from tochis on flickr
A long time ago, in a galaxy far, far away, people used antique tactics such as distributing white papers, sending mass unsolicited emails, and scheduling speaking engagements to build awareness of their expertise.
OK, so maybe some folks still do. But things are a wee bit different now. Way back then, you know, circa 2008, these options were the way you were expected to go about your business.
Not any more. But as you might expect, a lot of people still believe in these tactics as the only way to go to market. And they wonder why they struggle, or have to push large rocks uphill to get where they want to go.
Now when a client asks why they should invest energies into building community, I tell them so that they can increase their awareness in the marketplace, position themselves as an expert, and become a person of influence.
[insert head scratching and chirping crickets here...]
“But isn’t that why I should distribute white papers and send mass interruption emails?” they will ask…
Well, if you have an audience of people who WANT this material from you, then yes I will answer. Problem is, most people (read: most small businessfolk, consultants, authors, trainers, etc.) don’t have an audience. Most of them are speaking to an empty, silent hall.
The act of building community allows you to grow a community of people interested in what you have to say. Interested in reading what you write. Watching videos you film.
IMPORTANT CAVEAT! If the ONLY reason you want to build community is to build an audience – YOU. WILL. FAIL.
INCREASE PUBLIC AWARENESS
The old way: promote, promote, and promote until somebody…anybody…listens. Maybe.
The new way: by giving, giving, giving…people will become aware of you because you become known as someone who cares about their community.
POSITION YOURSELF AS AN EXPERT
The old way: telling the world that you are an expert.
The new way: having your community tell the world that you are an expert – by sharing your insights to their own communities.
BECOME SOMEONE OF INFLUENCE
The old way: forcing, pushing, driving your “influence” mercilessly.
The new way: helping, serving, and giving to your community naturally makes you a person of influence.
So, the lesson here is simple:
By doing the opposite of what most people think they should do to build an audience – you will likely build an audience. The simple, profound act of caring for your community, serving your community, helping your community – you will grow an audience. See, what most folks do is try to force it – and they actually work against themselves.
If you become known as someone who serves first and sells second – you will be playing to a FULL HOUSE – and a crowd that wants to be there!
Good luck, and break a leg!
Other posts in this series:
Intro – What is Building Community?
Part 1 – Deep Friendships
Part 2 – Raving Fans
Part 3 – Build Your Own Think Tank
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