Here's an extraordinary photo of a tribe yet uncontacted by our modern technological wizardry. I hope that this tribe and others like it can continue on. The article illustrates how many tribes may be facing danger of extinction, but I couldn't help but see this picture as a parallel to marketing your business in our modern world.
Do you see how these people are reacting to what they're seeing? Defensive posture, weapons at the ready. Why? Because the airplane is unknown to them, and should it become dangerous, they're ready to defend their tribe.
How does this relate to business?
Here's how: People buy what they know and understand, and are suspicious of what they don't know or understand. People get much of their understanding and point of view from their tribe.
In spite of this, I constantly see marketers blazing ahead, trying to get everyone to buy their stuff without any established trust, history, or regard to their customers' needs. Why do people continue to market this way? I can only think of two reasons:
1. They don't know any better.
2. It takes too long or too much effort to establish a relationship.
As a result, most of their businesses fail. Miserably. So how can you avoid this?
I suggest that when it comes to marketing, you look at your market as your tribe. How do you approach your tribe? Do you come in as loud, unknown entity, shouting about your fabulous products? Seth Godin has a word for that… it's called interruption marketing– Interrupt people, get their attention and sell them stuff. Guess what? It results in the same scenario as you see in the picture. I see a lot of this online, and on the social media sites particularly, you'll get a hostile or indifferent response, at best.
Instead, when targeting a particular group in your marketing, think of that group as your tribe. Keep asking yourself: What's important to your fellow tribemembers? What problems do they have? Talk with your tribe about these things. Develop interest in their interests, understand their dilemmas, and adopt their culture. In effect, become one of them. By doing so, you will become a trusted authority.
When marketing, and especially when using social media sites, such as facebook or bebo, twitter, etc., don't come in like a screaming billboard. Start as a friend instead- ask questions, help your fellow members, develop trust, and create something that's a win-win for everyone. As a result, you'll see a big difference in your business and even in yourself. After all, respect is a solid business-building principle. If you're in business ultimately to feel great about your accomplishements and contribution, this is how you'll accomplish it- through helping others first.
Filed under Blog by Sandra Sinclair
