It's Monday, not Sunday... a day late on this week's newsletter, sorry! It was a busy week last week and I didn't get the chance to finalize the newsletter.
Where am I today? Sitting in one of my favourite places. I'm lakeside in a coffee shop in the south of the Cotswolds. There is no WiFi and little mobile phone signal so it's the perfect space to write and to think.
There's just something about being by the water and the buzz of conversation that helps me think more clearly about things. I hate sitting in silence when trying to work... that's just me.
In last week's newsletter, I shared some of the insights from my Florida mastermind retreat about the power of simplicity and authenticity in content creation.
This week I want to wrap up my takeaways from it and dig deeper into something else that came from this time away - how we can build genuine connections in our marketing, even if you're someone who typically shies away from putting yourself out there.
The Deep Relationship Framework
During the mastermind event, one of the guys' stories particularly stuck with me. He shared how he transformed his entire business by focusing on just three strategies around building deeper relationships with those that follow them and see their content.
For him, there was little focus on creating content for the algorithm or for just building up his subscribers or followers, it was deeper than that. Here's the framework I wrote down from what he shared, which I've since tried my best to focus on in my business since...
- Choose Quality Over Quantity - Instead of trying to be all things to all people, focus on building deeper connections with people who align with values and are part of the vision you have for doing what you do.
- Lead with Value First - Spend time understanding your audience's current journey, their challenges, and their goals before even thinking about how you might work with them or making any offers. It's not about quick wins – it's about creating genuine, lasting connections.
- Create Shared Experiences - Rather than just broadcasting content, try and find ways to have shared learning experiences. This natural approach leads to stronger, more authentic relationships.
My question for you is, how much are you focused on building mass connections in social media and trying to connect with everyone, when you could focus on connecting with the people that totally align with you and your content?
We're in a space and time right now where deep connections will mean more to your business, more to your audience and the mass appeal and focus on vanity metrics (creating a huge following) just isn't cutting it. And there is a way we can use our content in our marketing to build real connections.
Turning Expertise Into Connection-Building Content
What I learned in Florida was game-changing for me and my business. Everything about our content should be about creating a transformational experience for our audience.
Sharing your expertise and creating amazing content that truly connects does not mean you need to have fancy tech or complicated systems. What I've learned from what is working for me right now, and what I am focused on moving forward is...
- Start with Stories, Not Strategies - Instead of jumping straight into how-to content, share the journey that led you to gain the knowledge you have.
- Document, Don't Create - Rather than trying to manufacture perfect content, simply document your daily insights and experiences. Some of my most engaging content has come from quick voice notes I recorded while walking by this very lake - later I can take these and transform them into other content.
- Focus on One Person - When creating content, imagine you're talking to just one person who needs your help. Right now, this morning, as I sip my coffee and watch the ducks glide by, I'm imagining I'm having a conversation with you about your business journey as I write this.
With me having my focus directed this way it helps me to create content that I hope will connect with the RIGHT people, not just as many people as possible.
The Introvert's Guide to Authentic Marketing
It may come as a surprise for you in reading this, but being front and centre is not a natural thing for me. I am far more introverted than you might believe. When I need to, I show up and serve in the places that I am asked to serve in, but would always be happy to share content and serve in ways that are more introverted.
This has always been something that I have believed to be a weakness in my business because of the extrovert way that so many of the experts we follow, show up in their content.
The fact is, in the last couple of years, more introverted content sharing has been the best way for me to grow my business. If like me, you are more of an introvert than an extrovert, here's a few ways to create content that converts...
- Start in Your Comfort Zone - Begin by sharing your expertise in ways that feel natural to you. Maybe it's writing thoughtful newsletters like this one, or perhaps it's creating detailed how-to guides. You don't always have to be dancing on a TikTok video!
- Build Confidence Through Consistency - Share something small most days, even if it's just a single insight. The key is to make it manageable and sustainable. One of my mastermind guys started by sharing 60-second voice notes about his daily business learnings - now he has a thriving podcast.
- Let Your Work Speak First - Focus initially on showcasing your expertise through your work and results. Your personality can shine through gradually as you become more comfortable. Client case studies, behind-the-scenes content and project breakdowns can be powerful content that doesn't require you to be the centre of attention.
- Collaborate Behind the Scenes - Partner with other creators where you can contribute your expertise without being in the spotlight. This might mean co-creating content where you provide the valuable insights, things like co-authoring, co-presenting and even collaborative YouTube channels or podcasts.
Remember, being an introvert in business isn't a limitation - it's often a superpower. Some of the most successful entrepreneurs I know are introverts who've learned to leverage their natural ability to listen, observe, and create thoughtful content that truly resonates, in ways that they are happy to publish content. Then when they need to, they know how to show up, be fully present and serve people in front of them when they need to be that extrovert.
Your Action Steps for This Week
- Choose Your Connection Strategy
- Pick one of the relationship-building approaches mentioned above
- Write down three people you'd like to build deeper connections with
- Plan one piece of valuable content specifically for them
- Start Your Content Evolution
- Review your recent content - is it story-based or just strategic?
- Record three quick voice notes about your business journey this week
- Transform one of these into content that truly connects
- Embrace Your Natural Style
- Identify your comfort zone for content creation
- Plan one piece of content that aligns with your natural tendencies
- Set realistic consistency goals that work for YOU
As I sit here watching the ripples on the lake, I'm reminded of how our content should be like these gentle waves - creating meaningful ripples that reach just the right people at just the right time. It's not about making the biggest splash, it's about creating those consistent, meaningful movements that gradually transform our audience's world.
Your unique way of showing up in your business is exactly what makes your voice valuable. Whether you're an introvert or extrovert, your authenticity is your greatest asset.
Keep it real,
Ant
P.S. A few reached out after last week's newsletter asking about my mastermind. We still have a few spots open for those who want to join. Simply email MASTERMIND to [email protected] for all the details.
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