Humans Have a Visceral Need to Belong
Humans have a visceral need to belong
To a community
To a groupTo a tribe
We need to feel accepted and valued.
We need to feel understood.
It’s in our DNA.
Your success is based on your ability to create and nurture a community.
The community is your brand.
The community is where your customers will germinate.
The community is where they start their journey to explore your world..
So how do you build a community?
The short answer is ‘by telling stories’.
Stories connect at an emotional level.
They turn observers into participants.
They suck people in and invite them to try on new ideas in a risk free way. When they accept them, they become their own. People have an implicit trust in their own ideas.
But there’s more to it than that…
And there’s frequency.
Let’s take the last one first.
The more you see someone, the faster your relationship develops.
The more conversations you have, the better you get to know them.
The more you give without expectation of receiving, the stronger that relationship becomes.
This applies online just as much as in the real world.
Good relationships mean:
- We’re more open with each other…
- Our time together is more enjoyable.
- We’re more open to taking challenging new ideas onboard.
- And we're more likely to implement the changes that need to be made… because we want to
This takes time.
For some, more, than for others.
Of all the people in your audience only 3% may be ready to hire you as their coach. Of this 3% only 15% could be ready in the first 90 days. That means 85% of that 3% could buy from you over the course of the next 18 months.
There is therefore a good reason for nurturing the relationship with your audience.
Imagine it as an organic garden.
Pulling the weeds out by the roots.
Making sure the soil is as fertile as possible…
All these ensure your crops are as prolific as possible.
We give consistently to our garden in order to receive it occasionally.
We are naturally social creatures – we crave friendship and positive interactions, just as much as food and water. We are more connected than ever before, yet we have never been so isolated.
We want to feel acknowledged.
We want to belong to a community.
It’s a process…
The better our relationship with someone, the happier they're going to be about trusting us.
In today’s world, everyone is a sceptic.
It’s not surprising.
We are bombarded with sales messages and Ads every minute of every single day. We are blind to 99.99% of them. If we weren’t, we’d be overwhelmed.
So how do you cut through the noise?
Your audience is made up of a group of sophisticated, well educated people who are discerning decision makers.
They are looking for authenticity.
That means you have to turn up warts and all.
Be open to showing your vulnerability.
That you’ve made those mistakes too.
It means integrity.
Where relationships are concerned, face value is usually without value. People ask a different question to the one they really want answered.
They don’t say what they feel
They don’t think what they say
And they don’t feel what they think
A prospect might ask whether he should go on a sabbatical, when he really wants to talk about how to take his life in a different direction.
A client might ask how you felt about his LIVE video presentation, when he really wants to talk about how not to be so nervous in front of a camera.
Behind the simple questions, there are often much deeper ones that go unasked.
People who build great relationships think about what lies underneath so they can answer that question, too.
When you do this, you grow a tribe, an audience who truly love everything you do and are willing to pay good money to work with you.
Then you’ll have a coaching practice that will stand the test of time.
Understood, you say…
That makes sense
How do you get past the initial resistance... Passed the scepticism?
The answer is to make the stories we put out relevant to the ideal prospect..
This starts with being specific about who our ideal client is and who it isn’t. Marketing is about knowing that person better than anyone else so you can put yourself in a position to break the ice..
Relate the conversation that is going on inside their own head.
Spell out the vision they have of a better life they want to lead.
Finish the sentence that starts with the words - If only…
And continues with the word - Then….
Your ideal prospect has to know that you are talking to them specifically then they are more likely to pay attention, at least initially.
Being relevant gives you the chance to transform someone from being an observer to being a participant. To move from standing watching the game to becoming a player in the game.
Once they join you on the pitch, you have to give them the ball. Give them something that will help them move towards the goal…
This something is called value.Not just any old pearls of wisdom.
But value which is tailored to the right person at the right time in the right place.
Tailor the insight to that moment.
Then it becomes actionable.
It becomes valuable.
They give it a try. It works. They feel great. Step forward with new belief in themselves and a dawning realisation that you may be able to help them some more.
You have just made a connection with someone who feels acknowledged.
They want to know more.
They join your community.
The relationship deepens.
And we’re back to where we started.
Communities are the future of marketing. They envelope your brand and protect it from the competition. They encourage your people to explore other places in your world.
It’s where you plant seeds, germinate them and guide them.
They get to know you.
Build trust in you.
It’s where you continue to tell stories.
Show them how doing so will help them attract the people they want to talk to.
To find out about the 5 piece story structure I use all the time click here