Marketing has changed. For the better.
So, if you still think the goal of your marketing is to get clients, it may be time to try something new.
What would it be like if you could hang out all day, every day, with people you enjoy. Those who share a common passion. Fans who listened to everything you said and then passed that message onto others.
Sounds good, doesn’t it? That’s the power of having a tribe.
During a long plane flight this past week, I downloaded and reread Seth Godin’s landmark book, Tribes: We Need You To Lead Us.
This book is a must-read for every coach and every entrepreneur. However, if like most entrepreneurs, you are too busy to read it right now, let me summarize the “must know” information using Godin’s own words (in italics.)
What Is A Tribe?
What is a tribe? A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. A group needs only two things to be a tribe: a shared interest and a way to communicate.
Caring is the key emotion at the center of the tribe. Tribe members care what happens, to their goals and to one another.
You don’t have to dream up the next, best great thing to start a tribe.
Make Things Happen
It isn’t about having a great idea (it almost never is). The great ideas are out there, for free, on your neighborhood blog. Nope, this is about taking initiative and making things happen.
It will be up to you to make things happen. Good tribes don’t come about organically. They are the result of good leadership.
The skeptical among us look at the idea of leadership and we hesitate. We hesitate because it feels like something we need to be ordained to do. That without authority, we can’t lead.
Does the idea of leadership make you nervous? Hesitant? Convinced that this isn’t possible? Sure that this kind of leadership is for somebody else?
The first thing you need to know is that individuals have far more power than ever before in history.
The second thing you need to know is that the only thing holding you back from becoming the kind of person who changes things is this: lack of faith. Faith that you can do it. Faith that it’s worth doing. Faith that failure won’t destroy you.
You Are A Leader
The truth is that you are already a leader. Everyone who cares about change is a leader.
(Intentional) leadership is about creating change that you believe in.
Why is this important?
People yearn for change, they relish being part of a movement, and they talk about things that are remarkable.
What does this mean for the Christian coach or entrepreneur? Your clients are out there. They may not know they need a coach, but they know they need change.
Paint the Future
The secret of leadership is simple: Do what you believe in. Paint a picture of the future. Go there. People will follow.
When you create the change you believe in, when you become the change you believe in, people will join you. They will sign-up for your newsletter, read your blog, tweet your message, like your business page and best of all, engage your services.
The tribe you assemble will be a pool of warm, interested, friendly prospects just waiting for the right moment to do business with you. And as they wait, they will spread the word about what you have created. And as you lead well, your tribe will grow in number, in quality, in visibility and in credibility.
A tribe is your volunteer marketing team.
Don’t Sell. Engage.
Marketing used to be about advertising, and advertising is expensive. Today, marketing is about engaging with the tribe and delivering products and services with stories that spread.
Be warned: tribe building isn’t quick and easy. But it’s relational, authentic, self-replicating and long lasting.
Part of leadership (a big part of it, actually) is the ability to stick with the dream for a long time. Long enough that the critics realize that you’re going to get there one way or another… so they follow.
Don’t settle for finding a client here and a client there, always swimming upstream or starting from the ground up.
Articulate your passion. Gather like-minded people. Tap into the power of tribes. The goal of marketing is not to get a client. It’s to build a tribe.
Once you have your tribe, the clients naturally come.
Why Not Start Today
I join Seth Godin in issuing this challenge:
One person – okay, what I really mean is you, has everything. Everything you need to build something far bigger than yourself. The people around you realize this, and they are ready to follow if you’re ready to lead.
Does this idea intrigue you? Then you may want to download the whole book and read it. But don’t wait.
Waiting doesn’t pay. Saying yes does.