"Just post" is the worst advice ever

Writing content is hard. Very hard.

So here, I’ve made it easy for you.

THIS IS POW. POW THE POST MASCOT.

EVERY TIME YOU DON’T POST. POW DOESN’T GET A SNAC.

YOU KNOW WHAT HAPPENS WHEN DOGGOS DON’T GET SNACCS?

THEY. DIE.

“Oh no! Now, how can I post bangers then??”

😏 now, we’re talking…

Just post is the worst piece of advice so I won’t tell you that.

Instead, I’m going to highlight the reasons why you might be failing at building your personal brand. Whether its on LinkedIn, Instagram, Twitter.. real life.

The principles remain the same, and hence why you see your favorite creators diversify so seamlessly.

Trigger warning: this is about to get so cliche i’m cringing but stay with me..

1. You think simple = easy

The biggest mistake I made was thinking that because there was no complicated formula, or exam to take, that building a brand online should be easy.

• I “gave value” and ghosted

• I used canva templates thinking it was “revolutionary.”

• I wrote content for myself, not for my ideal audience

I took no time to build a strategy. “Throwing shit at a wall until it sticks”

While that quote has proven right to me for a variety of reasons…

My lack of messaging, positioning and focus was getting me nowhere.

no leads, no followers, no presence…

A brilliant reframe question: “If I had a problem, what can someone say to me to make me buy their solution?”

You are your own biggest critic, use that to your advantage to craft your content.

Posting on social is simple, but being successful at it isn’t easy.

2. You are telling but not showing.

The most successful personal brands I know have this trait in common.

They “give it all away for free” or like boomers would say.

“Show don’t tell”

From the outside it looks like we’re dumb for sharing our strategies.

In reality, they’re tapping into the psyche of their audience.

Building trust, recognition and likeability.

To “become known, liked and trusted”

When you see a 30 page long carousel breaking down how someone does something…

Creators think: “Wow he/she knows his stuff. This is an authority. I trust this person. If they’re giving this away for free, I can’t imagine what else they know”

Ideal clients think: “Ok they clearly know what they’re doing, this is very well explained, it’s targeting my pain points, they’re clearly competent and I want to hire them”

Here’s a challenge for you this week:

Every Tuesday, and Thursday I want you to share a process of yours.

One targeted at creators who you can teach

One targeted at your ICP.

Here’s two hooks:

“How to "[do desired thing] without [doing hard thing]”

“If you’re a [ideal client title] and not achieving[desired result], read this":”

Let me know how it goes 🙂 

3. The content razor

I heard this term coined by George Mack. It’s something I’ve been using all my life but now it’s got a cool name.

Essentially, the best piece of content creation and writing advice is:

“Would you consume your own content? If not, don't post it.”

Back to the canva template example… like would you ACTUALLY see that on your feed and be like damn that’s cool.

No, come on be honest, we’re friends.

Same with your written content, like, have you ever read it back and been “like damn that was good,=. I actually learned something here!”

oh…you haven’t read your posts back have you…

you “just post”.

That’s fine; we’ve been told to all of our lives.

Next time you write, read.

Edit your post until it looks like your favorite creators.

If you don’t have a favourite creator edit it until you become your favourite creator.

Push for excellence, not mediocrity.

The brand you’re trying to build isn’t born through just posting.

It’s born through self-awareness, consistency and iteration.

Good writing is the outcome.

Ladies and gentlemen, I’ve given you platitude-based SAUCE today. Added actionable advice and I hope you execute.

Don’t forget about POW. His life depends on you….

That’s LITERALLY it for today kings and queens.

Love, Lara.

PS: Thank you for the kind emails back for my last newsletter. Meant a lot. Dad says hi!