Being crystal clear on who our customers and clients are is crucial to building an engaged tribe and growing our businesses. Here's what you can do about it.
There’s one simple reason why we need to know our tribe. And that’s to answer the question “how do I provide what my tribe wants?” (Because remember it’s all about them, not you).
How do I know what my tribe wants?
“Oh yes, I know my ideal client” is something most of my clients tell me. Sometimes though my clients come to me because they don’t know their ideal client, and they know they need to know more about them.
Even those who think they know their clients often don’t know as much as they need to.
To provide your tribe with what they want you’ve got to know what they want. And to know what they want you’ve got to know an awful lot about them and why this is what they want.
And that’s why I spend so much time helping people focus in-depth on who their tribe is.
Is your tribe the hero of your story?
In the Story Brand framework your tribe is the character of your story. And to make sure they’re engaged in your story the Story Brand framework makes sure that your tribe is positioned as the hero of the story you’re inviting them into. You are the guide not the hero.
Many businesses position themselves as the hero. Their websites are all written from how they can help you, what their qualifications are, how they are better than the competition.
Flipping your tribe into the hero role means (for example) your website would be written from the point of view of what they get out of your help, what transformation they can see in their lives from working with you, how they can get this transformation from you.
To be able to position your tribe as the hero in your brand story using the Story Brand framework you’ve got to sit down and pay some attention to them. Really get to know them. And write it down!
Here’s how to get started …
The common goal
All tribes are united by a common goal, dream, ideal or problem. It’s a want or need that you can guide your tribe in achieving or overcoming.
Together you are stronger. Once you’ve identified the goal, dream, ideal or problem that your passion helps people achieve then you’ve got the foundation for all your business products and services, marketing strategies and … well … everything.
In his book, Building a Story Brand, Donald Miller gives us some great examples from movies of the goals that the hero has.
Luke Skywalker needs to overcome the Empire
Katniss needs to survive the Hunger Games
Dorothy needs to get back to Kansas (that’s my example)
What is the goal that your tribe has?
Who is the person that has this goal?
What reasons are there for not joining your tribe?
In his book, Enchantment, Guy Kawasaki gives an example of businesses having a pre-mortem. Post mortems are what we’re more used to thinking of: finding out why someone died, or why something failed. Whereas Guy Kawasaki gives the example relating to looking at why a product launch may fail, I think having a pre-mortem of looking at why people wouldn’t do something at any stage of your business is a really useful and time-saving strategy.
So let’s do a pre-mortem on our tribe membership.
We know your tribe is special. We know who your tribe is for. But why might people not want to join your tribe if it could help them?
Thinking through the “why nots” can help you reassure tribe-wannabe’s that this is the right place for them, or reassure them that it’s not. After all, your tribe can’t be all things to all people. What it should be is the best thing to those you can help.
It may be that your tribe is based in a specific location, so if you’re half way round the world it may not be right for them.
It may be that people think your tribe is only for people in a specific location, so you reassure them that your courses are online so available to people all over the world. Or you do tele-health. Or you link with colleagues in their city.
And put it into action ...
Building a Story Brand around your business, where the character is your hero (not you) means you start to learn more about your tribe. And keeping them front and centre means they’re more likely to engage because … well … it’s all about them rather than you.
So here are three things for you to go do (now, with a nice cuppa).
Answer me this …
Isn’t it nice getting to know your tribe a bit more? It’s time to go back to your business and marketing strategies and plans and double check this is who you’re talking to.
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