Why Relatability Builds Stronger Connections Than Facts Ever Could

There is something to be said about connecting to a deeper feeling, instead of simply relying on cold facts.

When people can relate, it becomes much more compelling to join in.

This approach differs from expecting people to fit into what an industry wants of them or what a marketplace expects from you.

Let me explain from a personal side. We are seeing a growth of new people joining YATM Club, I made one very small adjustment that has made a difference. 

People need an understanding of what they are stepping into. The association with YATM is around how we can promote and market ourselves and not be over-reliant on a middleman. This helps set the scene as it has a business connection around self promotion, creation and personal brand.

What has changed is the approach at an emotional level.

One word has become central in every conversation with each person being onboarded (before they join): confidence.

The importance of learning and marketing has shifted from a purely rational approach to something that resonates on a more personal level. When you feel confident, it elevates the work you do, it helps you to push yourself, it opens up stronger connections, it makes you feel better in yourself. 

For many years, I had pushed the rational approach. It made sense as people need to see a return for the time and money invested. We like to believe that our decisions and commitments are based on rational analysis, as this helps justify our worth. Most of the time, it is our emotional decisions that help to reshape the rational side.  

I initially focused on the facts, but now I realise I could have embraced the feelings.

This is what I know now, based on decisions from people to commit.

1) Feelings first

2) Share the story behind the feelings

3) Facts back up the reason 

If our goal is to help people make better choices, it starts with creating better feelings first.

This is not about telling stories, it’s about striking a chord in what we know can give us a boost. For instance, people now have the ability to step up and be seen at the front, or know that their work will be seen by other people and not in a vacuum anymore. Confidence gives us the impetus to continue and progress.

I now understand that a deeper emotional connection is one that people can relate to. It feels more personal and it helps others to make an attachment.

An emotive approach comes from your own experiences, personality and beliefs. 

Here are some steps that I know that can help you create a simpler connection with others, making it clear why they should support you—whether by subscribing or making a purchase. It’s all about being more relatable.

It is tempting to follow what has worked for others, but your style is unique to you. When you try to create a veneer and strive to appear knowledgeable and worldly wise, your dogged professionalism gets in the way of being normal. 

Following industry jargon can easily lead to confusion. We all want to be seen as dependable individuals whom others can trust. While I focus on sending out the weekly newsletter, I also use it as an opportunity to sharpen my thoughts and present the real me to you.

It takes confidence to be open and to accept that you don’t have to have all the answers. This helps to make you more approachable to others.

Understanding what you stand for (and how you have a role for others), helps you to be concise. It also makes it easier for people to connect with your message.

Before 2020 my work was somewhat confusing because it had a heavy focus on content marketing. I’ve learned to be sharper in what YATM represents today, not for me, but for other people. When you know your space, you can then explore. It makes it easier for people to connect with.

When you spend time collating and discovering, from a podcast guest to delivering an event, the more you explore, the more you build your own interpretation. This process leads to creating an experience that is more accessible for others.

The more you engage with a particular topic, the easier it becomes to focus on it. For instance, with our YATM Lunch Clubs, in the past year or so I have been figuring out what it takes to bring people together where you find a balance between work and camaraderie. 

When you are clear on the audience you serve, you start to trim around the edges.

I’m not the person to tell you about SEO approach, or the best AI tools to use, but I can offer insights on how to build your audience and create a space where people want to stay.

Removing what isn’t you, means you can put more effort in your own original clarity of thought. In turn, this makes a deeper connection with other people.

When you approach with fresh eyes and your own curiosity, you can share from the heart. Much of what I document comes from my personal experiments and their outcomes. When it’s based on lived experiences, it feels more genuine. You reflect on what you’ve learned, what could be improved, and how your journey might help someone else. That’s what people connect with.

Take the approach that you are sharing for the younger you, 18 months ago, where the knowledge you have now gained can be such a source of insight for the younger you. You don’t need to have all the answers right now; think of it as a scrapbook that gradually builds momentum as you work through your thoughts publicly.

I don’t want to return to a time when people struggled to understand me. I was just confusing people. I wasn’t clear from the start.

I know that to make a connection with, they want to see something where they are in the picture and know it represents who they are and what they aspire to be.  

Strength lies in being relatable.

When people feel something, they remember it. When they relate to it, they join in.

When people see themselves in what you offer, the choice to commit feels natural, not forced.

I found my angle for people to join around ‘confidence.’ It isn’t just a benefit—it’s transformative. It lifts people up, enabling them to act, connect, and grow. This then relates to the business side.

The clearer you are, the easier it becomes for others to see the role they can play alongside you. It’s about fostering trust, not perfection. 

Start with emotion, and watch as everything else falls into place.