Why Your Marketing Efforts Aren't Working (And Rich Relationships Are The Real Key to Business Success) - with Selena Soo

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Here's the hard truth I learned in this conversation: You can spend thousands on Facebook ads, perfect your email sequences, and create the most polished marketing campaigns... but if you're not building rich relationships, you're fighting an uphill battle that's only getting steeper.

 

In this episode, I sit down with publicity strategist and author Selena Soo to dive deep into her new book "Rich Relationships" - and what she reveals will completely shift how you think about growing your business.

 

As a fellow introvert, I've always struggled with the idea of "networking." The thought of working a room or making small talk at conferences made my skin crawl. But Selena showed me something game-changing: You don't need to be an extrovert to build a million-dollar network. You just need to be intentional.

  Why This Episode Will Transform Your Business

We're living in what Selena calls a "trust recession." People are bombarded with ads, skeptical of marketing messages, and increasingly buying from their communities rather than responding to traditional marketing. The entrepreneurs who thrive in this new landscape aren't the ones with the biggest ad budgets - they're the ones with the richest relationships.

 

I've seen this firsthand. When I look back at my entire career - from taking a company public in the late '90s to my current work with industry leaders like Tony Robbins, Dean Graziosi, and Russell Brunson - every major breakthrough came through relationships, not marketing campaigns.

  What You'll Discover

The 3 Types of Givers (And Why Most Entrepreneurs Are Doing It Wrong)

• The "Indiscriminate Giver" trap that leads to burnout and resentment
• How "Transactional Givers" actually block abundance
• The "Rich Giver" approach that creates win-win relationships

 

The 6 Circles of Connection Framework This is Selena's signature system for managing your network without overwhelm:

• Circle 1: Your innermost circle (1-3 people doing life with you)
• Circle 2: Treasured connections (your soul family)
• Circle 3: Active network (people you'd invite to the party)
• Circle 4: Distant connections (arm's length relationships)
• Circle 5: Disconnected connections (people you keep at distance)
• Circle 6: Unknown individuals

 

The Top 40 Strategy

• 20 rich relationships to nurture and prioritize
• 20 new relationships to develop based on your goals
• How to avoid the "one is the most dangerous number" trap

  Standout Moments From Our Conversation

"Rich relationships are the world's highest form of currency. There's no amount of money you can pay for that trust." - Selena Soo

"Everything that has pushed me forward in my businesses has been the relationships that I've had. You cannot buy that trust. You have to build the relationships and the relationship has to come first." - Sean Osborn

"One rich relationship is more powerful than a hundred casual connections." - Selena Soo

"People are now buying from their communities, from their tribes. It's no longer business to consumer - it's consumer to consumer, tribe to tribe." - Sean Osborn

Key Takeaways

✅ Rich relationships have 3 characteristics: They bring financial abundance (directly or indirectly), align with your biggest goals, and inspire you to become your best self

 

✅ The relationship-first approach: Stop leading with transactions. Build trust through conversations - Level 1 (getting to know each other), Level 2 (nurturing and building trust), Level 3 (solid foundation for collaboration)

 

✅ Your network is your net worth: There are places you can only reach through rich relationships. No amount of mass marketing can replace a trusted referral

 

✅ The email list revelation: My most effective sales don't come from ads anymore - they come from my communities. Think of your list as a savings account where you must make deposits (value) before withdrawals (asks)

 

✅ Introverts have superpowers: You don't need to be the center of attention. Mission-driven leaders who put themselves out there for a bigger purpose are often the most influential

 

✅ The vulnerability factor: The fastest way to build relationships is to show genuine interest in others, support their goals, and be open to receiving support yourself

  Why This Matters More Than Ever

As AI becomes more prevalent and marketing becomes increasingly automated, the human connection becomes even more valuable. Selena and I both believe that businesses without rich relationships won't survive in the coming years.

 

The entrepreneurs winning today aren't just great marketers - they're great relationship builders. They understand that in a world of infinite content and constant noise, trust and personal connection are the ultimate differentiators.

  Resources Mentioned

• Selena's New Book: "Rich Relationships" (Available for pre-order on Amazon)
• Free Resources: Get the first 4 chapters free + 25 Rich Relationship Scripts at richrelationshipsbook.com/thinkingbig
• Myers-Briggs Assessment: Referenced as a tool for understanding your personality type (Selena is an INFJ - same as Gandhi and Mother Teresa)

  Connect with Selena Soo

• Website: https://www.selenasoo.com/

 

If this episode resonated with you, I'd love to hear about it. Share your biggest takeaway on social media and tag me - I read every single message. And if you know another entrepreneur who's struggling with networking or feeling like their marketing isn't working, share this episode with them. Sometimes one conversation can change everything.

 

Remember: You don't need to be the most extroverted person in the room. You just need to be the most intentional about the relationships you build.

 

Keep thinking big, Sean