In the world of online business, we often hear the advice to “teach what you know.” However, Tara McMullin, a seasoned entrepreneur, challenges this conventional wisdom. She shares her journey of shifting from a traditional business coaching model to a community-based business model, emphasizing the importance of sharing experiences over giving advice.
(Tara’s interview originally featured on my podcast that no longer exists, but I’ve kept the transcript here!)
The Evolution of Tara’s Approach to Social Media
Tara’s approach to social media began to change in 2019 when she realized that her marketing strategies hadn’t evolved alongside her business model. She was still marketing her products and offers from an “expert” perspective, despite having transitioned her business to a community-based model.
This realization led her to make a strategic decision to change her approach. She was tired of pretending to have a specific answer to every business question when, in reality, the answer often depends on various factors. This shift in perspective is what led her to adopt a community-based business model.
The Power of Sharing Experiences
In the What Works Network, a community Tara has built, the members share their experiences rather than advice. This approach encourages open conversations and allows everyone’s experiences to contribute to the discussion.
Tara found that she wasn’t applying this principle to her social media strategy. She was still projecting herself as an expert, rather than sharing her experiences as a business owner. This realization led her to start sharing her experiences more openly, which initially felt risky but quickly yielded positive results.
The Impact of Authenticity on Engagement
Tara’s shift to sharing her experiences rather than advice led to increased engagement on her social media platforms. She saw people saving her posts, commenting more frequently, and sharing her posts with their followers.
She realized that by sharing her experiences honestly and from a place of wanting to process her thoughts out loud, she was providing value to her audience. This approach aligned with her business model, which is based on the value of shared experiences.
Balancing Teaching and Sharing Experiences
While Tara has chosen to stop teaching personally, she acknowledges that there’s a time and place for teaching. However, she believes that many of the things we want to teach are stories that have been told over and over again.
To keep these stories impactful, Tara suggests sharing personal experiences instead of advice. By sharing a snapshot of your day or a lesson you learned, you can make a big concept feel more human and relatable. This approach can be applied to any media platform, including webinars, podcasts, and blogs.
As professionals, we can share what we’ve seen work or not work, providing a detailed story instead of trying to teach a big concept. This approach helps us develop our storytelling skills as educators and service providers.
The Power of Storytelling
Tara has shifted her social media strategy from giving advice to sharing personal experiences. She believes that storytelling is a powerful tool that can create a deeper connection with her audience. Instead of providing formulas, models, or obvious solutions, she shares her experiences, both the triumphs and the trials, in a way that is authentic and relatable.
One example she shared was about her experience with the sunk cost fallacy, a concept in economics where a person is reluctant to abandon a resource because they’ve invested in it, even if it’s no longer beneficial. She shared a personal story about how she drank a caffeinated latte late in the day, knowing it would keep her awake, simply because she had paid for it. This story resonated with her audience because it was a common experience that many could relate to, and it also illustrated a business concept in a memorable way.
The Value of Authenticity
In the past, Tara focused on teaching lessons to her audience. While she still sees opportunities to teach, she now lets those lessons percolate in the back of her mind. Instead, she pays attention to the stories happening in her daily life. She believes that by sharing these stories, the things that make us similar, she can create a different kind of connection with her audience.
However, Tara is careful about how much she shares. She believes that everyone has their own personal filter and that it’s important to have a valuable perspective on the stories she tells. She’s willing to share just about anything, but she wants to make sure she has a valuable perspective on it first.
The Impact of Sharing Experiences
Sharing experiences on social media can have a profound impact. It can create a sense of community, foster trust, and provide a platform for people to share their own experiences. It can also be a powerful marketing tool. A study published in the Journal of Services Marketing found that patients’ experience sharing (PES) on online health communities had a significant impact on their continuance intention with these communities and their efforts to manage their health.
Conclusion
Sharing experiences on social media is more than just a trend. It’s a powerful way to connect with others, share valuable insights, and create a sense of community. Whether you’re an entrepreneur like Tara McMullin or a user looking to connect with others, consider how you can use your experiences to create meaningful connections online.
