| Friend,
Alright, so let's do a recap of what we've been talking about for the last three weeks: - Tribal marketing is about building your reputation in your community.
- For a dojo owner, building a tribe means gaining 1,000 raving fans in your local community, one student at a time. This is your tribe.
- Finding your tribe starts with defining your brand identity.
- Brand identity is how you want to be perceived by consumers. Brand image is how your brand is actually perceived by consumers. Often, the two are far apart.
- The three steps to building a strong brand identity are creating a strong visual identity, differentiation, and communicating your competitive advantage.
- Remember, your brand's visual identity has to be SIMPLE and EASILY RECOGNIZABLE.
- Quality + Customer Service + Integrity = Brand Differentiation
- Your competitive advantage must be something that none of your competitors can duplicate, or that they're simply not willing to duplicate because the cost or effort is too high.
- Your "USP" is your unique selling position (sometimes also called your unique selling proposition). It's how you state your competitive advantage to your target audience.
- Offering a guarantee builds trust between you and your prospects. But, it's only as good as the quality of your the service you offer, the quality of the customer experience you offer, and your willingness to back it up. Fail in any of those three areas, and your guarantee will backfire.
- According to Seth Godin, a tribe is a group of people who are connected to each other, an idea, and a leader.
- There are three main reasons why people join tribes: shared experiences, shared interests, and shared values.
- One way to attract people to your tribe is to stand for something amazing. Examine a common belief or truism about what you do and take it several steps further in how you use it to define what it is that you do. This is commonly known as a mission statement.
- Take care of your clients' needs first, and focus on providing more than just a service. Once you do, financial success will follow.
- Tribes follow leaders, plain and simple. No leader, no tribe.*
- Be a leader worth following.
- Communication is vital to your tribe's strength and longevity. You must be communicating directly with your tribe on a regular basis, and also helping them communicate with each other as well.
So, that's the Cliff Notes version of the last three weeks worth of emails.
Remember, next week I'll be back to discuss some random martial arts business topics, and after that we'll be starting another email series. Stay tuned.
Until next time,
Mike Massie MartialArtsBusinessDaily.com
Quick-start Guide to My Books and Resources: - Looking for a list of books and resources I've written? Click here! - Looking for one-on-one coaching to grow your dojo? Click here...
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