3 Steps to Building a Killer Tribe

Here’s a quick rehash (with some edits) of an old post that deserves reposting:

We’ve talked before about why you need to find your tribe — a unique group of fans, friends, and followers who resonate with your worldview. This is done through a blog, a radio program, or even a public speaking platform.

The medium is irrelevant; what matters is the trust and relationship you establish with people. The hard part isn’t defining the message; it’s creating a community of individuals who want to hear what you have to say.

Photo credit: Rachel D (Creative Commons)

If you asked Seth Godin how to build an audience, he’d say you need a message that is personal, relevant, and anticipated. So what does that actually look like? Here are three important steps to building a killer tribe:

Step 1: Be personal

If you want to reach other human beings, act like one. Simple, right? Hardly.

A lot of people turn into robots when they get on the Internet or step into the spotlight. Either they become complete jerks or turn into formal ambassadors of snobbery. So be different:

Talk like a real person (even if it means breaking a few grammar rules),
Be accessible (as an exercise, try answering as many emails as possible as soon as they come in).
Show your scars (don’t be afraid to be a little vulnerable).

You don’t have to air all your dirty laundry or expose ever personal aspect of your life to accomplish this. Just don’t be someone you’re not. Be you — and amazing stuff will happen.

I like what Chris Brogan says about this:

Your goal is to move your ideas through a platform to encourage a human interaction.

People like connecting with other people. It’s human nature. If you allow your fans and readers to feel comfortable, they’ll open up to you and start feeling comfortable. As they do, you’ll earn permission to speak into their lives.

Step 2: Make your message relevant

People don’t care about what matters to you; they care about what matters to them. If you want to attract an audience, you need to stop thinking about yourself and start thinking about how you can help people.

Godin says this about tribes:

[W]hat people really want is the ability to connect to each other…

A tribe helps like-minded people find each other; it “gives them a story tell and something to talk about.” So how do you build one intentionally, instead of merely stumbling upon these connections?

Here’s an idea: be generous. Consider the following scenarios:

A newbie blogger gives away an eBook he could charge for in exchange for your email address.
That edgy, indie band offers a complimentary download of their new album for a week to help promote it to a larger audience.
An up-and-coming cartoonist who’s yet to make the big-time releases a daily comic on his blog for all to see, with no strings attached.

Over-the-top generosity is the best marketing you’ll ever do. And nothing builds an audience more quickly.

All of this, of course, is not free. It costs the artist something — a lot, actually. But in return, it earns her something even more valuable than money: trust.

When you are willing to help people get what they want, they’ll return the favor. (Caveat: This is NOT why you do this, but it’s a nice byproduct.)

So what does this look like for you? How do you become relevant in a world full of noise? Start by finding a niche with a worldview, and speak directly to them. Exclude all others and focus on making that group feel special.

Step 3: Ensure your message is anticipated

Every day, someone delivers a newspaper to my house. I have never asked for it, paid money for it, or read it. Not once. Nonetheless, day after day, someone feels compelled to drop a little plastic bag full of today’s news on my driveway.

The mindset of the person delivering the paper is this: If we show up and interrupt you long enough, eventually you’ll have to pay attention. Try again. This is called SPAM, and it doesn’t work. Not anymore.

If people aren’t anticipating your message, they’ll just tune you out. (Click here to tweet that.)

You have to first earn permission, speak directly to the tribe, and deliver what you promise. Only then will we care what you have to say or sell.

This can happen as frequently or infrequently as you want. Show up when you say you will — no more, no less. If expectations change, clearly communicate them and give people an easy way to opt out for when they lose interest.

Contrast the newspaper I get with the Amazon order I just made. I can’t wait for that package to arrive. Any subscription-based service or important message is like this: It’s expected, and as such, taken seriously.

What this means for you

If you do the hard work of respecting people’s time, you’ll earn the right to speak to them. You may find that some are no longer tuning you out, but showing up, eager to hear what you have to say. This is the paradox:

When you make your platform about other people, they’ll make it about you.

Respect begets respect. Generosity is often reciprocated. Being resourceful is a great attention-getter. Honor these principles, and you’ll never have to worry about getting someone’s attention again.

Have you found your tribe? Share in the comments.

Special Offer: My friend Bryan Allain hosts a conference called Killer Tribes and just released the sessions on audio. You can hear nine speakers (including me) talk on tribe-building (plus bonus content) when you grab one of these great packages. Get it before the price doubles after tomorrow.

*Photo credit: Rachel D (Creative Commons)

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