BROADCASTS.com

b'It\\u2019s tempting to think that all the time you spend on social media, writing articles, creating podcast episodes, or recording videos is time spent building relationships.\\nHeck, I\\u2019m doing it right now.\\nEvery podcast episode I create is an effort to create a genuine connection between you and me.\\nBut I know from experience that my efforts in broadcasting\\u2014whether on the podcast, with content marketing, through email, or on social media\\u2014pale in comparison to the time I spend interacting with people like you.\\nThe conventional wisdom in today\\u2019s media-rich world is that you start by creating content, then build your audience, and then market a product to them. Final step? Bathe yourself in dollar bills.\\nHowever, this is a reductive take on what actually works.\\nBusinesses aren\\u2019t built on audiences. They\\u2019re built with people. And there is a very real difference when it comes to creating for audiences versus nurturing relationships with real people.\\nWe talk differently to groups of people. We share different ideas when we\\u2019re battling for the attention of others. We prioritize different outcomes when we\\u2019re shouting from our soapboxes.\\nAt the end of the day, all this social maneuvering isn\\u2019t nurturing real relationships and its rewards are short-lived.\\nIt might take a little more work but interacting with people one by one and cultivating true connection will serve you, your business, and your customers for the long haul.\\nThat\\u2019s why \\u201cfocusing on real relationships\\u201d is the second trend I see shaping small business in 2019.\\nHopefully you\\u2019ve heard this before\\u2026 but Paul Graham, a co-founder at the startup accelerator Y Combinator, says:\\n\\u201cDo things that don\\u2019t scale.\\u201d\\nUnfortunately, the vast amount of small business advice out there says to do exactly the opposite.\\nOnly do things that scale. Only produce things that can be used by thousands of people. Find the lowest common denominator and make it your lead magnet. Only spend time on platforms where you can reach huge groups of people all at once.\\nLook, if doing things that don\\u2019t scale works for businesses that will eventually be valued in the ballpark of hundreds of millions of dollars or more, then it will work for you.\\nAnd, it starts by focusing on real relationships\\u2014one person at a time.\\nNow, the first relationship I would suggest you focus on is the one you have with yourself. Focus on understanding your strengths and your most productive ways of working. Focus on deepening your confidence and self-awareness. Focus on creating work that thrills you.\\nDuring my interview with Srini Rao, he told me:\\n\\u201cWhen you satisfy your own desires and you maintain your own values and standards \\u2014 as opposed to letting it be driven by the desire to live up to the expectations of other people \\u2014 you\\u2019re much more likely to create something with emotional resonance, something that\\u2019s going to have a lasting impact on people.\\u201d\\nOnce you\\u2019ve developed habits and practices that strengthen your relationship with yourself, you have a foundation for nurturing relationships with others.\\nThey might be potential customers or existing customers. They might also be colleagues or mentors. They could just be people you think are awesome who you want to get to know better!\\nWhat\\u2019s working for me is using the platforms I love the most to connect with individuals instead of just broadcasting. That means that when I hop on Instagram, I\\u2019m not just double-tapping and posting. I\\u2019m commenting, I\\u2019m responding to others\\u2019 stories, and I\\u2019m letting people know when they post something that really resonates with me.\\nIt also means that I don\\u2019t just use our small business communit...'