Rising Stars: Meet Leslie McGraw

Today we’d like to introduce you to Leslie McGraw. 

Hi Leslie, we’d love for you to start by introducing yourself.
My journey began in third grade when I became hyperaware of race, class, voice, and access when my family moved to a predominately-white neighborhood and school. It was there I discovered the power of the pen and the wonderment of computers from my librarian Mrs. Loomis and teacher Mrs. Finn. That curiosity helped me through school and 14 years working in higher education, supporting small businesses in Michigan to compete effectively. During that time, I also freelanced as a writer and journalist. 

In 2012, I launched what I now refer to as Les Go Social 1.0. I kept busy with writing clients and paid blogging, hosting regular social media workshops, and a handful of social media clients who hired me by hour or for a project at a time. I felt like a freelancer rather than a business owner. When I tried to engage with clients in less transactional ways to focus on overall and long-term strategy and messaging, I was unsuccessful. When my writing contracts began to dwindle due to changes in local and national news models, my business flopped hard and fast. Something was missing. In the fall of 2015, I focused on a couple clients while I awaited the birth of my daughter. What I realized during my extended maternity was that success for me wasn’t just in making more money, but in increasing the time I had to live life and enjoy my family. In 2018, I returned to work full-time with renewed confidence and focus on the type of client I wanted to attract. I wanted to work with creatives that were looking to make an impact beyond money. I was more sure of myself and clients poured in. 

In June 2021, I announced a triple launch, connecting yet segmenting the three ways in which I connect with people: through poetry, blogging, and social media. Les Go Social Media Marketing and Training still represents the majority of my business interactions; however, I began laying the groundwork for several distinct sectors. 

I’m sure you wouldn’t say it’s been obstacle-free, but so far would you say the journey has been a fairly smooth road?
#1

In the early days of my business, I kept busy with writing clients, hosting regular social media workshops, and a handful of social media clients that would hire me by hour or for a project at a time. Although I was eager and passionate to help push small business creatives and writers into messaging and branding that would attract and build community, that is not the way people viewed me. I felt like a freelancer rather than a business owner. What I realized, after employing a branding coach, was that I was running my business the same way I would negotiate my writing and article gigs. I had a menu of pricing and clients would pick and choose what they wanted as if at a McDonald’s drive-thru. When I tried to engage with clients in less transactional ways to focus on overall and long-term strategy and messaging, I was met with much resistance. One experience, in particular, changed the course of my business and helped me to assert and lead in a way that would be mutually beneficial for myself and clients. 

Wanting to increase my social media clientele, I ran a special offering to set up a social media profile page for $79. I spent three hours working on the graphics to advertise on all my social media profiles, then spent $30 to run ads and used an email system that cost $40 to send out messages to send the said ad. I received several inquiries, each of them taking 30 minutes to an hour to prospect and field. Only one prospect panned out. She sent me the $79, but when I began to ask her about assets, I realized she didn’t have anything thought out. The logo was not vectored or in good quality, there was no brand story or website, nothing in writing, no pictures. I was literally grasping for straws as to what to even put on the page. It was a BIG FAIL. She needed business and marketing strategy, branding and logo design, digital presence, a professional way for prospects to get in touch, coaching for messaging and tone, audience analysis. Without any of these things thought out, her $79 was really wasted. She didn’t see her money’s worth, which I internalized as failure. There was no value added for either of us. She had a flashy Facebook front with no substance or custom posts with no followers. I had lost money and time, without anything that I could share or show future prospects. When my writing contracts began to dwindle due to changes in local and national news models, my business flopped hard and fast. Something was missing. In the fall of 2015, I focused on a couple clients while I awaited the birth of my daughter. In 2018, I returned to work full-time with renewed confidence and focus on the type of client I wanted to attract. I can now help small businesses and entrepreneurs build on their brand through social media, personalized coaching, public relations, goal-specific strategies, and implementations that fit their resources. 

#2 

If I ever get the chance to do a Ted Talk, it would be why you shouldn’t do a triple launch. I exhausted myself and my resources before I could fully implement any one new project. Additionally, my family and peer circles were hit hard by the COVID pandemic, in addition to regular crises and personal health struggles. So, now I am going back to “square one” and taking my time completing one task at a time between my normal responsibilities. So, it might take me another year to get where I want to be, but I have made peace with that. I am reminded of the saying by Chinese Philosopher and Writer, Lao Tzo “Nature doesn’t hurry, yet everything is accomplished.” 

Thanks – so what else should our readers know about your work and what you’re currently focused on?
I don’t like hard lines and absolutes. My first identity beyond what I was born into was that of a poet at age 9. Months later, after creating my first of four books, self-binded and published, I added writer and storyteller to that title. Years later, I created a process, based on those initial creative endeavors, which help me in all the waters in which I swim. Poetry, writing, holistic marketing, and even self-care. The process uses the acronym P.O.E.M. Plan, Organize, Evaluate, and Make it Happen. This process is not linear. 

www.lesliemcgraw.com/our-process 

I am growing into the direction of my ideal business lead for Les Go Social, vibing in unison with my life and family, values, and purpose. Having a surviving black business is noteworthy and I can’t wait to see what will happen in the next few years. 

I recently restarted the Les Go Socialites membership group. The membership allows clients to build community amongst each other while learning the ways of social media. This monthly membership, just $24.99 per month, can help the DIY entrepreneur or brand owner with immediate and actionable tips and tools to strengthen their digital presence! 

What do you think about happiness?
Nothing makes me happy. I just am. I feel like if something can make you happy, something else can make you sad. Or mad. 

That is my biggest “after 30” revelation. My lifelong quest, at this point, is to stay connected to my core and creator: love, family, faith, health. When I am not spiritually tapped in or connected, then I become emotionally vulnerable to all the feels. 

Pricing:

• 24.99 Les Go Socialites Monthly Membership Program

Contact Info:

• Email: [email protected]
• Website: http://www.lesliemcgraw.com
• Instagram: @lesgosocial
• Facebook: @lesgosocial
• Twitter: @lesgo4it
• Youtube: @
• Other: http://www.lesgo4it.com

Image Credits
Bradley Piri