What if the reason your content feels exhausting isn't that you're doing it wrong, but that the entire platform was built to make you disappear the moment you stop feeding it?

This week I'm talking with Holly Haynes, who built a seven-figure business while barely touching social media.

She calls it the antisocial strategy, which is a bit of a joke, because what she does is deeply social. It's just not the scroll. We get into her three-part model of a long-form home base, an email engine, and a visibility engine, and why leads from that ecosystem convert faster than anything coming cold from an ad.

We also go deep on the part that's newly urgent: how SEO and the emerging GEO side of things get you recommended by AI tools like ChatGPT and Claude when people search for answers, and how Holly uses AI to repurpose her work without flattening her voice into the generic content you can smell from a mile away.

She runs all of it in about 20 hours a week, with twin daughters and a family rule about a real vacation every quarter.

If you're burnt out chasing an algorithm that forgets you exist the second you log off, this conversation lays out a steadier way to be found.

• [05:14] – What the antisocial strategy actually is, and why "antisocial" is very social

• [05:25] – Losing 20,000 followers to a hack, and the data that changed Holly's whole approach

• [09:47] – Why this is the OG method: blogs, newsletters, and long-form content coming back

• [09:47] – The three-part model: home base, email engine, visibility engine

• [12:21] – How inbound search became Holly's number two lead source, behind podcasting

• [16:01] – Picking two topics and staying in your lane so AI and humans both know what you're known for

• [18:05] – The "moments document" and why personal stories outperform dry how-to content

• [20:13] – Starting with your words first, then AI, and building a skill to catch what sounds like AI

• [24:54] – Auditing where sales actually come from, and turning off leaky funnels

• [44:44] – The first steps out of the social media hamster wheel

1. "When I looked at my data, 71% of my sales were coming from email. So why was I spending all that time making reels for nothing?"

2. "A healthy business is one that isn't reliant on social media, and there are so many cool ways to do that now."

3. "People aren't really scrolling for answers anymore. They open whatever AI app they use and ask it a question, and we want our information to pop up."

4. "It starts with my words. I may run them through Claude for show notes or a title, but the raw material is always me."

5. "I would so much rather have valuable long-form content that lasts a long time than 27 pieces of little content that aren't doing anything."

6. "Pick one visibility channel and try it for 90 days, because this is a long-term strategy. It takes a minute."

• CEO Type Quiz

• Holly Haynes' website

• Crush the Rush podcast (Holly's show)

• Claude SEO/GEO audit tip: open a chat and ask it to run an SEO and GEO audit on your website

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