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Stop Selling info and do this instead

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Have you noticed that sometimes it feels like the online business landscape is shifting under our feet? You’re not alone. The days when people eagerly bought content-heavy courses are behind us. 

Now, more than ever, what people crave is community, camaraderie, and support in implementing the actions to reach their dreams. This article will guide you on how to adapt to these changing needs, ensuring you make a powerful impact in the world.

Understanding the Shift in Market Needs


The Content Overload Era

Remember when launching a course full of videos, PDFs, and checklists was the golden ticket? We were sold the dream of scalable income and big paydays. Build it once and sell on autopilot. Those days are fading fast. Our audiences are overwhelmed with information. Moms in particular feel this intensely. Always trying to learn, grow, and be better, moms are feeling the toll of too much info and not enough time.

There’s just too much content out there, leading to burnout and disengagement. People are no longer just looking for more content; they’re looking for meaningful interactions and support. They want a way to trust that the info they take in will be put to use, leading to actual change in their lives.

The Rise of Community and Camaraderie

The new trend is clear: people want connection. They yearn for communities where they can share experiences, get support, and feel like they belong. This shift means we need to pivot from just delivering content and promises of answers to people’s burning needs to fostering genuine connections and providing practical support to help people take the action they know they want to be taking, and community to support them through the challenges to doing what they wish to be doing.

Why Community Matters More Than Ever


The Power of Belonging

Creating a sense of belonging is incredibly powerful. When people feel part of a supportive community, they’re more likely to trust you and stay loyal. This connection fosters a deeper, more meaningful relationship than any course ever could. This is true in parenting, in business and marketing, and in our personal relationships. It’s vital to make people feel like they matter. 

Camaraderie and Shared Goals

There’s magic in peer support. When your community members share similar goals, they inspire and motivate each other. This camaraderie turns individual journeys into shared adventures, making the experience richer for everyone involved. A program that lives only as a DIY path is likely to have a ton of people that have the best of intentions, yet trail off after a short time of being committed to the result they originally signed up for. They may or may not blame you for their lack of results, but regardless… it doesn’t feel good to create something that doesn’t make good on the promise you intended to make. 

How do you get people’s commitment even when they have all the excuses in the world to not show up?

When you create community and accountability, you give people a reason beyond themselves to show up. This enhances their commitment to show up AND the results they end up getting.

Implementation Over Information

People don’t need more information; they need help applying what they already know. Communities provide the perfect environment for this. By focusing on implementation, you help your members achieve real results, which in turn, reflects positively on your brand.

How many times have we all bought a book or course that promises to teach us something that we already know, because we simply aren’t applying what we know, and we hope there will be some missing link to get us to take the action?

The missing link is finding a way to facilitate implementation.

Adapting Your Business Model


Shifting Focus from Content to Connection

It’s time to transition. Move from content-heavy offerings to community-driven models that inspire action. Look at successful examples around you—platforms that thrive on community engagement and practical support. They’re leading the way, showing us that connection is the future.

Creating a Supportive Environment

Design your space to foster interaction. Whether it’s through forums, social media groups, or live events, make sure your community is built with a clear intention on the culture that you want to create. A vibrant, supportive environment will naturally draw people in and keep them engaged.

The key to facilitating interaction is in asking great questions and getting conversations started. Ask your community members for their opinions. Encourage them to share their experiences, challenges, and wins. Guide them to support each other and you will anchor them in the community.

Engagement and Accountability Structures

Introduce structures that promote regular interaction and accountability. Group challenges, regular check-ins, and accountability partners can make a huge difference. Encourage members to participate and even take on leadership roles within the community. This not only empowers them but also strengthens the community bond.

Practical Steps to Build Your Community


Identifying Your Audience’s Needs

Start by understanding what your audience truly needs. Ask market research questions, request feedback, and really listen. Tailor your community to address these specific pain points and desires. The more aligned you are with their needs, the more impactful your community will be.

Be Prepared to Allow Your Community to Evolve as You Get More Clarity

Don’t be afraid to start without having it all figured out. Messy action always get’s us farther than inaction in a quest for perfection. As we launched the BossMom+ app, we started with an idea of what it would be, and as questions came up, and ideas unfolded, the community has beein evolving and refining at a rapid pace… driven by the communities needs and desires, and a team committed to creating a space that makes an impact. 

How can you embrace this current shift in what the market wants?

Shifting from content-heavy models to community-driven approaches is not just a trend—it’s a necessity. Embrace the power of community and camaraderie to make a lasting impact. Remember, people crave connection and practical support. Start building your community today, and watch your business—and your impact—expand and thrive.

Have you started to notice a shift in the kind of support you’re looking for? 

Dana Malstaff

Dana Malstaff

Dana Malstaff is the Founder of Boss Mom and creator Nurture to Convert.
She is a mother, author, speaker, messaging strategist, podcaster, blind spot reducer, and movement maker. She believes that too many brilliant moms are struggling to figure out how to grow their business while balancing all that is required to be a good mom, partner, and woman. So many moms are trying to grow their business using trends that feel inauthentic and aren't realistic for their inconsistent schedules. She has helped thousands of women become known for their brain and not their dance moves

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