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This simple framework made Lara Acosta Queen of LinkedIn

This simple framework made Lara Acosta Queen of LinkedIn

Her twist on a classic copywriting framework is responsible for like 80%* of LinkedIn posts

Dusten Carlson
October 10, 0024

Hey, all —

Before we dive into the fun today, can I ask a favor?

Can you think of ONE person in your network who would like Cool Story? Please forward it to them.

Whether you forward this email to a friend or give us a boost on LinkedIn, every new subscriber helps us reach our extremely humble and reasonable goal of becoming the Greatest Newsletter On The Face Of The Earth.

Not since Jesus Christ has there been such a following, and for that, I have but one thing to say:

This week, we’re hitting the Middle Of The Funnel (MOFU) with an easy framework you see the gurus use constantly.

It’s called the SLAY framework, and once I show you how it works, you’re going to start seeing it everywhere.

SLAY is a super simple and memorable way to craft a quick MOFU post.

Where a good TOFU post puts you on the radar of your ideal clients, the MOFU post is a way to give your audience practical insights and tips; to introduce them to what makes your approach special and interesting.

TOFU attracts your ideal clients, and MOFU convinces them that you’re a bigshot who can solve all their problems.

There are two reasons the SLAY framework is useful:

It uses storytelling to hook your readers.
It’s easy to use. (Honestly, it’s idiot-proof.)

You’ve probably heard dozens of brand consultants like me tell you that you need to tell more stories in your content.

There’s good reason for that.

Stories are remembered up to 22 times more than facts alone. It’s such a valued feature of human communication that 87% of executives believe that the ability to tell a good story is a non-negotiable leadership skill.

Plus, it’s easy to tell stories. You just speak to your own experience! No research needed.

For my new subscribers:

I’m Dusten, and I co-run a brand and content strategy agency called Zenpost.

This is Cool Story, where I summon my decade+ of content expertise to teach you how to write like LinkedIn’s top voices.

Each week, I tear down a post from one of LinkedIn’s most powerful personal brands, show you how it’s done, and give you a content template you can stick in your swipe file.

Let’s get to it!

This week’s post

The SLAY framework comes courtesy of Lara Acosta.

If you haven’t heard of her, she’s either the Queen of LinkedIn or one of the platform’s most offensive lunatics, depending on who you ask.

We’re not here to weigh in either way except to say that she’s undoubtedly influential, and if she gets that much attention (positive AND negative), she must be doing something right.

Earlier this week, she posted a mini LinkedIn Post Writing Masterclass.

It’s good! It’s full of tons of good information that Cool Story happily endorses.

Here’s the relevant slide where she talks about the SLAY framework:

Didn’t even have to do my own markup, thanks Lara!

Let’s take a closer look.

Here’s how it works:

SLAY is Lara’s spin on the popular SLAP framework for LinkedIn postwriting.

If you Google “SLAP framework,” you’ll see that it’s actually an old sales copywriting framework, where SLAP stands for STOP - LOOK - ACT - PURCHASE.

It applies moreso to ads, when you want to write a hook to STOP a reader in their tracks, get them to LOOK (i.e., read about the value they’ll get from the product/service), give them an opportunity to ACT, and then ultimately make a PURCHASE.

Here’s some terrible ad copy that nonetheless illustrates the point:

[STOP] Is the sun in your eyes right now? [LOOK] Cool Story’s sunglasses will block up to 80% of the sun’s rays! [ACT] Order in the next 20 minutes and get 10% off your first order! [PURCHASE] Browse our collection [link to shop].

The LinkedIn version of SLAP is, how can I put this?

The LinkedIn version follows a similar rhythm.

Instead of STOP - LOOK - ACT - PURCHASE, this version stands for STORY - LESSON - APPLICATION - PARTICIPATION.

In this form, the framework applies much more broadly than an ad for my failed amazing sunglasses company.

Anyone can use this version of SLAP — a teacher, a pastor, a keynote speaker, a coach, and, of course, you when you write on LinkedIn.

It works like this:

Tell a story (This is your “hook.” It’s what gets a reader to stop and pay attention.)
Share the lesson of the story (This is the truth/moral that forced you to grow.)
What’s the application? (Tell the audience how this applies to their situation.)
Invite participation (Talk directly to the audience. As simple as asking a question.)

With me so far?

Both versions do the same thing: they hook a reader, share important information the reader needs, invites them to take action, and gives them a chance to participate. Just in a different context.

Which brings us to SLAY.

SLAY is Lara’s variation on the SLAP framework.

In SLAY, the author tells a STORY, gives a LESSON, followed by ACTIONABLE ADVICE, and turns it over to YOU. What will you do with this advice?

The key difference? The ACTIONABLE ADVICE is much more practical.

Instead of talking about how the lesson broadly applies, you give specific actionables, whether a step-by-step framework or a series of tips.

Want to try it out for yourself?

Keep scrolling!

Steal the template:

Reminder that you don’t need to follow a template verbatim. You can (and should!) customize it to your own needs (as long as the core SLAP framework rhythm is there).

That said, if you want a little extra push to write a SLAY post, you can use this template:

HOOK
Example 1: “How I [apply core theme] to [accomplish big goal]
Example 2: “X days/months/weeks ago, I [reveal major decision]”

[“see more” line]

STORY
Picture this: [explain who/what/when/where elements of your story, paint a picture]

BUT, [reveal twist in the story that queues up the lesson]

LESSON
So I [reveal the lesson learned, and the big change you made].

I tell you this because [explain why the lesson is important].

ACTIONABLE ADVICE
If you also want to [accomplish big goal/apply this lesson], here’s my advice:

[Practical tip]
[Practical tip]
[Practical tip]

Remember: [Re-summarize key takeaway/lesson in different words]
If you can do this, you will [restate big goal/desirable outcome]

YOU
What about you? How will you apply [lesson]?

Cool Story is FREE, but I do have a BIG ask…