Value Content is Dead Because It Doesn't Build Connections | Ep 21

Value Content is Dead Because It Doesn't Build Connections

For years, we’ve been told to “just give more value.”

More tips.
More how-to’s.
More frameworks.

But here’s the truth…

That approach isn’t working anymore.

In today’s content landscape, your audience doesn’t need more information. They can get that anywhere, instantly. What they’re actually looking for is connection.

In this episode of The Story Lab, Jonathan breaks down why value-heavy content is blending you in instead of helping you stand out, and what you should be doing instead if you want to be remembered, trusted, and hired.

What You’ll Learn

• Why “giving value” is no longer enough to grow your business
• The difference between information and connection (and why it matters)
• Why your content might be helpful… but not converting
• How to turn your teaching into content people actually feel
• A simple 3-part method to create content that connects and converts

Key Takeaway

If your content is all teaching, you might be respected… but you won’t be remembered.

And if you’re not remembered, you’re not chosen.

Try This

Before you post your next piece of content, ask yourself:

• What’s the story behind this?
• Where did I learn this the hard way?
• How can I make someone feel this instead of just understand it?

Because your goal isn’t just to teach.

It’s to connect.

Work With Me

If you’re ready to stop blending in and start showing up with content that actually connects and converts, check out the Unforgettable Impact Collective.

This is where we take your ideas, your story, and your personality and turn it into a clear, repeatable content system that gets you seen.

Enjoying The Story Lab?

If this episode hit for you, make sure to follow the show and leave a review.

Tell me what landed. Tell me what didn’t. I read all of it, and it helps me make the show even better for you.

Transcript

Why Value Posts Stop Working

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I know you've heard this, and you've heard this probably for days and weeks and months and years. And guess what? Right now, it doesn't work anymore. You're giving all the value. You're showing people how they can do all of the things and how they can do them better, smoother, smarter. And that's great information. But you're teaching, you're giving value. And that's actually hurting you right now. Because right now, your audience doesn't need more tips. They can go to AI for that. They need a reason to care about you. They need a reason to remember you. And value-based tips and teaching content, that's not doing it. That's not what's going to make your story the one they remember. And that's what we're going to talk about today on this episode of the Story Lab. A little bit. See, as a coach, I know that I've done this for a long time. I've given so much value. I'm stuck in this value mode. Every post is a tip or a how-to or a checklist or a framework. And on paper, that looks great. And my audience is getting lots of really useful information, but they don't need that useful information. They can get that useful information from AI. They can get it from any other creator. So sure, it looks great, but in reality, I'm just blending in. My audience is seeing the same advice from 10 other people, 10 other AI models, and it means nothing to them. They're bored. It all sounds the same. Nothing stands out. Nothing has a unique value. Nothing has a unique viewpoint. And that's where we're missing. Information doesn't build connection. And what we want to be doing on social media is building connections. Because connections build trust, and trust leads to sales. And guess what? We're all here to make a little bit of money, right? That's our goal. We want to make sure that on social media our content is working for us. And it's not working for you if you're just dumping value post after value post after value post because your audience is sitting there thinking, great, wonderful tip. But you know what they're not thinking? They're not thinking I should hire them. Because in their mind, they're going, do I trust this person? Do they get me? Do I feel something when I see their content? Does their content make me feel connected? Does their content make me feel anything? And if it doesn't, that's your gap right now. That's where you're missing out. Because right now on social media, we want people. We want to connect with people. So sure, you could be posting genuinely helpful content, but it may not be getting you leads or DMs or inquiries. Why? Because it's quality, but there's no connection point. There's no reason for me to buy from you over anybody else. People aren't feeling anything. So if we made one simple shift and we can keep teaching, we absolutely should keep teaching. But the thing is we need to teach in a way that's going to connect. And the way you do that is wrap your teaching in a story. Connect it with a story. So if you teach through story, you're doing amazing things because you're actually connecting with your audience, giving them value, and building that trust. So here, do this. Instead of saying, here are three ways to stay consistent on social media, say something like, I used to disappear for weeks at a time on social media. And I thought that staying consistent was an impossibility. I thought it was a discipline issue. But it wasn't. It was a me issue. And here's what I learned from that. See, what you're doing, you're teaching the same lesson, but with a completely different impact. You're teaching a lesson wrapped in a story that people can connect with in the second version. Sure, you've got those three tips, and those three tips could still be in that second post. Exactly the same. Just wrapped in a story. So I want you to think about teaching in a story by adding three components. Three really simple components. One, you're gonna start with a moment. Pull people in with a real life experience. Pull people in with what they're experiencing right now. Create a curiosity gap where you're saying, this is what you know, but this is what you don't. Start with that moment, then add in a struggle, and let them see themselves in that struggle. Let them understand that they're there. So what you're doing here is you're going to pull them in with a real life experience. Then you're going to show them the darkness. The darkness is that pain point that they're struggling with, that struggle that they have. But then where the magic happens is you're going to show them how to get from that struggle to a place where they no longer have that struggle, a place where they're actually past that. You're going to deliver the lesson. So you're going to start with the moment, you're going to add the struggle, show them the darkness, and then deliver the lesson, bring them to the light. And that simple method, three parts, is going to make your learning content, your teaching content, actually be content that has a shared experience, content that connects with your audience, content that's still teaching, but it's getting you to connect with your audience. This could be something like I was getting so frustrated that I was constantly posting content and never getting leads, never being seen, feeling like I was working and still constantly invisible. I didn't know why I was feeling so frustrated. I was doing everything that all the other gurus were saying. I was showing up consistently. I was following the trends. I was focusing on reels. But every single thing I posted got four likes. And it was so frustrating. Day in, day out, not growing, not getting leads. And I didn't know what to do. Till finally I said, screw it. I'm not doing what they're telling me to do anymore. I don't want to be stuck in this box of following the trends and doing this today and that tomorrow and sharing this post one day. That's not who I wanted to be. I wanted to be myself on social media. I wanted to show up and talk about the things I wanted to talk about in a way that was going to help my audience, not the specific generic person over here. I wanted to help my people. So I started to show up as myself. I started to show up and share what I truly believed. I started to share on repeat the things that I used to help me feel comfortable on social media. And things started to change because I was confident in sharing those things. I knew what I'd done in those moments. I knew how to connect with my audience based on the things that I was struggling with because I knew they were struggling with them too. And that was the turning point. My signature style was the turning point in me actually reaching my ideal clients, me being myself. So now that's what I teach my audience: how to be themselves, how to create content that's going to reach their audience because it's what your audience needs from you. It's how your audience connects with you. And it's amazing how quickly that changed my business. Now, see, that wasn't just three tips. That was information. Yes. But it was also a shared experience. It was a moment. It was probably something that they're struggling with and a goal that they want to have. That makes all the difference in the world. So keep in mind, if your content is all teaching content, you might be respected, but you're not going to be remembered. And what we're after is to share stories that are going to get us remembered. To connect with people that are going to remember us and recommend us and buy from us. When you're remembered, you're chosen, you're making money, and you'll connect with your people and the people that they bring to you. So here's what I want you to try this week. I don't want you to post a tip. I want you to ask yourself one of these three questions. What story is behind this tip I want to post? Where did I come up with this tip? How did I come up with this tip? Where, what's the story behind it? Or how did I learn this the hard way? And how can I make it easier for my audience? Because I don't want them to have to learn it the hard way. Third question you can ask, how can I make someone feel this instead of just understand it? How can you make them feel the moment, feel the thing that was going on, instead of just understanding it? Because feeling is much more powerful than understanding. Because your goal isn't to teach. That's not your goal on social media. Dumping more value is not your focus on social media. Your focus on social media is to connect. And when you do that, that's when your content starts to work. That's when your business starts to grow. And that's when you truly will understand the value. See what I did there? Of showing up on social media and making your story the one they remember. So, once again, thank you for joining me for a quick episode, quick solo episode today, but a really important one. One where you're going to focus on what? Making a connection. Not just putting content out there, but actually building connections. And if you haven't already, do me a favor. Run over to wherever you listen to podcasts and drop a review. Let us know what you liked, what you didn't like. Tell me this was great, this was terrible. I don't care which way you do, but do me a favor, give me that feedback so I can make this show better for you. And I will see you next time on the next episode of the Story Lab. Take care.