Broadcasting is Not Connecting
Why your audience feels invisible (even when you're talking directly to them)
TL;DR
Feeling unheard despite your content efforts? You might be broadcasting instead of connecting.
This piece highlights the pitfalls of "megaphone marketing," where creators shout the same message to everyone, missing the unique needs of their audience.
True connection happens when you acknowledge the varying stages of your audience's relationship with you, tailoring your approach to meet their individual needs.
By shifting from broadcasting to connecting, you not only foster deeper relationships but also enhance engagement.
Small changes in your messaging can lead to significant improvements in how your audience responds.
You post daily, share behind-the-scenes content, and get decent engagement.
But when you mention your services? Crickets.
When you launch something new? Tumbleweeds.
You're not bad at content creation. You're just talking at people instead of with them.
Here's what I see happening:
You're broadcasting at people, not connecting with them.
The difference? Broadcasting assumes everyone needs the same message at the same time. Connection recognises that your audience exists in different relationship stages with you and they need different things depending on where they are.
The Broadcasting Trap
Most creators fall into what I call "megaphone marketing." They stand on their digital soapbox, shouting the same message to everyone within earshot:
"Here's my morning routine!"
"Buy my course!"
"Here's what I learned today!"
"Sign up for my newsletter!"
It's not personal. It's not strategic. And it's definitely not connecting.
Broadcasting treats your audience like a crowd at a concert, faceless, interchangeable, all wanting the same experience. But your audience isn't a crowd. They're individuals in different places, with different needs, at different stages of relationship with you.
Some just discovered you yesterday.
Others have been following for months but haven't bought anything.
Still others are loyal clients who've worked with you multiple times.
Broadcasting assumes they all need the same thing. Connection knows better.
What Real Connection Looks Like
Connection happens when you recognise that your audience isn't one homogeneous group, they're individuals at different stages of relationship with you.
Some people just discovered you yesterday. They're curious but cautious, need quick proof you understand their world.
Others have been following for months but haven't bought anything. They're building trust, evaluating whether you're the real deal.
Still others are loyal fans who've worked with you before. They're ready for your advanced insights and premium experiences.
Same audience.
Completely different needs.
Yet most creators treat them all the same.
Broadcasting vs. Connecting: The Pattern
Here's what this looks like in practice:
Broadcasting: "Here's my 5-step morning routine for success!"
Connecting: "If you're struggling to start your day with intention instead of immediately checking emails..."
Broadcasting: "Everyone needs to invest in personal branding!"
Connecting: "For those of you who cringe every time someone says 'build your personal brand', I get it, and there's another way..."
Broadcasting: "Buy my course and transform your business!"
Connecting: "I know some of you have been following me for months but haven't taken action yet. Let me share what's probably holding you back..."
Broadcasting: "This strategy works for all entrepreneurs!"
Connecting: "If you're a solopreneur feeling overwhelmed by advice designed for teams of 20..."
Notice the difference?
Broadcasting makes assumptions.
Connection acknowledges reality.
Why This Happens (And Why It Matters)
Most creators fall into broadcasting because it feels safer. Talking to everyone means you don't have to risk alienating anyone. But here's the truth: when you speak to everyone, you connect with no one.
The irony? The more specific you get about who you're talking to and where they are in their journey with you, the more people feel seen.
In a world of AI-generated content and mass automation, this human recognition becomes your competitive advantage. Your audience can get information anywhere. What they can't get everywhere is the feeling that someone truly sees their specific situation and cares enough to meet them there.
But here's what's interesting: Even when creators understand this concept, they often end up attracting the wrong people anyway. People who want quick fixes when they're selling transformation. People who want free when they're selling premium.
Why does this happen?
That's a different problem entirely and it's what we'll explore next.
The Connection Challenge
This week, audit your content through this new lens:
Are you speaking to everyone or someone specific?
Are you acknowledging where people might be in their relationship with you?
Are you making assumptions about what your audience needs, or are you recognising their reality?
The shift from broadcasting to connecting isn't about overhauling everything. It's about awareness. Small changes in how you think about your audience create massive changes in how they respond to you.
Because when people feel seen, they stick around. When they feel like just another face in the crowd, they scroll past.
Resources & Next Steps
Free Resource:
Brand Relationship Scorecard (Free GPT) - Discover hidden gaps in your audience relationships (takes 5 minutes)
For Deeper Work:
Brand Relationship Repair Kit (£37) - Quick-fix strategies for immediate relationship improvements
Brand Relationship Consultation - 60 minutes of personalised guidance on moving from broadcasting to connecting
Hit reply or drop a comment and tell me: What's one way you've felt truly seen by a creator's content?
I read every response.
With courage and conviction.
