changed I sleep less I work more my younger self will kill me if I stopped

and if I didn’t do things that were new or scary because those things will always always always lead to the better

outcome that I’m actually looking to achieve people hate LinkedIn right now it’s not that LinkedIn is bad you’re making it bad for yourself they do not

talk about their offer enough they don’t talk about what they’re doing enough and they don’t talk about what they’re selling enough what it does for people

what do the best people do when it comes to their visual hook you’re posting selfies that look like you don’t take

yourself seriously then how is your ideal customer going to take you seriously there’s two elements that people don’t realize and that’s

packaging and positioning if you manage to nail the packaging between the photo

and the fast two lines then obviously you’re going to get the buying that you want I think you do it really well where you talk with the audience rather than

at them how do you do that so hi laa hey welcome back thank you

well welcome thank you for having me in Cypress welcome to Cypress welcome back to the podcast many welcomes so what’s

changed since last time last time we chatted was around February March you had 140k followers now it’s at

210k what’s changed I sleep less I work more I have less friends and I I I’ve

just grown the business a little bit more but realistically no nothing has changed and I think that’s fine

consistently I think entrepreneurs are looking for ways to elevate and grow and

there is no patience for the present moment and keeping momentum going and I

think I’m very proud that I’ve been able to keep that going cuz so many people just lose it they drop the ball they

forget of the fundamentals and I am I I practice what I preach when it comes to

do do the same thing every day and it’ll work when you get to a certain size I feel like people will paint their own

picture of you and I think from speaking to you that’s happened so what do people misunderstand about you the most I I

honestly think people think I’m a deck or like I have a massive resting [ __ ] face like even my profile photo is quite

serious and then when people meet me they are like oh she’s actually quite nice or like oh she’s actually funny

yeah um I that’s what people misunder understand they think um the perception

of being online as part everything I do is just very serious very straight to a

point probably a little bit too blunt but in reality I’m just a nice nice person I think would you not agree yeah

I think you’re a nice person but why do you think you do that because you said it’s a conscious choice that you are to the point right 100% um I talk about

this I spoke to this about this a little bit with your girlfriend yesterday and being a woman in business is completely

different than being a man and I Tred to walk the line between being feminine and

being a girl boss or like an entrepreneur and unfortunately just natural

Society we treat females better than differently than men and I am s

subjected to 10 times more judgment based on my looks and if I am a decently

attractive female people will perceive my beauty first besides my intellect and

that’s when I’ve had that realization I could do two things I could try to change the entire way Society behaves or

I could just change how I try and portray myself and unfortunately that meant taking away a lot of like my

personality and even photos like like lifestyle and individual things that I

like doing and saying and talking like to just focus on the thing that I wanted to be known for and that was my

intellect that’s always something that I’ve been super conscious about and that’s to the sacrifice of authenticity

and being myself but I’m still very much myself just not through my content but

maybe in the comments or in live streams or in webinars which is why I like the models that we’ve created with the

cohorts and the courses because people get to see this all the side of me venturing onto YouTube has also allowed

me to have this different side of me they’re like oh they can hear me speak they can see how I like talk uh my

manner is sent how dress and even like some subtle jokes yeah I find that in the content

that you’re doing you have text you have different formats and you don’t have to have everything kind of tick every box

like I I think the way you said the video and the live streams you can bring more of that character I think that’s

fine cuz that’s how I actually kind of signed up to the first c a year ago was

I was following your content for a while I was like actionable Steps amazing was using them as reference for some of my

posts back then then I saw it on a web saw you on a webinar I was like ah human cool take a money I love that yeah

that’s actually why I decided to go all in on video uh this year after realizing how much people L the live streams and

not just the content I was like oh my God okay then I I just double down and then triple down and I’m like 10x video

it’s Community I think the back and forth is really important and I think just from outside looking

in is still authentic the way you’re doing posts because you talk about you

have different versions like I think one thing I want to just tell you like the picture posts that you do maybe CU I

just want to mention the point like I ghost right and I have two which

female and that point you made about how women get judged more I knew that at the

back of my head two years ago but I want know see it’s like an on like it’s a

hidden thing it’s a hidden cost and you’re like surely no like you’re aware of it but like because most of us like

it depends on who you are as well like entrepreneurs are way more aware more more respectful we see actual success

and we’re proud but people just see something else and they like they point at that thing they’re cheating they’re

pretty they bought their way in they’re like sleeping with this guy um they had this thing and that’s why they’re doing

that no they could not just be good at the thing it has to be something else yeah I think it’s some people just jump

to there’s a reason they have success which isn’t the obvious one which is do the work

yeah so I think if you always just think you know they did it because they did

the basics that’s a better mindset because even if it’s that not true that would then push you to do the work

that’s the way I see it so I want to go into a bit about your launch cuz it was very very successful biggest referral

here so it was a very big launch and when I saw it happen it was going on for like a good couple weeks and kept

changing so there was a lot of energy that put into that so first congrats thank you and like how did you celebrate

did you do that alone with fam honestly yeah I was uh very happy I flew to Miami in the middle of lunch cuz I had a

podcast set for the end and I was sleep The Pride I was working on the plane back and forth and I said this on

another podcast but I’ve been celebrating every single win on my own like since I literally left Mexico when

I was 15 graduating most of it has been on my own my press could not just be that at every single point and for the

first time in my entrepreneurship like time uh after 3 years I was finally able to celebrate something with my parents

and the day launch closed um I showed my mom the final res how many people were talking about it and and we like um I

started jumping on the bed cuz we were in a hotel and she came with me and my mom is like very emotionless she’s very

blunt like very much like me but 10 times more and having that moment to

share with her and being like it works like it’s working everything that I’ve

done from like 15 to now it’s actually resulting on something that we can be

like okay she’s got it now was amazing and I can’t wait to do it again yeah no

absolutely I would say I having that moment cuz people are telling me to celebrate and I’m just going a little

bit Through the Motions cuz I started the business in April hit decent figures and then everyone’s like bro what you

really cool but then I’m just like you you I’m just month to month I’m just I

think that’s good I honestly I think there’s just such a it’s a line people

are like celebrate celebrate the small wins but also why like my question is why am I celebrating something when I

can do something way bigger I think people get distracted with the celebration like oh I just hit 10,000

followers celebration 15,000 celebration past 10K celebration 20K it’s like no

you have to keep it going uh for me celebrating just one big milestone and then forgetting about it it’s better

otherwise you get stuck in this ego like oh I have to chase this arome and do this I’m like no like just repeat repeat

repeat repeat um I always say success is rented never owned and you have to

literally just earn your spot every single time and I think when we when I

accelerate too much when I did it I just did it to show off and put it on social

media like oh my God I just did this and then if if I’m just quiet working having my private victories that

no one sees then the bigger one is better at the end because like no one sees it comment yeah I think

the it’s a noise thing right if you do 10 celebrations then the seventh celebration won’t get as much you just

did one so I think like you said save the celebrations for the stuff that important to you obviously do your mini

celebrations I think that makes sense like if we make it practical as well I think I see what you’re saying where some people celebrate like a post doing

well and then make a post about that and if your Niche is linked in growth I understand if you did a breakdown and

gave some value I think for the average person put in the work and do the value

right is what we should be going for yeah it depends obviously when I was like still growing i’ celebrate

everything but then there comes a realization in a point where it’s like am I celebrating the thing or am I just

showing off and like am I doing the work to get to the next level instead like

where is your energy best spent yeah what’s the difference if you do the celebration showing off like if what

makes a good celebration if we take it to like LinkedIn content um so when people celebrate a client like that’s

good because it makes you it’s all about for me unfortunately it’s all about positioning if you’re celebrating this

Mo when it’s like oh my God I just got invited to speak at this event that I’m not getting paid for and I having to fly

my fly myself out it deposition it makes you look like a rookie like an amateur and ideally you

want to be looking like you know what you’re doing you’re like getting the big bucks for it you’re like look you uh

it’s not like you’re excited to be there it’s like you deserve to be there it’s

like a very small Nuance I learned this from my mentor Richard Mo and it’s like we see all these people celebrating all

these things but it makes them look too excited about the thing when you should be looking like yeah like I do this all

the time like you don’t see Stephen Bartlett celebrating every single Milestone they hear like they just hear

one billion streams on Spotify or something that’s worthy of celebrating but they weren’t celebrating all the way

until then uh he doesn’t celebrate going to events he’s just he just shows up and then talks about it after which is you

know it depends on like what stage you are obviously at the start you have to celebrate yourself to put yourself forward then like hype yourself up but

then over time it evolves yeah I think the way you just described where you do it after the event and if you break it

down and make it actionable that’s what I did I got invited to an event and my post wasn’t about hey I went to an event

thank you so much here’s what I did I was like here’s how I prepared just in case anyone El was interesting everyone’s like oh wait great congrats

on the event you I didn’t celebrate it I think that’s the small tweak you can make and it’s a big difference it’s like positioning tweet like it’s like I’m not

here to talk about the thing I’m talking talking about me and how I did that thing yeah exactly so if we come back to

the launch what made a launch a success if we’re looking to talk to people who

are doing their own launch whether it’s tiny or as big as yours what goes into a launch like what’s the first step I

think there’s three key elements to a su successful launch storytelling content and fomo okay and near resistable offer

as well so the majority of Revenue came from email this time around okay it

wasn’t from live streams or anything but it’s it’s very hard to kind of like set

where all these traffic is coming from but email converted than most people the most successful emails were

stories um if you talk to a typical marketer they’ll tell you that the

things that come aboutt the most are case studies testimonials and results oriented emails but for me was the

complete opposite which just goes to show how I built my own brand and it’s

just like the non-standard way of like it’s not it’s not a direct to Consumer brand it’s not a direct response brand

it’s a very much storytelling Leed personal brand obviously and so the stupidest content that I posted was like

oh I dropped £200 on my fot that email converted so much I just I just had to

reread it like three times cuz I was it was a story leading about me being a power how I dropped uh some weight on my

foot and then how that just then turns into how much you want to consistency

all these things in their so right um that was crazy as opposed to oh here’s

Harry here’s how much Harry has grown by like no one really actually looked at that which was crazy then the second

thing is consisten in content people get scared of promoting themselves online and I think that’s the number one

problem people have on LinkedIn they do not talk about their offer enough they don’t talk about what they’re doing

enough and they don’t talk about what they’re selling enough or what it what it does for people because we have this

thing that we speak about things all the time we think that people think that but

they don’t know I can’t remember the last post I right online I I can’t remember your third post that you posted

this week I can’t remember some of them I know what you do but doesn’t mean that I know exactly what you do or what you

offer with launches I put it in the back of my head in the front of my head you need to sell your yourself like it is

that’s why I love I love the launch model as well because it allows me to have this like really spread Big

Time weeks of selflessly ruthlessly promoting myself and then I shot up and I not promote anything ever again so it

was me being on top of everyone like here’s my product first post here’s my product again second post for five days

that’s what makes it the most successful because it drives awareness it also

makes the people that are already there’s like three typ typ of people the ones I want to buy the ones that are on the fence and then the ones that don’t

even know that I have a product to sell right so then creating content for all these these type of people one that

solves a problem one that talks to a pain and one that introduces the problem to them is very important so having like

I guess top bottom of and middle of fin content works but it has to be consistent and it has to be in their

faces so much so that you’re scared that they’re going to unfollow you because otherwise it doesn’t work so this is

when you’re selling the launch period cuz it’s interesting because you’ve told me before don’t sell in your content

constantly but the way I hear it when it comes to your strategy because you’ve bought in all that Goodwill of not

selling you can afford to do the launch and also for anyone who’s not seen that launch it was still value LED you still

gave insights and you still gave um like snacks as well like you may here’s like

part one here’s part thing so I think that is also a big El and also it was it

was um variety yeah you had videos you had live stream you had normal content you had those stories so I think you can

sell on everyone but I think it’s the audience fatigue I think you really avoided that by doing all those variety

I still I think I still did fatigue in my audience but at the end of the day I earned it and that’s what’s important

like I hit emails so hard I know people unsubscribed but if people aren’t unsubscribing and unfollowing you then

you’re doing it wrong and that’s something I took from Jake and Molina because like if you’re not promoting

yourself that ruthlessly so much so that someone is like shut up then you’re doing it wrong and like I I had to grow

out of my fear of being judged and disliked because if I’m giving all of

these value for free every single day literally giving my entire Playbook every single day on YouTube as well long

form short form we us all of it and people get upset because I’m trying to sell something then there’s something

wrong with them and it’s not me and with the stories obviously the education the

time I spend creating the carousels infographics all these videos then I’m like I am the right but the small cave

that is always lead with a story every single one of my posts no matter what it is whether I’m selling or I’m writing an

email or I’m just telling a story there has to be some sort of like emotional involvement between me and the audience

this has been probably one of my biggest secrets when it comes to LinkedIn content how can I get them to see

themselves in me the posts are never about me they’re always about them and

that’s what people get wrong with content in launches or overall just in storytelling we talk too much about

ourselves that we forget who we’re talking to I think you do it really well where you talk with the audience rather

than at them yeah thanks how do you do

that so cuz cuz I’ve seen it in other people’s content I try to do it myself

but I get a I have a situation where I might write the whole story while I’m writing the

post and I’m like okay 80% is just me I need to bring the person in but I feel like you bringing the person in like

maybe on the third fifth line sometimes I still probably more around 50% can you tell me more about how you talk with the

audience so this lay framework has help I tweak it a lot I don’t use every single day but it’s the same kind of

like thing what is the slave framework so the Slate framework is you start with a story lead with a lesson do actionable

piece of advice and end with a you so ideally your content should be between 500 Words and 800 words long um that’s

just my style of making it snackable and easy to read I start with a story the first two lines so uh I just I just flew

to all the way to Cyprus to meet one of my Academy members uh here’s exactly what we did uh during our podcast so

that’s story that’s it don’t need to go into the whole I went on the plane is literally yeah because sentence we get

confused with storytelling as in the actual storytelling lesson when it comes

to films books Etc and that’s why so many storytellers and writers that come to LinkedIn hates LinkedIn because the

art of writing is kind of lost because we have to cut to the Chase and we forget all like these little nuances and

things that make stories really good so I just cut to the chase I give the main

Insight like what are we doing what’s the context and and why it’s important to someone to read so I just flew to Cy

I just flew 2,000 miles um from London to Cyprus to meet a client okay that’s

interesting what do you do uh and I’m also giving him $200,000 in hand that’s

go milon money and then um then that okay see your reaction then that’s

exciting and then um most people wouldn’t do this for their clients but I do because it’s worth it and here’s how

to build a community that creates blah blah that’s that’s a lesson right and then if you see how

seamlessly I just went from thing that I’m doing very unique to think that

interest them then how to and then I’m going to turn into a lesson and then a you that creates this idea that people

are getting to know me well is they’re learning something and I always think

I’m I’m a Tik Tok like I literally love Tik Tok so much so why is it so addicting because it’s snackable is

short and we can rewatch it again and we find it very interesting because it’s either educating us or entertaining us

so it’s the same wrting content obviously it’s a little bit harder because you need to tweak your words and

make them short and concise but at the end after you practice that enough times you’ll be able to do that so when you’re

starting out you’re a small Creator you don’t want to be a copycat what do the best small creators do

okay right you said copycat and the thing is the best artists always copy no

never copy always steal right that’s the quote by Wastin Cleon you need to be copying someone in order to be good but

like not for a prolonger time of period so I started off by emulating people but

then around 1th 3 and mon four I found my way cuz like you start kind of like

being similar to someone just as like as as your line but then you have to Branch out of that and then you start finding

your own Advantage so what can you do better than most

people can or like what can you talk about for hours that is your main area of expertise so even if you’re not an

expert which is the main problem with beginners are like I’m not an expert I don’t have a degree I don’t have like a job I don’t have this you’re still an

expert more you’re still more of an expert than someone that doesn’t know as much as you do about something so even

when I was starting with marketing I knew less than the PhD marketer and

someone that has had 10 years of experience but I knew more than my mom right so that to me was important enough

to be like okay I can teach someone how this hul on Tik Tok helped me stay

retained and why I followed them and then over time the more I explain those things about other people which is

called content creation and you’re talking about someone else in your own words then you learn what they’re doing

and you apply it to yourself that is the Pinnacle of what makes a good Creator

because you’re learning as you’re like writing about it and you’re implementing it for yourself so

every single Creator right now that’s struggling to grow they need to identify what can they teach so specifically

every single day that makes them that helps them learn about it as well during

the process and then they apply it back to themselves and eventually it starts like this wheel of them learning and

doing learning and doing not just like learning learning learning learning learning and then doing eventually that

is the main thing then when you become an expert you need to obviously use the

right writing Frameworks okay no matter if it’s LinkedIn content or SEO or AI

content still needs to be readable uh skimmable and interesting to read so

that starts with a hook rehook slay framework back to it um actionable advice and then it has to be really good

for like really well formatted otherwise people don’t read it the majority of the experts that I see online they’re so

good we’ve got Rory Southerland amazing marketer all these people but when I see their content I can’t read it it’s

illegible to me because I am on social media I am not reading a book I want to

be entertained unfortunately that’s how social media networks work and then if we encapsulate what are you good at

better than anyone else and you knowing how to write a good Haw how to format it

well you’re going to win regardless as long as you keep on showing up obviously I think that word social media

is what people need to remember like it’s social media so needs to be entertaining and start conversations

yeah and that like read like a book thing it resonates cuz I’ve actually been toying with this I found that you

can get away with big big paragraphs if the hook and the image are perfect and

an example is I had a client who recently came back from an event and she sent me a voice note of the event and

what she learned I just said just came back from this very cool event two things I learned then two fat paragraphs

but because of the start of that story like oh I want to find out then I can read it then I can read it but I framed it I didn’t start

with the paragraph where you see it somewhere I think when you really look into it social media you just you need

to make sure it’s entertaining and like okay kind of come back to what we said before can I get the Buy in before I

write it in a certain way otherwise like you said it needs to at least flow yeah

I was talking to some about this um and I wrote an email most people are forgetting how to

think think logically online and what makes good content people sort of seem

to forget how they consume content and that’s how I lead how I’m consuming

content is how I want to produce it there’s two elements that people don’t realize and that’s packaging and positioning the packaging is what you

spoke about where is the the first two lines and the photo that that emulate the YouTube experience of someone

clicking on a thumbnail and the title right every social media goes like in like it’s like Sy synergetically the

same thing just in a different format and so if you manage to nail the packaging between the photo and the fast

two lines then obviously you’re going to get the buying that you want but most people because they have a very big ego

and they’re like I’m not going to you know go down to these like tacky Hawks or like click baity things um I want to

talk about the real value and it’s like your egoo is getting in the way of you

actually delivering the value that you so much want to have but in a different different way it’s it’s it’s so much

better overall it’s a net benefit to every single person if people know how the packaging works and then deliver the

hours of value the best example is Alex Mery Alex Mery recently uh switched from

very much uh fastpac animated videos to videos of him in conferences but the

first three minutes of the video is him being sat down in a studio giving people the hook so they stay and then he then

goes and transitions to the actual Kino event which is like you know raw unfiltered whatever but the first 3

minutes it’s him talking about the hook the video has a thumbnail that’s not in him like on stage looking weird it’s him

like with a face that actually makes people want to click the image is right and the video the title of the video is

like how to do X and Y you know so and it’s a Neo thing unfortunately all fers

have it all entrepreneurs have it every single person hassard because if you’ve been in the industry for so long playing

starting to play a game again of like having to scale up it’s annoying obviously if you’ve already hit your

first seven figures eight figures whatever but it’s a game social media is a game and people do forget about it

LinkedIn is the biggest game of all and it’s almost like a game of cards and I absolutely love having every single card

in my deck playing it right every single time and then win it but it’s not for

everyone yeah the message and the raer are different things and I think people

know they have a good message because like you said in the offline World they’ve managed to get a certain success

then that doesn’t earn them a right to just present message and hope it just goes off because it’s social media and I

think one big thing people forget is they’re not writing for their current audience if they already knew you then

you might not need a hook once you get to certain Sid but most people are writing for people who don’t know them so how can like you said they’re

scrolling Alex OSI what they see I’ve made 100 million let me tell you how I did it like Okay click and then and then

you go yeah so whatever you can say to get them into the door I think you use

the word tacky hooks I think there are tacky Hooks and they’re just good hooks M the hooks that I’ve seen you

do I think you could make them more tacky if you wanted to that makes sense yeah 100% I could make them so much click Baer totally yeah I

think like saying the harsh truth about X I’ve done that a few times that isn’t

tacky but it is provocative mhm and you want to see the opinion and then after that you can deliver the message as you

wish I think just separating the packaging and the message and just making sure like it’s not demeaning the

message if we need to put some effort into the packaging 100% yes love it

visual hooks are critical I find your visual hooks you

got the video which is the start you have the kind of quote and then a picture of

you that’s your style mhm when you’re looking at your Academy m

what do the best people do when it comes to their visual hooks the best Academy members they realize what I said about

positioning so quickly it is about how you’re being perceived and they take care of their appearance fast one thing

that I did so wrong when I was starting my LinkedIn journey is that I was being the typical cliche jensy trying to take

a selfie from down up or like being like like this or like that like just being so chilled like we are we’re like oh I

don’t care about how I’m being perceived what’s wrong with that if you’re on LinkedIn getting business trying to you

know get learn your first five six figure Theo and you’re posting selfies

that look like you don’t take yourself seriously then how is your ideal customer going to take you seriously and

it’s a very hard lesson because we again as as a generation and overall as possible branding it’s all about being

authentic and being yourself and how you can be you and still make money yes but

but no like it there there comes a line where like you have to sacrifice some authenticity for business because again

you can do that on on on Instagram fine go to Instagram but LinkedIn it is no Instagram people get that so wrong

because they try and treat it like it is another cutesy authentic um storytelling

platform it is but it’s not it’s still business we’re still in the like trying to promote ourselves to a majorly older

demographic right and if we can’t do that right then we’re losing a lot of like firstly traction and then secondly

credibility for me making that switch between being this like cute uni girl

that was like trying to figure it out to I know my [ __ ] buy it very big

difference and it has that’s how I’ve grown so quickly that’s how I have such a variety of clients because I can

Inspire the geny girls or jensy guys are looking for that relatability but I can

also appeal to the older people that are looking for someone young but that takes themselves seriously that knows what

they’re doing so that’s what they do like the ones that do it right

understand that the ones that do it wrong just consistantly post selfies or like copypaste that infographics they try and replicate the infographics that

work but because they’re replicating it and they don’t understand how they actually work they get it wrong a first

casing hand would be the Twitter screenshot like it is so simple but people get it so wrong because they

don’t understand why it’s working tell me logically as Twitter screenshot it’s

obviously Twitter screenshots work on LinkedIn for some reason naturally because it acts as a visual hook without having to use your face the visual Hook

is the the things that you’re talking about so uh har truth about LinkedIn you won’t grow if you’re not telling a story

right simple straight to the point however the way it’s laid out is very much like white like white space around

your photo here name here Title Here people then start adding emojis or like a photo on the name I call to action

here and it becomes too crowded they they see the thing working

but they replicated wrong like the actual delivery of it is wrong because

again they haven’t understood why it works in the first place and I think most marketers beginners and most people

get it wrong because they see the thing working they try and replicate it but in that process they lose the thing that

makes it work which is either its Simplicity its actionability or like how it just looks so that’s one

thing same with infographics like we see infographics Ted Talks that went viral all of these things work but it works

because they’re in a sequence visually they’re aligned for someone to consume them very quickly unfortunately when

people try and then recreate that it becomes either too crowded the what is wrong um the PHS are like too hard to

read and then this this this they ignore the the graphic designs things and again

um not everybody would understand this because not everybody’s a graphic designer not everybody has had ages

looking at marketing so it is hard we make it seem very easy because it is

simple but it’s not easy like it’s so simple to talk about TED talk it’s so simple to post a tweet but it’s not easy

because you need to understand why it’s easy yeah I think the legibility the Simplicity and I think you said

something about an infographic window crowded for me I use the words mental energy like how much mental energy do I

need to know if this is going to be worth my time yeah and I think a visual hook if you can just make it one second

like ah this is a very well um put together photo with a cool hook let me

see what they have to say or this is a interesting quote let me see what this person has to say I think he’s just

making it really clear this is going to be valuable content mhm same with the photos of ourselves like they’re still

visual Hawks and if the visual Hawk does work with the actual text hook then

you’re disappointing your audience so often times then people use selfies or photos that don’t align with the message

like 10 hacks to grow your real estate business and it’s a selfie of someone in the beach it doesn’t make sense it’s not

aligned to the messaging and again then people get lost and like why is it not working I’m doing exactly what you said

yes you are but the way you’re doing it is still wrong because even if I tell

you okay write a good hul with an image um and then they write a good hook with an image maybe the image is high quality

is professionally taken but if it doesn’t align with the message then it’s not going to work because you’re

confusing your audience yeah I think for me like when I’m looking at my clients I use they’re not some of my selfies but

it’s when they tell stories yeah CU if you’re saying a personal story like ah I’m going to now hear Lara talk to me

and I can see her face like them right there if you’re not telling a story and you given advice and then selfie that’s

where there’s a bit of a disconnect I feel because you’re like okay thanks the story like okay what they have to say I

have this number one rule for LinkedIn stories is I only use photos of me when I’m storytelling otherwise I am not I

try to I use that with all my clients as well yeah it works it works you recently went on

stage different chapter of your life and you did a post this week which I found interesting because I didn’t believe

that which was great you have imposter syndrome yes tell me about that because

everyone feels this not only with content of course but also the public

speaking so what’s been your experience with imposter syndrome and what would you tell you know what’s funny every time I play something like that’s

remotely vulnerable I either get a lot of pity which is why I don’t do them or people are like you’re lying last year

on a Cort call this guy was like he called me out he’s like oh surely not

because it’s like everybody sees me the Hulk was like everybody sees me S succeeding but inside I feel like I’m

failing and I just opened up about again impuls syndrome this was a year ago and they’re like no you didn’t like of

course you don’t they’re saying that you’re using that for Content yeah like I’m either making it up or like I feel

like I’m failing it I don’t I do every single day I still struggle with imposter syndrome I’ve always struggled

with anxiety and I I’m able to mask it because I outwork myself to the point

where I’m so tired mentally I cannot feel dist stress and this is a common

thing with entrepreneurs where the majority of entrepreneurs were incredibly self-aware were very anxious

uh and we have like self like image issues Alex said this in and I couldn’t

agree more like that’s why we’re always working I found the hack to not go to

therapy make money and not think about my issues and that is work and so when

it comes to doing new things like I don’t know people see me like at this but I always I will always feel inferior

because I just have this complex in my head simply because of that and when it came to

speaking people think that I’ve been doing this for ages is just because of how I carry myself luckily enough for me

I’ve been able to practice a lot you know I have speaking coaches and everything else and that’s just generally because I put a lot of energy

into how can I be the best marketer that I can but that doesn’t mean I’m not

scared I’m scared every single day about everything I do because it’s new even posting on LinkedIn I’m scared I’m like

oh my God I hope they like this like I’m like do do does this still work because I love I love the thing that I do I

don’t take it for granted I never take anything for granted like anything could be taken away from me like this and so

it is that combination of knowing that everything could go in a day

understanding that I’m in still like in year two of my business gr which is like

okay sit the [ __ ] down like L like chill like I’m not too big for my boots I will never act like that and then with the

stage thing I’ve never spoken on stage in in English to that many people I was

very scared jasine was speaking next to me he’s like got 10 years of experience on me Fortune 500 copyright Microsoft

all of these things and I’m like hi I just graduated University somehow I managed to be here in the same stage as

all these people that have all this experience obviously I’m going to feel a little bit scared that’s just like I

know Human Experience it’s just like yeah and so again back to your first question I think that’s why people get

so wrong about me that they think that I have this like either very big ego or like complex or a God complex that I

know what I’m doing at all times but realistically I’m just very aware of hey

I I managed to get here is for a reason I’m not going to feel so so so like I

can do it I can I can’t just wing it I tried my best to practice and that I I

did nail it but it was because I had to for get for the 20 minutes that I was on stage of all those nerves but I get

nervous all the time sounds like you overcome it though yeah I I love putting myself in a very complicated situation

so I can achieve something else um putting myself out of my comfort zone is something that I do consciously

otherwise there’s no growth I hate complacency I I [ __ ] hate that when

people aren’t doing new things especially when it comes to me again is the age thing like I know I’m So Young

why am I not doing things that scare me and why am I set pushing myself back if

you’re being complacent and you’re not moving forwards then you’re actually moving backwards that is a lesson that I

had to see my friends go through my family or like even entrepreneurs that I see that just like stay they do

something they have a big launch they have a big win they did the the Ted Talk they don’t do anything else for me again

momentum is everything and while the the swing that pendulum still swinging why am I slowing it down if I tried so hard

to get it moving at the start my younger self will kill me if I stopped and if I

didn’t do things that were new or scary because those things will always always always lead to the better outcome that

I’m actually looking to achieve the solution to impostor syndrome I feel like is you actually there is no

solution you’re looking for it because if you don’t have that then you aren’t actually doing something new

so maybe it’s a framing situation here where it’s not necessarily something that we need to overcome it’s like well

if you don’t feel it then are you doing working yeah yeah it’s um was always

refrain like I refrain nerves for excited yeah it’s my favorite thing it really works yeah it does I I I started

doing that like a few months ago and I’m like know I’m not nervous I’m just very very excited let’s go yeah let’s go

otherwise if I’m not feeling like that then I don’t think I’m in the right place no I couldn’t agree more

when you look back you it’s funny like we’ve been in it for two years like I’ve

been posting for a year you’ve been in it for 2 years this is such a small amount of time but even in the last 6

months so much has changed last 12 months even more like I’m thinking in my

world ghost riding AI has completely changed everything because it’s made situation where I can bring massive

transcript and I can get I AI to point out things which would have taken me hours to read to really accelerate that

process so my question is more forward looking like where do you see personal

branding evolving H I think honestly back to it’s

very much fast Roots which is community offline as you like you see it over the time as you probably know more than me

people are craving Community more than ever especially online all these AI things they work and it make it makes our life so easy but the thing that

would add to it would be clients if we’re talking about ghost writing specifically doing more things offline

so then we have more unique elements to add to the online one of the main reasons why I do

so many events is not for leads as we kind of like argu about yesterday it’s it’s a Content I have more things to

talk about one of the main questions people ask me is like l i don’t have anything to talk about having be

featured in FS like you I don’t go to all these events I’m like go then why

are you not going no one invited me invite yourself you can literally buy a ticket oh but like I don’t have friends that are in indry you can buy your

ticket to a networking uh the community like all of these things we’re able to do by using Ai and the internet and then

we can leverage that to do offline things that we can then talk about online um something that’s super

interesting to me is the rise of the running clubs that we’ve seen of online

and my bet as to why these things are working so well is because people go to these events not because of running

itself maybe the majority of most of them would be but some of them would only go because they saw it on social

media they want to post about it on social media talk about on social media create content for social media and then that actually expands the reach to more

people it is such an interesting um dynamic because ideally every single

person that runs they post it on social media because you have to like it’s almost like a law or like if you do a

HCK if you do a marathon and then you’re able to reach the 20 people that you meet in the running club you then get to

reach 20,000 more people on social media then you get to expand yourself talk about more things meet so many other

people that are interested in all these other things it’s like a cycle so people get stuck in that I don’t have anything to talk about then you have to get out

do cool stuff do talk about them as well that’s what I did at the start I went I

was traveling four hours back and forth from exit to London just to go to a networking event for 2 hours so I could

have something new to talk about on my LinkedIn besides copyrighting tips that everybody was talking about yeah I mean I’ve used this in my content

so much so I can’t second this enough touching on events for the sake of

content I guess using an event for content if we go a bit more practical now what’s the best way to use the fact

that you went to an event and how would you communicate that so always know and always be prepared to take a photo like

you need to either find a photographer get them to take photos of you because at the end of the day the reason why I

would go is because they had a camera I didn’t have a camera cuz I couldn’t afford it they took candid photos of me

talking to people then I could look cool online that is the game yeah maybe I had

the worst time at the networking event but I was there and I could be associated with the idea of the

networking the the privilege The Authority maybe I spoke about something cool maybe I was a panelist and no one

knew like all these nuances that go included in that so I would say if if

you’re just starting out go go to networking events make sure you have three key people of interest that you

can speak to so you feel comfortable and safe so you can learn something maybe you can learn a client or just simply

learn earn a friend which is probably the most powerful thing for me just having those connections that have

served me so well whether it’s as friendships or like just as connectors and then after that try and get photos

if you take a photo with a friend or by yourself uh and then online then go summer up just I see I see so many

people doing this now it makes me really happy like I just went to this Expo and here’s where I learn and they talk about

their learnings it’s such a simple gateway to practicing your writing um G

getting more friends that went to the the event that but maybe didn’t see you and connecting with them because you

already have similar interests and then reaching more people outside of that Network because these new people are

like now in your network people don’t like I love networking events because they are pivotal to how you positioned

but you need to be talking about them online because again networking events you don’t have you have 3 hours to meet

all these people you can’t make that many connections at scale or impact right if your LinkedIn is already primed

to make a really good fast impression you maybe already made one as well they added you then they go and find a little

bit more about you then that leads to either higher income like rewards than

just showing up leaving and then giving them your card right it is now networking events and social media go H

in hand and then actually um kind of like exacer how you are on offline and

the thing that I love the most is like if I went to a networking event then I see people that went to that networking event but I didn’t get to meet them then

just because they made a post about it I get to find them yeah it makes it so much easier to then again connect with

people that are interested in what you’re interested people hate LinkedIn

right now because they are being content that is not relevant to them I was on a

panel the other day and they’re like oh my God link is full of [ __ ] right now and I’m like you’re letting it be full of [ __ ] because you have connections

from last year from your other job your ex-girlfriend whatever and they’re polluting your feet but you can easily

just go away and find these new people that could bring so much value to your life and you can actually enjoy your

experience on LinkedIn it’s not that LinkedIn is bad you’re making it bad for yourself yeah the two points there so

the first point on like doing an event like I’ve had this with clients and myself where the post about the event I

sometimes like tag people in the comments and think them but then because the event is happening people who went

to the event usually check Linked In then they see the post and then people reach out that’s another amazing how he

like you’re posting full so everyone who was at the event who didn’t get to speak to you the angle of sharing why what

I’ve learned such a small difference but a lot of people just say I went to this event it was was great cool but like

tell me something I’m so excited to announce that we went to this event and we got our thing and it’s like no one cares just tell me what you learned and

is it a good event that’s another thing like you don’t have to actually say what you learn you can say would I recommend this event because of XYZ then you’re

like oh cheers Gary thank you for telling me and totally yeah the thing on

the events is just it’s super powerful and the point you made about not going

in there thinking you have to network with everyone I think that’s a big thing that I used to do so I used to do 15 minutes boom connect see you later but

if you just did it with three four people rather than the 50 that were there it’s um a lot better yeah it works

for me so well I went to this event at Sam rush and I just didn’t have the

mental capacity to be like hi hi hi so I just went away sat down with some of people that I hadn’t spoken like we

spoke about things for like an hour I remember that person that person and I are friends now uh they’re going

to introduce me to a business partner like in a few weeks right I don’t think I could have done that with like High

has to go on your LinkedIn typ we have to sit down and have like a meaningful in-depth conversation and maybe here’s

like my introvert being just introverted and like not really be being willing to be around too many people at the same

time but that benefits me like my unfair Advantage because I’m looking for deep conversation rather than like Baseline

connections perfect before we wrap up I have a question you’ve got this success you’ve

got like 2 10K followers business that’s working but then during the podcast you told me

about how you’re working a lot maybe not even sleeping sometimes to work more why

are we doing all this what’s the goal here like overall like why am I working

so hard cuz I’m asking this also for me as well because it comes to a point it’s

like wait a minute why am I doing all this yes we like to see number go up but like why is Lara doing all this work

there’s two answers one of them I like the process of who I’m becoming through work the more work I do the better

person I become the more intelligent I can get the more people I can meet the

better connections I I get to achieve the better lifestyle I can provide for myself which means that I am just

growing and I’m becoming the person that I always wanted to become through work and I think that’s why I’m so addicted

to it because it’s consistently progressing as a person instead of being stagnant and not doing

anything and settling for what it is so that’s what’s made it addictive like the dopamine I get from like the long form

Look At Me Now type like I’m so proud of I’m able to speak on camera um I’m able

to close deals I’m able to do this because I’m consistently doing the thing that’s one but realistically long form

like goal is always bring back the impact to Mexico I was thinking about this because I always get this question

I never know how to answer I I part of me wants to be happy and I want to make my my parents proud but my subjectively

I’m already happy my parents are already proud but one thing that I left Mexico

with and I forgot completely because I was I’ve been too stuck in the trenches

is I just want to make Mexico a better place at some point whether it is as a

politician whether it’s as an investor whether it’s as like a spokes person for

Mexico I just know that every single thing that I’m doing right now will compound for me to having more leverage

in the end to come back and have some sort of impact in the country that like

raised me I think I am very much oriented to always thank my where I

first started and I always find it very confusing on how could Mexico be such a

beautiful place with such horrible State and like politics and crime and I’ve

always wanted to be a politician no one knows this but I wanted to be in politics but my friends were like [ __ ]

off no you’re not and I think the best way for me to bring back that goal is

become as best known and successful as I can um as knowledgeable as I can

possibly have have so much leverage that ultimately when I feel ready I can make

that move and make Mexico like a better place ultimately I think that’s what I’m doing it for that’s so cool I have a

similar I want to do yeah that’s why I came here so Co IED to come here to be with the fam but also my ultimate goal

is to have like manyi businesses around lanre and to your point just make uh in

my case like lanaka better but that will of course mean I still need to do well

add impact make a business my life will be good but just the idea of making the hometown better yeah and I had the same

thought initially where I was like H I might become a politician I’ve now V to I’ll do the business thing instead you

realize over time that politicians don’t really do much they just speak and actions speak louder than words and if

you have actually leverage again whether it’s money or connections then you can

actually do double the impact without having to be a politician she this in the US so many of the people who just

about to be elected or get important positions aren’t from a political background anymore and I think it’s

because of what you said they have either the money which they’ve made because they’ve done something in the world or the connections yeah so no I’m

very excited to see what happens in Mexico presidents of Mexico and Cyprus

yeah he like hey that would be cool we’ll make LinkedIn the social media of choice make

Ling great again yeah thank you for having me Lara thank you so much this is great what should

people do should people come follow you on LinkedIn is there anything coming up um just follow me and I’ll see Lara

Costa everywhere thank you thank you everyone goodbye