
  me understanding how to meditate and how to take myself away from the craziness of the
• 10:59
  world and how to go inward, how to go into a higher state of awareness, how to go into
• 11:04
  my higher mind faculty.
• 11:05
  The stuff that you were doing to fix and help and heal yourself.
• 11:09
  Yes.
• 11:10
  These are the things and now you teach over, which makes a ton of sense.
• 11:12
  Yes.
• 11:13
  I want to go into MBS.
• 11:14
  I don't want to go there just yet.
• 11:15
  Yeah.
• 11:16
  What I want to do first is I want to understand your playbook for building your personal
• 11:19
  brand because I want to sort of showcase how you use your social and now that is a kick
• 11:25
  off point for launching MBS, for writing a book for the speaking engagement you're at
• 11:30
  last night and all the other ones.
• 11:31
  So you have a formula that works on Instagram, you, you know, you're building a community
• 11:37
  on Instagram.
• 11:39
  When do you start to monetize and how did you monetize what's your strategy for somebody
• 11:44
  that would want to say, okay, I have my own community, I want to build my own community.
• 11:47
  She's done it.
• 11:48
  So now she has 10 million plus followers and obviously the opportunities for her have
• 11:52
  opened up.
• 11:53
  Totally.
• 11:54
  So how do you do that?
• 11:55
  Okay.
• 11:56
  So you can easily monetize from, from 10,000 followers.
• 11:58
  I mean, you can monetize at any point.
• 12:00
  The thing about it is exactly what you said is about building a community.
• 12:03
  It's about having people trust you.
• 12:05
  People look at three things when they come to a brand.
• 12:07
  Number one, what value are you offering?
• 12:09
  Okay.
• 12:10
  So what value are you offering?
• 12:11
  Who are you?
• 12:12
  What's your story?
• 12:13
  What's your USP?
• 12:14
  Your unique selling point?
• 12:16
  Are you offering to the world?
• 12:17
  What content are you posting?
• 12:18
  What are you putting out there?
• 12:19
  That's the very first thing they're looking at.
• 12:21
  The second thing they're looking at is who are you associated with?
• 12:23
  So when they come onto your page, they want to see you alongside, you know, you've had
• 12:27
  Joe Vitale on your, on your show, you've had me on your show, you've had Jack Campbell
• 12:30
  on your show.
• 12:31
  Some incredible minds on there, right?
• 12:32
  I love how I just put myself in that box.
• 12:33
  Okay.
• 12:34
  You've had some amazing, amazing people who show, so when somebody comes to your page,
• 12:38
  they know, oh, I know Dr. Joe Vitale and Jack Campbell from the secret.
• 12:42
  So I trust them already.
• 12:43
  So therefore I trust Scott because I'm already seeing people that I trust on your
• 12:48
  page, right?
• 12:49
  And that's the same thing with anyone that's listening.
• 12:52
  Who are you associated with?
• 12:53
  So who is on your page with you?
• 12:55
  Who's speaking for you?
• 12:56
  Who are you showing up with?
• 12:58
  And that can be testimonials that can be people you're doing zooms with, people you're
• 13:01
  collaborating with, people promoting your brand.
• 13:04
  However it is, who is alongside you?
• 13:07
  And then number three, where have they seen you?
• 13:10
  What publications have they seen you in?
• 13:13
  Who's speaking about you in the press?
• 13:15
  Have you been in Forbes?
• 13:16
  Have you been in Trip Noir?
• 13:17
  Have you been in business inside of what publications have you been in?
• 13:20
  What TV shows have you been on?
• 13:21
  That is what people look at.
• 13:22
  Those three things.
• 13:23
  And if you can take every one of those boxes and you have, doesn't matter the size of
• 13:27
  the following, but of course the numbers help and I'll tell you why now.
• 13:30
  Every time I knocked at a door when I started my career and I didn't have many followers
• 13:34
  on there, maybe tens of thousands versus hundreds of thousands at the time, I would knock
• 13:40
  on the door.
• 13:41
  And if I didn't have a blue tick, people are not quick to answer the door because you're
• 13:46
  just the same as everybody else on the platform.
• 13:49
  However, if you knock at the door and you have hundreds of thousands, or I am now with millions
• 13:55
  and millions and millions, tens of millions of followers, then you knock at the door
• 14:00
  and you go to blue tick next to you, it's not knock who's there.
• 14:03
  Oh, it's you.
• 14:04
  Insanely validated social proof, yeah, yeah, yeah, instantly validated social proof.
• 14:09
  Your validity has gone up, your credibility has gone up.
• 14:12
  So anything that comes out your mouth now is already on a pedestal and on top of that,
• 14:16
  you then offer value.
• 14:17
  So you swoop in there with value.
• 14:21
  So it comes from a value mindset offering value.
• 14:24
  I was saying somebody earlier when I was on their show, I was saying, if you do something
• 14:30
  for somebody else and you make them happy first, they will go out of their way to make
• 14:33
  you happy and return.
• 14:34
  They will go out of their way to do something back for you.
• 14:38
  That's the law of reciprocity.
• 14:39
  That's the law of reciprocity.
• 14:41
  So give first off a value first.
• 14:44
  And when you knock on that door, give value and say, hi, this is what I can do for you.
• 14:47
  I've got 10 million followers on my Instagram.
• 14:49
  I've got five million followers on my TikTok.
• 14:51
  I've got another million on my YouTube.
• 14:53
  So, you know, we're adding up and my email database.
• 14:55
  We're adding up to near 20 million.
• 14:57
  Let's go.
• 14:58
  I didn't get them done.
• 14:59
  My math's wrong, all right.
• 15:00
  But what I'm talking about, yeah, just somewhere in the big numbers and calls.
• 15:02
  So this is what I can do for you.
• 15:03
  Do you want to do XYZ together?
• 15:06
  You're offering them monumental numbers or, let's say, you don't have those numbers.
• 15:10
  You're listening and saying, like, I don't have those numbers.
• 15:12
  What can I do?
• 15:13
  What can you do?
• 15:14
  Tell me what can you do?
• 15:15
  Do you have a great email list?
• 15:17
  Do you have a linked in platform?
• 15:19
  Do you have a group of community every Saturday that you host in your local community with
• 15:23
  300 people?
• 15:25
  Any of this is more eyes on you.
• 15:27
  Any of this is more eyes on them.
• 15:29
  Eyes on you is the eyes on them and that is what you offer visibility.
• 15:33
  You offer something that's adding value to them first before you ask, so I started my
• 15:38
  career.
• 15:39
  No, I was going to say that was the good point.
• 15:41
  And I know that's how you started to grow it, but you're not only offering value to the
• 15:44
  people that you're doing business with, you're also consistently offering value to the
• 15:49
  audience and the community.
• 15:50
  And that's how you build it.
• 15:51
  That's how they trust you.
• 15:52
  That's why you have the 10 million followers.
• 15:53
  And something that you said before even started filming in the other room was really interesting
• 15:56
  to me.
• 15:57
  You've never actually filled out a speaker application before.
• 15:59
  I didn't even know what it was.
• 16:01
  And how many have you done now?
• 16:02
  Oh, well, in terms of like speaking engagement.
• 16:05
  Oh, speaking engagement.
• 16:06
  Yeah, yeah.
• 16:07
  No, no, how many speaking app?
• 16:08
  Yeah, a lot.
• 16:09
  A lot.
• 16:10
  We're not into the hundreds yet.
• 16:11
  No, but like people come to you.
• 16:13
  Yeah.
• 16:14
  So the whole point I'm trying to make is social is social is like the equalizer in terms
• 16:19
  of a business can go spend money on PR, a business can go sponsor a conference and go
• 16:25
  get their CEO to speak at a keynote.
• 16:27
  But what you can do is you can constantly post nonstop on social build a community and
• 16:32
  all of a sudden you have the same act stop opportunities that somebody who's spending
• 16:35
  a million, five million, ten million dollars would only have access to.
• 16:39
  It's hard to get PR for free.
• 16:41
  It's hard to get speaking engagement for free if you have no audience.
• 16:43
  Absolutely.
• 16:44
  The best way they say to sell a book.
• 16:45
  Yeah.
• 16:46
  Go on stage.
• 16:47
  Yeah, 100%.
• 16:48
  Sell your business right now is speak on other people's stages.