Episode 88: The Power of Resonance in Online Business with Jay Acunzo
THE ONLINE BUSINESS SHOW
The Power of Resonance in Online Business with Jay Acunzo
Show Notes
Jay Acunzo lives by a simple motto in his online business: "Don't be the best. Be their favorite." He's committed to building something that resonates with his community, not just something that has reach. On today's episode he's sharing how you can create content and offers that resonate deeply with your audience and what it means to be your followers' favorite.
Episode Highlights:
“Reach is how many see it. Resonance is how much they care.”
“When we want to resonate deeper, we need to align more closely with how others already think or feel. To resonate is to align closer. To align closer through communication is to tell a better story.”
“The thing is, awareness is just a proxy for what we really want: affinity (a spontaneous or natural liking or sympathy for someone or something).”
The Flywheel of Favoritism
THE IDEA – develop your ideas into a pithy, powerful premise that prompts initial interest.
THE EXPERIENCE – We need to hold their attention. The only way to do so, the only “tactic” that works, is to offer a better experience. I think we can do so by telling a better story. Tension.
THE RELATIONSHIP – The purpose of the Relationship is to Connect Emotionally. Here, we can use our personality and our ability to speak to the personal, emotional reasons they care about our ideas.
How creators and business owners use vulnerability and authenticity.
Parasocial relationships on social media. These are one-sided relationships, where one person extends emotional energy, interest and time, and the other party, the persona, is completely unaware of the other's existence.
THE LEARNING – Relationships can go stale if they aren’t tended to. Ideas lose their potency. In our work, we can learn to explore our ideas more deeply or find new and delightful things to add or change about our work. This is where our experiments matter most.
Instead of doing something others truly adore and appreciate, we start to focus on the optics, on vanity metrics. We over-value one small piece of the relationship, like initial interest, awareness, and reach – proxies for what we really want like affinity and resonance.
Tweetable Quotes
“Resonance is about the action. That’s where our results come from.” - Jay Acunzo
“To understand if we’re resonating, don’t measure the things you can buy, measure the things that can only be earned.” - Jay Acunzo
“It’s a lot easier to run with folks you’re already running with than to get new people to join your race.” - Jay Acunzo
Episode Transcript
About the Host / Guests
