#63 Lauryn Evarts Bosstick of The Skinny Confidential on Evolving from Blogger to Businesswoman & How to Build an Empire on Authentic Influence
Beyond Influential
The Importance of Understanding Your Audience
Before the blog, I had a written out analysis of who I was talking to. And for the last nine years I've maintained talking to that girl. So she's not trying to be me or someone else that's on the blog. She's trying to be her and the best way she can possibly be.
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“If someone says they can’t go through the door, or the back door, or the side door, I’m coming down through the fucking chimney. You've got to figure out a different way to get what you want, it’s not always going to be the same way as everyone else.” - Lauryn Evarts Bosstick I’m particularly excited for this episode because it’s an interview with someone who is brought up on this show A LOT as an example of a personal brand (and overall brand) who is doing it right and killing it in their space. I've mentioned her, guests have mentioned her... My guest this week is Lauryn Evarts Bosstick, the creator of The Skinny Confidential, which is it’s own media empire, including a blog, a book, an incredibly successful podcast and she’s not stopping there. Lauryn’s collaborated with a who's who of brands from Nordstrom to Victorias Secret TopShop, Free People, SHAPE, Reebok, Nasty Gal, Elizabeth Arden, Skinnygirl, Benefit Cosmetics, Roberto Cavalli, Urban Decay, Urban Outfitters, and more! On last week’s episode, I interviewed Lauryn’s husband the CEO of Dear Media and also one half of The Skinny Confidential podcast, Michael Bosstick. If you have any interest in the business of podcasting, monetization, the future of audio, influencers, you’ll want to check out that episode. And Michael and Lauryn do a lot together - business wise, brand wise, and obviously they are married, but it was never a question to me that I really wanted to interview them separately because they are worth knowing separately. They both provide so much value and experience in so many areas that are relevant to this audience that it wouldn’t have done it justice to make it one show. They really are such a power couple and I’m honored to know them (they really are class acts on top of it!). Before we get into the show, I want to give even more context on why Lauryn’s brand is one to watch. I started following her journey in 2016 after I met her and Michael when they came in for a filming of The #Askgaryvee Show. How hard she worked was obvious then and the growth and the evolution of her brand in the last three years is completely a result of her hustle. Lauryn's brand is a true case study of building brand the right way. This is a woman who lives and breathes her brand and Her execution is frankly flawless. I’ve dealt with a countless number of personal brands at this point and here’s a difference I want to note for people. There are plenty of people out there who are very calculated about their brands, Lauryn is intentional. And that’s a huge difference. She IS the skinny confidential. Some people know their audience down to the last detail, but don’t fully know how to execute on that, but Lauryn is great at delivering exactly what they want and building a true community. Again, people throw around the words community - her Skinny Confidential private Facebook group, which you should definitely check out if you’re a woman because it’s only for women, IS active. I can personally say I’ve met some great women from that group. You can check out any photos, videos or posts from live events she does - she gets a huge turnout. Even just check her comments on Instagram. She gets engagement. All while also being a master at monetizing in a way that feels organic. She’s one of the few influencers in the space who has gotten me to convert based on her recommendations. I’ve been watching her adapt and grow as a business woman and I’m so excited to see what she’s building next. We literally ran out of time, but I could honestly have talked to her about just her brand for hours. I can’t say enough good things about the value she dropped in this interview. She’s told her story a million times so I didn’t want to waste time there, you can head to theskinnyconfidential.com/about if you want some more background context, but we cover all parts of her business from her content process, to her different income streams to how she’s strategically evolving her brand. Let’s just get into it, please enjoy my conversation with Laura Evarts Bosstick.
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