1493: Three Important Steps to Building a Killer Tribe by Jeff Goins of Goins Writer on How To Build An Audience

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[00:00:26] This is Optimal Work Daily. Three Important Steps to Building a Killer Tribe.

[00:00:31] By Jeff Goins of GoinsWriter.com

[00:00:35] 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.

[00:00:43] This can be done through a blog, radio program, or speaking platform. But really the medium is irrelevant.

[00:00:49] What matters most is the trust you establish with people.

[00:00:53] The hard part isn't defining the message. It's creating a community of people who want to hear from you.

[00:00:58] If you asked Seth Godin, the godfather of tribe building, how to build an audience, he'd say you need a message that is personal, relevant, and anticipated.

[00:01:08] I would agree. But what does that look like practically?

[00:01:11] Sometimes it's helpful to get rid of the jargon and just get down to the brass tacks.

[00:01:15] So here are three important steps to building a killer tribe.

[00:01:19] Hat tip to Brian Allen for coining the term killer tribe.

[00:01:23] Step 1. Be as personal as you can be.

[00:01:25] If you want to reach other humans, act like one. Simple, right?

[00:01:30] Hardly.

[00:01:31] A lot of people turn into robots when they get on the internet or step into the spotlight.

[00:01:35] Either they become complete jerks or turn into formal ambassadors of snobbery.

[00:01:39] You can be different. Talk like a real person, even if it means breaking a few grammar rules.

[00:01:46] Be accessible. As an exercise, try answering as many emails as possible as soon as they come in.

[00:01:52] And show your scars. Don't be afraid to be a little vulnerable.

[00:01:56] You don't have to air all your dirty laundry or expose every personal aspect of your life to accomplish this.

[00:02:02] Just don't be someone you're not. Be you and amazing stuff will happen.

[00:02:07] I like what Chris Brogan has to say about this.

[00:02:10] Quote,

[00:02:11] Your goal is to move your ideas through a platform to encourage a human interaction.

[00:02:16] End quote.

[00:02:17] People like connecting with other people. It's human nature.

[00:02:20] If you allow your fans and readers to feel comfortable, they'll open up to you and start feeling comfortable.

[00:02:26] As they do, you'll earn permission to speak into their lives.

[00:02:30] Step 2. Stay relevant to your audience.

[00:02:34] People don't care about what matters to you. They care about what matters to them.

[00:02:39] If you want to attract an audience, you need to stop thinking about yourself and start thinking about how you can help people.

[00:02:46] Godin says it like this. Quote,

[00:02:48] What people really want is the ability to connect to each other. End quote.

[00:02:52] A tribe helps like-minded people find each other. It gives them a story to tell and something to talk about.

[00:02:58] So how do you build such a community intentionally?

[00:03:01] Here's an idea. Be generous.

[00:03:04] Consider the following.

[00:03:06] A newbie blogger gives away an e-book he could charge money for in exchange for just an email address so that he can email you when he has another book come out.

[00:03:15] An indie band offers a complimentary download of their new album for a week to start getting people talking about it so it can spread.

[00:03:22] Or 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.

[00:03:30] Over the top generosity is the best marketing you'll ever do.

[00:03:34] And nothing builds an audience faster than giving freely without expectation of compensation.

[00:03:39] All of this, of course, is not free. It costs the creator something. A lot, actually.

[00:03:45] But in return, it earns her something even more valuable than money. Trust.

[00:03:50] That's what we're going for here when we try to build a tribe.

[00:03:53] When you help people get what they want, they'll return the favor.

[00:03:57] So how do you break that down? How do you become relevant in a world full of noise?

[00:04:02] 1. Find a niche with a worldview or go create one.

[00:04:05] 2. Speak directly to just those people.

[00:04:09] 3. Exclude all others, focusing on only your tribe, thus making them feel special.

[00:04:16] Do that enough, and you won't be able to keep the fans away.

[00:04:20] Step 3. Create mouth-watering anticipation.

[00:04:23] Every week, someone delivers a newspaper to my house.

[00:04:26] I've never asked for it, never paid money for it, and never read it. Not once.

[00:04:30] Still, someone feels compelled to drop a little plastic bag full of today's news on my driveway, and I promptly throw it in the trash.

[00:04:38] The mindset of the person delivering the paper, I imagine, goes something like this.

[00:04:43] If we show up often enough and interrupt you long enough, eventually you'll have to pay attention.

[00:04:48] We will wear you down.

[00:04:50] Wrong. This is called spam, and it doesn't work. Not anymore.

[00:04:54] If people aren't anticipating your message, they'll just tune you out.

[00:04:58] You have to earn permission, speak directly to a specific audience, and deliver what you promise.

[00:05:04] Only then will we care about what you have to say.

[00:05:06] You must show up when you say you will, do what you say you're going to do,

[00:05:10] and always give people an easy way to leave the community whenever they want.

[00:05:14] That's what permission, getting it and keeping it, is all about.

[00:05:19] Contrast that newspaper I get with a recent book order from Amazon.com.

[00:05:22] I can't wait for that package to arrive. It's expected, and because of that anticipation, I take it seriously.

[00:05:29] What this means for you.

[00:05:31] If you do the work of respecting people's time, you earn the right to speak to them.

[00:05:35] You may find that some are no longer tuning you out, but showing up, eager to hear what you have to say.

[00:05:41] And this is the paradox. When you make your platform about other people, they'll make it about you.

[00:05:47] Respect begets respect. Generosity is reciprocated. Being helpful gets you noticed.

[00:05:53] Honor these principles, and you'll never have to worry about marketing or self-promotion again.

[00:05:58] You'll be the kind of voice that people look forward to hearing from.

[00:06:02] You'll have the audience you always wanted.

[00:06:08] You just listened to the post titled, Three Important Steps to Building a Killer Tribe by Jeff Goins of GoinsWriter.com.

[00:06:16] And thanks to Jeff for giving us permission to narrate from his blog.

[00:06:19] And you can come visit his site, which I have linked in this episode's description, and at oldpodcast.com as well.

[00:06:26] He's a super popular writer. He's the best-selling author of five books, including The Art of Work and Real Artists Don't Starve.

[00:06:33] When you visit his site, you can hear his thoughts on writing, life, and creative work.

[00:06:38] So you'll hear him narrated across a few of our shows.

[00:06:41] And if you're looking to share your work but are afraid of becoming the starving artist,

[00:06:45] his site is definitely for you. Lots of great advice there.

[00:06:48] So come check it out at GoinsWriter.com.

[00:06:51] And thanks again to Jeff for letting us share his work.

[00:06:54] All right, that should do it for today.