How to Build Audience Connection

I'm a recovering "over-thinker" of every post.  I'd stare at the screen.  Delete sentences.  Rewrite them.  Then delete them again.  "I suck at this."   "People won’t like this."   "This sounds so dumb."  So I’d scrap the post.  Promise myself I’d try again tomorrow.   Then repeat the same cycle the next day. And of course delay the fix. It was painful. Eventually, I forced myself to hit publish.     Small engagement.   Little momentum.   Tiny traction.  So I overthought even more.    Maybe I needed better hooks.   Maybe I wasn’t being persuasive.   Maybe I just wasn’t cut out for this.  Then, I tried something different.  I stopped trying to sound smart.   Stopped overanalyzing every word.   And quit worrying about "perfection." Instead, I told simple stories.    Niche relatable stories.  With simple and relatable lessons. Ones that tied back to my experience.  These stories were not only engaging.   They were relevant.  And built real rapport with my niche.  That’s when things changed.  No fancy copywriting.  No marketing tricks.   No viral tactics.  Just clear, honest, simple, real, human...  Storytelling.  Do this with 3 steps: 1) Start with a real moment Something specific that actually happened 2) Show the struggle (not just victory) Add frustrations, difficulties, & uncertainties 3) End with the insight (don't miss this) Get this right by adding insights + actionable tips Tell your audience exactly what they need to hear. Do it, & you’ll never run out of content again.

The power of storytelling isn't just in the tale you tell. It's in the response you evoke. Want to move people to action? Here's how. Forget long-winded introductions. They know who you are, so start in the middle of the action. Imagine this: You're standing on stage, heart pounding. The audience is silent, waiting. You take a deep breath and.... just begin painting a vivid picture. That's how you grab attention. No background needed. Now, don't just tell, show. Details make your story real. They transport your audience. But skip the statistics and focus on what you felt, heard, see. For example... "The red velvet curtains rustle. A faint scent of beer lingers in the air. Your palms are sweaty against the cool microphone." But here's the secret sauce: tension or a twist. Keep them guessing. Build anticipation. For example... "You hear it. The heckler. There is always one in the crowd, and usually you take it personally. But this time you're ready, and your stand-up comedy routine is, too." Your story needs a destination. But forget the "moral of the story." Instead, end with a call to action. A "let's" statement. "Let's rewrite our stories to turn life's hecklers into a positive. Let's be prepared. Let's start now." This moves your audience from passive listeners to active participants. Remember: 1. Start in the middle 2. Include vivid details 3. Add tension or a twist 4. End with a "let's" statement Master these elements, and you'll do more than tell stories. You'll inspire action. You'll create change. You'll move people. Next time you communicate, whether in a presentation, an email, or a casual conversation, try this approach. Watch as your words transform from mere information to catalysts for commitment.

The next billion-dollar brands won’t start with a product. They’ll start with content. They’ll build community, trust, and conversation before they ever build inventory. Because attention is the new supply chain. If you’ve got the trust, you can sell anything. This is not a theory. This is the reality of modern business, and if you’re in hospitality, tourism, or any experience-driven industry, it should be your obsession. So let’s talk about what that actually means for your brand today: 1. Build in public: Stop waiting until something is perfect to share it. Show your process. Let your audience see the behind-the-scenes, the people, the small wins, and even the missteps. You’re not just selling a hotel room or a destination. You’re selling a story people want to be part of. 2. Become the media company: You’re not a resort. You’re not a cruise line. You’re not a tourism board. You are a media company that happens to sell those things. That means you need to post every day like your survival depends on it, because it does. One video can change your quarter. One story can land a new partner. One post can fill rooms. This isn’t theory. I’ve seen it happen. 3. Educate or entertain. Every piece of content must do one or both: No one cares about your room upgrades or the plated dinner shot unless there’s a human hook behind it. Share staff stories. Show local culture. Tell me why your destination matters right now. Give me a reason to stop scrolling. If you don’t interrupt the pattern, you’ll never earn the attention. 4. Engage like a person, not a brand: Reply to every comment. Start conversations in the DMs. Reshare user content and tag them. The future belongs to brands that act like people. If you show up like a billboard, it will bury you. 5. Leverage borrowed trust: Partner with people who already have the audience you want. Influencers, creators, advisors, guests who love your brand. If they trust them, and they recommend you, you win. But don’t micromanage the message. Collaborate, don’t control. 6. Stop measuring vanity, start tracking velocity: Likes are not currency. But how fast your story spreads, how fast people comment, save, and share, that’s your new KPI. Speed is signal. If your content is good, it’ll move. If it’s not, it dies fast. 7. Start now. Not next month. Not next quarter: There will always be a reason to wait. But every day you’re silent, someone else is taking the attention you’re too slow to claim. And once someone else owns the conversation, it’s hard to get it back. Because again, and I’ll repeat it… The next billion-dollar brands, they won’t start with products. They’ll start with content. Audience first, physical products second. Because attention is the new supply chain. If you’ve got the trust, you can sell anything. So, are you building trust, or are you still just pushing product? The game has changed. And if you’re not adapting, you’re invisible.

Here's how I got my client to listen to her community instead of just her business My client, an owner of a local coffee shop, was puzzled. Despite active social posts, her coffee shop stayed quiet. She was shouting into the digital void. One day, she overheard customers: "I wish there was a quiet place to work with good Wi-Fi and late hours."  Lightbulb moment! She shared with me over the discovery call that she'd forgotten to listen to her community. I changed her approach. 1. Tuned In: Followed local hashtags, joined community groups. 2. Read Between Lines: Noticed discussions about study spaces and late-night coffee needs. 3. Adapted: Extended hours, upgraded Wi-Fi, created quiet zones. 4. Engaged: Joined conversations, shared tips beyond just promotions. 5. Measured: Tracked mentions and sentiments. Result? Her shop became the go-to spot. Revenue doubled, engagement soared – all from posting smarter, not more. Most businesses focus on sales rather than social listening, so here's why social listening matters to all brands: 1. Uncover needs 2. Improve offerings 3. Manage crises 4. Gain competitive edge 5. Build authentic connections For those of you who are missing that vibe in your business, I would like to set a challenge: 1. Observe your niche for a week without self-promotion. 2. Find three surprising audience insights. 3. Plan strategy adjustments based on these. Share your biggest revelation! How will you transform your approach? #SocialListening #DigitalMarketing #BrandStory

I talk on a lot of different stages to a lot of very different groups of people. Over the years, I've adopted three practices that I think are fundamental to making a keynote memorable. 1️⃣ Do Your Homework. Before every talk, I study up on the event and its audience. I ask a lot of questions of the planners about their theme and goals. I get detailed information about the audience - who will be attending, their backgrounds, where they are in their careers, what issues are top of mind for them. And I read up on the organization itself, learning the names of key players and adjusting my slides and talking points to speak to industry trends. This ensures my keynotes feel personalized, relevant, and valuable to the people listening. 2️⃣ Keep It Personal and Punchy. Most of my talks start with a personal story. I think audiences need to feel connected to a speaker first, before they can connect to that speaker's content. Then, throughout my presentation, I make sure my slides are punchy, visually bold, light on text, and big on impact. I share key points in easy-to-digest bites, peppering in compelling quotes, fascinating case studies or research statistics, simple tips or lists, and emotive video clips. These tactics help to keep the energy high throughout the hour. 3️⃣ Share a Moment of Magic. My presentations always include something unexpected—a surprising activity, a sleight of hand, or an interactive exercise. I call these "moments of magic" that break the audience out of the mundane, repetitive, talking head experiences of a typical conference day. And I invest a lot of time in conceiving new ways to add that magic element. These moments make your presentation refreshing and memorable. I have met many people years after they saw me speak, and they will tell me how much they remember a specific quote or activity that I did with the audience. I believe these three practices can turn keynotes from just "a speech" into an impactful experience. And a great experience will leave a lasting impression long after an event is over. #KeynoteSpeaker #Events #ThoughtLeadership #PersonalConnection #AudienceConnection #KeynoteSpeakerEvents #Connections #KeynoteLearnings #Lessons #Growth #ProfessionalDevelopment #Events

Raising kids is like building an audience—logic might get them to listen, but it's the love and honesty that make them stay. You can teach them all the facts, but it's the moments you share from the heart that truly resonate and shape who they become. Here's how you can translate parenting to audience-building: 1/ Speak from the Heart Connect on an emotional level. Write with passion and empathy. Heartfelt content engages and inspires your audience. 2/ Share Personal Stories Personal experiences build relatability. Share your journey, struggles, and victories. Stories create a deeper connection with your audience. 3/ Be Genuine and Vulnerable Authenticity attracts genuine followers. Show your true self, including your imperfections. Vulnerability fosters trust and engagement. 4/ Prioritize Emotional Impact Craft messages that evoke emotions. Focus on how your content makes people feel. Emotional resonance leads to stronger audience connections. 5/ Engage with Your Audience Interact and respond to your followers. Show that you care about their thoughts and feelings. Engagement builds a loyal community. 6/ Focus on Values and Beliefs Share your core values and beliefs. Align your content with what you stand for. People are drawn to brands and creators with clear principles. 7/ Create Meaningful Content Offer content that adds real value to lives. Address needs, desires, and aspirations. Meaningful content keeps your audience coming back. 8/ Embrace Creativity and Passion Let your passion shine through your work. Creative and heartfelt content stands out. Passion is contagious and attracts like-minded people. In 2024, let your heart lead the way to attract and grow your audience.

Sitting through another online event, nodding along, but not really feeling engaged? I just experienced this feeling last week in an online webinar. There has been trouble with tech, which consumed a lot of time, there was little interaction with the participants, and the wasn’t quite built for everyone in the room. I left feeling disappointed and unmotivated. I've been moderating events, facilitating workshops, and giving trainings now for over 20 years. In this time, I’ve learned that truly engaging and great events are rare. The good part: it is a skill that people can learn. Three takeaways that I share with folks who are just starting out or for those with more experience who could also need a check-in from time to time are the following: Preparation is key. Always keep the audience in mind. And, offer various ways to learn. Preparation: With the goal and purpose in mind you should design the event. From opening with welcoming, sharing the agenda and rules of engagement to delivering the content to closing with a summary and feedback. Do several dry runs, meaning that you go through your whole program without audience or maybe with colleagues who can give constructive feedback. Also consider which tech will be used and test it before using it. Audience: The event is not for you; it’s for the audience. What do you know about the people who are attending? Do the participants know each other? Which questions could you ask to learn about their expectations, needs, and knowledge? You can do that, i.e,. through polls, surveys, or discussions. Be flexible and don’t be scared to adjust the agenda if needed, and communicate why you are doing what you are doing. There have been so many times that I was a participant and I couldn’t follow the instructions, or I didn’t understand what was asked of me. Learning: People learn differently. By offering various ways to learn, engage, and participate, everyone in the room has a chance to achieve the set objectives. It might be useful to make learning and reflection materials accessible prior to, during, and after the event. Some people prefer working alone while others prefer working in groups. Some need to hear, others need to read content. Don't just think about what you like, but educate yourself about what people with different ways of thinking need. And let me be clear. You'll never please everyone in the room. That’s okay. But by following the above-mentioned tips, you can get pretty close. And remember, there is help out there - hello Ellen and team 👋🏾 What is important to you in virtual spaces? What have been good or bad experiences? Do you need help in creating more engaging and inclusive events? Send me a DM. #Facilitation #Workshops #Training #Virtual #SaferSpaces ALT- Text in the comments.

A client recently told me, “We’ve always done things this way, but now nothing’s clicking. What changed?” The answer is simple: The market evolved. Customer behaviors shifted. But their strategy didn’t adapt. Once we reevaluated their strategy, we made some key adjustments, and the impact was immediate: engagement spiked by 35%, inbound leads doubled, and they secured their largest deal to date. B2B doesn’t have to be cold or formulaic. Sales and marketing should never feel like a one-sided pitch. They’re about building authentic, human connections. I like to call this the “Connection-Driven Growth Approach.” Here’s how you can apply it: 🔸Listen First, Talk Later • Instead of pushing your message right away, start by listening to what your audience needs and struggles with. • Understand their challenges to craft a solution that resonates. How this helps: Builds trust and helps you tailor your messaging to what actually matters to them. 🔸Be Transparent and Authentic • Show your true values by sharing behind-the-scenes content, and admit when things go wrong. • Let your audience see the human side of your brand—people connect with authenticity. How this helps: Builds rapport and makes your brand more relatable and trustworthy. 🔸Share Stories, Not Just Stats • Use stories that showcase how your product or service makes a real difference in people’s lives. • Focus on the emotional connection your product creates, not just features. How this helps: Makes your brand more memorable and emotionally engaging, fostering a deeper connection. 🔸Engage in Meaningful Conversations • Don’t just broadcast—respond to comments, ask questions, and participate in discussions. • Show genuine interest in your audience’s opinions and experiences. How this helps: Encourages more engagement, builds relationships, and helps turn followers into loyal customers. 🔸Focus on Value, Not Sales • Share helpful tips, educational content, or useful resources before ever trying to sell. • Provide real solutions to your audience’s problems, not just your product. How this helps: Builds trust, adds value to your audience’s lives, and leads to long-term relationships that convert into sales. The truth? Growth doesn’t come from pushing products. It comes from fostering relationships and delivering real value. What’s one way you’re building connections in your marketing right now? Drop a comment! ⸻ ♻️ REPOST if this resonated with you! ➡️ FOLLOW Rheanne Razo for more B2B growth strategies, client success, and real-world business insights.

After 713 Gratitude Experiences and Five additional years Producing Award-Winning Theater, Here's what works best to move an audience: Think of everything you do like a Three Act Play. Whether you're leading a team meeting, delivering a keynote, or just meeting a new person, structuring your time like a Broadway play can transform the impact. Here’s the breakdown for a 30 minute call, 60 minute meeting, 90 minute hang...you get creative: Act One: The Present – Ground yourself and others in the moment. Maybe start by asking, "How are you?" or "What's one word that describes how you feel right now?" It fosters mindfulness, presence, and creates connection. Act Two: The Past – Reflect on past experiences. Maybe ask, "How did you get here", "Who helped you along the way?", "Who do you not give enough credit or thanks to?" This builds resilience, emotional connection, and helps them shift into the positive with past positive stories. Act Three: The Future – Chart a purposeful path forward. Encourage participants or whoever your meeting with to visualize their best future self and even set meaningful goals; they might just see you as part of that vision. Just like in theater, every experience should have an intentional beginning, middle, and end. Structure creates transformation. When done right, it’s not just an event or a meeting—it’s a journey.

What can a baby teach us about mastering presentations? A few years ago, I recalled a memory of a friend navigating new motherhood. She had just welcomed her first baby, and her mother stayed with her for the first week to help her adjust. Despite years of experience babysitting in her teens and early twenties, my friend was understandably nervous about caring for her own infant. She asked her mother if she would stay longer. Her mother, ever calm, offered this timeless advice: “Oh, Elaine, it’s not that hard. Just keep his stomach full and his bottom dry.” Brilliant in its simplicity! The wisdom behind those words has stayed with me, because it reminds us that sometimes the best solutions are the simplest. And when it comes to public speaking, it’s the same principle: keep things clear and focused, and the rest will fall into place. Presenting doesn’t have to be overwhelming. Yet, many people get bogged down in the details—choosing the right words, worrying about how they look, fearing the “what ifs.” But let me tell you, the key to a successful presentation boils down to just two things: 1.      A clear message 2.     Audience connection If you nail these two, everything else is just gravy. The Power of a Clear Message Hone in on one core idea. If you can’t explain your message in a single sentence, you probably don’t have a clear enough grasp on it. Use short, impactful sentences that are easy for the ear to follow. A message may read brilliantly on paper, but when delivered aloud, it can easily lose its power if it’s too complex. So, speak in everyday language. Keep it conversational. People will connect with what you're saying because it feels accessible and real. Building an Authentic Connection with Your Audience Once your message is clear, focus on how it lands with your audience. Valuable content is just the starting point; you need to get your listeners out of their heads and into their hearts. So, how do you build that connection? Start by telling stories—personal anecdotes, industry-related examples, metaphors, and even humor. Stories help the audience see themselves in your message and make the content memorable. Make eye contact. Master the pause. Silence can be a powerful tool—give your audience time to feel your words, not just hear them. Engage them directly by using their names, asking them to participate with a show of hands, or encouraging them to nod in agreement. People respond when they feel like they’re part of the experience. Let them see your humanity—share your struggles and your successes—but don’t make the presentation all about you. Shift the focus to them. Make your message their journey. Just like my friend, who was initially overwhelmed by the thought of caring for her newborn, the simple, straightforward approach to presenting will give you the confidence you need to shine. With a clear message and a strong connection, you’ll deliver a knockout presentation every time.