Relationships are absolutely fundamental to any business. And yet so many online business owners often seem to be doing everything possible to bring in clients without having to make direct contact with other humans. The internet can make this particularly confusing, because the nature of relationships on the internet is confusing! What’s more, it’s so easy to feel isolated as an entrepreneur and to not even think about turning to other people. The reality is, more than your social media presence—more than any aspect of your digital marketing strategy, being active in the community you serve is probably the biggest advantage you can have in growing your work.

Whether you're an introvert, socially anxious, or just unsure of where to begin, this conversation offers actionable advice and thoughtful perspectives on:

- Shifting your focus from audience size to nurturing existing connections.

- Understanding how relationships can be the "soil" for sustainable growth.

- Building trust and collaborations that align with your values and vision.

- Navigating the role of digital tools like Instagram alongside in-person or community engagement.

- Practical steps for finding opportunities, connecting with aligned professionals, and maintaining integrity in partnerships.

Tristan and Brooke also reflect on how privilege and positionality impact collaborations and share personal stories about opportunities born from intentional relationship-building.

Takeaways:

- Relationships are the foundation of any business. Invest time and effort in nurturing them.

- Focus on serving your current audience and community rather than chasing endless growth.

- Show up authentically—whether in networking events, online platforms, or collaborations.

- Don’t bypass direct connections; meaningful interactions outlast transactional marketing tactics.

Mentions & Resources:

Free Workshop:ChatGPT & Your Work with Patricia Grenseman - Friday, January 10th, 10-11:30am Pacific / 1-2:30pm Eastern

Concept to Conversion Program: A 4-week intensive to guide you in getting your next offer out into the world, starting January 21st

Links:

Visit joinfruition.com for more programs and resources.

And of course, you can also get more info about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.com

Call to Action:
Enjoyed this episode? Leave a rating and review on Apple Podcasts, and let us know how these insights are helping you in your work, or share this episode with someone who might benefit from it!

+ Episode Transcript

At this point most entrepreneurs and service-based business owners are familiar with the significance of content marketing, and yet many of might be wondering wtf is working as far as content marketing in 2024? (Seems to be an ongoing theme on the podcast, huh?!)

The truth is there are different types of content marketing, and the success of these different types of content should be evaluated according to different metrics. The other truth is, surprise, Instagram isn’t the Answer to all effective content marketing!

Topics discussed:

- The value of clarifying your business model, positioning, and messaging so you can create a content strategy that truly works.

- Understanding that the point of content marketing is to generate business income, and to go beyond simply selling—content marketing is most optimal when it provides evidence of the fact that you can actually do what you claim to do in your work!

- The importance of creating content that Introduces, Nurtures, and Converts, and then understanding which places to share which types of content (i.e. Instagram might not be the ideal conversion platform, but perhaps it’s great for nurturing your audience!).

- Rethinking marketing beyond social media and creating an aligned Marketing Ecosystem.

- Making content with more ease and the value of repurposing (with purpose), particularly in relationship to building trust and strengthening our “brands.”

…and more.

People & resources mentioned:

Marketing Ecosystem PDF

Michelle Cassandra Johnson

Meg Casebolt

Meg’s free SEO training on joinfruition.com

Tanya Geisler

Interested in learning more about the topics we’re exploring on the podcast? Join us for BIZ CAMP!

BIZ CAMP is a 4-week intensive program focusing on essential business concepts for entrepreneurs and service-based business owners so we can create strategies that will truly shift with the ever-evolving landscape of online business.

In Fall Biz Camp, we’ll talk: Positioning, Messaging, Offers & Business Models, Equitable Pricing, and so much more.

We start September 5th and meet Thursdays and Saturdays. Registration is offered on a sliding scale $650-$1850 USD; payment plans available for all tiers without incurring additional fees. Reach out if you have any questions.

And of course, you can also get more info about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.com

+Episode Transcript

At a time when people are spending less and less on non-essentials, how are service-based business owners considering offers design? What “worked” in 2020-2021, and even in 2022-2023, has shifted considerably. And we can’t simply change our prices in order to continue to meet and serve our clients—that won’t support us in creating sustainable work.

This episode starts with a very important update on the topic of Justin Timberlake and Tristan’s previous claim that he’s a “good guy.”

Additional topics discussed:

- The value of getting clear about what we actually do, and being as specific as possible about how we help clients cultivate results.

- The role of having a methodology or framework, and the importance of being willing to ditch it or for it to shift and evolve over time or with each client.

- Rethinking the value ladder, and getting creative with our offers in order to meet the unique moment we’re in financially and socio-politically.

- Centering sustainability while also centering equity and access in our pricing and how we structure our offers to meet clients’ needs and ours.

…and more.

Resources mentioned:

- Brooke’s Creating an Effective Sales Page on-demand webinar

- Kristy Fanton’s Social Proof Sidekick

Resources not mentioned that should’ve been:

BIZ CAMP!

We’re at it again—icymi, BIZ CAMP is an 8-session program to support service-based business owners in creating a foundation and strategy that will actually support you as the landscape of entrepreneurship continue to change. In Fall Biz Camp, we’ll explore topics like Positioning, Messaging, Offers & Business Models, Equitable Pricing, and so much more.

We start September 5th and meet Thursdays and Saturdays. Registration is offered on a sliding scale $650-$1850 USD; payment plans available for all tiers without incurring additional fees. Reach out if you have any questions.

And of course, you can also get more info about Brooke and Tristan on their websites: brooke-monaghan.com and katz-creative.com

+Episode Transcript