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Lesson Info

Build a Compelling Community

All right, Welcome back. Welcome back. Let's take a look at what our goal is for today. Our goal is to leverage a welcome gift to create a compelling community for your brand Leverage a welcome Griff to create a compelling community for your brand. So before we do that, let's take a look at where we've been In our previous lesson. We talked about products that sell easily, and products that sell easily clearly communicate their value and support the story of how your business stands out. When you bake your businesses stand out style into every ounce of product development, every ounce of marketing and every sales conversation about your product. You can ensure that it's going to reach the right people and sell easily, But we're gonna look at building a compelling community from a slightly different angle. You guys ready to get started? All right, let's do this. So community doesn't just happen. It's engineered. Community doesn't just happen. It's engineered. I think a lot of us are kin...

d of in a holding pattern, waiting for community to just kind of happen around. Our businesses were in a holding pattern, waiting for our audience to grow We're in a holding pattern, waiting for our platform to expand, and it doesn't work that way. You have tow engineer that growth you have tow engineer that connection into your business, at least if you want to move a lot faster than you've been moving in the past. So why don't we join a community? We joined a community. When our needs are heard and understood, we join a community when our concerns and desires are respected. We recognize others with similar needs. We're all using the same language and part of the same conversation, and we join a community when there's a strong organizing vision. These are the These are the pieces of the puzzle that I've kind of pinpointed over years of watching, uh, definitely online communities grow, but also offline communities. People join a community when their needs needs or heard and understood when their concerns and desires are respected. When they recognize people with similar needs, when they're all using the same language when it when it sounds really familiar and we're talking about things were passionate about and when there's a strong organizing vision most of the time when communities form, there's some sense off leadership Thio to that community. So how does community help your business stand out? Do you guys remember these four piece Your community can be a big part of your outreach strategy. Your community can be a big part of your marketing. Um, you know, if you've been watching the standout biz hashtag around this program, you're already seeing that community taking taking form. You're seeing community that I have your seeing community that creative live has, and you're seeing this standout biz community and they're all helping to market this boot camp. And they're not thinking I'm helping terra market this boot camp there thinking this is awesome and I want to share this with other people. I wanna have other people in this community to talk with, to meet new people, to support me as I go through this process. And so your community could be a big part of each and every P of marketing. Obviously, it's the people right community. It's people. But community has a strong organizing vision. That's a lot of that's the purpose piece. Uh, it it tells your community is telling a story about your business, what it does, how you help them, That's positioning. And then it can help you promote as well. Because when lots of different people are talking about the results that you've that you've helped them achieve, when they're talking about the transformation that you've catalyzed for them, that is great promotion, right? So community can really help us leverage all four p's of marketing. Now the easiest way to build a community in your business is with your email list. The easiest way to build community in your business is with your email list. Back in the good old days of the Internet, way back list serves were kind of the epitome off online community. People just emailing back and forth email, email, email, email, email, email, email, email, email. And they were huge communities, vibrant communities, engaged communities. Then from that, some people started, um, their own individual newsletter lists right where they would send out a daily or a weekly email to a community of people who said, Yeah, I want to hear more from you. I want to hear more from you And then those people turned into marketers when they realized that they had an audience that was willing to not only give up their email address for them, but willing to buy their information, their ideas, access to them, whatever it might be. That's community. And that's and that's why email is one of the easiest ways to build community online. I'd say it's one of the easiest ways to build community online or offline. I mean, have you ever tried to get 1000 people into one space offline? Yeah, that's hard work. It's a lot easier to build an email list of 1000 people than it is to get them to all show up in one warehouse downtown, right? All right, And the easiest way to build your email list is toe welcome new community members with a free gift. So that's where this welcome gift and community building peace comes in. I firmly believe that the welcome gift that you offer in exchange for someone's email address is a welcome into your community and that by choosing or creating the right welcome gift, the one with the right message the one that incorporates your unique, standout style, you can attract the right people to your community, the ones that are speaking the same language, the ones that share your vision, the ones that are excited to help you talk about what it is that you do and how you how you benefit them. Now here's the thing. There's a lot of noise when it comes to signing up for email lists, right? Your email list is just one of thousands that someone might see on in any given month, right? So how do you make your email list your welcome gift? Stand out in all of that noise that the key to standing out is to making sure that your welcome gift, your email community, is based on your quiet power now. Ah, quiet power community attracts people buy it, focuses on the right community members. In other words, it's not trying to get everybody and their brother or sister on the list, just the right people. It clearly articulates the need and results. That community that the community addresses clearly articulates the need and results that the community addresses. It leverages purpose and vision to create by in it uses unique positioning and point of view to differentiate itself, and it becomes an effective vehicle for promotion gradually, so it focuses on the right people it clearly articulates the need and results that that community addresses. It leverages purpose and vision to create by in it uses unique positioning and point of view to differentiate itself, and it becomes an effective vehicle for promotion gradually. So you're welcome. Gift should be created, especially for the people you want in your community. In other words, you have in mind the right people, the people that you want tohave signing up for your email list and you create a welcome gift just for them. We'll get to the process for that. It will address a particular need those people have and the result they want. Instead, it will tie into your purpose and vision for your business. So this is going to connect a really small result, really concrete tangible results to that big picture purpose the big picture vision that you have behind your business. It's going to stand out using unique positioning and point of view. In other words, it's gonna highlight your unique voice, and it's gonna highlight how you do what you do differently. And this welcome gift is going to set you up for building a relationship and conversation over time in other words. You think of that welcome gift as just your introduction. This is essentially your introduction toe all the right people and you would never say, Oh, hey, it's really nice to meet you. Would you like to buy this thing that I have, right? You say, Hey, it's nice to meet you. Can I ask you about yourself? Can I ask you about your hobbies? Can I ask you about your family? Let's talk. Did you see the ball game last night? Right. You build, you build, report, you build a relationship with people. That welcome gift is that personal introduction that you have to a new community member. That sets you up for having a really conversation where you really get to know that person better, and that person gets to know you as a provider better. So let's look at some examples here. The first one, and we've looked actually at this one before, But the first one is from, uh, my client, Sean Fink, who's the founder of abundant mama dot com. Abundant M am a dot com. Her welcome gift is 10 habits of highly effective mamas. She thought about the individual mother's that she had in her community and thought, If I could give them one result or I guess in this case, 10 results. But if I could give if I could change one thing for them, what would that one thing be? What do they need in their lives? Well, what they need is new habits, and she's She's kind of addressed the need and the question that they have by saying you could be intentional and productive when you have the right habits, you could be intentional about how you mother and you can have a more productive lifestyle. It doesn't have to all be that Harry Reid frazzled kind of minute by minute approach to being a mom, right? So this whole pages all built toward the individual needs and questions of the individual mothers she has in mind. How many more times can I say? Individual? Alright, let's look at another one. This is studio MME. Meghan Eckman has been in my creative live audience before, and it's studio mm e dot com. Now, Meghan has a, um, embroidery of the month club embroidery pattern of the Month club so you can sign up to get her illustrations translated into embroidery patterns delivered to your inbox once a month for a very low monthly fee. But she found that the kind of the barrier to entry there on that product was that people weren't exactly sure they could embroider or not. Or they maybe they did it years ago. But they don't really remember or they've never done a handcraft like that before. And Megan's Secret is that she really only knows one stitch. And so she was. She's like That's not an excuse. This is a great and easy craft. People love doing this. Lots of people want to do this. But this fear and lack of knowledge is keeping them away. And and the difference between having the knowledge and not having the knowledge is one stitch. So what she did is actually put together a guide for people to download. That's how to do that one stitch, she says. I only use the simplest stitches in my patterns because I believe in easy embroidery. This is such an easy point of entry for people. It's useful in and of itself, and it sets her up to develop a relationship over time with a new subscriber so that then you know, maybe a week or a month from now when she says, Hey, do you want to get in on the embroidery of the month club before it goes out next? They're like, Yeah, I think I think that might be a good idea And so this has been really successful for her. So that's two different examples, Uh, in my work, Aaron, In my business, I have the quiet power strategy map. That's my welcome gift. And the idea there is to kind of prime your brain and pull out information on what your individual quiet power strategy might be. So there's lots of warm up questions there. There's a place to actually map out your strategy. There's a place to create an action plan, and that's my welcome gift. By pulling out that fundamental foundational information about yourself, you can then take my block posts. Or you could take anyone's block post, for that matter and apply them better so you can find that a terror. Gentilly dot com slash quiet power