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Episode Info: Have you heard the term “call and response”? When I hear the phrase, I think of preachers, especially in black churches, who use it to engage their parishioners and uplevel the energy in the room. As speakers, we can use call and response to heighten energy and emotion with our audiences and get them to participate more in the experience. (See episode 113 on E.P.I.C. content for some examples.) But, have you thought about using this idea of “call and response” on social media? I certainly hadn’t until I saw a post by my guest, Tara McMullin, in her What Works online community that I’m a member of. Here’s what’s interesting about Tara’s idea: We assume we’re creating the “call” with our social media posts and content. However, what if our posts are the response to the question that’s already in the minds of our audience. Our goal is to seek out the call from our audience and respond to it, not the other way around. Mind-shifting, isn’t it? In this episode, Tara and I talk about: The business model of her What Works community and how it evolved from what she had before How this idea of call and response is influencing what Tara is doing on social media The impact, engagement, and results Tara has seen with this fresh approach, especially on Instagram As a marketer, we need to think of what the questions (calls) our audiences/prospective clients have What I’m currently doing on social media How Tara approaches the content she creates for speaking engagements   I was curious about where the phrase "call and response" originated, so I did some searching: “Call and response is deeply embedded into African-American musical traditions including blues, jazz, gospel, R&B, soul, and hip-hop. The phrasing is a musical conversation—a statement made by a musician or group musicians is answered by a response. Call and response comes from Sub-Saharan African cultures and developed in America through slave work songs and field hollers, spirituals, and blues.” (Source:   This episode is sponsored by Modern Traction, a web development and content marketing company. We used Modern Traction to design our new website for and we are beyond thrilled with the impact and ROI we’ve already received less than a month in. Melanie Richards, the founder of Modern Traction, was on the podcast last week in episode 121 sharing what a powerful marketing and sales tool your website can be, especially to position yourself as a premium and paid speaker. Learn more about how they can help you with a website refresh, a complete overhaul, or done-for-you content marketing at and schedule a consult call. I can’t recommend Mel and her team enough. About My Guest: Tara McMullin is a podcaster, writer, and small business community leader. With over a decade of experience helping thousands of small business owne...
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